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What Can I Say?
By Michael S. Finn, RRP
I have been dreading writing this article for over a week. What can I say that does not pale
in comparison to September 11, 2001? This catastrophe has made our country look at itself like we have never before.
We all want to find answers that will offer solutions. There are no quick fixes to the events of last week. I find
solace in an old GreenPeace bumper sticker I saw many years ago. It said "Think Globally, Act Locally".
To me this has always been great advice. Anyone who has read a newspaper, watched the television, or been on-line,
knows that there are many things we can do locally to help the cause. And many of us are doing it with money, blood,
and prayers.
In the light of all this, many people in our Industry are asking how will this effect us. There is nothing wrong
or selfish with this sentiment. It is time for us to go forward and we need to know what to expect.
This is our business and our livelihood and we must look at it objectively. In the past week, it has been reported
that most resorts have a diminished tour flow. At the same time there have been companies reporting higher efficiencies
(VPGs) than normal. The moral to this story is to "love the one you are with". Now, to many people this
means dig in and take your time with the client sitting in front of you, because just maybe there will not be another
today. This is valid, but I would like to get a little deeper than that.
I spoke to my father last night, who brokers manufacturing and labeling equipment. He told me his company had all
their salespeople making cold calls to find new clients to make up for the anticipated lost business now and in
the coming months. After a number of unfruitful phone calls and a few minutes of strategic thinking he saw this
may not be the proper course of action. For his Industry like ours, now is the time to help the clients we have.
If we are there to make sure our product works well for owners we will all benefit. Programs like in-house; reloads,
upgrades, and referrals will prove more valuable than ever. Our existing members know us, trust us, and maybe more
importantly know themselves. What I mean by this is that if someone has put the money into the program and seen
it work, they are more likely to want more for them or their friends.
Do not get me wrong; Front-Line Tours will be important for growth. The process of getting new clients to our doors
will be more challenging. Again this brings us back to the "love the one you are with" mantra. We must
do everything we can to make the experience a simple and pleasurable one for the guest. I have always thought that
in a down economy we should see higher efficiencies and yes even better performing portfolios. Ensuring that our
prospects are well informed and comfortable will aid the process.
This brings us to efficiencies. Even if unemployment increases, and it looks like it will, based on our qualifications
we only invite guests that are employed making a predetermined income. People that are secure in their work most
likely know their budgets and can make a decision financially. Sometimes in a good economy everyone is working
and making good money, thinking that this is going to continue forever. When it does not, the hardship begins.
This leads to end loan issues. If there are more layoffs the performance of existing paper may be challenged. The
bright side is what I alluded to earlier. New paper should perform well, because these owners are serious about
vacations and know their finances. Now you may ask, "how does this effect me?"
In the early 90s when we were in the midst of recession with high unemployment, I would ask my sales team two questions.
First, are the people sitting in front of you able to purchase the product? Invariably the answer was "yes".
The next question would be "are you making money?" If the answer was "yes" to the first question,
then would answer number two be a "yes" also? This comes back to "Think Globally, Act Locally".
There is nothing more local than taking care of yourself and moving forward.
In summation, I would like to say; "if we all take care of our own small part of the Industry, we will
not only survive, but thrive."
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Michael S. Finn, RRP,
writes an insightful bi-weekly column regarding issues of ethical and profitable sales & marketing. Read his bio here
Email: Michaelsfinn@aol.com Published
on Mondays.
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