When compelling closes more deals
Want is a strange thing. The most honest answer to the question “why do you want it?” is often “because I just do!” If you want something badly enough, there’s not a lot that will stand in the way of your compelling desire to get it.
In vacation ownership, the want is not present when the prospect walks in the door. This is in direct contrast to when someone walks into a car dealership – they pretty much know they want a new car, they pretty much know which model it will be – what they’re there to find out is whether they want to buy it from you. But vacation ownership is not like that.
We have to find emotional reasons to allow the prospect to develop their own desire, their own want. Then we also have to help them understand that while they are not having these things their life is in some way diminished. So what are the key points to creating compelling desire in the vacation ownership proposition? –
- Desire to spend time with your loved ones
- Desire to spend time with your children
- Desire to provide for your family
- Desire to take time for yourself
- Desire for experiences you haven’t yet experienced
- Desire for self-reward
- Desire to maintain health and longevity of life
- Desire for peace
- Desire for greater meaning and fulfilment
- Desire for greater social status
- Desire for more “possessions” (usually as a mark of self-importance or security)
- Desire for security
A way to increase levels of desires is to put barriers in the way of having the thing the prospect desires. The more uncertain you make the outcome, the more you will increase levels of desire.
Desire, then, is an “inside” job – but once established is hard to shift. At this point you’ve created a good opportunity to sell.
At Light we can fan sparks of desire from a glow into fire.