In the excellent book "Enchantment" by Guy Kawasaki, Chapter 6 is entitled "How To Overcome Resistance." I thought I'd outline Mr. Kawasaki's insights into why people are reluctant and make some points about timeshare.
* Inertia-People don't like to do things differently. They've been renting hotel rooms for years and years and are either satisfied with the status quo and/or lazy.
* Hesitation to reduce options. As hard as it is for people in the timeshare industry to believe, there are MANY consumers out there who don't know/understand about exchanging, Those people look at a timeshare as a huge reduction in their vacation options. Couple this with the fact that many timeshare salespeople oversell the exchange option so badly that people don't believe ANY of it.
* Fear of making a mistake. Closely tied to inertia. Consumers don't like to think they've made a mistake, so oftentimes they don't do anything differently. While renting a hotel room may in fact be a mistake for them, purchasing a timeshare seems like a bigger choice and therefore a larger potential mistake.
* Lack of role models. I've been saying for years now that timeshare needs a credible spokesperson. And by "credible spokesperson" I don't mean Alan Thicke, Rosanne Barr and/or David Faustino; all of which have tried and failed.
* Your cause sucks. No, I don't think timeshare sucks. But I do think that things have to change; and change in a hurry if we are to capture the Gen Xs and other younger demographics out there.
Thankfully, Guy Kawasaki points out solutions to these problems. Before I talk about his solutions, I'm curious to hear your thoughts and your ideas for solutions.
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