Monday, September 26, 2011

A Lesson On Overcoming Resistance

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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