[Reading time: 2m 16s]
I was eating a burrito outside a small fish joint in a strip mall in Maui.
Taped to the window of the real estate business next door was a listing of timeshares for sale in the secondary market. People bought timeshares, realized (as most people do) that it was a bad investment for them, and want to cash out.
I took a look at the listings, surprised at how low the prices were for a secondary timeshare. Curious, I’ve since done some research and have been surprised to find people selling timeshares nearly for free on eBay because they no longer want to pay their owner’s fee.
Google “are timeshares worth it” and you’ll find a heated debate that rises to the level of Oxford commas. (Note: the right answer to the Oxford comma debate is yes, you should use them.)
If you’re in the timeshare business, there are two types of people in the world:
- People who are open to buying timeshares
- People who absolutely hate timeshares
There’s no in-between. One user on Quora says people buy timeshares “because they are not very bright and they fall for the hoopla timeshare sales people through at them.” Yikes.
This person falls into the second camp.
If I was in the timeshare business, I wouldn’t attempt to sell this person a timeshare. Even though there are particular buyers who should buy timeshares – they’re patient, are happy to buy secondhand, plan far ahead, and vacation regularly in the same places – this person obviously doesn’t agree.
Plus, the fact that timeshares are a good buy for some people really doesn’t matter to any individual. This brings us to an important axiom of selling or marketing anything:
The truth doesn’t matter as much as what your buyer believes.
This is dangerous ground, because you might interpret this simply as “the truth doesn’t matter.” No, that’s not what I’m saying.
The implication is that you can’t sell timeshares to people who hate timeshares. They just won’t buy unless they change their beliefs. At some point, you’ve surely talked to someone who’s had a bad experience with a service provider in your market before. They usually have more baggage than newlyweds on a 2 week honeymoon to Tahiti.
So what to do if you ever encounter this person? Generally speaking…
There are so many people out there who need your help right now – give your time and attention to them instead of people who are highly skeptical of you.
If you enter into conversation with someone in Camp Hater, don’t try to change their mind. Instead, it’s more effective to ask questions and have them explain to you their thought process and rationale. It’s possible to change someone’s mind, but unlikely.
Focus on the people who need your help now.