Kenny Chapman watched a vacation-ownership pitch in Scottsdale and noticed they weren't selling property, they were selling family vacations and resort access. He breaks down how they used reciprocity and personalized service to make the offer irresistible, then asks: what experience are you actually selling when you install an HVAC system or water heater?
Hey, everybody. Kenny Chapman, the blue collar coach, coming to you live this week from the Weston Kierland Village, just outside, or villas, I guess it's called, just outside of Scottsdale here. Christie and I added on a couple days after our service school last week in Phoenix. Just a little bit of rest and relaxation that we both very much needed. So let me ask you a question. What are you selling here? We are, we're staying at this amazing vacation ownership property. We get all the information we got to come here on a promotional deal and never did it say we had to sit through the little presentation. Oh, we got to have two hours of your time because we want to sell you something nowhere, anywhere. Because if that would have been in there, there's no way we would have come. We would have said, no, not going to happen. So how does it happen? They have a process, and they have a process that works for most people. Let me say that again. They have a process that works for most people. Now we checked in, they take us and we meet our personal concierge straight away. She's giving us bottled water. She gives us hundreds of dollars in discounts, making dinner reservations for us, making sure we have anything and everything we need. We get a card from her under our door. Once we check in, everything's all, you know, all this top notch stuff. But during our check in process, she says, when, during your stay, can both of you commit? Not one, we've got to have both of them, both of you commit to about 90 minutes, based on your interest, to take a look at our vacation ownership program. The back of the neck hair raises up on Christy's neck and she said, wait a minute. Nowhere in our paperwork did it say we had to go to a sales process. And she just politely, empathetically, professionally says, oh, no, Ms. Chapman, it's not required. But because you are here on our promotional offer, we'd really just ask for a little bit of your time just to show you it's not high pressure. It's not anything like that. We just like to share with you right now. I want to see the process anyway because we do this stuff for a living. And if there's anything I can learn or take away, right, it's great. But something very powerful happened. The law of reciprocity kicked in when she said, well, because you're here on this promotional offer, it's. See, we're staying here for less than 100 bucks a night. It's like 500 a night for the place that we're staying in. So. Well, Okay, I guess I could give them a little bit of that time as we go through, we get there, we do the whole thing. I'll talk more about that later. But what I want us to think about is everything that happened during that sales process was about lifestyle, it was about connection, it was about experience. You're going to vacation. What about family? You know, obviously we don't have children, but they sell so many of these things based on an experience of a family with their children. They're not selling property, they're not selling deeds. I mean, yeah, you get that stuff with it, but they're selling resorts all over the world. He said in the opener, where, where's the place you would just all want, where would you want to go? Now everybody has that dream, dream trip, that lifetime trip basically. If he can make that happen, guess what? Good things are going to happen right now. No, we didn't buy one. That's just not for us right now. And whatever. But it's the best process I've seen. So let me ask a question. Two most hated sales processes in the world, what are they? Quick timeshares and automobiles, Right? So why do they use them? Because they work. Think about your own process. What are you selling back home? Are you selling heating and air conditioning? Are you selling ceiling fans and light bulbs? Are you selling water heaters and re pipes? Or are you selling a life enhancing experience? Because they get to deal with your company, differentiate, connect and sell life changing experiences, ladies and gentlemen, and really good things happen. Apologize for the hat and the kind of dressed down look, but I'm on vacation one more day and I'm going to enjoy it. You have a better than fantastic week and I'll see you soon.
