Hilton Grand Vacations. This is the inspiration for this post because I sat in front of its sales team in Orlando, Florida for two hours. It was a low-pressure to high-pressure meeting; in the end the customer prevailed — I said no twice, much to my chagrin and emotional interest in saying yes.
The techniques used by the sales team at Hilton Grand Vacations began with the very first sales pitch and ended with an offer a customer could not refuse. I am still upset I could not say yes.
Successful Sales Techniques
In booking my hotels in four locations during spring break 2013, I was invited to listen to a sales pitch for 500 Hilton Honors points. I said sure, what harm was there in listening?
When the first customer touch point rep said Orlando, my ears perked up. Orlando was home to Harry Potter at Islands of Adventure in the Universal Theme Park. Kidlet, being 11yo and a Harry Potter freak, had to see it. It was a trip I’d been wanting to plan; yet, who knew when?
For $118 per night for three nights we stayed in a one-bedroom apartment (yes, it was) with washer/dryer, dishwasher and cleaning service, if you attended a two-hour presentation. We added one additional night and attended the presentation. As a reward for attending, there were 15,000 Hilton Honors points and a $100 voucher good for any Hilton property. All good!
A driver picked us up, breakfast was provided, a kids’ room with gaming was convenient, and adults sat down across a nice table with huge monitors.
For two hours, here’s what occurred:
- A credible, elderly (67yo) gentleman who owned five different weeks at various Hilton properties was the lead salesman.
- He asked personal questions about family, work, kids and overall lifestyle. He developed a friendly rapport for about 30 minutes all the while showing the 9000 worldwide properties available to members.
- He offered every other year of travel which reduced maintenance fees in half.
- The life-long deed would pass from generation to generation.
- Financing options were available.
- An additional 12,000 points were added to the deal to allow for travel in off years, too.
An amazing deal! The first no was delivered after 20 minutes of deliberation and a phone call to parents (voices of reason).
Second Level of Selling
The closer came to the table to check me out with this surprising deal:
- Six locations in the country — Hawaii, Park City, UT, Las Vegas.
- $1600 for 7 nights in Hawaii in a 3 bedroom/3 bath property
- For 18 months, the original deal was frozen
- With agreement to enter into the Hilton Grand Vacations program, the $1600 paid to rent the property would be the down payment to enter the program (they don’t call it time share because it’s a flexible week and location any time).
More deliberation and emotional pressure. The deal was too good to pass up; the pressure was intense because the deal was too good to pass up! (I know, I said that already.)
In the end, what it boiled down to for me was purely timing. A single mother with a middle school kidlet and select sports, sole breadwinner running a business, no vacation time ever, does not a good decision make.
The emotions following the experience were surprising. I wanted to do the deal; the Hilton Grand Vacations team is that good. When you tally up the cost per lead generated by Hilton Grand Vacations, it’s exorbitant. When you look at what happens when members get into the program (they continue upgrading and purchasing additional weeks), then Hilton wins.
The hang up becomes the customer because the sale and the technique are perfect.