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members cannot fall back on technology and use it as a crutch. It is

merely to be used as ocular stimulation or a more engaging way for the

customer to participate in the process.

Can a well-informed customer be a hindrance in

the sales process?

Shulman:

A well-informed customer — who took the time to do

research and came in — is a pretty good customer to have. I think that

as we start to become more and more transparent and as we keep

showing the customer our units and our pricing and what the experi-

ence itself can be like, it’ll just get the customer more engaged before

coming in, rather than having that angst about what’s going to go on.

What impact do you think the changes — technology,

environment, and otherwise — are having on your

sales numbers?

Gehrig:

Technology is having a major impact on how we do busi-

ness and where our distribution channels lie. From reputation defense,

to show rates, to confirmations, to instantaneous updates from our

owners during the actual tour path, virtually every aspect of sales and

marketing, inclusive of the entire sales process, will be positively

impacted by technology. We are in the embryonic stages at this point,

so quantification is somewhat difficult; however, even in programs like

Generator, we have seen a lift in our VPG of over $250.

Lemus:

We believe that all these elements are having a positive

impact on not just our clients, but also our sales representatives, who

are encouraged by the company’s desire to move forward.

Gennuso:

I think our sales numbers are better simply because we

have a more educated client. The technology has helped us create

and present a more compelling story and has given the consumer a

better way of comparing. We primarily focus on the secondary market

so our product, price, and terms fit today’s buyer’s needs. We are

well-positioned to take advantage of the flexibility, price, and value-

buying trend.

Shulman:

There are so many moving parts in the business. And

whether it’s technology that’s available, the information the customer

has prior to the presentation, the product that you’re selling, or the

particular match of the salesperson to the client, I’m not sure I could

really pinpoint and say this one feature has caused either a positive or

negative affect.

What hasn’t or shouldn’t change in the way you

conduct your sales efforts?

Gennuso:

We need to continue to hire great employees who are

professional and are committed to our industry. That should never

change, regardless of technology.

Stroeve:

Don’t try to replace the human element of the sales

process. We sell an emotion-based product that requires individual

interaction.

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