Page 5 - St. Elmo Launch Packet

ACT TWO: CREATE DESIRE
Reservations are now open and your primary objective is to create customer desire. You are armed with general details around the value offering and how it could look if your customer were to own part of this opportunity. This is all about Building Value through story and opportunity.
In Act 1 you confirmed the contacts commitment for this follow-up message. Make it a great one!
Do not get bogged down with too much project detail! This Reservation is...
• not a commitment for the customer to buy or the seller to sell anything
• meant as a ticket to the show, the customer has no other way to raise their hand and
be part of the offering without this signed document
• a priority position for a selection when product is released, but makes no guarantees
about buyer’s ability to be able to buy anything or exactly what they want
• fully refundable at buyer’s request
• the only method for a buyer to be amongst the first to receive critical information
about the new community and/or product
The sale of a Reservation requires establishing value around 1) the Reservation purpose and process and 2) the community concept and overarching value proposition. It’s an equal part sale on both of these fronts!
...The customer intends to participate in the offering and this is how they do that!
Key Information About the “Offering” That Can be Shared at This Stage.
1. Community/ Product Concept and Narrative
2. General Overview of Product Type, Views, Locations Etc.
3. Broad Range of Possible or Intended Pricing
4. General Idea of Amenities and Owner Benefits
5. 3rd Party Stories of Previous Reservation Events
6. Description of the Reservation Process and How It Works
Your Commitment: Any time new information is received, they will be the first to know. You will be scheduling a call with ALL decision makers once more detail is received, to review customer desires and possible product solutions, as understood by the latest information. (Should require multiple contact points through the Reservation dead space). Set expectations for what comes next.
Always Schedule your next call on the current call!
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