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Company: Bluegreen Resorts, Boca Raton, FL
Company Division/Group: Bluegreen Corporation
Company Description: Bluegreen Resorts, the primary operating division of Bluegreen Corporation (NYSE:BXG), markets a flexible, real estate-based vacation ownership plan that provides access to over 40 resorts and an exchange network of over 3,700 resorts and other vacation experiences such as cruises and hotel stays. Founded in 1966, Bluegreen is headquartered in Boca Raton, Fla. and employs over 6,000 associates.
Nomination Category: Best Run Sales Organizations
Nomination Sub Category: Timeshare Sales Organization of the Year
Nomination Title: Bluegreen Resorts National Sales and Marketing
How many people are in your organization's entire sales department?
Bluegreen Resorts has over 3,600 associates employed in its National Sales and
Marketing operations.
What were your organization's sales during the eligibility period? If this figure is confidential, simply enter "Confidential" in this space:
Bluegreen Resorts’ sales during the eligibility period were $464,642,784.
Describe the nominated sales organization's top 3 accomplishments during the eligibility period (up to 100 words):
• Four consecutive quarters of sales growth that were all new records compared
to the same period of the previous year. This is particularly impressive
considering that the division had top and bottom line growth during a period in
which the real estate market was tumbling downward.
• Approximately 40% of the division’s sales were to current customers
validating that the product is well-received and customers are satisfied.
• An in-depth formal sales and marketing training program was developed and
implemented. Significant results have already been derived from this program
including reduced turnover, and increased employee engagement and satisfaction.
This will ultimately contribute to improved morale and culture and reduced
costs.
List the nominated sales organization's top 3 lessons learned during the eligibility period (up to 100 words):
• Face-to-face vacation package sales tactics proved to be the extremely
successful. The company’s alliance with Bass Pro Shops and others helped
contribute to increased package sales of approximately 50%.
• Business-to-business marketing efforts proved to be successful. Numerous
alliances were established with other companies that enabled them to sell
vacation packages via ‘live transfers’ from other businesses (similar to the
airlines transferring you to rental car companies for booking ease).
• Focusing on selling to current customers based on their satisfaction with the
product and desire to vacation more often proved very successful.
Briefly describe the qualities that distinguish the nominated sales organization from other sales organizations in your industry (up to 100 words):
This team consists of inspired associates who have the company's values
ingrained in their every action, both inside the organization and within their
communities. They have a passion for teamwork and success. They are focused on
building a lifelong relationship with owners—and not on just making a sale.
They anticipate dreams and deliver beyond expectations. Associates take great
pride in their company and refer to each other as family. In-depth training is
provided; standards are monitored; and there is a focus on ‘career pathing’ and
promoting from within. This is one team that espouses to Stephen Covey’s
advice: “Be proactive, begin with the end in mind, put first things first,
think win/win, synergize and seek self-renewal.”
Provide a brief biography of the leader(s) of the nominated sales organization (up to 100 words):
David Bidgood is a seasoned sales and marketing executive with nearly 30 years
of experience in the vacation ownership industry. He joined Bluegreen
Corporation (NYSE:BXG) in 1997 upon the company’s acquisition of his former
employer, RDI Group, where he was employed since 1985.
David joined Bluegreen Resorts as Vice President of Sales and Marketing and was
promoted to Senior Vice President in 2001. He currently manages over 3,600
sales and marketing professionals, 29 sales operations and 15 marketing
regions. Under his leadership, his team has delivered 24 consecutive quarters
of sales growth and a 2006 net operating profit of 19.4%.
Briefly describe your organization's customers, including the industry or demographics you sell to, the job titles you sell to (if applicable), and the products and/or services you sell (up to 100 words):
Bluegreen Resorts markets and sells a flexible, real estate-based vacation
ownership plan with access to over 40 resorts, an exchange network of over
3,700 resorts and other leisure products such as cruises. In 2006, nearly
300,000 unique vacation experiences were delivered to over 170,000 owners.
Bluegreen owners typically have a median income of $75,000 and are between 40-
59 years old. Owners are quality conscious, have a strong belief in family
values, and respond well to face-to-face sales versus direct mail or
telemarketing. The timeshare industry reported $5.8 billion in sales in 2006,
with 4.4 million households owning timeshare intervals.
Briefly describe how your sales department is aligned with your marketing department (up to 100 words):
All Bluegreen Resorts’ sales and marketing operations are highly energized and
uniquely organized with a common focus on teamwork and success. They manage and
monitor minimum standards and efficiencies for both associates and programs.
Most associates have worked in marketing and in sales. All senior management
started at the ground level. Everyone has respect for each position and the
teamwork that must exist to succeed; and they appreciate what it takes to
generate a prospect and/or consummate a sale. Successes are celebrated from the
top down. The Million Dollar Week Program delivers $1,000,000 to a specific
location’s sales and marketing team that collectively achieves a $1,000,000
sales week.
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