Deliver an actionable sales program to support St. Andrews Grand at The Old Course.
Cognitive One founder Mark Cain was engaged to develop a compelling sales model that could elevate even the most compelling golf resort real estate ownership opportunity and help to drive a sense of limited opportunity. To make the already finite opportunity more engaging and exclusive, the new model that was introduced carved the 115 total units up into limited globally available inventory by country and by region. As a result, the audience for ownership shrank from 115 total to only 25 in the U.K., 45 in the U.S. and so on. By defining the point at the top of the needle, sales teams were able to create a palpable sense of urgency.