Understanding Product Diversification

Definition:
Product Diversification measures an agent’s ability to successfully sell across multiple product types or suite categories rather than relying on a single offering. It evaluates breadth and adaptability — how well an agent identifies guest needs and positions various suite types, experiences, or add-ons that align with those needs.

In short, it’s about expanding the range of products sold per agent, not just increasing revenue in one category. A diversified performer drives broader occupancy impact and revenue resilience, reducing dependency on a single product line.

How Product Diversification Is Reported

1. Focus Metric:

   • Only KPIs directly tied to Product Diversification are displayed — typically including:
     • Average Upsell Rate (revenue per suite sold)
     • Number of Nights Sold per Product Category
     • Total Incremental Revenue derived from diversified product mix
   • Other performance indicators are excluded to maintain clarity.

2. Variance Reporting:

   • The system compares top performer results against developing agent results within the same product category.
   • Positive Variance → Highlights what the top performer is doing differently (e.g., better positioning of suite features or guest segmentation).
   • Negative Variance → Identifies the developing agent’s gap areas (e.g., lower average upsell rate, fewer product categories sold, or lower total incremental revenue).

3. Training Pairing Insight:

   • Each Product Diversification section pairs a High Performer with a Developing Agent.
   • The report explains why the high performer is successful (value communication, positioning confidence, etc.) and where the developing agent needs targeted support.
   • Recommended coaching modules focus on premium positioning, cross-product value anchoring, and confidence in multi-suite presentations.

4. Outcome Tracking:

   • Expected improvement timelines are noted (e.g., “4–6 weeks for $200+ average upsell rate achievement”).
   • Progress is measured only against diversification-linked KPIs — ensuring performance improvements are attributed to skill expansion, not general sales activity.