L. A. ‘Tony’ Kovach

Evolve or Die – Seven Steps to Rethink the Way You Do Business

Inspirations for Manufactured Housing Professionals, Uncategorized / By

Robin Crow, author of Evolve or Die – Seven Step to Rethink the Way You Do Business, was the Featured Speaker at the MHI Congress and Expo in Las Vegas, Thursday, April 28.  His theme was the solid example of companies that have successfully reinvented themselves by adapting to ongoing events as they occur.  Following are some of his comments as noted by MHMSM.com Publisher L. A. ‘Tony’ Kovach.

The Crow Company and Dark Horse Recording have worked with many recording artists, including star performers Michael W Smith, Scott Hendrix, Faith Hill, Neil Diamond and Tim McGraw.  Consumers do not buy CDs like they used to; they prefer downloading for free.

Faith Hill and Scott her producer/editor make a typical hundreds, perhaps thousands of vocal takes to compile the final recording you hear.  After one week in the studio, Scott was talking about the deli sandwiches that Robin made.  They ran long on the planned five weeks, and needed two more weeks in the studio.  Robin said, “Before Neil Diamond comes in, but we have to raise my rates $75 a day.”  Faith said, “No problem, the sandwiches alone are worth it.”

This was a paradigm shift for Robin, who realized he was not in the business of hi tech systems, but in the business of serving people and exceeding their expectations.  To this end, he created Raving Fans.  Serving food to famous people was only one way he exceeded the expectations of his clients.

When Tim McGraw did his last recording at Dark Horse, he booked all the facilities.  Not just the studio, but the log home and other facilities.  He brought along 35 people.  Faith and Tim live only six miles away, but six nights a week they would stay at the studio compound.  Tim brought firewood.  Flames reached two feet, four feet and then six feet.

Robin didn’t have much money.  He had been let go by RCA, and was too old to rock and roll, too young to die.  But he had a vision and he could visualize the next step.

“Opportunity is missed by most people because it is dressed in overalls and looks like work.” ~ Thomas Edison

Robin traded future studio times for labor, ran up credit cards sky high and raised $134,000 in cash on credit cards.  Once his building was up, banks took interest and he raised several million from the banks.  A decade later, his business is solely in serving.

“We find ways to reinvent ourselves to serve our customers.”  His business is “more like a guest resort that serves our customers.  The best bonding experience is working your tail off, let young see the work ethic.  Let the youth take pride of it.”

One son is video editing for the company.  The other son is a world class chef who sometimes gets involved.

When asked, “What were your failures, how did you overcome them?” Robin replied, “Just don’t stop.”

He doesn’t consider himself the smartest, but he is really persistent, putting one foot in front of the other.

The studio was hurting, but his speaking engagements were really, really good; three of four income steams were hurting, but six months turned it all around.  He received 132 rejection letters before getting signed by the RCA studio.  “Getting a job is full time job until you get employment,” he says.  “Jump and it will appear.”

Success is people and priorities. A leader leads by example whether he means to or not.  Bryan Tracy, for instance, is slow to hire, quick to fire.  Some leaders do not have enthusiasm; persistence or whatever is not in their DNA.

Get people who are hungry and want it – that’s the best team we have.

Raving Fans:

If someone is ordering a home – if they do not know how to solve all the steps involved, make sure they know you are trying to take care of it.

We he spoke for ATT last week, he noted that it is eight times as expensive to find a new customer as it is to keep the existing ones.  So bend over backwards to make sure the customers know you care.

His book, Evolve or Die, presents a seven-step challenge:

  1. Do whatever it takes to EXCEED EXPECTATIONS.
    2.  Commit to daily MEASURABLE IMPROVEMENT.
    3. Develop an ACCOUNTABILITY MATRIX – take responsibility.
    4. Revitalize Your Organization through MULTIDIMENSIONAL THINKING.
    5. Create a Culture of SHARED SACRIFICE.
    6. Transform your Business Philosophy to a TRIPLE BOTTOM LINE (Profits. People. Planet.)
    7. Dedicate Yourself to a Lifetime of MAKING A DIFFERENCE.

    He has a list of relationships and sends a Quote of the Day to everyone; that’s 20,000 people who get the Quote of the Day, twice a week.  Add value to people’s lives.  This might not have sex appeal, but every word is real.

    Exceeding expectations.  You are not a winner or loser, you are a chooser.  Be the miracle.  Then decide.  Will you be a force for good, and for God?  Step out on faith or give into fear.  Will you bleed, will you lead?  Will you keep going when the cold wind blows?

    There is no better way to be a winner than to exceed expectations.  Go the extra mile.

    You were not born a winner or loser.  You were born a chooser.  You are the miracle. # #

    Robin Crow, The Crow Company, www.robincrow.com

    The Sum of All Fears and Manufactured Housing

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    “The Sum of All Fears” is a 2002 movie based on a Tom Clancy political/action/thriller novel that used the same title.  In the movie, a neo-Nazi group plots to get Russia and the United States to destroy each other.  This was to be done by the hidden swastika-brandishing group staging a spectacular incident, and making it look like one nation planned to attack and destroy the other.  Without giving away the story for those who may not have seen it, the two powers have to learn to trust each other – during intense conditions – just enough to avoid disaster, and defeat the real and somewhat hidden enemy who hatched the plot.

    Movies and books can often have ‘morals’ or lessons they can teach us.  Beyond the action, the movie suggests that sometimes rivals have good reasons – or life-and-death motivations – to set aside their differences, and strive to trust each other enough to get a critical job done.

    From time to time, the word or wish goes out that the Manufactured Housing Industry needs to speak with ‘one voice.’  Without denying the inherent value and potential power of unity, there must also be a realistic approach to the dynamics of competing groups and voices. Competing viewpoints arise for specific reasons.  History, personalities and unique interests can entrench positions.

    But those sorts of realities do not mean that the professional rivals are unable to cooperate when conditions warrant it.

    During a critical phase of the Cold War, Ronald Reagan popularized the phrase, “Trust, but verify.”  Professional negotiators or mediators learn the art of finding the areas of mutual interest, and crafting agreements that yield benefits to the various parties that still respect their key interests.  This is precisely what needs to happen in the Manufactured Housing Industry today.

    This message should not be viewed as some sort of veiled reference to parties active in Washington DC, because this scenario is likely as close as your own business and market area.  This potentially valuable lesson of working with people or parties – even those whom we may have doubts or real concerns – is an important one for our Industry at this time.

    Mutual victories are possible. Industry progress can be achieved.  But this is best accomplished when a healthy respect for the other’s capabilities and interests are in place.

    When we doubt – or worse, decry or demean – a potential resource, who or what can be an ally (even if for only a short term) can be lost.  The costs for failing to bridge the gap for a business, group or Industry can be high.  The win-lose mentality can, in fact, lead to a loss for all concerned.

    Every need a professional, company or an MH Industry segment has today can be met.  Not someday, but almost immediately. How is it done?

    Mutual respect.  Sincere understanding.

    Listening with keen attention to not just your own goals, but the interests and needs of other stakeholders.

    Learning to work together with people or groups that we may not be used to (or want to?!) work with, and yet do so with the goal of mutual rewards.

    Think about these facts:

    – American incomes are down.
    – U.S. households continue to form.
    – We sell quality, affordable homes.
    – Manufactured home communities have vacancies.
    – Retailers want more sales.
    – Homeowners need economic security in a home they can enjoy and the ability to sell when needed or desired.
    – Manufacturers and suppliers want orders and business.
    – Government officials and associations need to find ways to serve the public and business.
    – Lenders and investors desire security and a reasonable return on their investment.
    – Professionals and companies need each other and should respect and build up each other.

    This sketch above is not a plan, but an outline that may point the way to business growth and mutual success.

    Consider “The Sum of All Fears” and its lesson as a metaphor for the Manufactured Housing Industry, its professionals and businesses.  What do YOU need?  Who or what can help you or your interest group?  Who or what can you reach out to help?

    Learn to work with others who may seem like rivals, but who offer you something that you need!  By respectfully working towards sincere mutual victories, the results can be professional, business and Industry success. ##

    Moving the Pile – A Manufactured Housing Success Secret

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    From football, we learn the phrase, ‘moving the pile.’   In the first video, we get an example of a running back who through his extra effort, moves the pile for a few extra yards.

    In the second video, see an example of how the wedge is executed on the kickoff.

    Now think of the running back in the first video as a great manufactured housing professional.  His hard running effort gets extra yards.  But no score, at least, not on this play.

    Then contrast that with the second video.  The wedge are your ‘industry allies,’ your manufactured housing associations and trade media platforms like this one.  The combination of hitting the opposition in an organized fashion results in the breakthrough and the score!

    If you are not in an association, or are not active in one, consider the benefits of how ‘the wedge’ of other association members, working with you on industry issues, can advance you and your business for more scores. # #

    Finger Pointing 2011

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    There is an old canard that goes like this: 

    When you point your finger at someone else, 
    you have three fingers pointing back at you.

    In our Industry the blame game is often lurking under the surface.  So-and-so or such-and-such has failed us.  Why hasn’t so-and-so made this or that happen?  Why doesn’t somebody do something?

    “I always wondered why somebody didn’t do something about that.
    Then I realized I was somebody.”
    – Lily Tomlin

    This year, let this be our challenge!  When we are tempted to point fingers, or blame or tear down someone’s efforts, stop. First, ask yourself – and that person – why are you doing or saying that?  It is common sense and civility to say you should not blame or criticize, certainly not until you are sure you understand them and their action.  Give the other person the same benefit of the doubt you want them to give you.  

    “Seek first to understand, and then to be understood.”
    – Stephen Covey

    2011 should be a year for dialogue on ways to advance the Industry’s cause.  We don’t have to share the same politics, have the same beliefs or even be in the same segment of the Industry to work with each other.

    Share your ideas and perspective.  You can do that here through:

    Your being published here at MHMSM.com in one or more of the above ways gives you access to potentially tens of thousands of your industry peers.  Let YOUR ideas be heard.

    Friends and colleagues can and should be able to disagree using reason and good manners.  If I am going bald (not yet anyways) or have gained weight (guilty, as charged), that is what it is.  Saying something that is true is not an offense, when done with tact and respect.

    Let’s engage on issues!  Agree or disagree and say WHY.  Don’t be shy.  The ideal behind the First Amendment was for ideas to be freely discussed in the marketplace of public conversation. Let the best ideas show themselves.  Let them be tested.  Then, let us advance those ideas that make the most sense.

    If after careful thought, you decry what someone else in the Industry is saying or doing to advance our businesses, then give your alternative plans!  Anyone can tear down; it takes very little skill to demolish something. By contrast, it takes wisdom and skill to build something good.

    Many no longer have the luxury of merely griping or crying into their beer. The time for thoughtful action is upon us.  Let’s close by repeating this quote:

    “I always wondered why somebody didn’t do something about that.
    Then I realized I was somebody.”
    – Lily Tomlin

    # #

    What does it take to Change?

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    Two maxims set the stage for this topic of change:

    • “If it is not broken, don’t fix it.”
    • “To keep doing the same thing in the same way and expect a different result is the very definition of insanity.”

    We read and hear about change all the time. In the manufactured housing industry we are told or personally express the need to change and adapt. But what does it mean to change, and what does it take to change and effect change personally, organizationally or in an industry?

    First of all, change is constant. We measure time by measuring change:

    • the change of the position of the earth in relation to the sun for the seasons,
    • the earth’s rotation in 24 hours to measure hours and minutes,
    • we grow older minute by minute, day by day…
    • so change is something that simply is constant. Only those in denial, the irrational or the simpleton don’t accept or understand change.

    But effecting change, adapting to change, that is a different question! What is that process for change? When should we make changes?

    The two quotes at the top point the answer in very clear and direct terms. If what you are doing works, don’t change it. But make sure that it truly is working, you have to be objective. You can’t make excuses. So are you doing better than 1 year, 2 years, 3 years ago? If not, then you need to consider and implement some positive change! If all is well and growing already, then perhaps you should stay your course or consider only those changes that would further enhance your performance.

    Let’s presume that all is NOT well. If you business is suffering from ups and downs, and more downs lately than ups, there is a need to change. Period.

    The process for change is as simple as acceptance. Be open to the change, and then take the first step…

    The moment we accept and are open to a change, we can begin the process of adapting and growing with it.

    • The change may be as simple as how we comb or brush our hair (if we have any…),
    • to how we see our role in our household, work place, industry and society.
    • change may be how we deal with Industry image issues,
    • how we face financing challenges,
    • how we work with public officials or
    • how we relate our co-workers, customers, suppliers or to others.

    For some, change comes when a two by four strikes us on the side of the head. Meaning, change comes during a crisis. In fact; for people and organizations, this is often how change occurs, when it is forced upon us.

    What causes you pain? What makes you irritable during the day or sleepless at night?

    For those who are wise, change comes as a result of analysis, planning and implementation. Change should ideally be a thoughtful process.

    Check these articles out. Be open to change, think them through, be ready to do something new when new is needed.

    Hire a pro if you need to, read a book or article to ‘do it yourself’ if you can. But do what it takes, don’t become a statistic that wouldn’t change and failed as a result.

    Don’t say ‘no’ to some change because it is different, or because ‘you have always done it this other way.’ As an industry and for many companies in it, it is OBVIOUS that change is needed.

    If that ‘tried and true’ way is producing a great result for you and your company fine. But the truth is we fall into patterns and habits. We get stuck in our ruts, which Zig Ziglar defined a rut years ago as an ‘open ended grave.’

    If what you once did no longer serves the purpose – it no longer moves you ahead – then think: what change do we need to make?

    Then reach out to the resources that will help you make that change effectively. You can start with the resources found by the hundreds right here at MHMSM.com, you can turn to your state or national association, turn to a colleague or to a trusted friend.

    Be open to change. The future, your future, starts one moment from now. When it is time to change? The sooner you begin, the faster you will get to where you need and want to go. # #

    L. A. ‘Tony’ Kovach

    Publisher, MH Marketing, author and the Masthead blogger at
    Manufactured Home Marketing Sales Management online industry trade journal at:
    MHMarketingSalesManagement.com or MHMSM.com
    tony@mhmsm.com
    847-730-3692

    No Time

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    Two workers worked in adjacent toll booths in the state of New York. One lamented her fate, feeling herself ‘stuck in a dead end job.’ Every day, she complained and protested, with a radio playing music in the background as she collected tolls and handed out receipts. The second worker spent the day listening to audio recordings every day. 8 years went by. The second worker’s wise investment of time and listening yielded a college degree, a positive can do spirit and a great new career. The first worker kept lamenting her fate, trapped in the same toll booth day after day, ‘stuck in a dead end job…’

    …the above is based on a true story.

    Buffalo NY toll booths, jacobenos2010-06-06_1906
    How are you using your time? Buffalo NY toll booths, photo courtesy of jacobenos

    It is amazing how busy we can become. It is also interesting how we can miss opportunities that are right there in front of us. We can get ensnared in our patterns of thought and activity. People many not realize the opportunities because we all have blind spots. For that reason, it is common to hear the statement “I have no time for ______” and we have all heard or used something to fill in that blank. “No Time” becomes the excuse.

    At the very fine Wisconsin Housing Alliance (WHA) seminar held 11 days ago, Tim Connor shared the fact that the ‘average’ person spends 30,000 hours during the course of their adult life commuting, running errands and generally in driving mode. That seemed like a high number at first. But after a quick check, it certainly seems very plausible. Drive time alone represents ‘some time’ available for educational or inspirational listening. Imagine a person who used their drive time for listening to positive and useful information has the time needed for earning 8 college degrees!

    So we all have plenty of time indeed! We simply have to look for it.

    With the advent of MP3 players, IPods or the ability to burn CDs from internet downloads; a wise professional can effectively use that 30,000 hours of drive time. By listening to good information, you have the opportunity for building your skills or learning items you can share with your team. Let’s see, on the one hand…listen to the radio, or on the other hand, learn more to earn more.

    Hmmm…kind of a no-brainer.

    Are you already listening to financial or other news in your car, or while exercising or walking? Then you should also listen to Factory-Built Housing Industry News at Noon! Through a simple registration, you can now download feature articles each month from our online industry trade journal, PLUS you can download Factory Built Housing Industry News at Noon with Erin Patla. Or you can listen online from your home or office.

    http://www.mhmarketingsalesmanagement.com/news-at-noon

    Industry News @ noon graphic by Tony Kovach, photo courtesy of thisparticulargreg1
    Erin Patla and Factory Built Housing Industry News @ noon Ipod graphic by Tony Kovach, photo courtesy of thisparticulargreg1

    is our first of what will be Industry business news daily via download or online here at www.MHMarketingSalesManagement.com/podcasts/.

    One loyal reader of MHMSM.com has already emailed in to say, ‘This (the podcasts) are a great service. I can listen to industry news and a feature article every day as I’m getting ready for work.’ (lightly edited).

    Starting as a young man in sales, and on through my management career in this industry, listening to audio recordings while driving was and is a great way to learn new ideas, to stay refreshed on concepts or to get and stay motivated.

    One business owner some weeks back explained in an email how he creates rewards and ‘a quiz’ for this team, to encourage them to learn and improve from the information they find here at www.MHMSM.com. Imagine having so many top professionals in our Industry available for reading OR now listening via podcasts!

    30,000 hours of available time. How are you and your team members using them? You and your business are either growing or shrinking, there is no in between. You and your team are either getting better or getting rusty. There is no better way to knock the rust off the mental wheels than by challenging yourself and your team with good, positive information!

    Besides, as another reader turned listener here put it, podcaster Erin Patla’s “…voice is simply delightful.” When my wife says that Erin’s voice is great, that is an important insight indeed.

    Now you can read Industry news, or listen to podcasts of top Factory Built Housing Industry News at Noon, or do both!

    The Industry is slowly turning an important corner. You can see it in reports and feel it. When would you like to start selling more homes? When would you like to start filling vacancies? Or doing better marketing? When would you like to have a team member improve their management skills? Doesn’t using drive time wisely make good sense? Does now sound like a good time to start these career building habits?

    MHMSM.com News at noon Graphic by Tony Kovach, photo from tonythemis
    MHMSM.com News at noon Graphic by Tony Kovach, photo from tonythemis

    Sign up now.

    Start your first download or start listening online at your home or office today. Actions speak louder than words. Think about those two toll booth workers…and think about the pros who will be listening as well as reading Industry news and views you can use. Will it be you, or your competitor that does the listening, learning, knowing and growing? Who will be stuck in the same rut? Why not take advantage of the opportunity for building a brighter future! Listen and learn!

    Signing up for our podcasts may be quick and easy, but it is the best action you can take to making some of those 30,000 hours of drive time or other ‘down time’ pay of for you and your team. Some people make excuses. Other people take the steps to make good things happen.  Sign up and start listening. Enough said.##

    Inspirational and Thought Provoking Quotations for Friday

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    “To accomplish great things we must not only act, but also dream; not only plan, but also believe.” ~Anatole France

    “Blindness in a leader is an unpardonable sin.” ~ J. Nehru

    “Our emotions are powerful motivators, and more than almost anything else in our lives they will drive our behavior. Sometimes our greatest challenge is to get inside our own heads to understand what makes us tick. Why do we feel and behave the way we do?” ~Mac Anderson

    “Conceive it. Plan it. Act it. Believe it. Live it. Achieve it.” ~ Tony Kovach

    Sales and Motivation Quotes

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    I was looking at a series of motivational quotations and came across these:

    ”If you are not taking care of your customer, your competitor will.”

    “A man must be big enough to admit his mistakes, smart enough to profit from them, and strong enough to correct them.” – J. Maxwell

    “Don’t’ just stand there, MAKE IT HAPPEN.” – Lee Iacocca

    “The customer may be wrong but they are still the customer.” – Dave Phillips

    “Keep going, keep learning, keep working & keep getting better! Everyday, every effort gets you closer.” – Marston

    Please post your favorite inspirational quotation below. Let’s get some new inspiration started!

    The Meramec Ex. Once is not Enough

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    Are you an owner, manager, executive or front line in the manufactured housing or factory built home industry? If so, this is important for you and/or your team’s growth, development or improvement.

    “Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” Jim Rohn

    “Success is where preparation and opportunity meet.” Bobby Unser

    In most areas of our life, we don’t do something once and expect it to work forever. We don’t eat once, sleep once, put fuel in your vehicle once, try to walk or talk once. We must do most things of value or necessity repeatedly.

    To master something, we must constantly be monitoring our performance and/or that of our team, and then be willing to adjust actions to enhance our performance.

    Repetition is a key to learning, communications and marketing. From business to sports to living or loving, doing the basics well and often demands attention.

    You may be the top performing person in your role at your firm. If so, that’s wonderful. But how about in comparison to a competitor’s firm? To that new, rising star over there? Are you routinely advancing your skills and that of your team to stay ahead of the game?

    One reason for sharing the critical importance Silver Bullet Challenge is precisely the points noted in the quotations in this post. When you learn and routinely apply the fundamentals, when you routinely prepare for improvement by reading, studying and applying what you learn, success or enhanced success becomes more likely; with persistence, success even becomes a given.

    The importance of repetition was struck home for me on the drive across Missouri on the way to and from The Great Southwest Home Show in Tulsa, OK at the QuikTrip Center in Expo Square. On I44, you can’t help but notice the signs for Meramec Caverns. Billboards dot the landscape once or more a mile for dozens of miles in either direction of the exit for Meramec Caverns. A novice might ask, why do they have so many signs? Isn’t putting that sign up once enough?

    No, it isn’t.

    The Meramec Example tells us you must repeat a message many, many times if you are to get a successful outcome. The same is true in any endeavor. The first time you try to prepare a certain recipe, the outcome is not likely to be as good as the 10th or the 50th time you do the same recipe.

    A key to the recipe for success is learning. Another key is repetition. Don’t just ask your team to read something once and expect them to get it. Don’t just read something important once yourself and expect to get it. Repeating and honing your skills in “The Basics” or fundamentals are keys to success.

    Weight Reps by jesset23
    Proper Repetition is a key to Success in any endevor. Photo by jesset23

    We’ve all heard and believe that “Knowledge is Power!” if you want the power to succeed in manufactured housing and factory home building, come to where the experts share their wisdom here at www.MHMSM.com If you want to succeed, don’t just read once, repeat often!

    “Success doesn’t come to you… you go to it.” Marva Collins

    Come to or enhance your manufactured housing success. Read the tips of top pros. Repeat often. Come to www.MHMarketingSalesManagement.com a.k.a. www.MHMSM.com – if you want success for your team, organization or yourself badly enough – you’ll be glad you do this daily.##

    Posted by L. A. ‘Tony’ Kovach – www.MHMSM.com editor

    Vince Lombardi Quotes

    Inspirations for Manufactured Housing Professionals, Uncategorized / By

    Dictionary is the only place that success comes before work. Hard work is the price we must pay for success. I think you can accomplish anything if you’re willing to pay the price.

    Vince Lombardi

    Coaches who can outline plays on a black board are a dime a dozen. The ones who win get inside their player and motivate.

    Vince Lombardi

    Vince-Lombardi-Statue-at-Lambeau-Field-photo_courtesy_of_acopperpenny
    Vince Lombardi Statue at Lambeau Field, photo courtesy of acopperpenny

    Fatigue makes cowards of us all.
    Vince Lombardi

    Football is like life – it requires perseverance, self-denial, hard work, sacrifice, dedication and respect for authority.
    Vince Lombardi

    I firmly believe that any man’s finest hour, the greatest fulfillment of all that he holds dear, is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle – victorious.
    Vince Lombardi

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