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Archive for July, 2014

“Whether you Think You Can or Think You Can’t, You’re Right” – Henry Ford

July 30th, 2014 No comments

You know the drill. First, it's “that sounds too good to be true.” Or maybe it's “okay, that might work in XYZ's market, but that would never work here.” When I hear that, pardon me, but I can't help but think about all the similar stuff Henry Ford must have heard about his automobile! Or the Wright Brothers before they made that first, famous airplane flight at Kity Hawk, NC! Any number of things sounded “too good to be true” before someone actually did it.

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Isn't it Obvious?

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To get different results, you have to do things differently. Duh, right? At the same time, it is interesting how often a possible new client – in B2B or B2C marketing, sales, web, advertising, etc. – says something like: “I've tried that before with XYZ sales trainer and it didn't help us.” Or “I tried advertising with ABC, and it did nothing for me.”

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First of all, the failure of one is not the failure of all!

Next, even those who've failed before, may succeed the next time. Sometimes failure leads to success – like Thomas Edison's famous 10,000 failures before he succeeded at making the light bulb – when a sound plan is followed by persistence.

Manufactured Housing is a great product! Communities are a good option for many! Advertising is something that millions of companies do successfully, are you telling me that only Manufactured Housing ads can't work?

A man who stops advertising to save money is like a man who

stops a clock to save time.” – Henry Ford.

End Self-Doubts or Self-Limits to Advance

When you first start a new sport, game or job, you may initially get a poor or even a terrible result. It feels uncomfortable and you or an associate may feel awkward, self-conscious or embarrassed. Don't sweat that small stuff. What separates the men from the boys and the women from the girls is maturity! You have to keep doing what you are trying to master, precisely until it IS mastered!

I'm good with selling manufactured homes at almost any price point. I've personally never sold a million dollar MH, but we've successfully marketed and sold many in the 6 figure range, while in the same market someone else might be trying to give away a lower cost house and is having trouble doing it.

Want to sell more entry level manufactured homes? Okay, there is a way to do that well.

Want to sell more upscale, residential style manufactured homes, well, there is a process for that and it means you have to attract and sell the site-built buyer who has cash or good credit. You don't sell the well qualified buyer – let's say shopping for a Mercedes Benz – the same way you do a Yugo or today's lowest cost Chevy, Ford or Dodge.

We've worked with operations in many states and markets, and when the right resources and attitudes are put into place, you will get the right results. That may take some time, just like learning a new sport or game may take some time to master. But it is worth mastering!

When you don't get the right result at first at a doctor, do you quit, go back or find another MD?

We all need partners, mentors, coaches and experts. If you have a financial planner for investments, but don't have an industry marketing and sales pro for your business, something is wrong! Remember, what the can do genius types say…

“Whether you Think You Can or Think You Can't, You're Right” – Henry Ford. ##

Who Kicked Your Cat?

July 24th, 2014 No comments

Zig Ziglar continues to teach and inspire me, even after passing onto his eternal reward. We all encounter people, personally and professionally, whose attitude is clearly off. At such times, it is wise to be patient and to ask or reflect on Zig's question, “Who kicked your cat?”

The person doesn't even have to be a pet owner for this to apply. The cat is a metaphor for something someone cares about, and that something has been “kicked” or injured, and so the person with 'the kicked cat' isn't in a good mood! The possible causes are many, and often may have nothing to do with you.

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Image credit = biggsuccess.

On the consulting and training sides of our operation, we are big believers in positive attitude, but also for tuning in to what the prospect is thinking or feeling. Selling isn't manipulation! At its best, selling is the noble process allowing your or a colleague to successfully engage a person to best determine the prospects needs and abilities, and then professionally guide them to the best options that fit. If you've done your job well, the customer isn't so much 'sold,' as they buy.

If the prospect or the person you are meeting or talking with is in a foul mood, think, what is the cause?

To do that professionally, you have to be focused more on them than on you. When you note that someone is in a foul or off mood, it's best to think HALTS. HALTS describes the routine causes for someone being 'off.'

  • Hungry
  • Angry
  • Lonely
  • Tired
  • Sick/Stressed

Once you discover which of these HALTS factors may be upsetting the balance for yourself or another, it is easier to address and thus get on with the tasks at hand.

people often say that motivation doesnt last well neither does bathing, which is why we recommend it daily - zig ziglar-posted-cuttingedgeblog-mhpronews-com

Photo credit, ZigZiglar.com – graphic  © 2014 by MHProNews.com.

Professionals need daily motivation. Who says? Zig Ziglar, who inspired tens of thousands to do more, including our industry's legend, Jim Clayton! We provide that motivation in articles by Ziglar himself, by thoughtful, successful professionals such as Tim Connor, or by submissions by myself or a number of others to our industry leading motivational module, our free INspirations blog.

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Still by ManufacturedHomes.com – poster © 2014 by MHProNews.com.

I've said it before, and will do so again. Let me recommend that you keep your team informed daily on their industry and on better ways to present the great stories about manufactured and modular homes! 15 minutes a day is the minimum you and your team should be on this site, and 7 minutes daily on MHLivingNews.com. At the end of a year, don't be surprised when you find that your team is doing so much more than they ever did before; and have a better 'can-do' mindset too.

FYI, when you need a corporate or association speaker, marketing, a sales coach or trainer, you can contact me at the phone or email below. If I can't help you, I'll point you to others if needed.

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What's your best investment?
If you don't answer your career or your business, think again.
Which do you have more influence over, your business, or someone else's?

Growth happens because you invest time and resources in yourself and your people. Who says? Ask the legends, almost all of them would agree that applied knowledge is powerful and profitable. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

War, Peace, Bridges and Newsworthy Promotion!

July 17th, 2014 No comments

CNN. Fox. ABC, NBC, CBS, A&E and any network, newspaper, online or other media all have this in common, they promote! They promote themselves and they promote the products and services of others. They don't apologize for those promotions! They don't apologize for advertising themselves or others.

Tim Connor, CSP, author of 80+ books, one of our featured writers and hired by over 100 factory and other building operations said at a Wisconsin Housing Alliance (WHA) meeting that "You have to be a relentless self promoter." This is a fact for any successful business or professional!

You don't apologize for giving someone your business card, or for advertising, marketing, networking live or via social media, etc.. Successful operations and professionals do these things.

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We are the runaway #1
news, tips and views MH Professional Resource!
Thanks to our sponsors and experts,
we give away more useful info and insights
than anyone else in the Industry!

War and Peace, plus Bridge Building

Is your manufactured or modular home product, community or service a good one? Does it do what you advertise or claim? Does it benefit your customers? Then it is WRONG not to promote it, and do it well!

Guess what, we promote too. And it must be working, because we keep growing and gaining new clients while others have been shrinking, fading or dying.

There are times you have to 'go to war,' and when you do, the smart ones fight to win. Peace is better than war, when you can have peace honorably. That's true between nations and in business too.

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Bridges pay! You invest in the bridge, but once built, a bridge saves you time and money, and it makes you money.100s-raining-showering-down-2014-cutting-edge-blog-mhpronews- Bridges between you and your customers pay.

Bridges between you and those some might think of as rivals can pay off too. Think win-win, mutual victories and Collaboration vs. Confrontation!

Just the Facts!

We do marketing and sales training. We build websites, we know manufactured and modular homes, retailing and communities. We've won awards, and have been praised by operations of all sizes in our industry. Those are facts, and it should remind you that when YOU need to market better or sell more, you should visit LATonyKovach.com, email or call us!

Some of our clients are very public, and the results are there for all to see.

LouisvilleManufacturedHousingShow.com is a site we've built but also a show we promote! The show hires us to do the education and promotion, and we've been praised for the results, see proof on the link and chart here. As Show Chairman Ron Thomas, Sr. has said in a recent article,

We will once again use L. A. “Tony” Kovach, MHProNews.com aka
MHMarketingSalesManagement.com services to promote this year’s show. His electronic messaging works!”

MHI hired us to promote their Congress and Expo in 2014. Their result? The best attended event since 2008! See and hear the Manufactured Housing Institute (MHI) President and CEO, Richard “Dick” Jennison, say that and thank us for our pro-industry work, at the video linked here.

We take MH and MOD retailers and community operators who are often struggling and turn them into better marketing and sales performers! We teach a proprietary system that makes the phones ring, the doors swing and the cash register Cha-Ching!

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These 83 calls and 61 net leads came in one week.
We've had locations generate over 200 inbound
calls seeking homes in a week, at a low cost per prospect.
We then teach how to handle that call, resulting in more sales!

We do these marketing and training services on a confidential basis, NDAs are part of the deal. So the graphic shown redacts the names, but are actual results reported by computerized call tracking and a text from the business' owner to me. That same operation did less in a year, prior to our starting their program with us than they reported in this one month, shown above!

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Every professional from almost any field studies and reads, so they can learn more to earn more! You and your team should invest a minimum of 15 minutes a day on MHProNews.com. You should invest 7 minutes daily on ManufacturedHomeLivingNews.com. Not just owners, but staff should be on our site, learning more to earn more.

But at some point, you may want or need paid services. Be it B2B or B2C, talk to us, because we are proven to grow results. But fair warning! What we do is different! To get a different result, you have to be ready to change. We've innovated, and for those who see it as an investment, working together it pays off for those who put our processes to work!

Whenever you can, learn to Win Wars but also Win in Peace. Learn how to collaborate more successfully with others. Learn to bridge the gap between you and your customers, in a win-win fashion! ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

“You Can Pay Me Now, or Pay Me Later”

July 10th, 2014 No comments

Every now and then, you get a marketing approach or commercial message that is seemingly 'timeless.'  One that fits that description is the Fram Oil Filter commercial, shown below, first aired in the early 1970s.

The idea behind their message is akin to the adage, "A stitch in time, saves 9." My hunch is not as many people in the U.S. mend their clothes, so perhaps we should say "An ounce of prevention is worth a pound of cure."

Good marketing – combined with sound sales training – are not only money making, they are also money saving.  Remember, good sales training is more than just learning how to do paper work!

Over the years, I've heard 'sales people' say and do some pretty outrageous things. They may or may not realize it, but at least some times, the business' owner or management did finally catch on to the lost sales or disastisfaction and other costs from the poor use of words.   Those costs trace directly back to a lack of the right training and motivation. 

The Wrong Words at the Wrong Time

greg-mcclanahan-posted-mhpronews-com-manufactured-modular-housing-retailer-.pngMy friend and MH colleague, Greg McClanahan wrote a fine column, "The Right Words at the Right Time." I totally agree with his thought behind that, and FYI, Greg is a successful MH Retailer out West. 

Well, just as there are the right words at the right time, so too there are wrong words at the wrong time.

I've seen the wrong words end up costing tens or hundreds of thousands of dollars, or in more serious cases, millions.  That can happen from law suits or fines, when the wrong words are used.   To help out on that, we have Nadeen Green, The Fair Housing Lady, who is an attorney share a monthly column, one of many in our Featured Article line up. We have other attorneys who informally share legal insights, all designed to prevent avoidable losses.

But it isn't just using the wrong words that results in fair housing or other charges that can cost you.  There are other forms of false, or even fraudulent statements that can cost a business. Hiring the right people, and training them to say and do the right things, truly pays.

Beyond Legal Liability

But let's set the whole topic of legal liability aside.  The wrong words, sadly, also cost you business!  The reverse is also true. The right words – in marketing and in sales – earns you business.

Professionalism pays. Invest in your people, or it will cost you.

As a proven MH marketer and sales trainer, we can honestly say, "You can pay us now, and earn more later."  

Or you can skip the marketing and training, and it will keep costing you until you make the right investment. The choice is yours, and you make it day by day, through action or inaction. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach