The Cutting Edge of Online Marketing

The first time I heard, "you don't know that you don't know," I was frankly a bit perplexed.  "What does that mean?"  flashed through my mind. 

The reality is that before we know something, we DON'T know it.  So until we 'learn' that something, it is quite difficult for us to know that we don't know.

What does this have to do with the cutting edge of manufactured and modular home marketing and sales?

Everything.

I was speaking to a nationally know industry pro, who is often involved in industry marketing and sales.  This pro was telling me about some of the things he has seen and heard over the years in visiting manufactured housing sales operations in various parts of the country.  While sharing tales of occasional bright spots and strong performers, the bulk of what he shared was how generally poor our industry seems to do in sales and marketing.

If you don't believe me, look at our industry shipment numbers for proof.  Please, don't pound me with the 'we don't have financing.'   I sat in Vegas, along with hundreds of others just last April, as all of the major personal property (chattel) manufactured home lenders all said words to this effect:

We could do much more lending to customers with good credit scores. 
Capacity for good credit customers is not a problem.  

Now there are impressive operations out there, please don't take me wrong!  Some do know how to attract good credit customers and close them.

But too many are struggling because they don't understand marketing.  They have little or no professional approach to selling.  As one pro told me, those who have a system will always out perform those who have no system or who 'fly by the seat of their pants.

Times have changed! We could be in the driver's seat, if, if, IF owners and executives know how to capitalize on changes.

But those who don't know, don't know they don't know.

It takes humility to say, I don't know.  I need help.

Training is not a luxury!  Training is a necessity for any successful company that interacts with the public, especially when it comes to serious dollars. 

We've noted before that Best Buy trains an associate for about 2 weeks before they get to work on the floor.  Some hotel chains, such as Holiday Inn,  spend 1-2 weeks minimum before a desk clerk gets to speak to the first prospective customer.

So how much time and resources does your firm invest in training your sales people? 
How much are your lost sales costing you?

I saw a study done recently by Roper on 'big ticket sales.'  The cost/benefit to having a training and follow up system was astonishing. 

If you want to make more money, invest in smart marketing and smart sales training.

I'd tell factories the same thing.  Want to sell more homes?  Invest in providing YOUR clients with a marketer and sales trainer!  Watch your sales grow, as your competitors struggle by comparison!

Most manufactured housing firms are selling products and services for dollar amounts way beyond what Holiday Inn or Best Buy has in to sell.  If the comparatively small ticket sellers feel the need to train, shouldn't we in manufactured and modular homes do the same?

Grayson Schewpfinger made a career out of sales training, and for decades he was considered among the best in the business.  It is an open question if those once popular "locked house/heavy office qualifier" methods still apply today.  But where ever you stand on such a topic, what we should not question is the VALUE of a modern sales training program.  Even better are those programs that provide you with marketing tools and teach you prospect management, etc.

 

 

 

Besides Schwep, Joe Adams, Chad Carr,  Tim Connor, B. J. Kroll, Mike Moore, and John Underwood all come to mind as pros engaged in aspects of such work in our industry today.  I could add L. A. "Tony" Kovach (my name) to that list, if that does not seem too immodest. 

I've watched pros who do training not only light up a room, but help lead a sales person (or a sales team) to new levels of success.  The Wisconsin Housing Alliance did a program where my fellow MHSpeakersTrainers.org colleague lit up the room, which had a strong turn out on both occasions when Tim was called into speak.

Whoever you choose, if your sales are struggling, do call on a pro! 

What are your lost sales costing you?  What are lost sales costing your company, and our Industry?

Are you ready to invest in a conversation with some pros to see what they can do for you and your team?  # #
 

Previous posts in this new Cutting Edge in Manufactured Home Marketing and Sales series:

1. Selling More Manufactured Homes What is our Industry's Market Potential? These online facts provide important clues

2. If your Sales are Ailing, call a Doctor 

3. Liar! Thief!

4. Manufactured Home Marketing and Sales: The Power of Testimonials

5. Defining Your Market Methods and Message

6. Making up for a Screw Up.

7. New Format Preview!  Check up on the upcoming MH Image Campaign Today

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new posts are by:

L. A. 'Tony' Kovach, MHM
To learn about award winning, record breaking results:
http://www.linkedin.com/in/latonykovach
832-689-1729 (cell)

Knowledge is Power.

So those who get more news, knowledge and views they can use get a professional edge to better navigate their careers and companies for success.

In the next few minutes, you'll see the future of our Industry's business to business communications and profit-making business development systems.

 

 

You will also get insights about the upcoming Manufactured Housing PR Image and Marketing Campaign.

Welcome to this sneak peek of the New MHMSM.com development site. Our online trade media site is still undergoing testing and refining, but should be live before summer's end 2011. You can learn more and earn more by using our site and industry services.

 

 

We will soon re-brand our website as MHProNews.com. The MHProNews.com web address is already active and ready for your immediate use.

At MHProNews.com you will find facts you want and need, from your local weather report, to CNN and Fox News feeds. You'll get our Industry's single best information, ideas and intellects resource in one easy daily stop.

Because you can get all your key news in minutes a day, you can save time and earn more buy using our marketing, advertising, web development and other contract services.

Let's summarize some of the new or improved features:

•    Easier navigation – you will be able to access virtually the entire site from our new and improved home page.

•    Our new top navigation drop down menu system will make it faster and easier to find the content you crave.

•    This will include all archived content, including feature articles and reports that can help you improve and grow your career, improve your team and drive more business.

•    We also have a site search tool located here for your ease of use.

•    You will be able to scroll our new home page for all current content, including the blogs.

•    Starting at the top center column, we have dramatically revised our must have Daily Business News.

 

•    The revised daily business news will have a modern slide show news format.

•    Every few seconds, you will see a new headline, graphic and intro to the latest daily business news stories.

•    You can also read the latest headlines with links just to the right of our slide show graphic in this module.

•    You will also find our exclusive MHProNews.com market report, featuring business daily manufactured home industry stock summaries.

•    Just to the right of our Daily Business News will be our Video Headline News. In 2-3 minutes a day, and we will cover the key news for the day in a video format.

•    We also plan video interviews with Industry movers, shakers and decision makers. You will access video interviews in this upcoming video news department.

•    Immediately below our video news will be our national featured advertiser module. Make a big mental note that we will add a new feature that will let you target a state or region at a dramatically reduced cost. This will be a breakthrough for small to mid sized companies who currently have no easy or cost effective way to market their business to business products and services throughout the year.

 

 

•    Just below the Daily Business News modules will be our new and improved Feature Article module. This will be on a rotating carousel, so all our featured authors will be at our near the top of the feature article department. You can scan headlines as the automatically advance every few seconds, or you can manually advance articles clicking these buttons.

 

 

•    To the left will be the links our latest headlines in our popular blogs.

•    Discover what makes the Masthead, Industry Voices Guest Blog, Inspirations, Words of Wisdom, and the Cutting Edge of Sales and Marketing Blogs must have reading for tens of thousands of industry pros.

•    If you aren't already getting our twice weekly emailed MHMSM.com manufactured and modular housing news early every Monday and Thursday, then see what you have been missing at our Manufactured and Modular Housing e-Newsletter blog! 15,000 messages go out weekly to pros like you. Sign up free in seconds at our current site in the Register tab or in the Newsflash modules. Stay Informed, inspired and ahead of the pack. Make sure your entire team is reading our exclusive e-news, insights, inspirational and training resource.

•    You will see the latest Comments posted on our site in this new module. You can join the Industry discussion anytime day or night by posting a comment with our Disqus system.

 

 

•    This white space will become over 50 state, provincial and regional blogs that will give you local news and marketing opportunities.

•    This new section will become a must have resource. The state and regional blogs can provide associations a great way to attract and drive business with the lowest possible cost to factories, lenders, insurance, suppliers and vendors of all kinds. Small to mid size companies will love this cost effective way to market their products and services day or night.

•    If you have something to buy, sell or trade, come here, as well as our classifieds or to our national advertisers.

 

 

•    In the far right you will find our exclusive Industry in Focus Reports. You will also get MHI and MHARR news modules here. When it comes to Industry News, think

 

 

•    MHProNews PROVIDES and YOU Decide.

 

 

•    At the bottom of our home page will be our social networking icons, a recap of all our navigation, terms of use, legal and copyright notices. Connect with us on Twitter, Facebook and Linkedin to stay on top of all the latest news and developments automatically updated for your convenience.

 

 

•    Let's scroll back to the top for just a moment. Two more features to point out. We have already activated the iReportMHNewsTips@MHMSM.com. Many of our Daily Business News and other stories are provided by industry pros, Association leaders, public officials and other interested parties. We will soon provide you with improved ways of sharing your thoughts, news and perspectives with the rest of the factory built housing world here.

 

 

•    Our one-of-a-kind plan for the MH Image/PR and Marketing Campaign can become a self-funding medium to boost industry new home sales for the first time in over a decade. We believe we can profitably return to 6 figure annual home production and shipments. This Image and Marketing Campaign will be a key tool to get us there.

•    The Image/PR/Marketing Campaign is being developed with input from Industry business and association leaders.The plan will be for a coast to coast PR, Image and Marketing campaign, which will use a customized state and regional focus. To learn more on how you, your company or association can benefit, please send me an email at tony@mhmsm.com mailto:tony@mhmsm.com or call my cell at 832-689-1729.

 

 

•    There is no finally with MHProNews.com, because we plan to keep evolving to better respond to you and our Industry's needs.

Think MHProNews.com first, last and always when it comes to your industry news, tips and views you can use.

Think of MHMarketingSalesManagement – MHMSM.com – first, last and always for your training, business and web development needs. We have the eyes and ears of tens of thousands of leaders, owners and decision makers.

My personal thanks to you, all our writers, contributors and sponsors for making us #1. Published figures tell us we are now larger than all other similar online resources combined. Contact us now to see how you can grow with us as all this new format and features start coming online soon. Email tony@mhmsm.com or call my cell at 832-689-1729.

We are MHMSM.com = MH Marketing Sales Management.
Innovation Information and Inspiration for Industry Professionals.

Put the power of more knowledge to work for you daily with MHProNews.com. This is your professional place, like no place else on earth.

Remember, most of these news features are already active. You can start Growing your career and your organization's bottom line with us today. Use MHProNews online and via the mobile web. Thanks for taking this sneak peek into how we can make your future brighter. We hope to see you, your industry friends and associates here again soon. # #

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Previous posts in this new Cutting Edge in Manufactured Home Marketing and Sales series:

1. Selling More Manufactured Homes What is our Industry's Market Potential? These online facts provide important clues

2. If your Sales are Ailing, call a Doctor 

3. Liar! Thief!

4. Manufactured Home Marketing and Sales: The Power of Testimonials

5. Defining Your Market Methods and Message

6. Making up for a Screw Up.

—————————————-

new posts are by:

L. A. 'Tony' Kovach, MHM
To learn about award winning, record breaking results:
http://www.linkedin.com/in/latonykovach
832-689-1729 (cell)

Let's admit it.  We all screw up from time to time.  Personally or professionally, screw ups have their consequences.  When it comes to a customer or client, mistakes can be costly indeed.

What to do?

Let's start with what NOT to do.

All too often, I see people stone-walling.  I've watched professionals deny the error, or try to push the problem off onto someone else. 

An example might be a HUD Code manufactured home sale, and something has gone awry from the customer's perspective.  The worst thing that can happen is to deny the problem, or to tell the customer 'call the factory,' or 'that's the installation guy's mistake, here is his number.'  

Try to make service as seamless an experience for the customer as possible.  Yes, maybe with an appliance problem, the customer in the example above may have to call the appliance company directly, to make sure they coordinate times for service.  But explain that step by step, and let them know to call you on any other items if they should arise. 

CARE about the customer!  Put yourself in the customer's shoes!  Treat them as you would want to be treated.

When a screw up occurs, apply the same principle.  How would you want the issue to be resolved? 

Take ownership of a legitimate problem, let them vent, then bring them one step at a time to a fair resolution.

There may be the sue happy type of customer you must be cautious with, we can cover that issue another time.  Suffice for now to say, I'd pass on any customer I thought was a litigation lover. It isn't worth the risk.  Train your team to look out for law suit crazy prospects' not closing them is a victory.

I personally had an experience at Lowe's recently that was from my perspective a major screw up by an associate at their store.  The mistake cost me time, money and hassles.  I would have learned of the mistake in time anyway, but the light bulb was actual set off by another associate hours after a sizable purchase.  That second associate explained the error and it's impact on me.  That second gent brought in the MOD (manager on duty).  The MOD – Hector – listened carefully.  He then apologized.  He made sure he saw the issue from my perspective. Then, Hector made it right, bending over backwards to do so.  Finally, Hector told me the offending associate would receive extra training in the arena where the mistake occurred.

I was blown away.  While I started out less than happy, the second associate and the MOD totally reversed my feelings about the matter. 

The result?  The next time I need something like that product, I will head to that Lowe's!  I believe they know the meaning of good customer service.  I will also tell others to do so too (actually, I just did).

That is the power of tackling a screw up head on.  # #

 

Previous posts in this new Cutting Edge in Manufactured Home Marketing and Sales series:

1. Selling More Manufactured Homes What is our Industry's Market Potential? These online facts provide important clues

2. If your Sales are Ailing, call a Doctor 

3. Liar! Thief!

4. Manufactured Home Marketing and Sales: The Power of Testimonials

5. Defining Your Market Methods and Message

—————————————-

new posts are by:

L. A. 'Tony' Kovach, MHM
To learn about award winning, record breaking results:
http://www.linkedin.com/in/latonykovach
832-689-1729 (cell)

 

 

When marketing on line or off line, to attract a crowd to your product(s) and/or service(s), you have many considerations to make.  Among those are the following:

• Who do you currently attract and why?
• Who do you want to attract and why? (a.k.a = What is your target market?)
• How do you want to attract your target market? 
• What resources of time – yours or that of staff and/or contractors – and money are you prepared to commit?

For example, there are lots of 'free' resources online that a company or organization can use today.  Think about the word free for a moment, which is one of those powerful worse used in advertising and marketing.  Free in terms of what? 

What we normally mean by 'free' in this regards is there is no direct dollar cost to use a 'free' web site to post a message.  But isn't there in fact a cost in time?  If you wanted to, you could spend all day online posting Info about yourself, your product or service.  Doesn't your time have a cost/value associated with it?

Sure it does.

Let's look a bit deeper at those 'free' websites.  You paid nothing to them directly for the posting of some marketing message.

But does that message ring the phone?  When it does, are they bringing you the kinds of prospects you want and need?

Let's get more specific still.

Imagine you are a HUD Code manufactured home retailer or a manufactured home community owner.  You are using a free website to market your product or service. The message DOES ring your phone.  Regrettably, it may bring you the kinds of prospects that your third party lender won't buy. 

Does your marketing bring you empty results and long shadows?

So what happens then?  You can 'lobby' your lender to buy a deal they don't want.   Most lenders today, unless you have recourse arrangement on the loan (and sometimes, not even then), have no interest in buying a deal that they believe will default.

Someone in that scenario may want to moan or complain, but to what effect?  Isn't it wiser to simply re-evaluate your marketing and advertising? 

Isn't is smarter to take a new look at what you are trying to accomplish and how you are doing it?

• Define your market.
  
• Define your methods and means by budgeting for money and time.
  
• Define your message. 
  

Defining your market, methods and the message is what will, or won't, help you attract the right customers to you, your staff and your place of business.

You can do it yourself.  But if that isn't getting it done for you, and you decide it is better to hire the work done, please give me a call.  Remember this famous American's wise adage:

“A man who stops advertising to save money
is like a man who stops a clock to save time.”
– Henry Ford

 

Enough said for today.  # #

—————————————-

Previous posts in this new Cutting Edge in Manufactured Home Marketing and Sales series:

 1. What is our Industry's Market Potential? These online facts provide important clues

Selling More Manufactured Homes

 2. If your sales are down, how do you start a turn-round project?

If your Sales are Ailing, call a Doctor 

3.  Liar! Thief!

4. Manufactured Home Marketing and Sales: The Power of Testimonials.

—————————————-

new posts are by:

L. A. 'Tony' Kovach, MHM
To learn about award winning, record breaking results:
http://www.linkedin.com/in/latonykovach
832-689-1729 (cell)

I was shopping with my wife and son in Ikea the other day.  There is an amazing energy in their stores. If you have not been to one, make the point to go and check it out.  We will look at Ikea stores as a lesson in marketing and sales success in another column.  For now, the point I want to make has to do with the power of testimonials.

Personal Testimonials

My wife and son had stepped away for a bit, and I was looking a set of scales.  Ours works, but it just doesn't dazzle me.  I had tested this (using myself as the test of course).  The results looked reasonably accurate. I was beginning to think, I'll buy it, when a woman came up to me and said:

“I bought one of those, and it was just terrible.  The readings were not consistent.  I wouldn't recommend it.”

I didn't know her at all, but I put that set of scales back down.  Mine were reliable, why would I buy a new set of scales that wasn't?

That was a reverse testimonial.  This is something that sadly happens all too often in our business, a reverse testimonial! But it underscores the point.

Social Networking

Why are social networks like Facebook or LinkedIn being used so much for marketing and business development purposes?  It is due in part to the power of testimonials.  If you are thinking about using a service, don't testimonials influence you?  They do me, and millions of others.  Before LinkedIn came on the scene, I saved and used letters of reference.  As an example, some of these letters I've posted at my personal site, www.LATonyKovach.com – the recommendations on Linkedin can be found here:

http://www.linkedin.com/in/latonykovach

Positive Media Coverage

One of the most powerful types of 'testimonial' is to get positive media coverage.  In my marketing/sales/management contract work for clients, one of the things I shoot for on a project is to get positive press coverage.  There are a variety of ways to obtain that, some of which were covered in a panel discussion that we did for MHI's 2011 Congress in Las Vegas, “Engaging the Media Successfully.”  We got high marks from attendees for this presentation.  But the point is, if you make an effort to get positive press, you can often obtain it.

Once you have a positive press item, be it a video or “print” story, use it!

Have the article scanned and posted on your website
Have the article copied in a professional fashion, and share it with customers
Frame the article and hang it on your wall where customers can see it.  The lobby can be a great place for this, but so can your personal offices where you may meet with clients.

We will plan a future column on the topic of how to get positive media coverage.  For those interested in a free webinar on the topic, please send me an email with your V-card or contact information.

One of the audio books I'm waiting to get into is titled:

Satisfied Customers tell three friends, Angry Customers tell 3000

Really, the title alone tells it all, doesn't it?

If you have an unhappy customer, try your best to deal with it.  One of the most powerful things that can happen for your business referrals is to get an unhappy customer turned around, and bragging about you.

One of the most successful land lease communities in the country is a short drive from where we hang our hat.  Word has it that the community – with some 1400 occupied sites – has been built primarily on referrals.

Referrals!  Testimonials!  Two sides of the same coin.  It is 'word of mouth' – be it in person, electronic or a combination of those ways.

Put the power of testimonials – and referrals – to work for you.   The discipline to do so will set you apart from your competitors.  Doing so will pay you in rich rewards for years to come.  # #

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Previous posts in this new Cutting Edge in Manufactured Home Marketing and Sales series:

 1. What is our Industry's Market Potential? These online facts provide important clues

Selling More Manufactured Homes

 2. If your sales are down, how do you start a turn-round project?

If your Sales are Ailing, call a Doctor 

3.  Liar! Thief!

———————–

new posts are by:

L. A. 'Tony' Kovach, MHM
To learn about award winning, record breaking results:
http://www.linkedin.com/in/latonykovach
832-689-1729 (cell)