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Posts Tagged ‘louisville’

Manufactured Housing and IGA’s Success Lesson

October 25th, 2014 No comments

Imagine America during the Great Depression. There was virtually no federal social safety net then!

Great-depression-credit-common-wikipedia-posted-on-mhpronews-comWhile there has been suffering in the U.S. in what many call our recent "Great Recession" which began circa 2008, let's be honest. The great Depression days were far worse.

This pair of photos from WikiCommons might help someone not familiar with the Great Depression begin to understand how tough it was then, versus now.

Soup lines, rough housing, jobs were hard to find and low paying.

It was in this sad economic environment – far more challenging than what we've had since 2008 – that IGA was formed. Let's see what lessons for manufactured housing professionals in organizations of any and all sizes the IGA story may hold.

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Wikipedia states the following about IGA, which is short for Independent Grocers Alliance.

iga-logo-posted-on-mhpronews-com"IGA is a brand of grocery stores active in more than 30 countries. Contrasting with the chain store business model, IGA operates as a franchise through stores that are owned separately from the brand. Many of these stores operate in small town markets and belong to families that manage them. It was founded in the United States as the Independent Grocers Alliance. The headquarters are in Chicago, Illinois."

"IGA was started in May 1926 when a group of 100 independent retailers in Poughkeepsie, New York, and Sharon, Connecticut, led by J. Frank Grimes, organized themselves into a single marketing system. This group quickly expanded, and by the end of the year there were more than 150 IGA retailers. In 1930 there were over 8,000 grocery stores using the IGA name. The company uses the "Hometown Proud Supermarkets" slogan. Today, many IGA grocery stores are still located in smaller cities and towns throughout the United States."

IGA is not the powerhouse today that it once was, for a variety of reasons. But for decades, IGA grew rapidly and often dominated the landscape in the huge grocery business. It provided marketing, savings and other benefits to its associated grocers, so it paid to be a member of IGA.

In manufactured housing today, there are several 'buyers groups' that offer its members specific advantages, including lower costs on homes through volume rebates and/or other discounts.

We also have state and national associations, which offer a different range of benefits that include networking, educational and political lobbying.

What we don't have – yet – is a similar, formal alliance for MH akin to what IGA was for grocers. Thanks to the Internet and modern technology, that can now rapidly change in a way that would benefit all involved.

How can this model be applied to the manufactured housing Industry successfully today?

MHRetailers, MHCommunities, MH Associations, factories and service providers – Come to the Louisville Show in 2015 and see!the-road-to-success-mhpronews-louisville-manufactured-home-show-january21-23-2015

Your operation may be soaring, struggling or somewhere in between. You may be starting up in business, or ready to wide down.

Whatever your status, your business is worth more – duh! – when it is profiting more.

Learn how the successful IGA model can be applied to Manufactured and Modular Home sales at the 2015 Louisville Manufactured Housing Show. Yours truly will show you how we can grow your business and others, the smart way.

As an MH retailer, community or builder/developer, odds are excellent you can enter the show free.

Please see the Louisville show website for details and to pre-register free. Some 2,500 industry pros came to Louisville in 2014, far more than any other industry event! There are good reasons the crowd keeps growing. We hope you will come and see why the Road to Success starts in Louisville. Free pre-registration link is here. ##

(Great Depression Image Credits: WikiCommons)

l.a.tony_.kovach-publisher-manufacturedhomelivingnews-com-mhpronews-com-mhc-md-com-1by L. A. 'Tony' Kovach

Can Learning to Dance Increase Manufactured Housing Sales?

October 15th, 2014 No comments

Short answer to the headline question, yes! With your attention and curiosity clearly up, let's tell you exactly what this metaphor means in practical terms when selling manufactured homes.

dancing-lessons-wikicommons-posted-cutting-edge-blog-manufactured-housing-mhpro-news-com-Many people look at sales training as a way of manipulating a customer. If that is what the trainer, the owner or sales person thinks, then odds are good the training won't produce a long term positive result. What will? Learn “Dancing!”

True sales training of a big ticket sales item, such as manufactured homes, is about learning to dance the right way with your prospect.

Don't step on my toes!”

Other than mom or dad teaching their tyke how to dance, almost no one wants their toes stepped on when dancing.

A good sales professional learns how to move WITH their customer, learns the customer's rythms and movements. Then, they can 'guide' a customer – or be guided by them – in a fashion that works for both the seller and buyer.

You learn how NOT to step on your customer's toes! Good selling is like a good dance.

We'll touch on this topic and others that we use in our free manufactured home marketing and sales training at the Louisville Manufactured Housing show in 2015, hope you will be there. Only those who want to grow their results should come! ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By L. A. “Tony” Kovach

How do you get found online?

September 17th, 2014 No comments

"Build it and they will come," worked in a movie, but what works in Hollywood is not always true in the real world.

There are more billionaires (2,325) than at any time in global history. There are also more websites than at any time since the Internet began, those facts are no surprise. What is a surprise is that there are now over a billion websites on line! The reason this is important, is how do you get found in that immense pile of choices consumers now face?

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Depending on the study you look at, somewhere between 90-94% (+/-) of all home hunters are doing housing hunting online. The use of smartphones and tablets has also changed the search engine and web-world in just a few short years. You can pay for TV ads with your website, or take out display ads like larger companies do as ways of getting your website found. You can set up a budget for a service like Google ad words. All of these are different ways to 'buy' traffic and increase your website's visibility.

If you do those, great, you likely have a decent budget for marketing! But let me suggest that what you absolutely need regardless or budget is a "hyper-local strategy."

There are basic elements to a hyper-local strategy. If you are updating a website or are planning for a new one, then make sure that hyper local and mobile web friendly are part of your mix in the site's design. Make sure you ask for a user-friendly content management systems (CMS), have auto response and CRM (customer relationship management) capabilities.

We will plan to offer a free seminar at the 2015 Louisville Show on hyper-local marketing, mobile web, CMS and SEO (search engine optimization) strategies. Bring your note-pads and bring your tech-savvy colleagues! The road to success in 2015 passes through the Louisville Manufactured Housing Show.

louisville-manufactured-home-show-2015-the-road-to-business-and-professional-success-AAA

5 Reasons for MHPros to Attend the 2015 Louisville Manufactured Housing Show  

If you can't wait until Louisville, please click on my name linked below, and call or email me. Otherwise, do what thousands did last year, brave whatever the weatherman can throw at us, and come to Louisville! I hope to see you there.

Remember, with a billion websites out there, you have to plan and execute for success. ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By LATonyKovach.com

Are you Asking the Right Questions?

August 8th, 2014 No comments

Did you know…

  • that professional selling is more than just 'telling?'
  • that in the right circumstances, your prospect wants to be 'sold?'
  • that good selling is not something you do TO someone, it is something you do WITH and FOR someone?
  • that controlling someone in sales is just an illusion?

Even in a society that lacks freedom, people yearn for ways to express themselves! So imagine that in a free society, of course people don't want to feel manipulated into doing something, even if that 'something' might actually be to their benefit.

So as soon as some 'sales person' starts talking, talking, talking before they've

  • asked and listened,
  • asked and listened and
  • asked and listened some more…

what routinely happens is that good prospective clients tune them out. Odds of doing business with them nose-dive. This often leaves the weaker prospect that stays and gets 'sold,' and of course then the challenge is to see how to 'get their deal done.'

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Image Credit: Ky Olsen

There are organizations in manufactured housing that teach good selling, which is much more than telling.

Good selling is like going to a doctor's office. The doctor – or the MD's staff – has to ask probing questions and then follows those questions up with still more questions, all BEFORE tests are done or a recommendation for treatment is made.

We teach forward thinking professionals to ask the right questions at the right times. Then we suggest the proper marketing that makes the phones ring.

l-a-tony-kovach-2014-louisville-manufactured-housing-show-modern-marketing-mhpronews-com-manufacturedhomelivingnews-com (1)

L. A. “Tony” Kovach presenting to a packed room of MH Professionals.

Change rarely happens over night. But if you are doing the right job – the truly professional way – of marketing and sales in manufactured housing, you will see a steady growth in the number of qualified buyers who will call, come, see, believe and buy from you. Don't worry, you'll still get the credit challenged customers too.

When you learn to engage a cash or good credit customer successfully, you'll realize that selling manufactured homes is a noble profession.

Professionals practice and study, practice and study. Professionals ask questions before making recommendations, correct?

i-do-think-that-a-person-can-adapt-and-change-successfully-into-a-can-do-mindset-provided-he-she-is-willing-to-make-the-commitment-to-learning-jim-clayton(c)2014-life

What would you pay to listen to the industry's self-made billionaire for 45 minutes?
Then would you actively listen – take notes and learn – by
clicking here and watching this two part video?

Shall we close with some OBVIOUS questions?

So where do you go to do your daily reading in MH? And where are you getting your professional training to become a star in manufactured housing? ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com-By L. A. “Tony” Kovach

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.

bridging-the-gap-is-profitable-the-brdige-frees-those-otherwise-trapped-oneither-bank-the-elk-strawberry-mansion-bridge=wikicommons-poster(c)2014-mhpronews-com-

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!

mhc-md-latonykovach-client-message-comptuer-report-collage-masthead-mhpronews-com-c

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