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Posts Tagged ‘manipulation’

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.

Image-credit = biggsuccess-posted-on-mhpronews-com

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.

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-lifestylefactoryhomesllc.

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.

Your-Business-Sign

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 

Pride

August 12th, 2012 No comments

We all have hot buttons or 'motivators' that impact us uniquely and profoundly. In the world of human influence, marketing and selling, 5 such motivators have been identified. We looked at Love and 2 other motivators in prior columns in this periodic series. With this post, we will begin to explore the impact of Pride as one of the 5 Motivators of human behavior.

Pride-collage-tamas-kovach-mhpronews-5-motivators

In theology, one may speak of pride as a deadly sin. Certainly there is a healthy and unhealthy pride. We aren't looking at theology here. Rather, we are considering how pride can motivate, drive, attract or compel a person to desire some goal, position or thing.

The key in each of these 5 Motivators of human behavior is to consider which ones of the 5 Motivators are driving our prospect. This can best be done through a combination of questions and/or listening and observing.

For example, let's say a person pulls into a sales center in an older car. Picture for the moment that you are in a position to see the vehicle up close. You look into the car's window. They have children and the car is older, but the car is spotless inside and out. The children may not have the best clothes, but they are neat and clean. The parent you are talking to is as well. These may be a pretty good clues that this person has self-respect, pride.

In the last column on the motivator of Love, we related an actual story about a parent and their home search. Love was part of their motivation, but so was pride. So by noticing that motivational driver, we may be better able to understand and assist them in their purchasing process.

Pride may drive someone to seek a better home or a more prestigious job or title. Which is to say that knowing the 5 Motivators can also be useful in management, not just in marketing and sales.

We've already noted before regarding the use of the 5 Motivators, these are not to be thought of as tools of mere manipulation. In marketing and sales, it could be that we could attract and 'close' a customer on something that may not be in the best interest of the client. Such 'sales,' over time, cost you and your firm more business than they generate. So let's underscore the point that we must always have the proper intention of serving the best interest of the client.

That said, when we have that 'best interest' of the client in mind and we detect that they have x motivator or motivators at work, we ARE better able serve them when we keep such factors in mind.

For example, let's say that there are two homes with a similar payment for the client that you could sell them. One fuels their sense of pride, one does not. Maybe the one that fuels their pride is slightly more than the other. They budget, they can afford it. Are you doing them a favor if you could persuade them into the less expensive home, the one that doesn't fuel their pride?

Arguably, no.

If you are selling in a Business to Business (B2B) vs. business to Consumer (B2C) environment, the 5 Motivators can still be of tremendous value. Let's say know that your prospect is shooting for a promotion. You have a product or service that – properly use – could help that company while helping that contact of your advance. Does it make sense to touch that base as you outline the recommendation for such a prospect?

You bet.

Knowing the 5 Motivators – combined with discipline and the KYPs of selling – will yield more and happier customers. We will look at the final of the 5 Motivators, Profit in our next column in this periodic survey of this topic. ##

L. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
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+++

Whether you think you can or whether you think you can't, you're right. – Henry Ford

Fear

July 18th, 2012 1 comment

Fear is in the name of a rock band. Fear is at the heart of the horror movie genre. Fear is the name of a Cape and a River in North Carolina. But for the purposes of this column, fear is a human emotion and is one of the Five Motivators; one that savvy marketers should carefully and thoughtfully use.

Fear possed in MHMSM

Books could be written about the use of fear in marketing and sales. Fear can be used as a bold attempt at manipulation. But fear can also identify something real that can benefit the target audience; an example might be that you teach a child to be cautious around the fire of that gas stove, because failure to do so is dangerous.

Fear can be used by itself, or it can also be used in tandem with the other 5 Motivators.

Fear can paralyze, so as a marketer, caution is warranted. Fear can be used with humor, an example will follow at the end of this column. Fear can also be used to scare someone into action.

Fear may be morally neutral. It can also be bad or good. So fear can be used properly or it may be abused or misused. For the record, we do not advocate an abuse of the Fear motivator for our clients. At the same time, one would be foolish to overlook a reality of human nature, right? If you have doubts where the lines are or how to use fear properly, please, call a professional.

The more you know, the more you can use what you know, the more you can grow.

There are different levels of fear. You can be scared to death by some thing or some one. There is also the insightful maxim that:

"The fear of loss can be greater than the desire for gain."

Let's look at that maxim for a moment.

Fear is used routinely by lenders and loan brokers, as an example. What, you may say? Absolutely, let me prove it to you.

When you tell your audience – via advertising or one-on-one in person – that "rates are at historic lows, hurry and get those rates locked in or you could miss out." Guess what? That is an example of the use of fear in communication. “Don't pay more for your loan, hurry in while rates are low, because you can pay less now and for years to come.”

Let me segue for just a moment to another obvious but all-too-often-overlooked fact.

Politicians de facto use marketers. When we see a candidate's campaign say, "If you elect that person, horrible things are going to happen," that's an attempt at the use of fear in politics. Don't get me wrong. The threat – and thus the motive for fear – may be real! Or the effort to create fear may be a mirage or fantasy. So it is up to us to use our God-given reason to discern and apply the defense to irrational fear; to see if there is 'logic' behind the fear, or not.

As someone who has taught management as well as worked with sales professionals for decades, let me say that fear can be a good thing. There are times when we should 'be afraid' of a consequence. WWII is a historic example. When Japan bombed Pearl Harbor, having watched the Japanese roll across parts of the Pacific and the Nazis roll across much of Europe, we needed a healthy fear in America to push us into action. What other option did we as a nation have? Surrender? Never!

So fear can goad us to act when it is in our best interest to do so.

I will invite you back another time for another look at the five motivators. We may dabble more with the fear topic from time to time too.

Don't be afraid to call or email Tony or myself. Don't be the last community, retailer, builder, lender, supplier, service provider or developer in your market to use the powerful tools we have to offer…

…remember my promise above to use fear with humor? 😉 Are you scared yet? ##

Posted for

Tim Connor
Marketing & Sales,Website,AdvertisingMHSpeakerTrainer-Manager
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21st Century Marketing and Sales

June 18th, 2012 No comments

For those or us old enough to remember, sales was often viewed by millions as something you did to someone, rather than doing something for someone. Sales was seen – and taught – as a kind of manipulation. A person or a company wanted to manipulate their way into a sale, they did it via a process. An example that comes to mind might be the time share industry. Let's take a look, because understanding this principle will be key to the much of what follows. You will see the application and power this can have for the manufactured housing industry. Don't be surprised if an "aha!" moment or two comes your way that will make you or an associate of yours some good money.

Let's start by using the time share example. You get someone into an appointment, often through a promise of a discount at a resort or some gift or a chance at a prize. You then put the prospect through a long sales processes that is virtually choreographed. "You say this, when the prospect says that." Much is scripted.

There are values to scripts and memorization. But one problem is what happens when a person goes off script? What happens when the prospect is to some degree "in the know" as to what you are going to do, as in fact began to happen in the time share Industry? Over time, you dry up your target market, because more and people realize what will happen and so they want no part of it. They either don't come, or they simply "just say no" because they don't want to be manipulated. The wrong intention kills it all.

The above example makes a few key points that at first may seem contradictory to some things we have written and said. Let's take a step back, to understand a key relationship, and then return to the point.

Marketing should set up sales with a prospect, that sums up the goal of marketing. Marketing doesn't sell, it delivers a prospect, and hopefully a steady stream of them. Once you get the prospect, sales takes over. In the modern era of CRM (Customer Relationship Management), prospects may move fluidly in and out of sales and follow up marketing, as with an email campaign to prospects and clients.

But obviously the job of sales professionals is to the MAKE a sale. Many of them!

Some MH Retailers – for example – in their haste to be "unsales-like" and not turn off a prospect, use no sales process. They let the customer wander around open, model homes, hoping they bump into the house they want and magically fall to the floor, open a checkbook and say, "sell me this one!" It can happen, but not often enough. I recall a successful retailer who went from 5 locations to 4, then 3, 2 and 1 doing this. Finally – of course – the last location closed. No system, insufficient sales, overhead far outpaced the sales which took place. They were done.

They had gone from a system, to no system. From success to failure.

But on the other end of the spectrum are those retailers who had a highly scripted process. It was much like a time share sales system in that sense. I am thinking of another example, in another market from the one above. The retailer had good product, somewhat high pricing, did a lot of marketing, had overall good locations (meaning, high traffic spots off major highways in good towns). But as the highly scripted systems became better known, guess what happened? The company I am thinking about in a good state, in better economic times than these are, went from 5 locations, to 4, to 3, then to 1 and done. Their lack of a customer-friendly process made them fail.

As in much of life, the answer is simple. The Solutions are always there if you look for it! Another example or analogy will make the point.

Imagine a professional football team that didn't practice. They had no play book. They had no process for success. How long would a team like that last? Not long! Even great players need a plan! Great players need coaching and play calling. So training is fundamental and a having a process are both critical. The same is true in selling.

Great sales talents realizes their potential precisely through training that is ongoing and routine, just as great teams keep training season after season.

Let's circle back to the top.

The sales process MUST begin with the right intention! If you are trying to manipulate someone, the intention is wrong. Over time then, the sales process that seeks to manipulate will self-destruct.

What works is having a process that is user-friendly for the sales person, and user friendly for the customer.

Now we get to a profound key! Don't sleep, don't snooze, or you will miss it!

Coach Lou Holtz said the following, in his three rules of life:

  • 1) Do what's right
  • 2) Do your best.
  • 3) Treat others the way you want to be treated.

Three questions people ask you (either openly, subconsciously, or often to themselves):

  • 1) Can I trust you?
  • 2) Are you committed?
  • 3) Do you care about me?

When companies, politicians, sales professionals and others get these 6 points down, look out! Good to Great Results wills follow! And so long as such principles are put into place and set in motion for the long run, long term success will follow!

But notice how all 6 points go back to the intention. If you intend to serve, if you want to serve well, you are setting up the other 6 rules. Coach Holtz started simply with, Do What's Right. The Right Intention, the Right Training will yield the Right Results for the customer AND for the company alike!

The 21st century has more ways to communicate than we never would have dreamed about at the dawn of the 20th century. We had person to person, signs, books, newspapers and magazines 100 years ago. So telephones, radio and TV were all on the horizon a century ago. Those innovations were followed by cable, cells, satellite and finally in the 90s we saw the rise of the Internet. Today we see branches of online, with tablets, text and smartphone use, social networking and more.

We have an amazing ways to reach out and touch someone. But how we do what we do is the difference between long term sales success and eventual failure. And in the end, for a big ticket product like a modular or manufactured home, it still comes down to one on one with people.

Factory built housing is an amazing product. Imagine what would happen if you had two cars, both had the same features, but one was 25% less in price than the other. Which would sell more? All things being equal, the less expensive one, right? With the HUD Code you have entry level VOG homes, and you have more 'residential' tape and textured/finished drywall styles of construction. So you can hit a variety of price points and target markets!

Then why doesn't that make a huge difference in manufactured housing sales? Aha! Therein lies a different subject for a different time. Don't worry, we will continue this periodic series.

A closing message.

MHProNews.com is being branded as the publishing arm of what we do here at Manufactured Home Marketing Sales Management (MHMSM.com). All 3 of our web address will bring you to the same site.

That said, there is a complementarity but also a distinction between the two.

MHProNews is Industry News, Tips and Views You can Use. (c)

At MHMarketingSalesManagement.com (= MHMSM.com) we are doing the contract (think consulting or short, medium or long term outsourced) professional work for companies like yours. MHMSM is Innovation – Information – Inspiration for Industry Professionals. (c)

Think about it. You have to have news and information in order to stay current and be successful in the long run.

You also need professional development for your organization.m this might be done via associations. It can be done via the web, or live for mid-to large sized companies.

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When you are ready for 21st century results in marketing, sales and management, call, click or connect.##

(Editor's note: see more of Tim's columns in the Words of Wisdom and in our Feature Articles section of MHProNews.com. See our news by scrolling the center and left side columns on our home page, and keeping up with Tony Kovach's The Masthead blog.)

 

Posted for
Tim Connor
Business Development
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tim@mhmsm.com