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Posts Tagged ‘mcclanahan’

“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 

“’Tis the Season” for a Marketing and Sales Lesson!

December 15th, 2013 1 comment

The holidays are here. Hanukah – the Festival of Lights – came early this year and has now passed. Christmas and New Year's are coming up rapidly, and for over a billion souls, this is Advent. People marketing and selling homes are starting to think or run 'tax refund' ads – which are fine – but there is an amazingly important and ever so easy lesson that this holiday season ought to bring to mind for all.

Here it is. It's soooooooooooooooo simple. Don't miss this one, because it is foundational to everything else that you do.

Do unto others as you would have others do unto you.”

Yes, that's it. Don't shrug or laugh, because this is huge! Understood and properly applied, it's powerful!

Indeed, ancient Greece, Rome, Egypt, China, India and faith traditions around the world have some saying that is similar to this one. Wikipedia cites this as an example from Greece:

"Do not do to your neighbor what you would take ill from him." – Pittacus[18] (c. 640–568 BC)

In the Jewish faith, we find many examples, but let's use this one:

“You shall not take vengeance or bear a grudge against your kinsfolk. Love your neighbor as yourself: I am the LORD.” —Leviticus 19:18

For Christians, “Do unto others as you would have others do unto you.” is found in Matthew 7:12 and see also Luke 6:31.

Islam has its elements too, “…and you should forgive And overlook: Do you not like God to forgive you? And Allah is The Merciful Forgiving.” — Qur’an (Surah 24, "The Light," v. 22).

The above it not to say that all religions and cultures say the same and do the same thing, because they are different. But this sampling does point out that in much of human history and religious belief see this as an important element.

So is it any wonder that this concept ought to be the foundation for all long term marketing, sales or management career success? It should be obvious!

I've mentioned my friend, colleague and published author – Greg McClanahan – who is running a very successful factory built home sales operation. You can bet that Greg has those words engraved in his mind and heart.

do-it-right-lou-holtz-posted-mhpronews_com-masthead-blog-1(1).pngTim Connor, who is a library of knowledge when it comes to selling and management, ends every one of his popular Words of Wisdom blog posts with the words – “In His Service” – before signing his name. Tim and I have worked together, corresponded and spoken often. You can bet that this phrase – “Do unto others as you would have others do unto you.” – is at the core of what Tim lives and breathes. Tim has helped companies sell tens – even hundreds – of millions of dollars in products and services, and he has sold over 2 million copies of his own books. Do you think he knows something about selling and management?

Youbetcha.

FYI, you can see a brief review on both Greg's book and Tim's latest book at this link.

In my own work, I'm always thinking 'win-win' vs. 'win-lose.' Why? Think about it. “Do unto others as you would have others do unto you.” suggests a win-win. If we both benefit from an exchange, then we have done unto the other what we would have wanted ourselves.

Good customer service! It is soooooooooooooooo simple! Yet it is so profound.

When I'm training people, I often mention this framed quotes shown by successful football coach Lou Holtz. It has hung for years over my desk.

Do Right

Rule 1: Do What's Right.

Rule 2: Do Your Best.

Rule 3: Treat Others Like You Want to be Treated.

Three questions people ask about you.

  • Can I Trust You?
  • Are You Committed?
  • Do You Care About Me?

Ladies and Gents, that's at the core of all that we strive to do. You and I may disagree or see something differently on this or that. But so far, no one comes up to me at a live event and has ever said, 'are you committed to the Industry?' They see it in almost every word written and those spoken too.

If we care about our customer – whoever our customer happens to be – if we care about our team mates, then amazing things begin to happen. “'Tis the Season” to reflect on this powerful marketing and sales lesson. If what you plan or do passes these simple tests, you've take huge steps towards success. ##

PS: Check our many Exclusive and Red Hot Featured Articles for November and see the other new stories at MHLivingNews.com too.

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 

Golfing and Manufactured Housing Sales

August 30th, 2013 No comments

I was listening one Sunday to a motivated golfer. He was maybe 30ish and clearly wanted to be good at the game. So he took lessons. Afterward all the lessons, he went out for a round and began by thinking about all of the things he was supposed to do.

He thought about:

  • his stance,
  • his grip on the club,
  • how high the ball was supposed to be on the tee,
  • his hip rotation during the stroke,
  • his follow through,
  • and all the other things the golfing coach was trying to teach him.

He stood there with his ball on the tee, thinking about all of these things he was supposed to do.

Then he brought his club back up, went for the swing and connected with the ball. It soared up into the air! It went about 200 yards, and landed in the middle of the fairway! But…

…it was the neighboring fairway that it landed in.

He went after the ball. You can imagine his thoughts.

When he got to the ball on the 'wrong' fairway, he looked back towards the hole that was his goal and, lo! There was a break in the trees just where he needed to hit the ball in order to go back towards the hole that was his goal.

Let's cut to the chase. 8 shots later, his ball dropped into the right cup.

Now, when I first shared this story with someone who golfs, what I heard in reply was laughter. It is an amusing story.

But when you apply this to the principles of selling manufactured homes, there are a number of potential lessons to be learned. Before continuing with the sales lessons, let's finish the true golfing story.

The young player approached the next hole differently. Instead of thinking about all of the rules, all of the things he was supposed to do, he simply relaxed.

Then, he began his swing, the follow through and the ball sailed 200 yards down the fairway. And it was the right fairway! This time, he shot par!

Now let's look at the take aways from this and how it applies to sales.

First, the player never gave up. He did finally sink the shot, even on the errant first drive. He kept aiming for his goal and finally achieved it.

Second, the player didn't let his love for the game be harmed or negatively impacted. He kept his attitude. He wanted to learn and did so.

Third, all of the rules that he was taught WERE in fact very IMPORTANT. Those rules and tips DID make him a better golfer! But he first had to relax himself, then the young player had to focus on the ball and his goal. Then the player simply had to “just do it.”

We've commented before about similarities between fishing and selling. If you pull back on the line before you have the hook in the fish's mouth, what happens? You scare the fish away, right? The same thing often happens in sales. I've see sales people who try a take away or other 'strategy,' but they don't even have their prospect hooked yet! Is it any wonder that they lose the customer?

Of course not.

golf_professional_pat_diaz_gives_young_golfer_pointers_chula_vista_municipal_golf_course-wikicommons-posted-cutting-edge-blog--manufactured-home-marketing-sales-mhpronews-.jpg

The rules of good golf are as important to the
pro as to the student of the game.
The rules of good salesmanship
are as important to the newbie as to a veteran.

The focus of selling is first the customer, but then you and what you say or do! The rules of professional sales engagement are there to guide you to be a better you in serving the customer. Good salesmanship is not about tricking or manipulating a customer.

It is about learning how to engage the customer in a professional fashion that will routinely produce the right outcomes when followed.

Doctor's don't save every patient. That in itself doesn't make them a bad doctor, so long as they are saving the patients that can be saved.

Sales begins with your mind set. You have to have the right attitude about the customer, and you have to want to serve them in a professional fashion.

The reason on our MHProNews.com website that we have an Inspiration blog, plus featured articles by Zig Ziglar, Tim Connor or Greg McClanahan is precisely to refresh and inspire the right motivations in all those who serve the public and who serve their peers too.

The young golfer had to learn how to internalize the rules he learned, but also to keep his focus on the ball.

The focus in student of sales is the customer and their needs, wants and desires. But the rules help both the golfer and the sales pro to advance and improve.

Even professional golfers want to improve their game. A pro still has a coach.

The same is true for the professional sales person, they still have a coach.

The doctor who tries to 'heal himself' is often guilty of malpractice! It is a common principle of good medicine that you don't treat yourself. The doctor who does may not have enough perspective to do so effectively.

The same is true in sales. Jim Carpenter said it well in a recent guest column. When the only 'training' that is going on is in house, it is often 'old stuff' that is being re-hashed, instead of a truly professional blend of the tried and true along with the good and new!

When you learn the rules of good sales engagement and then make them a part of what you say and what you do – naturally! – then you too will see shots soar down the fairway, and you will see them land on the right fairway! Having an outside sales trainer or sales coach can be as critical for your location, career or business as the golf coach is for a pro – or new comer! – who wants to improve his game. ##

PS: Check our many Exclusive and Red HotFeatured Articles for August and see the other new stories at MHLivingNews.com too.

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 815-270-0500 |

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

What comes before marketing and selling?

December 10th, 2011 No comments
Before marketing, before selling, comes planning and something that is so important that it can't be over-emphasized. It is "The Attitude Check."
I've seen great systems messed up by someone with a lousy attitude. I've seen mediocre systems soar due to good attitudes. I'll bet if you think about it, you have too.

There are good reasons why we have:


And other writers and resources like that on our MHProNews.com. "Attitudes determine your altitudes."

Get the attitude right, and you see opportunities. Get the vision for the opportunities, and you we will solutions your competitors (who don't have good attitudes) will miss.

Our author Mike Moore (the other Mike Moore! 😉 talks about checking your intentions, to make sure they are good. The right intentions can set the tone for all that follows.

Our writer Greg McClanahan has long shared stories that inspire and touch the heart. They tell us what good intentions look like, or what the consequences of bad or poor intentions can be. Keep in mind, Greg sells factory built homes! Think about it.

Zig Ziglar talks about attitudes too, and giving yourself a "check up from the neck up."

Start with your attitude. I used to have a card on my desk that said, "smile." It was a reminder to smile before I answered the phone. Over the years, it became a habit.

Smile. Check your attitude. Check the attitude of your team.

Feed your team good attitude building information, and everything else in marketing and sales that you do will prosper. ##

post by
L. A. "Tony" Kovach, MHM

www.MHProNews.com  
www.MHMarketingSalesManagement.com  or www.MHMSM.com 
Innovation – Information – Inspiration for Industry Professionals 

Office – 815-270-0500
latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach