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Posts Tagged ‘motivator’

Money Motivations

June 13th, 2014 No comments

There are many motivators in life. In sales, some pros speak of the five motivators of pride, profit, love, need and fear. A certain consultant you may know routinely uses fear tactics as a motivator, why? Because it can work. So too the other motivators, in the case of today's column, money or 'profit.'

profit-one-of-the-5-motivators-for-some-the-desire-for-gain-can-be-stronger-than-the-fear-of-loss-(c)2014-lifestyle-factory-homes-llc-posted-mhpronews-com-

The 2008 Financial Meltdown, a Gift in Disguise for Manufactured Housing?

Please don't get me wrong. In an ideal world, we would have had no meltdown in 2008. But our world isn't perfect, so given that reality, the crash of the conventional housing market offers numerous prime opportunities for manufactured housing pros.

Among them is the fact that millions no longer believe that a site built house is a good 'investment.'

That said, a savvy marketer or sales guru can position a message that effectively says… "The money saved by buying our home can be used to invest, for travel, cars, charity, education, you name it!"

Profit is the common motive for why:

  • people invest,
  • or why they try to save, or why
  • they open a business and
  • they may opt for this career over another.

Even in government, money is a motivator. Bureaucratic programs often have a de facto incentive to spend all the money allocated, or they may get less funding the next year. The VA scandal reminded us that bonuses exist at the federal level, and that if staff can't earn the bonus honestly, they may "game the system" to get the money by stealth.

Quality Pays

When someone's budget is tight, there is no point in trying to push a solution the buyer can't afford. But when discretionary spending is an option, a savvy sales pro can justify a higher price through the message that "quality pays."

Resonating not Manipulating

Speaking of the customer, be it this or any sales and marketing methods, let's restate a basic premise. We are not about manipulating the customer. For some 25 years, I've preached that a deal is only a good deal if all involved benefit from it.

So why learn sales and marketing methods at all? Because some customers need to be guided in their decision, and when you see what motivates them, you are in a better position to advise and serve them.

You can get everything out of life you want, when you help enough other people get out of life what they want.” – Zig Ziglar.

The Five Motivators

In all of your sales and marketing, think about how money motivates. And think about how all of the 5 Motivators, pride, profit, love, need and fear. As you ask questions, listen and do your discovery with a customer, you will often pick up the clues that tell you which of the motivators is the best one with the prospect in front of you. ##

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 

Factoids

December 15th, 2012 No comments

We've looked at sales tips, motivators, Pinterest pages, blogging and infographics among the many tools you can use to advance manufactured housing. Today, lets look at factoids.

Factoids are brief statements of fact. When used in colored text backgrounds they can grab attention and make a visual (emotional) as well as logical impact.

The factoids above about almonds are an example used on a product package. You could use factoids to express high-impact info about your business, a community's features, your model homes, your financing plans…

…almost anything!

Influencers: Changing Minds

You can see an example of factoids on the page linked below.

LouisvilleManufacturedHousingShow.com/introduction-to-manufactured-home-opportunities-day/

Ever want to change the mind of an investor, conventional housing pro or a person of influence? By sharing the link above, you can help change minds, one at a time.

Can't beat them?

There are some old saying that you just have to "Turn it Around!" Instead of, "can't best them, join them" we need to say,

"Don't beat them, let's have them join us!"

– The Elk

By making a habit of sharing factoids or reaching out to change the minds of people of influence, you can make the acceptance – and profitability – of our Industry grow.

By adding one or two easy things to your activities a week, you can make an amazing impact over the course of the year. The alternative is to keep doing the same things, the same tired, old way and get the same result…nah, not so smart

Make the commitment now to improve yourself, your location and your company. ##

PS: Check our many Exclusive and Red Hot Featured Articles for December and see the

other new stories and 'Purely Political' cartoons at MHLivingNews.com too.

l-a--tony-kovachL. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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

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
MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
LATonyKovach.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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

Love

August 5th, 2012 No comments

Tim and I have been doing a periodic series on the 5 Motivators in marketing and sales. For those who have never learned these, they are Pride, Profit, Love, Need and Fear. If you missed Needs and Fear, please check those respective links above. Today, we will introduce the subject of Love as it relates to the 5 Motivators in marketing and sales.

When you are marketing or selling, do you use emotions, facts or both? Hopefully you answered, both. But if you had to pick only one or the other – emotion or reason – which would you use?

Let me suggest that emotions often trump love with all but the most analytical prospects.

Love is a powerful motivator. I can recall talking to a prospect looking for a manufactured home some years back. As I was probing for the lady's motivations for making a housing change, she told me the following.

I'm tired of having my children growing up in an apartment complex where there are drug dealers. I want a yard for my kids to play in. It would be nice to have a place of my own, where I could bring the rest of my family and friends over too.”

Let's parse this mom's motivations.

  • Fear is the motivator behind the first statement.
  • Love is the motivator behind the first and second sentences (yes, sometimes you have multiple motivators at play). This mom wanted the best environment should could provide for her children. That's a form of love.
  • The third sentence was a form of pride, which we will review that in an upcoming column.
  • Unstated in all of this is the clear need for housing!

So what the above example shows us is that we have to listen multiple ways. We have to listen for what is actually said, what is implied by what is said and what is unstated but still may obviously be meant.

Some prospects will reply more to some motivators than others. Thus the need to learn, listen for and apply all 5 of the motivators plus use reason as needed.

The purpose of asking questions during the qualifying phase of your customer encounter is to learn more about your client, their needs, wants, capabilities, time lines, etc. Part of that “etc.” is to learn their motivators!

While need, pride and fear played a role with this young mother, the greatest driver for her motivations was love. Knowing and understanding the 5 motivators made closing that sale a much easier process. By the way, knowing the motivators made overcoming the 'math' in her case easier. The dollars and cents of her current housing happened to be cheaper monthly than what she ended up investing in. So why did she pay more?

Emotions. Love, fear, pride and needs.

love-poster

In the backdrop of all of our discussions here on MHProNews or with our clients must be the idea that we want what is in the best interest of our client.

For example, that house over there with the bonus on it because it has been in inventory too long might be the one we WANT to sell as the sales professional. Showing it – if the customer needs something like that – may be wise. But what if that model is the absolute wrong fit for a particular prospect? Don't harm your relationship with the prospect by recommending something that is not in their best interests.

In the ideal, marketing and sales systems should serve the best interest of the customer in a fashion that is a win for everyone involved.

That young couple that are planning to buy their first home together may well have love as a motivator. But don't think that the 5 motivators only count with consumers, we business professionals have those same 5 Motivators at work in us! My motivator for doing something may not always be logic – although I am a believer in using reason/logic routinely – it may be that love for my family will outweigh the logic of pure dollars and cents or other forms of math and reason.

Virtually every systematic sales system on a larger ticket item uses questions and discovery to help identify the needs and drivers for a prospect. But even impulse buy products – those items near the check out line at a store or on a TV shopping network, etc. – are wise to tap into the power of the 5 Motivators. You may 'skip the qualifier' for an impulse product, but if you do, know which of the motivators you are seeking to 'speak to' with your target audience.

We've heard the expression, love conquers all. I've seen love at work in the purchase of a home more times than one can count. Love may be the primary motivation for a parent or relative to help someone make a home purchase that they wouldn't be able to do on their own.

When you are selling or marketing, keep love in mind as you listen, as you craft your messages and you seek ways to connect to your customer. When you do, along with the other 5 Motivators and sound Reason, you will sell more of whatever it is you are taking to the marketplace. ##

post by

L. A. "Tony" Kovach
MHLivingNews.com Re-Discovering and Spotlighting the MHLifeStyle
MHProNews.com  = MHMSM.com =  Industry News, Tips and Views Pros can Use

Services: B2B and B2C Ads, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

 

Office – 815-270-0500
latonyk@gmail.com or tony@mhmsm.com
LATonyKovach.com
http://www.linkedin.com/in/latonykovach = connect with me on Linkedin.

 http://pinterest.com/latonyk/manufactured-home-lifestyle/

 

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? ##

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Tim Connor
Marketing & Sales,Website,AdvertisingMHSpeakerTrainer-Manager
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