Posts Tagged ‘prospects’

Improve our Industry’s Image the easy way by Sharing the Facts!

September 22nd, 2013 No comments

Let's keep this short and sweet. Do you think our industry's image can improve? You do…I think so too! One of the many false 'tags' on our industry has to do with the myth that we blow away with the first big wind.

That is a myth that is far from the truth, as the video linked below PROVES.


The pace of views on this video, which has been online or about a year, is heating up in the last 2 months! It is already one of the top manufactured housing informational videos online, and with good reason.

Take 2 and do this,

  • share the link of this video with everyone you know in the manufactured housing industry. They need to know the facts as much or more as the general public does.
  • Then, share the link to the page with the video with everyone else!


How many hundreds of thousands of more people would be considering a manufactured home if they didn't have this false narrative in their heads about our homes blowing away at the first puff of air?

There is NOTHING more powerful than SEEING WITH YOUR OWN EYES the truth.

The facts on the video ought to be memorized by any manufactured housing pro.

Sharing is how we can make this old myth die, and when that myth dies the quality and quantity of your prospects at communities and sales centers will go up. Fight the myths by sharing the facts. It is just that simple.

Now, just do it. ##

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

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
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The Value of ABR

February 1st, 2013 No comments

We were having lunch – a regional manager (RM) for a client company and I – and were discussing recruiting. They needed new sales people at more than one location. Yes, we could try to snag 'so and so' who is available. Yes, we could try to snag 'so and so' from that other firm. But typically, the best outcome is when you recruit and train your own! Properly done, the new recruits are loyal, end up with your company for say 5-7 years average, which means you get less turnover and as a bonus, more performance. In the course of the conversation, ABR came up…

…ABR is short for Always Be Recruiting. If your company is full up on staff, and they are all terrific, do you need to be recruiting? Yes. Just as some MHCs do (or used to) have a 'waiting list,' so too I'd rather have a waiting list of potential recruits than have to scramble every time someone tenders a two week notice.

So as we were talking over lunch, I gave an example of ABR in action. Taking the back of the RM's business card, I hand wrote a note on it, that went like this:

Your service has impressed me. If you ever think about a career change,

please contact me, thanks.”

Then I left a cash tip on the table with the business card on top of it, instead of putting the tip on the credit card. The RM smiled, liked the idea, and we went back to work at their local office.

That prospect at the restaurant we left the card, note and tip for didn't become a recruit. But that lady did follow up, and she got a home! Still a good outcome.

We should always be recruiting (ABR). We should also Always be Sowing Good Seeds for promoting our business and our location(s).

There are hundreds of ways to market manufactured homes! Some are total no-brainers, like leaving your business card on the table with a cash tip. If you do that every time, even if it is the same server at the same restaurant, guess what happens? They will, over time, run into someone they know that is looking for a home. They will send that someone to you.

How do I know?

Been there, done it, got the sales over time to show for it. This is a farming approach, and if you plant the seeds, water and cultivate that crop and prune as necessary, you will get the harvest.

Back to ABR

Training pays and so does good recruiting. Create a long term recurring, retention and training strategy, even if you have a short term need. I've recruited people in a line, at a furniture store and at a restaurant to name but a few. When you have a sales system that is user friendly for all involved, you don't have to have a rocket scientist to sell more homes. All you need is the right person, with the right attitude that is willing to work for their results!

Maybe you are a one location operation, or perhaps you have a multiple location company. Either way, ABR applies. When you have a backlog of possible prospects, amazing things happen. Among them are you don't stress as much when the time comes (and it usually does, sooner or later) when you have to have a new team member.

Remind me in a future article to share how to really elevate the quality of those recruits from the strategy shared above. Until next time, good marketing, training and selling! ##

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

other new stories at too.

l-a--tony-kovachL. A. "Tony" Kovach and Spotlighting the MHLifeStyle = Industry News, Tips and Views Pros can Use

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

Office –815-270-0500 or connect with me on Linkedin.


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


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.


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. ##

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L. A. "Tony" Kovach Re-Discovering and Spotlighting the MHLifeStyle  = =  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 or = connect with me on Linkedin.


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. is being branded as the publishing arm of what we do here at Manufactured Home Marketing Sales Management ( 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 (= 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.

Both are essential to long term success!

Here is our link to our current services menu here.

See a copy of our business building, twice weekly emailed news updates sign up for your free emailed newsletter at this link here:

Sign up for that free email here:

And when you're ready to join the ranks of those who make more money by working smarter, not harder, gives us a call or email us. My contact info is below. Years of success in factory-built housing follow in our wake, as testimonials, statistics and letters of reference at prove. The initial consultations are free. The results, priceless. And we mutually commit to confidentially, our process is proprietary.

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 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
And the new

We Hate to Lose

February 24th, 2012 1 comment
I recently read an article about Behavioral Finance, which studies the decision making process in regards to financial decisions. The theory brought forward in the article is that individuals and businesses do not act rationally when making financial decisions, even when they are presented all the available information.
One of the case studies mentioned involved two groups. The first group was presented with this problem.
  1. In addition to whatever you own, you are given $1000. You are now asked to choose between:
A. A sure gain of $500.
B. A 50% chance to gain $1000 and a 50% chance to gain nothing.
Another group of subjects was given this problem.
  1. In addition to whatever you own, you are given $2000. You are now asked to choose between:
A . A sure loss of $500.
B. A 50% chance to lose $1000 or a 50% chance to lose nothing.
In the first group 84% chose A. In the second group 69% chose B. The two problems are identical in terms of net cash to the subject, however the phrasing of the question causes the problems to be interpreted differently.
The study concluded that people are much more distressed by potential losses than are happy about equivalent gains. Some economists decided that people consider the loss of $1 twice as painful as the pleasure from gaining $1.
So this begs the question, What are your lost sales costing you?
Lost sales are not just those that a prospect chose not to act, or chose a competitor. Lost sales include those prospects that never contacted you in the first place. It can be painful to look at your business in terms of lost sales rather than just looking at sales generated, but it is absolutely necessary.
This is where the professionals at come in. We have the tools and resources available to help you capture new business and grow your sales. Utilizing the knowledge and strategies from our solution oriented sales and marketing programs and training, or attending free business building seminars like those at the upcoming Great Southwest Home Show and maximizing exposure and generating sales by advertising on are how you minimize lost sales and maximize your businesses' sales. # #
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Jeff Templeton
Business Development and Advertising or
Innovation – Information – Inspiration for Industry Professionals
Office – 954-217-2571
Cell – 954-593-8897