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Posts Tagged ‘salesmanagement’

In Marketing, What’s a “Channel?”

August 13th, 2014 No comments

Channel Definition | Investopedia
Definition of 'Channel'

  1. The system of intermediaries between the producers, suppliers, consumers, etcetera, for the movement of a good or service. 

Anyone can set up their own free channel on YouTube in maybe a minute. There are lots of “channels” that have nothing to do with video, when you use the definition supplied above by Investopedia.

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Image credit ambientmediaww.

Cable TV, Satellite TV, Radio, Web, Social Media, etc…

We've seen in the last decade the explosion of media outlets! Cable, satellite, internet, social media are just some of the new ways to 'channel' information between producers, suppliers and sellers of products or services to the public.

In many cases, we see 'product placement' being used on TV, in movies or online videos. A story is told, with the product's name or logo being visible. Marketers have figured out this is a good strategy that subtly tells viewers that the product does all the fun or cool stuff the stars in the show enjoy or benefit from using.

Influencing Media as Media or via Social Media

Some are such good bloggers, tweeters, YouTubers or other forms of social media that the mainstream media begins to pick them up and “follow” them. In some cases, the mainstream media responds in almost real time to a tweet from some public figure's Twitter feed.

Those who try to tell you 'how easy it is' to do social media, blogging, etc. are selling something! Many public figures, corporations or celebrities have one or more dedicated professional doing their blogging or social media for them.

But experts are correct in saying that when done properly, this works. Success requires planning and effort to achieve the kind of following that results in more business for your operation or location. We know, because for almost 5 years, we've built the largest audience of its kind in MH here on MHProNews.com.

Too small to do it all?

If your operation is “too small” for you to do it all, why not:

a) team up with others? For example, explore doing such efforts through your buyers group or association. Or..

b) piggy back with RSS feeds to MHLivingNews.com?

Relevant content – even in the form of links – is one proven way to bring more people back to your site. Since the good cash or credit shoppers often don't call or directly reach out for 6 months to a year (they have good credit because they plan ahead!), your website needs something is is routinely updating and changing.

UMH.com has at the bottom left of their website an RSS feed linked to ManufacturedHomeLivingNews.com. At 12:05 PM ET on 8.13.2014, it looked like this:

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Each of those topics could be interesting to someone shopping for a manufactured home, or someone looking for a community they may want to move their MH. Here is how RSS looks on the Welcome Home Ohio website, found at the bottom right-center column footer on their home page.

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A very robust RSS feed is found on the Indiana MH association's http://communitylivingindiana.com/ website.

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Some networks and media own multiple 'channels,' you should use multiple channels to distribute your marketing message too! In the second decade of the 21st Century, tapping into or creating your own channels is easier than ever, but “easier” still requires some time and effort.

If you want to sell more homes, especially to those who are cash or better credit buyers, using more channels is worth it. ##

/l-a-tony-kovach(1).jpBy L. A. “Tony” Kovach

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

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

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Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

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Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

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We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

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RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison 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 

      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 

      Earn $43 for each $1 invested? Manufactured Housing, You and Email Marketing

      June 6th, 2014 No comments

      Be it business to business (B2B) or business to consumer (B2C), email marketing is a very important part of staying in touch and generating business.

      Building an email list takes time, and effort. That translates into costs. But are the costs worth it?

      email-marketing-2011-43-52

      Frankly, as the it is a TOTAL no-brainer!

      The Direct Marketing Association provided the statistic above, but IMHO, that is way to LOW for much of the manufactured housing industry!

      Let's do some quick math. You are a retailer or MHC that sells homes. Or you are a lender, and want more good loans. One lead that 'cashes' is worth years of the modest cost for an email marketing program!

      First, you hopefully are using a CRM system – please see this article by Brad Nelms on that topic –

      http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7683-you-your-manufactured-home-business-your-image-and-bottom-line

      Next, hopefully you have a great website, if not, look here:

      http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7671-does-it-really-matter-who-you-use-to-build-a-manufactured-or-modular-home-industry-website

      manufactured-home-living-news-v-3.0-ipad-

      Third, with a good database/CRM nested on a good website that attracts and keeps new customers coming in, you'll get an pretty darn automated system that can keep your clients informed!

      Fourth, You have to offer them something they want to know about, of course.

      In our case, here at MHProNews.com, we offer Industry News, Tips and Views Pros Can Use. People have learned that using our email news updates is a time saver and keeps them informed.

      Translation: our emails save and/or makes MHPros money. And it is free.

      You should do something similar with your clients. Need a hand? Give us a call.

      email-dark-wikicommons-posted-mhpronews-com

      BTW. If you haven't been added to our NEW and IMPROVED emails, here is how they look, scroll all the way down the a single issue in moments, scan the headlines you like, click on the articles you like.

      If you aren't on our emailed update system – many keep track of all the big and less obvious things too that are going on in MH using our emails – sign up in seconds here.

      mhpronews.com/subscribe

      Do the math. One home sold, one site filled, one new client, could be worth years of payback. Is email marketing worth it? As they say in Wisconsin…

      Youbetcha. ##

      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