Archive

Posts Tagged ‘selling’

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?

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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

“Whether you Think You Can or Think You Can’t, You’re Right” – Henry Ford

July 30th, 2014 No comments

You know the drill. First, it's “that sounds too good to be true.” Or maybe it's “okay, that might work in XYZ's market, but that would never work here.” When I hear that, pardon me, but I can't help but think about all the similar stuff Henry Ford must have heard about his automobile! Or the Wright Brothers before they made that first, famous airplane flight at Kity Hawk, NC! Any number of things sounded “too good to be true” before someone actually did it.

Whether You Think You Can or Think You Can't You're right.png

Isn't it Obvious?

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To get different results, you have to do things differently. Duh, right? At the same time, it is interesting how often a possible new client – in B2B or B2C marketing, sales, web, advertising, etc. – says something like: “I've tried that before with XYZ sales trainer and it didn't help us.” Or “I tried advertising with ABC, and it did nothing for me.”

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First of all, the failure of one is not the failure of all!

Next, even those who've failed before, may succeed the next time. Sometimes failure leads to success – like Thomas Edison's famous 10,000 failures before he succeeded at making the light bulb – when a sound plan is followed by persistence.

Manufactured Housing is a great product! Communities are a good option for many! Advertising is something that millions of companies do successfully, are you telling me that only Manufactured Housing ads can't work?

A man who stops advertising to save money is like a man who

stops a clock to save time.” – Henry Ford.

End Self-Doubts or Self-Limits to Advance

When you first start a new sport, game or job, you may initially get a poor or even a terrible result. It feels uncomfortable and you or an associate may feel awkward, self-conscious or embarrassed. Don't sweat that small stuff. What separates the men from the boys and the women from the girls is maturity! You have to keep doing what you are trying to master, precisely until it IS mastered!

I'm good with selling manufactured homes at almost any price point. I've personally never sold a million dollar MH, but we've successfully marketed and sold many in the 6 figure range, while in the same market someone else might be trying to give away a lower cost house and is having trouble doing it.

Want to sell more entry level manufactured homes? Okay, there is a way to do that well.

Want to sell more upscale, residential style manufactured homes, well, there is a process for that and it means you have to attract and sell the site-built buyer who has cash or good credit. You don't sell the well qualified buyer – let's say shopping for a Mercedes Benz – the same way you do a Yugo or today's lowest cost Chevy, Ford or Dodge.

We've worked with operations in many states and markets, and when the right resources and attitudes are put into place, you will get the right results. That may take some time, just like learning a new sport or game may take some time to master. But it is worth mastering!

When you don't get the right result at first at a doctor, do you quit, go back or find another MD?

We all need partners, mentors, coaches and experts. If you have a financial planner for investments, but don't have an industry marketing and sales pro for your business, something is wrong! Remember, what the can do genius types say…

“Whether you Think You Can or Think You Can't, You're Right” – Henry Ford. ##

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.

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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 

The Power of Video for MH!

February 14th, 2014 No comments

StatSpotting cites Cisco as saying that by 2011, half of all traffic on line was video. Half! The second biggest search engine behind Google isn't Yahoo or Bing, it's YouTube! Our industry certainly uses video, which is good. The use ranges from pretty ragged, to some that is top notch.

Like many of you, we've done some low-tech video YouTube, some of which has had impressive results.

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http://manufacturedhomelivingnews.com/dramatic-video-of-a-manufactured-home-hit-by-a-tornado-and-high-winds/

Since we partnered with ManufacturedHomes.com, who has an entire department that does video and other marketing/branding/CRM functions, we've done some new videos that have turned heads. They do a top job on production work.

But don't take my word for it, see this video as an example of what they do.

Worth More Than a 1000 Words

If a picture is worth a thousand words – and we believe in using lots of good quality photos and graphics in marketing and sales – then a good video is worth many times that proverbial 1000 words!

We blog and write about the value of going to events like the recent Louisville Show, or the upcoming Tunica Show or MHI/NCC Congress and Expo. That has value and is proven to attract professionals to the events.

But for those who need 'something more' to 'imagine' why it is good to go to a live event, videos can be a powerful tool.

The same is true for marketing and selling homes.

 

Imagine doing something like the above to market your homes!

Let's close by inviting you to attend our FREE 'Dominate your local market' seminar at the Tunica Show. We will be in booth 13H, right be the seminar room. A similar presentation was packed at Louisville. Don't miss it. Please check it out, along with all of the other great, free business building educational sessions, linked here.

When you think marketing, today, think and do at least some video. It can pay rich dividends as part of a robust marketing mix! ##

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