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Posts Tagged ‘Tony Kovach’

Content Marketing World!

May 4th, 2014 No comments

We've quoted Sunshine Homes President, John Bostick's memorable saying, “Easy doesn't pay well.” There may be 'easier' ways to market, if you have a big budget than using 'content marketing.' But content marketing has tremendous advantages when it comes to getting organic Search Engine Optimization (SEO). So we have been believers in Content Marketing for years.

Did you know?

content-marketing-world-ad-cleveland-ohio-airport-terminal-cutting-edge-marketing-sales-blog-mhpronews-comContent Marketing is so big, they have their own events. In a recent trip to Cleveland OH, I couldn't help but notice the banner ad which promoted their upcoming Content Marketing World event.

What is Content Marketing?

The Content Marketing Institute uses the following definition:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Let's be candid. Industry News, Tips and Views Pros can Use can be seen as a form of content marketing, just as Fox News, MSNBC or other media platforms are a way of attracting certain target audience.

In our case, the content we deliver here on MHProNews.com is specifically designed information for the manufactured housing professional, investor or other aficionados or experts keen on our topics.

Does that mean that the news and views are not real? Not at all! In fact, it is precisely because we share relevant information on MHProNews.com that you and thousands more like you log on daily here. The featured articles on our home page often provide business building tips, inspiration or more.

One example is our website builder/designer, Joe Karn's, who this month sounded off on Creating Marketing Plan.

How can YOU Use Content Marketing?

If you have a website, you should be keen to create relevant content for your target audience!

Did You Know?

Did you know that some websites are better than others at maximizing the SEO power of content marketing? It's true!

For example, there are some 'freebie' websites out there that better for them then they are for you. When you consider the value ofmens_brown_derby_leather_shoes-wiki-commons-posted-cutting-edge-marketing-sales-blog-mhpronews-com your time, you don't want to waste time on a website that could cost you in the algorithms that Google, YouTube, Yahoo or Bing use to decide what ranks higher in an unpaid or 'organic' search result.

Put Yourself in Your Target Audience's Shoes

woman's-red_shoes-wikicommons-posted-cutting-edge-marketing-sales-blog-mhpronews-comBefore you type the first word or take the first photo, or create the first video, think about your desired target audience. Is what you plan to share of value or interest to them? Once you can formulate a message that is meaningful to your target audience, then you are on the path to good content marketing.

For example, our target audience are the MHPros and investors. What do they need to know?

Legal topics –

 

Marketing/Sales – Brad Nelms, Joe Karns, Scott Stroud, Tim Connor, LA Tony Kovach and more.

featured-articles-mhpronews-home-page-cutting-edge-marketing-sales-management-blogCruise the home page, center column, and you'll see the featured articles for this month on topics ranging from events, interviews, management and more. See the graphic from our home page, to see where the featured articles are every month.

Remember, content marketing isn't just using key words to 'trick' a search engine or reader into coming. The idea is to provide REAL Value to the reader, so they will keep coming back!

Certainly, there is more to content marketing than what's noted here, but that's why people charge the bucks for attending the seminars at Content Marketing World.

Think about your target audience(s), and try to provide not just content, but routine content that is of relevance to them. Then, get that message in front of that audience. When you do, over time, you will build an ever larger – and given quality, a loyal – audience that is a win-win for the audience and you too. ##

(Image credits – Content Marketing World = MHProNews.com, Shoes = Wikicommons)

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 

What’s CRM? How Can it Make Your Location(s) more Money in 2014?

January 12th, 2014 3 comments

The value of CRM is demonstrated by the fact that hundreds of thousands of companies of all sizes in the U.S. use it to grow their business and improve their bottom lines. Our company doesn't sell CRM services, but we recommend it's use to the majority of our client's. So lets's answer a few common questions about CRM, you and your operation.

crm-word-cloud-300x216.jpgWhat is CRM?

Because we promote its use in articles, at live events and in training, a common question we get is what is CRM?

CRM is short for Customer Relationship Management. Briefly, CRM is software that when properly used helps a company's professionals stay in touch with prospects and customers.

Why use CRM?

Bluntly, because using CRM makes you more money! Common statistics are that proper CRM use will increase your business 15%-25% or more. When you consider the modest cost, this is a real no brainer.

CRM also protects your marketing investment! Most sales or leasing people can handle no more than 20-40 prospects using paper or manual notes. If you are getting a volume of leads or walk in customers, CRM use protects the dollars you are investing to bring those customers in.

Respected JD Powers and Associates studies are among those that point out the common sense fact that those who stay in touch with their customers greatly increase the odds of doing business.

I emphasize using CRM properly, because some may have CRM, yet fail to use it. Don't waste your money that way! If you get it, or have it, then use it.free_crm_systems.jpg

And if you have CRM, and don't like your current system, then why not see what else is available?

Why CRM in MH is More Important Now than Previously

In the Dodd-Frank/CFPB regulations era, CRM is arguably even more important now than previously. Why?

Because studies show that cash or good credit customers tend to shop 90-180 days in advance. They have cash or good credit in part precisely because they plan ahead. Those who stay in touch with those prospects are far more likely to close them than those who have a hit or miss approach.

Flash Bulletin!

Enjoy a Free, Special Presentation at the Louisville Show on CRM! We arranged for two industry veterans to do a rapid fire 25 minute session on CRM. Get first hand insights in their respective CRM systems. Learn more about this on the Show's opening day, Wednesday at 9:30 AM in the Seminar Rooms at the Louisville Show. See the map below for the location of the seminar rooms.

By the way, here are the other free, show sanctioned seminars that will take place at the Louisville Show:

http://louisvillemanufacturedhousingshow.com/louisville-2014-show-money-seminars/

Tony Kovach will do a quick introduction to this session on CRM, and the presenters will be:

Scott Stroud of BuilderRadio and Sell More Homes Academy, you can see Scott's current article at this link:

http://www.mhpronews.com/home/featured-articles/january-2014/117-marketing/6873-selling-to-or-against-buyer-perceptions-part-2-10-steps-to-changing-buyer-perceptionsp

Our other presenter will be Jason Brady with ManufacturedHomes.com, you can see his current article on our site, linked here:

http://www.mhpronews.com/home/featured-articles/january-2014/138-general-manufactured-housing-industry-topics/6870-start-the-year-off-right

There are 48 new model homes, 80 exhibitors, receptions/mixers, great networking and now 5 free, show sanctioned and business building seminars as reasons to be in Louisville January 22-24th. If your plans take you to Louisville, please be sure to attend this fast paced, insightful session on CRM and how it can help YOU close more sales in 2014! ##

FYI, we will be in booth #115 at the show, right by the main entrance to the show floor.  Please stop by and say hi!

(Image credits, MHI and MHProNews)

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 

White Hat, Black Hat SEO

September 5th, 2012 No comments

Print: newspapers, magazines, yellow pages, papers, brochures or mailers.  What do they give you that the Internet can't? Paper cuts?  Ink on your fingers?  With the web and the right analytical tools, a professional can give you accurate statistics that print alone can not deliver.  With that quick backdrop, let's take a look at the topic of white hat vs. black hat SEO.

SEO is short for Search Engine Optimization.  If I have picked up a printed piece and I want to find something – say in a newspaper or magazine – I have to hunt for it. It may not even be there, with print you don't know until you hunt and even if it is there, you may miss it.

But with the web, as billions of people already know, by using a specific set of key words, I can search for a topic, business, service, product, name etc..  Using a search engine like Google, Yahoo or Bing will take you right to a link for a web page that print can't do.

Using the right analytical  software, extensions or plug ins, we can know how many impressions and how many click throughs are obtained from a certain page, article or banner ad.  With print, there are indirect measures possible, but they cost extra. There is currently no direct way of knowing exactly how many people see (think “impressions”) or respond to a message, ad, mailer or article that is in print.

Impressions

Sometimes a little knowledge is a dangerous thing. Many who have some tech knowledge ignore impressions in online marketing analysis, to their detriment. You want to know both the “impressions” – how often your banner, for example, is visible on a site – as well as the click through number. You can't get a Click Through Rate (CTR) without first having both of those other statistics!

Further, scientists have known for decades that the mind subconsciously sees virtually everything in a room, street, open magazine or web page, etc. So 'impressions' do add up to a subtle subconscious influence. Just as that little jingle helps you remember a commercial, so too the total number of impressions over time helps your target audience remember your firm at the time that could be important for you to engage and do business.

Measuring Results

“You can't manage what you can't measure.”

We as business professionals speak of measurable results.  Politicians can make bold claims – may tell or bend the truth, or even lie – but then can try to spin or obscure their results to make it harder to measure.  By contrast, in marketing by using proper –  white hat – online methods,  you can set short, medium or long term strategies that yield measurable results.

Done right, those results will positively hit your bottom line.

With a high ticket product like a manufactured home – or commercial real estate services, such as listing and selling MH Communities (MHCs or 'mobile home parks') – sometimes a modest one year investment can yield a result that will repay you manifold with a single transaction.

With a lower margin service – say skirting or a manufactured home owners policy – you may need to hit many transactions to accomplish your proper return on investment.

Organic vs. Paid Results

The simplest way to explain the difference between paid and organic results is to show you.

manufactured-home-communities-search-results-mhlivingnews.com-mhpronews.com-cutting-edge-blog-marketing-sales-management-

White hat, Black hat SEO

Do you remember a couple of Christmas' back, when JCPenny often came up high – as in on page one, result one – in organic SEO results?  It was alleged that JCP had used 'black hat' SEO tactics to get them that organic, or unpaid, search result.  It was also said that once caught, the search engines punished JCP and they suddenly vanished from page one, buried much deeper in the organic search engine results.

Black hat SEO can yield a result, often quickly.  We won't say how that JCP result was accomplished. We won't say if the firm was duped by their provider or if JCP allegedly knew what they were doing.

What we will say is that either way, using black hat SEO is a little like a fire cracker.  It can be fun, even impressive.  But if it goes off in your hands, ouch!  It's hospitalization time!

By contrast, white hat SEO can yield a good result too.  One difference is that it doesn't blow off your fingers or injure you in some other way.

White hat SEO should include short, medium and long term strategies.  Done properly, it requires a closer collaboration between the service provider and the client company or organization.  If the client firm isn't tech savvy, then you better pray that your provider knows the manufactured or factory built home industry, AND their own tech stuff!  Otherwise, you can end up with (perhaps) a nice looking webpages that gives you little or poor results.

The right words, the right number of times, the right way

You may have the best photos, graphics or services in your market area.  But what if you put your message out there the wrong way? Or without the right keywords and SEO strategies? There is more to SEO than just using a few keywords!

What does such work cost? The simplest suggestion is to say, set a budget for yourself. Then sit down with pros who know and see how much that budget can get you. Let's give an example.

We noted in the screen capture/graphic above that Equity Lifestyles (ELS) came up tops in the unpaid or “organic” mobile web search result for “manufactured home communities.” A huge company like ELS – BTW, a firm which we track in our Daily Business News stock market report (see graphic below) – is one that likely has a large budget for inside/outside marketing staff that would include IT/Webtech. It would be no surprise if they pay 6 figures annually for getting such web services that provide such results.

Some large firms literally pay millions for their web-work every year. But they may make billions as a result!

equity-lifestyle-properties-els-stock-report-mhpronews.com-daily-business-news-

Depending on the project, the costs don't have to be sky high. Good results can be had with modest investments of time, talent and treasure.

Whoever you work with – in house or outside talent – here are some questions that can help you find the right balance to get you where you want to go. The following is not necessarily in any order of importance.

  1. Who is your target audience?
  1. Is your target audience broad , very specialized or in between?
  1. What does it take to recoup and profit from your investment? How much closed business?
  1. What are you willing to do – via your time, your staff's or through contracted talent – to support the proper White Hat web campaign investment?
  1. Is the budget or plan proposed one that can reasonably provide enough results to yield a profit for your campaign?
  1. Are you hiring a firm to do a job once, or do you want ongoing adjustments, enhancement and support?
  1. Keep in mind that all marketing and selling involves 'test marketing.' If you are not able or willing to adjust to the results that you get, that is a little like buying a car and not putting gas in it when needed.
  1. Think short term, middle term, long term strategies.
  1. When you have tens of millions of possible competitors online, think in terms of targeted results and niches you can get more rapid traction. For example, ff you are a retailer in TX, unless you have someone moving from out of state – like from Maine or Minnesota – you really care more about getting a good result in your target market. See our graphics below for examples of targeted key words, but then apply that to YOUR business or organization.
  1. Don't just think 'SEO' only! While our SEO strategies are important, we have multiple legs we plan for ourselves and our forward looking clients. Think:
  • content,
  • social networking,
  • email,
  • blogging,
  • direct appeals,
  • indirect outreaches,
  • consider teaming up with others, etc.
  1. We don't want to scare you, but doing a good true campaign is a little like doing a business plan. The bigger the budget and goals, the more you plan, monitor and adjust for maximum Return On Investment (ROI) and success. If you have a modest budget, get someone who can shoot rapidly from the hip because they know your field.
  1. Be revealing to your service provider. This is a little like doctor-patient or attorney-client. The more they care about you, the more they understand you, the better they can do for you if they are good at their work. To round out our baker's dozen…
  1. Measure twice, cut once. Think it through, or have someone you trust think it through for you!

There is more, of course, than the bullets above, but it will get you started.

The Budget

Whatever you budget – be it hundreds, thousands of dollars, 5 or 6 figures – be realistic in your expectations. For example, we can and do dominate in many keyword searches, but certainly not all. In fact, there are some searches we don't mind missing entirely. The same is true for you too. See the screen capture/graphic below.

For those truly trying to dig deeper to understand this topic, there is a method to the madness that follows, so look closely!

 

manufactured-home-mhpronews.com-cutting-edge-marketing-sales-management-blog-

When you are in a crowded field, use targeted strategies that can maximize your results.

 

 

mobile-home-search-mhpronews.com-cutting-edge-marketing-sales-management-blog-

By using “quotes” around the keywords to yield a more focused result, you have 74.6 Million this time.

 

 

manufactured-home-marketing-sales-management-cutting-edge-blog-mhpronews.com-

In a big field, using quotes around your search will yield a more specific result. Try it!
Notice the first result of the 3 immediately above yielded 86.2 M results,
but the third one above yielded only 14.5 million results with the same two search words.

 

Targeting Topics and Key Words

We do non-disclosure agreements with our clients, so we can't show you those results, but we can show you some of our own results to make the points shared in this article.

Besides being a manufactured housing industry service provider (web and other manufactured home marketing, sales and management solutions/systems), we obviously are trade publishers too. Even as the most popular site of our kind, that doesn't mean we will always be number one for a search phrase. But if you can be on page 1 of Google in a search that can bring value to you, that is important.

When you are in the news, tips and views business, it can help to have some of the known people in our industry show up in your search results.

As you look at the below, think beyond the person or organization, think about how this applies to targeted words you would like to do well with to grow your results.

richard-dick-jennison-manufactured-housing-institute-mhpronews.com-cutting-edge-marketing-blog-manufactured-home-marketing-sales-management-

When someone is researching, they will often check beyond that subject's organization or company.
They will want to see what is on other people's sites about the research subject too.

To be equal opportunity, let's look at a MHARR (Manufactured Housing Association for Regulatory Reform) related search result below.

danny-ghorbani-mharr-manufactured-home-association-for-regulatory-reform-posted-mhpronews.com-

 

Jenny Hodge was recently appointed to serve as the executive director of the National Communities Council (NCC) division of the Manufactured Housing Institute (MHI). How do we do on that search?

jenny_hodge_search_mhpronews.com-cutting-edge-manufactured-home-marketing-sales-blog-

Now there is more than one lesson in the next result. We want to be politically sensitive, but at the same time, make a point that can help you plan your own online marketing strategies.

Are you teaming up with 'competitors?' If so, that can be smart. If not, why not?

If not and you can't or won't, wouldn't it be wise to be able to play off of a competitor's name?

The above questions are NOT a perfect analogy for what follows. But here is a search where we do better on page 1 of Google than the person's own company website gets for their own result. Not always easy to do, but it has powerful implications!

george-f-allen-community-investor-mhpronews.com-cutting-edge-blog-manufactured-home-marketing-sales-management-

How often you update your site or a topic has a lot to do with the SEO result.
Also, keep in mind that Google and other search engines are routinely
changing the algorithms or formulas that determine what gets shown on page one
and in what order. When we show a result,
we try to show the date and time, because it can change!

Are you or your web designer thinking mobile web? Smart Phones, iPad's and Tablets?

We recently started a new website – see below – that is focused on the public and manufactured home owners (Business to Consumer or B2C), vs. the Business to Business (B2B) audience here at MHProNews.com.

After only a few months, look at what is already happening. We put together a screen capture of this mobile web search result below.

manufactured-home-living-news-mhlivingnews.com-mobilehomelivingnews.com-

Again, there is a lot to this graphic and possible lessons.
By targeting someone else's page – that YouTube Video – we boosted that result!
The same can be done for you and your firm.
If you have the budget, think about a multiple website strategy!

 

 

tunica-manufactured-housing-show-mhpronews.com-manufactured-home-marketing-sales-managemnet-

We will draw to a close this topic with an example of a new client that is happy to be shown.

We have not yet started the formal work for this client, which is the Tunica Manufactured Home Show for 2013.

We just posted this press release style article linked above yesterday, and we are already on page 1, number 1 of Google for this search!

We mentioned above the importance of email and other types of support for your efforts. According to this Direct Marketing Association report cited below, in 2011, Email Marketing returned an average of $43.52 for each dollar invested.

email marketing 2011 $43.52

Just think, you'll never get that in Vegas! Vegas and other gambling spots are not built for winners, they are built for the majority who come and lose.

But with your own business, when you follow a professional, white hat SEO and other strategies, you can get a handsome return on investment. You have far more control over the result than when gampbling.

For clients with a big ticket sale, a single sale may pay for years of web or advertising.

Which will bring us towards the conclusion.

Teaming UP

Be it B2B or B2C, one of the smartest things that manufactured home professionals can do is 'team up' with others. Part of what the exercise above proves is that having many people – or companies – on the same platform draws greater numbers! If it was just Tony Kovach on this site, it might not be nearly as exciting as when you have 16 other articles in September alone, plus many more blogs posts – like Industry Voices or the Daily Business News – that feature a writer other than me and companies other than ours!

Frankly, there is overall no sites better suited for those teaming up efforts than MHProNews.com or MHLivingNews.com. Who says? Our clients do.

But the point is that it pays online to share the stage.

Everyone involved can win when you share the stage's benefits. It is like the wisdom of going to a trade show like Louisville or Tunica. When you have more homes, more products or more manufactured home retailers on a place like Shields Boulevard in Oklahoma City during their hey-days, it acts like a magnet.

Being where the action is can benefit everyone in the mix, when each is following a sound plan. We aren't talking about anti-trust here, we are talking about the legal and marketing savvy used in forming shopping centers and malls across the country!

Part of the wisdom of a site like MHVillage's is exactly such a reality. If there was only 1 home listed on MHVillage, it would be boring! But when you have thousands of homes every year that get listed, bought, traded, etc., it is always changing…

…now you are talking action that draws an audience. In their case, 45,000 visits a day.

When you are ready to grow your business, consider the value of white hat vs. black hat SEO and other internet strategies that should work hand and glove with it. Should you wish to talk with us, please fill out the form at the link below, or just pick up the phone and give us a call.

http://www.MHProNews.com/business-development/website-reviews

You can call the rest, but do call our specialized Industry's best. You'll be glad you did. ##

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

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

+++

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

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.

MHProNews.com is being branded as the publishing arm of what we do here at Manufactured Home Marketing Sales Management (MHMSM.com). 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 MHMarketingSalesManagement.com (= MHMSM.com) 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!

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

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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 LATonyKovach.com 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 MHProNews.com. 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
MHProNews.com
MHMSM.com
And the new MHLivingNews.com
704-895-1230

tim@mhmsm.com

Quality vs. Cost

November 20th, 2011 No comments

 

There are times that we have done ourselves a dis-service in the manufactured housing arena, by emphasizing the fact that we 'save people money.' I've heard sales people use the words 'its cheaper than conventional site built housing!' in their sales presentation, as I suppressed the need to up-chuck.

 

 

“Cheaper” has to be used very, very carefully.

 

In fact, all words have to be carefully thought out before they are used repeatedly, in advertising, marketing or a sales presentation.

I'm not saying that we should hide the fact that we can save people money. That can and should be a part of our message. But the whole idea of Quality vs. Cost can be a false choice.

 

McDonald's sells millions of more hamburgers a year than say the Texas Roadhouse does. The cost is lower at McDonald's for each firm's basic burger. Savings is a big part of McDonald's message, and they've made it pay off big time during this long economic downturn.

McDonald's_Hamburger_wikimedia commons                                  TR_burger_credit_Dallas_Observer

 

Cost vs. Quality

 

We can too, if we apply the right lessons.

 

Millions believe their Apple iPhone is the best smart phone product on the market. But it doesn't do flash, or some other software and functions.  It doesn't have to be a perfect product for millions to still love their (or my) iPhone.

 

MHProNews logo

 

MHProNews isn't perfect, yet thousands of owners, execs, decision makers and influencers rely on us as the largest, most read and best independent coverage for MH news, tips and views you can use.

 

The messages here for marketers and sales pros are important.

 

You don't have to be perfect to sell your product or service. If you had a choice between a McDonald's hamburger and one at the Texas Roadhouse, you might opt for the Roadhouse. Still, McDonald's way out performs their restaurant competitor.

 

A sharp manufacturer told me recently, you can do good (do well, be successful) by being good. So true!

 

The right product.

The right service.

The right price.

The right location (availability, convenience).

 

These are among the factors for success in marketing and sales.

 

Perfection isn't needed.

 

That said, if we are wise, over time our industry can honestly claim this truth: we can save you money and give you more quality too.

 

 

Hi Tech Housing factory built home posted on MHProNews.com

Once we hone our messages, and practice those daily, we will realize that we in the factory built housing industry can win on both quality and cost. # #

Post submitted by:
L. A. "Tony" Kovach
www.MHProNews.com
http://www.linkedin.com/in/latonykovach