Time Usage and Telephone Observations for Manufactured Home Sales Professionals

by L. A. "Tony" Kovach

For a number of years, at the top of my fax cover sheet I had two mottos posted:

• "Oh how rich I would be if only I could have everyone's wasted time."
  
  
• "No matter who you are – we all have the same amount of time in a day."

These statements are telling! Speaking of telling, if we were 'telling' the truth, there is a lot of time wasted these days by some manufactured home sales people! I sincerely hope that doesn't include YOU.

Let me share the tales of two sales 'pros.'

A buddy of mine averaged over 60+ homes sold at retail (not written up, but actually closed, funded and the homes are being lived in!) for each of the past three years…in a so-called 'down' market state! Think about this for a moment, because his example illustrates an important point.

This fellow frankly isn't the sharpest looking or what one might think of as the smoothest talker. In fact, if you met him and went on a first impression alone, you might say to yourself 'No way this guy sells 60+ homes a year!' He simply doesn't 'look' or act the part.

So how does he do it?

First of all, he takes customer calls – morning, afternoon and night. Calls come into his cell phone, not just into the office. He strives not to let voice mail pick up. He at least makes a basic start to a conversation, even if it is to say, "I'm on another line" or "I'm with someone right now"…"may I call you back in about an hour?" or two, or whatever the anticipated time line will be. Then he gets the name and number, and yes, he follows up during the promised time frame.

Are his phone conversations sparkling? Well, not according to the 'mystery shopper' report that the firm's consultant made to him! They gave this sales proa failing grade! It was rather humorous, because when the report was read at the annual company meeting, everyone knew that this 'failing' mystery shopper grade was for the company's top selling rep.

But what the mystery shopper may not have considered was that their rules of thumb – the 'guidelines' or steps the telephone shopping consultant felt were needed to be part of every call - wasn't in fact the only way to sell successfully!

Next, this gent meets with people. So long as the home he plans to show has lights, he strives to take the client to it as soon as possible. Day or night. Rain or shine! The cell phone is his key tool to set appointments and meet with people. Remember, in most cases, you can't sell a home by phone!

Finally, he follows up and stays in touch with people. Routinely! I've seen him sell a customer eight months to a year after his first contact. How do I know all this? Because…my buddy worked with me!

So from real world Example 1: the professional takes calls, meet with people, doesfollow ups routinely and on a timely basis. Or to put it differently, he uses his time and the phone wisely and it pays off.

Now, let's look at our second sales example of aMH sales 'professional.' The gent in this example frankly looked sharper, spoke well and made a pretty darn good 'first impression. ' Before digging further into this equally true story, let me say that this man was intelligent, knew his product, appeared to careabout good service and had a lot of other fine qualities that go into being a true professional. He also worked in the same state market area as Example 1 did.

However…

…I recall not once, but many times, stopping in at this person's place of business. I recall not once, but many times, during business hours, watching this fellow playing solitaire on his PC or watch a DVD on the big screen TV, set up just off the main lobby.

Was he doing follow up calls? Not while he watched that DVD. Not while he was playing solitaire.

Did Example 2 go outside to meet customers who were walking through his unlocked model homes? No. They had to come in and get him. Come to think about it, how could he even know they were there when he was looking the other direction?

Did sales pro number two take calls? Yes, of course he did. He did do some follow up – mainly with people who were 'already working with him.'

It's worth mentioning that this location didn't keep very long business hours.

The last I heard, it is also worth noting that this firm's parent company was closing the location.

For the record, Example 2 didn't work with me.

Frankly, Example 1 was 'self motivated' and he used his time wisely. He'd walk daily for exercise, taking his cell phone with him and if a new lead or repeat caller rang him up during his exercise session, yes, he took that call! Even if only to say, "I'm tied up at the moment, can I call you back in an hour?" Then, Example 1 would confirm the phone number, reach for a handy pocket note pad, and then continue on with his exercise or whatever else he may have been doing at the time of the call.

So – the tale of 'two cities'…err…actually, the tale of two real life sales people in the same market area. One was making a very good living, and hisfirm's results were going up! The other was struggling and his firm reportedly closed the location some months later.

Who was using their time and the telephone more wisely? Get the point?

• "Oh how rich I would be if only I could have everyone's wasted time."
  
  
• "No matter who you are – we all have the same amount of time in a day."

L. A. "Tony" Kovach began his manufactured housing career in 1981. He has worked in both retail and MHC community marketing, sales and management. During the downturn in the late 1980s, AIH/MHD Magazine reported his sales center as among the top 1% in the U.S. in retail sales. This occurred in oil bust Oklahomain rural Purcell, a town of only 4500 souls and an hour away from the state capital. During the 1990s, Kovach focused on marketing, sales and management consulting and writing, mostly outside the MH industry. He returned to the industry in the year 2000, after the current downtown began. Thus most of Kovach's experience has been marketing, selling and managing during 'down' markets - like our current one - so his insights are timely. A current client is experiencing record retail traffic at three assigned properties - 150 to 250 new prospect calls per week at a single location - as a result of Tony's marketing. He has been a featured speaker at association events in the U.S. and Canada, as well as at live training sessions such as the www.MobileWealth.com Seminars. He has been named to two different 'Who's Who' among American Executives lists. Tony Kovach has been published in a variety of newspapers, magazines and MH industry trade journals, including This Rock, Infinity Press, the Chicago SunTimes NewsGroup, Manufactured Home Merchandiser Magazine and what's known today as Automated Builder Magazine. Kovach is the web founder of the www.abcsoffaith.com and www.TheWayandTheLight.com websites. You can grab some professional insights at www.LATonyKovach.com Posts comments and queries to below are on the topic above are welcome and encouraged!