{"id":4690,"date":"2017-02-12T12:53:13","date_gmt":"2017-02-12T18:53:13","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/?p=4690"},"modified":"2017-02-12T12:53:24","modified_gmt":"2017-02-12T18:53:24","slug":"sell-more-customers-by-opening-eyes-and-opening-minds","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/sell-more-customers-by-opening-eyes-and-opening-minds\/","title":{"rendered":"Sell More Customers by Opening Eyes and Opening Minds"},"content":{"rendered":"

Sometimes I must remind myself there are times when less is more<\/u><\/em><\/strong>.\u00a0 But there are also times when the details are crucial<\/u><\/em><\/strong>.<\/p>\n

Knowing when \u2018less is more,\u2019 and when \u2018the details will matter\u2019 to a prospective client \u2013 those are critical issues.<\/em><\/p>\n

\"SellMoreCustomersbyOpeningEyesandOpeningMinds\"<\/a><\/p>\n

Several of our clients stopped by our display at the Louisville Manufactured Housing Show to give us in-person updates on their results, but another, had follow up questions.\u00a0 Some clients were glowing<\/strong> — and in each case, they were the ones who were implementing the strategies they\u2019re being coached on.<\/em><\/p>\n

\"SIB-KIS_-_AIM_HighMHProNews\"<\/a>One was happy<\/em>, but not glowing<\/em>.\u00a0 That one had questions.<\/p>\n

I reviewed some of what we had done and discussed previously.\u00a0 I made a specific statement.<\/p>\n

Suddenly, his eyes lit up.<\/p>\n

At the end of the conversation, he said \u2018Tony, maybe the most important thing I\u2019ve heard during this whole trip to Louisville is what you just told me.\u00a0 \u201cIf pretty pictures, and nice videos was all that was needed to sell more homes, our industry would be selling 500,000 homes a year, not 80,000<\/strong>.<\/span>\u201d\u2019 (Note: that\u2019s paraphrasing, I didn\u2019t memorize it, so this isn\u2019t word for word, but it\u2019s close<\/em>.)<\/p>\n

After that conversation, when he got home, that client sent me another check.<\/p>\n

To understand how to sell the better qualified cash or good credit buyer, you first have to do what the Native American saying recommends.\u00a0 You have to walk a mile in the home buyer\u2019s moccasins<\/strong>. You have to understand their perspective, because it\u2019s their point of view that will cause them to buy, or not.<\/p>\n

Fear of Loss, Desire for Gain<\/strong><\/p>\n

Among the motivators for humans is the fear of loss, and the desire for gain.<\/p>\n

We humans don\u2019t want to make a mistake (fear of loss<\/strong>).\u00a0 We do want to progress (the desire for gain<\/strong>).<\/p>\n

Duh! Marketing and Selling Systems MUST work TOGETHER<\/strong><\/p>\n

Marketing and Sales Systems MUST work in concert, or you will not achieve your goals of selling more cash or good credit qualified customers.<\/p>\n

Think about this fact.\u00a0 For every manufactured home sold, there are 99+ conventional housing units (new construction or existing homes) sold last year.<\/p>\n

Among new construction \u2013 or existing housing buyers \u2013 most could easily buy a new upscale, residential style manufactured home.\u00a0 You and we as professionals know the incredible value of our factory-crafted homes.<\/p>\n

So, with well over 6 million housing units changing hands each year<\/strong> – counting new construction and existing house sales \u2013 where is the disconnect with millions of prospects?<\/strong><\/p>\n

\"ExistingHomeSalesNewNAHBSaldes-ManufacturedHomeSales-statistics2016-SlideFromJune7TuesdaysWithTonyPowerPoint-MHProNews-com-768x574-575x430\"<\/a><\/p>\n

I was speaking with a colleague and client at MHVillage<\/strong><\/a>.\u00a0 They have impressive<\/em> website statistics.\u00a0 The 20+ million visitors on their website a year. 20+ million!\u00a0 But now ask yourself this question that I asked my friend. If there are so many visitors considering a mobile or manufactured home, why are so few buying new manufactured homes<\/em><\/strong>?<\/em><\/p>\n

\u2018Good question<\/strong>\u2026\u2019 right?<\/p>\n

Do the Math, and Open YOUR Eyes<\/strong><\/p>\n

80,000+ new homes sold\/20 Million visitors to <\/em><\/strong>MHVillage<\/a> alone – remember there are millions of other visits to millions of other websites = so, only about 0.004% of visitors shopping last year bought a new manufactured home. Less than 1%…<\/strong><\/em><\/p>\n

Ouch, but odds are<\/strong>, your website is not better than theirs at conversion ratios<\/em><\/strong>.<\/p>\n

And certainly, you want to be in front of those MHVillage<\/a> home shoppers.<\/p>\n

This question of conversion ratios<\/u> isn\u2019t just a question for MHVillage<\/a>, it\u2019s a question for every:<\/p>\n