Every now and then, you get a marketing approach or commercial message that is seemingly 'timeless.' One that fits that description is the Fram Oil Filter commercial, shown below, first aired in the early 1970s.
The idea behind their message is akin to the adage, "A stitch in time, saves 9." My hunch is not as many people in the U.S. mend their clothes, so perhaps we should say "An ounce of prevention is worth a pound of cure."
Good marketing – combined with sound sales training – are not only money making, they are also money saving. Remember, good sales training is more than just learning how to do paper work!
Over the years, I've heard 'sales people' say and do some pretty outrageous things. They may or may not realize it, but at least some times, the business' owner or management did finally catch on to the lost sales or disastisfaction and other costs from the poor use of words. Those costs trace directly back to a lack of the right training and motivation.
The Wrong Words at the Wrong Time
My friend and MH colleague, Greg McClanahan wrote a fine column, "The Right Words at the Right Time." I totally agree with his thought behind that, and FYI, Greg is a successful MH Retailer out West.
Well, just as there are the right words at the right time, so too there are wrong words at the wrong time.
I've seen the wrong words end up costing tens or hundreds of thousands of dollars, or in more serious cases, millions. That can happen from law suits or fines, when the wrong words are used. To help out on that, we have Nadeen Green, The Fair Housing Lady, who is an attorney share a monthly column, one of many in our Featured Article line up. We have other attorneys who informally share legal insights, all designed to prevent avoidable losses.
But it isn't just using the wrong words that results in fair housing or other charges that can cost you. There are other forms of false, or even fraudulent statements that can cost a business. Hiring the right people, and training them to say and do the right things, truly pays.
Beyond Legal Liability
But let's set the whole topic of legal liability aside. The wrong words, sadly, also cost you business! The reverse is also true. The right words – in marketing and in sales – earns you business.
Professionalism pays. Invest in your people, or it will cost you.
As a proven MH marketer and sales trainer, we can honestly say, "You can pay us now, and earn more later."
Or you can skip the marketing and training, and it will keep costing you until you make the right investment. The choice is yours, and you make it day by day, through action or inaction. ##
L. 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