Facts Matter.
Reality is what is, not what we wish or hope it to be.
Every successful business uses numbers to measure their success, such as profit and loss statements. These are black and white issues, not a matter of subjective opinion. A few quotes and four bullets from ‘the man’ may help.
1) “All professional success comes down to learning and applying systematic behaviors that result routinely result in a positive outcome.” – L. A. “Tony” Kovach.
2) “Once you learn what works, you keep doing it, while you refine those processes for ever greater effectiveness.” – L. A. “Tony” Kovach.
3) Part of what the quotes above imply is that records must be kept, and results must be measured.
4) In marketing and sales, results are measured by “call ins,” “arrivals,” “conversions,” and “closed business with happy customers.” You can’t manage what you don’t measure. You can’t improve, what you don’t measure and determine how to improve it.
MHVillage makes their statistics available, which is useful for an example of this lesson. They’re the biggest at what they do, so this should not be construed as a slam. Rather, it’s a look at the cold, hard facts that they themselves have produced, and what those facts might mean or imply.
And what they imply are low conversion numbers.
“Millions” of visits occur a year, says MHVillage. But only several thousand actual sales take place from those visits. Doesn’t that clearly indicates a disconnect between an interest by shoppers, and closed deals?
We’ve spoken with retailers who unlock homes, and let people wander. For those that keep a head count, they routinely report very minimal sales results; for example, one retailer self-reported that 1 out of 70 walk-ins is sold.
Consider these facts. Something like 80 percent (+/-) of shoppers have checked your location out online before walking in the door. If you use the National Association of Realtors ™ (NAR) data, its closer to 94 percent have visited your website, and/or have done other on-line research, before they call you or come in.
The fact that they walk in means they are ‘half way sold.’ So using the example above, if only 1 out of 70 bought, that means something didn’t happen for 69 of those guests that the customer was expecting. How many millions of dollars in lost sales volume did that cost that MH retailer?
#5 If you can’t write up at a minimum, at least 1 out of every 4 or 5 such arrivals, isn’t something wrong?
We teach our own proprietary sales systems, so we won’t dive into that today. If you have a sales system that is doing #1 to #4 above and giving you solid results, that are routinely improving, then stick with it. If not, then give us a call to discuss how that could be improved.
Our research and experience suggests that many MH retailers and MH Communities could increase their sales by up to 850 percent in the markets they are in. It’s a process, it won’t happen overnight, but for those who understand and commit to the process, the results are impressive.
Our system isn’t high pressure, it’s all about attraction. The guest wants to do business with you with our system, you’ll invite them to do so. So you get a nice steady stream of referrals too, so long as you service the customer well.
What we will do today is share a video with a client who self-reports that their sales grew over 400 percent as a result of using the very basic parts of our system.
We have more advanced methods than what they are currently using. But they’re doing so well with their current results, and getting product from the factory has restricted them to their currently high levels. So, they are just fine where they currently are, based upon all those factors.
Anyone can take out a smart phone, and turn on the video function, and do an ‘interview.’ But not everyone gets to have a third-party media outlet come and do that interview for them.
Client results and third-party research indicates the impact of our approaches are tremendous. This is something no one else we know of in MHVille is doing as we do it. Even if they started today, we have the advantage of years of content that validates the visitors’ impressions and those interviewees experiences.
When you’re ready to invest in your own business to take your results to the next level, click here to give us a call or send a message. We’ll show you where you can maximize what you are doing now, and work with you to improve whatever is needed so that your systems become more productive and profitable. ## (Industry results, marketing, sales, tips, analysis, and commentary.)
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