Is your manufactured housing location or operation a small – or even tiny – David fighting a metaphorical Goliath?
The featured image above cuts to the chase of the ancient Biblical drama of David and Goliath. Let’s just say that despite the difference in size, plus long odds, David wins.
We don’t advocate beheading a competitor, even if that other firm has a bullseye aimed at you.
That said, most of the businesses in this industry are smaller businesses ‘battling’ in the marketplace against much larger operations. What to do?
How is Sustainable Success Achieved?
There are several questions that every owner, manager or investor ought to be asking themselves on a regular basis.
What are the factors that allow a small firm to outperform, or at least level the planting field, against a giant? Let’s review some of the elements of success selling against a bigger company.
1) Outmaneuver them. Smaller firms can be more nimble. Why not learn something new that allows you to tap a market they are missing?
2) Be more motivated. I’ve personally spent most of my 25+ year manufactured home (MH) career doing what others thought couldn’t be done. That includes working with smaller firms in a given market competing against larger ones. Working with clients, we routinely dramatically raised sales, often outperforming the local giant’s location. If others can do it successfully, that means you can too.
3) Be better informed. First, let me stress that in under a week, we can take a newcomer to Manufactured Housing, and have them outselling many an MH industry veteran. BTW, being informed doesn’t mean you have to know everything to sell something. It is how you use what you know that can set your career and performance apart. Learn the basics, the fundamentals for success, and build on that from now on. I’ve seen MH industry sales veterans bore a buyer to death, and lose a sale they could have made. Use what you know with precision. Which brings us to the next point.
4) Don’t overkill. A skilled surgeon may use a laser to make a very precise, and tiny cut. Precise use of the right – even limited – information, can yield success. By the way, a veteran who is open to learning new ways still has the advantage over a newbie. Both the newcomer, and the veteran have potential advantages. Each has obvious shortfalls.
The foundation of all success are the use of good, proven, basic and honest principles. No one sells everyone. When the correct principles are put properly to work, they yield the desired outcome a good percentage of the time.
For example. If you are currently closing 1 in 25, and you raised that closing ratio to 2, 3 or 4 out of 25, you have the jet fuel needed for sustained success.
The bonus for today is point #5. The right marketing and sales plan, plus honorable discipline. The other guys must not be doing this, or they’d be selling up a storm, with loads of happy customers.
Can you outperform, or at least level the playing field against Goliath? In Wisconsin, those who know would give a one-word answer.
Youbetcha. ## (Coaching tips, marketing, sales, management, commentary, and analysis.)
(Third party images, and content are provided under fair use guidelines.)
By L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.
Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.
Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach
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