You don't have to be an economist to realize that the Christmas shopping season is off to a good start. My wife and I were among those millions who came to the pre-dawn (okay, midnight) Black Friday door buster blowouts.
The line of shoppers waiting to check out in the middle of the night on Black Friday
went from the front of the store clear to the back, and around the aisle.
We timed our arrival in a packed parking lot just as the doors opened. A line of hundreds of shoppers was making its way inside the store. The crowds were thick enough were passing down some ailes was difficult to impossible if you were going against the flow of the crowds. We had four items we wanted there, and one bonus item we had considered (note: this blog post was written hours before the official reports of this being such a strong Black Friday hit the news). Having skipped the long, cold outdoor wait, we still walked out with all but one item we sought…
The next afternoon at the mall, people where cruising for a place to park, any place to park.
…Flashback to the 1980s…
When I first stumbled onto manufactured housing, and started in retail sales decades ago, in my naïveté, I was dazzled by the value the factory built housing industry offered! Being 'sold myself,' I imagined that people would line up at the doors in the morning to buy. That illusion was rapidly shattered, but I never forgot the vision, the goal of "how do you get people so interested in manufactured homes that they would line up to get one." I recall as a young sales person thinking, 'if we could only get as many people to call and inquire as we do when we run an employment ad.'
Let me boldly suggest that should be the vision everyone in our industry who owns, leads, manages or works for a business should have. We have a great product that can rival or exceed conventional construction. But we can also produce a basic, entry level home that you can buy at a cost per square foot less than a popup tent camper. I know, because I've marketed, sold and managed in both the manufactured home and RV (notably towable recreational vehicle) arenas.
Berkshire-Hathaway’s well known Sage of Omaha said it well:
There seems to be some perverse human characteristic that likes to make easy things difficult.
— Warren Buffet
More specific to our industry, Buffet opined that we need a resale mechanism, one of many important take aways in the Kevin Clayton interview video posted near the top right of our dynamic new home page.
The leaders of companies and organization's need to fire up the imaginations of their troops once again with our potential! The wonderful “PEAK Retailer's National Summit” two weeks ago reminded me and other attendees that we can advance during even difficult times. Along those lines, take a look at that post if you missed it, and please see this weekend's Cutting Edge of Online Marketing blog post.
We as a business or enterprise in the manufactured and modular housing industry need a vision and direction to fire up the troops!
If you want people to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.
— Antoine De Saint-Exupery
Every generation has the obligation to free men’s minds for a look at new worlds…to look out from a higher plateau than the last generation.
— Ellison S. Onizuka
We have a great unique housing product. We can compete with site builders with residential style product and we can reach that traditional 'mobile home buyer.'
Hyundai set records In achieving sales volumes by having a car similar in quality and features to American cars, but at a lower price. Hyundai is still growing in its U.S. market share, through can do thinking!
When I do a marketing/sales project for a company/client I have a very simple process for growing sales. Sum it up like this, candidly list:
- The challenges you face.
- The goals or objectives you seek.
- The market conditions (where you stand vs. ALL housing competitors)
- You firms strengths and weaknesses (S.W.O.T. analysis).
- What resources you have to achieve the goal. This includes human resources!
- What resources you need to enhance the velocity towards the goal.
- Then craft a plan that maximizes strengths, minimizes weaknesses and
- Always, always give the customer a great experience.
We have a challenged economy, but American retailers somehow manage to motivate us to leave our homes in the dead of night to go out bargain hunting. Don't you think we can create similar motivation in manufactured housing? My experience in turning around troubled locations suggests, 'yes we can.' As the PEAK Retailer's Summit reminds us, my experience isn't the only one of its kind!
Some of those manufactured home communities and retailers who attended the Peak retailer summit in Chicago know how to get the job done, inspite of the economy, the SAFE Act, financing, foreclosures and all the other challenges you care to name. My experiences at getting the phones ringing and doors swinging at dozens of locations that were previously suffering proves the same.
As we approach 2012 and New Year Resolution time, let me suggest you plan for success. Follow the steps above. Read the books that helped others, including myself, to advance regardless of the times. Apply all the lessons for success you learn.
I will close with what I hope is an interesting challenge. Learn from mistakes! Learn from your mistakes and that of others. When others are successful in market conditions like yours, that takes away all the excuses one might wish to lean upon.
"There is never a wrong time to do the right thing. There is never a right time to do the wrong thing."
– Lou Holtz.
Let's take a cue from Warren and the wisdom of others noted above. Let's not make easy things difficult. Let's fire up the troops with a vision. Let's plan to make 2012 a year for growth, by realizing the value you offer, crafting a message that works in your market, then planning and executing for success. Need a hand? Give us a call or send a message. ##
post written by
L. A. 'Tony' Kovach
http://www.linkedin.com/in/latonykovach
