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When Times Are Tough, Go APE!

By Lance McGinnis (As Seen in 'The Journal')

Times are tough. The Manufactured Housing industry has been experiencing a severe downturn in recent months. Although we’re seeing a hint of life in some areas, it’s clear the recovery will be slow. What is a dealer to do when times are tough and money is tight? When all else fails, go APE!

There are three qualities successful dealers identify in tough times. These qualities are:

Attitude
Persistence and
Excellence.

It’s easy to remember since the first letters of those words spell APE. Attitude is mental; persistence is physical and excellence ties it all together. I speak with 20 to 50 dealers every day about supplying them with the right tools to help them sell more in this difficult climate. I’ve pinpointed these three qualities as consistent with every successful one.

Attitude: Your Key To Success

“Your attitude determines your altitude” is a favorite saying of many motivational speakers. What they usually don’t say is that your attitude many times determines the next person’s attitude and even your behavior. When your business is slow, does your attitude begin to sour? Do you transfer your attitude to your salespeople? Do they transfer their attitudes to the customer? It’s difficult to be positive in a down market, but there are ways you can cultivate an attitude of gratitude. First, realize you’re helping folks achieve their dream of owning a home. Second, read and think on positive material. This will help you focus throughout the day and establish positive habits in your life. Finally, realize the temporary nature of business cycles. Our industry has gone through numerous “down cycles” and has always recovered. It’s always the dealer who is not afraid to invest during the hard times, who reaps the most in the good times. Implementing the right software tools now will reap benefits for years to come.

Persistence: When Times Are Tough, Keep Going

Persistence has been identified as the one quality most successful dealers would choose over all others in hard times. Do you know why? Because sometimes, it’s simply the person still standing who wins. The dealer whose salespeople continually stay in contact with prospects is enjoying the most success in this market. He realizes the importance of making the most of every opportunity. This usually involves an investment in a high quality prospect tracking system, which provides greater control and accountability over the sales process. This will allow you to schedule calls, send follow-up or marketing letters and keep close contact with every prospect you receive. With the right tools and better persistence, you’ll build stronger relationships with your prospects and close more deals. Don’t you want to be the one still standing?

Excellence: Be The Best

Excellence is one of those mysterious yet simple qualities. So few possess it, yet so many more are capable of it. Joe Prospect walks into Dealership A and talks with a salesperson who shows him a few homes. He quotes the prospect a couple of prices and scribbles a barely legible home quote and sends him on his way, confident of a sale. Joe Prospect walks down the road to Dealership B and is greeted by a salesperson who seems to be more interested in getting to know Joe than selling a home. By the time they get around to looking at homes, he already knows Joe’s family situation including his wife’s name and some particulars about the children. In a matter of minutes, the salesperson specs out a home on his computer and hands him a professionally printed home quote. Meanwhile, Joe Prospect has already made an appointment to come back with his wife and can barely recall the first salesperson’s name. In addition, salesperson B has tons of personal information about Joe, which he immediately logs into his software system which helps him follow up. Excellence is achievable with the right tools. A good software system can put the right tools in your hands to help you succeed.

If times are tough, maybe you should go APE! With a positive attitude, better persistence and overall excellence, you’re sure to succeed in tough times.

Lance McGinnis is the national sales rep for Alpha Data Systems’ Windows-based HOME/TRACK systems. HOME/TRACK offers integrated, industry-specific software for retailers and manufacturers in the areas of prospecting, sales orders and quotes, inventory, service and warranty, accounting and e-claims.

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