{"id":342,"date":"2010-04-18T19:30:00","date_gmt":"2010-04-19T00:30:00","guid":{"rendered":"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/turning-lemons-into-lemonade\/"},"modified":"2010-04-18T20:08:30","modified_gmt":"2010-04-19T01:08:30","slug":"turning-lemons-into-lemonade","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/masthead\/turning-lemons-into-lemonade\/","title":{"rendered":"Turning Lemons into Lemonade"},"content":{"rendered":"<p>On of my favorite Zig Ziglar quotes is this:<\/p><div id=\"manuf-849527918\" class=\"manuf-content manuf-entity-placement\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3870480136270376\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block;\" data-ad-client=\"ca-pub-3870480136270376\" \ndata-ad-slot=\"\" \ndata-ad-format=\"auto\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div>\n<p><strong><em>\u201cWhen life hands you lemons, make Lemonade.\u201d<\/em><\/strong><\/p>\n<p>If every time a business encountered a problem or situation, it approached that challenge with a solution orientation, how much further ahead would that business be?  If we personally took those sour lemon situations and made them into lemonade, how much further ahead would you be or I be?<\/p>\n<figure id=\"attachment_346\" aria-describedby=\"caption-attachment-346\" style=\"width: 398px\" class=\"wp-caption aligncenter\"><a rel=\"attachment wp-att-346\" href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/turning-lemons-into-lemonade\/lemonade_by_jaimeanne\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-346\" title=\"Lemonade_photo courtesy of_jaimeanne\" src=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/wp-content\/uploads\/2010\/04\/lemonade_by_jaimeanne.png\" alt=\"Lemonade_photo courtesy of_jaimeanne\" width=\"398\" height=\"383\" srcset=\"https:\/\/www.manufacturedhomepronews.com\/masthead\/wp-content\/uploads\/2010\/04\/lemonade_by_jaimeanne.png 398w, https:\/\/www.manufacturedhomepronews.com\/masthead\/wp-content\/uploads\/2010\/04\/lemonade_by_jaimeanne-125x120.png 125w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/><\/a><figcaption id=\"caption-attachment-346\" class=\"wp-caption-text\">&quot;When Life hands you Lemons, make Lemonade&quot; photo courtesy of jaimeanne<\/figcaption><\/figure>\n<p>Since an industry is made up of people and businesses, given the scenarios above, how much further ahead would our Industry be?<\/p>\n<p>Almost regardless of the scenario, the factory-built housing industry is better positioned than conventional building to meet the challenges of this \u2018new economy.\u2019  Where HUD Code home building \u2013 for whatever reason &#8211; doesn\u2019t work as well on a practical level, we can typically use a modular home as a solution instead.  We have advantages in cost and time.<\/p>\n<p>Some years ago, Niel Rackham wrote the book, <strong><em>SPIN SELLING<\/em><\/strong>.  It explained a sales system that AT&amp;T and other major firms used.  The word SPIN in Rackham\u2019s context is an acronym; with <strong><em>S.P.I.N.<\/em><\/strong> meaning <strong><em>Situation Position Implication Needs<\/em><\/strong>\/benefit. I\u2019ve found this as a useful tool in analyzing how to market a location.<\/p>\n<p>\u2022<strong> S for Situation<\/strong>:  What is the Situation or circumstances that face the home retailer, developer or community?  What are the market conditions, comparable sized housing costs, etc.?<br \/>\n\u2022\t<strong>P for Position<\/strong>.  Once you know the Situation, you can Position your marketing and sales approach to address the implications of the situation and the types of clients you are encountering.<br \/>\n\u2022<strong> I for Implication<\/strong>.  Every fact finds its meaning in a context.  If \u2013 for example &#8211; I say that my HUD Code manufactured home cost $179,900 at retail in one area that I market for, you might think \u2013 <em>\u201cthat\u2019s crazy!\u201d<\/em> But if I tell you that conventional real estate is going for $350,000 for 40+ year old condos in that area, now the facts of the situation carry a different implication.  In a sense, it doesn\u2019t matter that other MHCs in the area are \u2018lower in cost\u2019 on their site fees or HUD Code homes, because the Situation tells me we need to Position our target market to the prospective buyers of conventional housing or condos.<br \/>\n\u2022\t<strong>N for Needs\/<\/strong>benefit. People buy in part when they see that that their needs are met, when they see the benefit, value and appeal to them.  When the parties have reached a \u2018win-win\u2019 point of view, when the needs of the prospect and the benefit of doing business has reached a mutually acceptable point, then a deal can \u2018close.\u2019<\/p>\n<p>Look at your market with new eyes.  Use the <strong><em>SPIN<\/em><\/strong> approach outlined above.  Look at all the Situation: the challenges and the opportunities objectively.  See the implications and potential benefits you can offer your target market and then position your message accordingly.  These are proven way how you take lemons and turn them into lemonade.   That\u2019s how you profit in even in seemingly adverse situations.##<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Turning Lemons into Lemonade<br \/>\nby Tony Kovach<\/p>\n<p>On of my favorite Zig Ziglar quotes is this:<\/p>\n<p>\u201cWhen life hands you lemons, make Lemonade.\u201d<\/p>\n<p>If every time a business encountered a problem or situation, it approached that challenge with a solution orientation, how much further ahead would that business be? If we personally took those sour lemon situations and made them into lemonade, how much further ahead would you be or I be? <\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[5073],"tags":[226,224,225,87,36,3,223,35,222,191],"class_list":["post-342","post","type-post","status-publish","format-standard","hentry","category-news-analysis","tag-att","tag-factory-built-housing","tag-hud-code-manufactured-home-building","tag-manufactured-home-marketing-sales-management-trade-journal","tag-manufactured-homes","tag-manufactured-housing","tag-neil-rackhan-spin-selling","tag-tony-kovach","tag-when-life-hands-you-lemons-make-lemonade","tag-zig-ziglar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Turning Lemons into Lemonade - Masthead L. A. &#039;Tony&#039; Kovach<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.manufacturedhomepronews.com\/masthead\/turning-lemons-into-lemonade\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning Lemons into Lemonade - Masthead L. A. &#039;Tony&#039; Kovach\" \/>\n<meta property=\"og:description\" content=\"Turning Lemons into Lemonade by Tony Kovach  On of my favorite Zig Ziglar quotes is this:  \u201cWhen life hands you lemons, make Lemonade.\u201d  If every time a business encountered a problem or situation, it approached that challenge with a solution orientation, how much further ahead would that business be? 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