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Reading Summaries - Spin 5&6

Professional Selling and Sales Management (Brigham Young University)

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What Makes a Good Salesman

Hiring people who are not good salesman is expensive - there is costly recruiting, training, and
turnover that is wasted on people who lacked the ability to sell. They identified two attributes
that are necessary for a person to be an effective salesman - empathy and ego drive.

Spin Chapter 5

SPIN model works across countries and industries. But, it is hard to apply, you can’t just
magically do it and succeed automatically. The most important requirement to use the SPIN
method effectively. “To sell well, you must plan well.” Poor or no planning is the biggest reason
people find the SPIN model difficult to execute. The second thing people need to do to in order
to use SPIN well is to change their mind-set to see their product or service in a problem-solution
light.Ex. of Xerox and picture-problem/solution, target oil companies. Another factor in
successful SPIN selling is developing an understanding mind set that facilitates questions.
Telling is easier, quicker, and safer - yet ineffective. Seeking to understand rather than persuade
leads you to automatically ask more questions. Remember, you never persuade clients of
anything. Clients persuade themselves.

SPIN Chapter 6

Addresses focusing on buyer needs. Two kinds of needs: Implied needs and explicit needs.
Implied needs are statements that deal with a problem, dissatisfaction, or difficulty they have.
Explicit needs are a clear statement of a buyer’s want or desire for a solution. Ex. Implied: “I’m
spending too much on postage each month" - identifying a problem. Explicit: “I’d like a way to
cut my postage costs” - expresses a desire for a solution. Then addresses how needs develop -
from a desire for our situation to change. As our desire for our situation to change - or
dissatisfaction - grows, it will lead to a decision to purchase when the cost of changing - money
and effort - is less than the cost of the problem. SPIN sellers need to uncover these implied needs
and develop them into explicit needs that they can solve. Of course, you do this using SPIN
questions. Suggests a backwards solution of uncovering implied needs that lead to your solution.

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