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SPIN Selling

Key take-aways

Four stages of a sales call

Preliminaries

Investigating

Demonstrating capability

Obtaining commitment

Preliminaries - dont's
Relating to buyer's interests - do not overuse! Opening benefit statement - just once with each buyer

Product features too early without building value first Buyers ask questions and control discussion

Preliminaries - do's
The goal is to get customer's consent to move to Investigating phase
You must establish

Who you are Why are you here (but not giving product details) Your right to ask questions

Effective preliminaries
1. Get down to business quickly
2. Don't talk about solutions too soon 3. Concentrate on questions

Investigating
Unaware
Situation questions Problem questions Implication questions Need-payoff questions Problems Difficulties Dissatisfactions Explicit needs Strong wants or desires Implied needs

Situation questions
What system do you use now?

How old is this unit?


How many people do you employ here?

Finding facts about the customer's existing situation Research shows Situation Questions:

Are used more in calls which fail

Are overused by inexperienced people

Problem questions
Is your existing system hard to use?

Are you satisfied with ... ?


Do you have quality problems?

About customer's problems, difficulties, or dissatisfactions


Research shows Problem Questions:

Are used more in calls which succeed... particularly


if it's a small sale

Are asked more by experienced salespeople

Implication questions
What effect does that have on output?

Could that lead to increased costs?

Will it slow down your proposed expansion?

About the effects, consequences, or implications or the customer's problems Research shows Implication Questions:

Are strongly linked to success in larger sales Build up customer's perception or value Are harder to ask than Situation or Problem

Need-Payoff questions
How would that help?
Why is it important to solve this problem? What benefits do you see?

About the value or usefulness or a proposed solution


Research shows Need-Payoff Questions:

Are strongly linked to success in larger sales Increase the acceptability of your solution Are particularly effective with influencers who will

Need-Payoff questions summary


Need-Payoff questions are important because they focus attention on solutions, not problems. And they make the customer tell you the benefits. Need-Payoff questions are particularly powerful selling tool in the larger sale because they also increase the acceptability of your solution. Success in larger sales depends on internal selling by customer's on your behalf, and need-payoff questions are one of the best ways to rehearse the customer in presenting your solutions convincingly to others. Implication questions are always sad. Need-payoff questions are always happy

Using need-payoff questions effectively

Avoid need-payoff questions early in the call Avoid need-payoff questions where you don't have answers

Seller uses Situation questions


To establish a context So that the buyer reveals

leading to

Problem questions

Implied Needs

Implication questions
...which make the buyer feel the problem more clearly and acutely

which are developed by

leading to

Need-payoff questions

So that the buyer states

Explicit Needs

Benefits

allowing the seller to state

How to use SPIN questions


1. Write down a potential problems the customer is likely to have 2. Ask yourself what related difficulties each problem might lead to and write these down

3. For each difficulty write down the questions it suggests

Demonstrating capability
Behavior Definition Impact on small sale Impact on large sale Neutral or slightly negative Describe facts, data, product characteristics Show how products or their Features can be used or can help customer Slightly positive

Features

Advantages

Positive

Slightly positive

Benefits

Show how products meet Explicit Needs Very positive Very positive expressed by customer

Features, Advantages and Benefits across the selling cycle

Demonstrating capability effectively

Don't demonstrate capabilities too early in the call


Beware Advantages Be careful with new products (bells and whistles)

Preventing objections
Seller behavior

Most probable customer response Price concerns


Objections Support or approval

Features
Advantages Benefits

Obtaining commitment
S U C C E S S
F A I L U R E

Simple sales Order

Larger sales Order Advance

Continuation

No sale

No sale

Setting call objectives


ORDER - customer makes a firm commitment to buy ADVANCE - an event, in the call or after it, that moves the sale forward toward a decision CONTINUATION - the sale will continue, but no specific action has been agreed upon by the customer to move it forward NO-SALE - customer actively refuses a commitment

Four successful actions


1. Focus on Investigating and Demonstrating Capability
Preliminaries Investigating
Demonstrating capability Obtaining commitment

2. Check that key concerns are covered


3. Summarise the benefits 4. "do not close the sale open relationship!"

4 golden rules for learning new skills


1. Practice only one behaviour at a time 2. Try the new behaviour at least three times 3. Quantity before quality 4. Practice in safe situations
Pick just one behavior to work on Choose safe calls for practising the new behavior Concentrate on using a lot of the behavior rather than using it well Try it at least 3 times before judging whether it works

Summary
Preliminaries Investigating
Demonstrating capability

Obtaining commitment

Use the SPIN sequence: Situation q. Problem q. Implication q. Need-payoff q.

Make Benefits showing how your product meets Explicit Needs which have been expressed

Check that you've covered key concerns Summarize the benefits Propose an appropriate commitment

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