SPIN SELLING

What is SPIN Selling?

• SPIN selling is an advanced needs analysis/ probing technique that uses the appropriate application of four types of questions

What is SPIN Selling?

• Situation
• Problem
• Implication
• Need-Payoff

What is SPIN Selling?

• Study of 35,000 sales calls
• Sponsored by IBM, Xerox, etc.
• Most extensive selling research ever
• 17% increase in sales volume for first 1,000 trained
• Set of skills possessed by top sales professionals
• Basically, it works!

What is SPIN Selling?

• If you seek to understand, you are...
• More likely to ask questions
• Less likely to give Features & Benefits
• Less likely to introduce solutions too soon

Situation Questions

• DEFINITION: Finding out facts about the buyer’s situation
• EXAMPLE: How many people do you employ at this location?
• IMPACT: Least powerful of the 4 Q’s
• ADVICE: Eliminate unnecessary SQ’s by pre-call planning

Let's come up with some Situation Questions

Problem Questions

• DEFINITION: Asking about problems, difficulties, or dissatisfaction
• EXAMPLE: Which parts of the system create errors?
• IMPACT: More powerful than SQ’s People ask more as they sell more
• ADVICE: Think of what you’re selling interms of the problems they solve for your clients

Let's come up with some Problem Questions

Implication Questions

• DEFINITION: Asking about the effects or consequences of the buyer’s problems
• EXAMPLE: What effect does that problem have on output?
• IMPACT: The most powerful of all the SPIN questions… Top salespeople ask a lot
• ADVICE: The hardest to ask… Plan them carefully… in advance

Need­-Payoff Questions

• DEFINITION: Asking about the value or usefulness of a proposed solution
• EXAMPLE: If we (provide solution), how would this benefit your company?
• IMPACT: Top sales people show they are helpful and skillful problem solvers
• ADVICE: Use these to get the buyer to tell you the benefits of your solution... Buyer sells your product to herself!

Let's come up with some Need-Payoff

Using Questions SuccessfullY

• Use questions you can anticipate the answer to
• Do not ask questions that lead you into a situation from which you cannot escape
• Pause or wait after asking a question
• LISTEN

LET'S PRACTICE

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TAKEAWAYS

QUESTIONS