Shakespeare said that the world is a stage and we are all actors. It
is true and will remain true. But today one can also say that the world
is a market place and we are all salesman. We all try to sell something
or the other. Sometimes it is a product, sometimes it is an idea and at
another time it could be influencing people. But the element of selling
is always there. Keeping this in view and realizing the importance of
sales I am repeating the words of Mr. Neil Rackam -the creator of the
Spin Selling Strategy.
What is Spin Selling Model?
Asking Questions that are important to the customer is what makes the SPIN model so powerful. Its questioning sequence taps directly into the psychology of the buying process. SPIN questions provide a road map for the seller, guiding the call through the steps of need development until Explicit Needs have been reached. And the more Explicit Needs you can you can obtain from buyers, the more likely the call is to succeed.
Here is an overview of the SPIN model. Successful sales people use the following sequence:
1. Initially, they ask Situation Questions to establish background facts. But they don’t ask too many, because Situational Questions can bore or irritate the buyer.
2. Next, they quickly move to Problem Questions to explore problems, difficulties, and dissatisfactions. By asking Problem Questions, they uncover the customer’s implied needs.
3. In smaller sales it could be appropriate to offer solutions at this point, but in successful larger sales the seller holds back and asks Implication Questions to make the Implied Needs larger and more urgent.
4. Then, once the buyer agrees that the problem is serious enough to justify action, successful sales people ask Need-payoff Questions to encourage the buyer to focus on solutions and to describe the benefits that the solution would bring.
On the whole, Need-payoff Questions are important because they focus attention on solutions, not problems. And they make customers tell you the benefits. Need-payoff questions are particularly powerful selling tools in the larger sale because they also increase the acceptability of your solution. Equally important, success in large sales depends upon internal selling by customers on your behalf, and Need-Payoff Questions are one of the best ways to rehearse the customer presenting your solutions convincingly to others.
Asking Questions that are important to the customer is what makes the SPIN model so powerful. Its questioning sequence taps directly into the psychology of the buying process. SPIN questions provide a road map for the seller, guiding the call through the steps of need development until Explicit Needs have been reached. And the more Explicit Needs you can you can obtain from buyers, the more likely the call is to succeed.
1. Initially, they ask Situation Questions to establish background facts. But they don’t ask too many, because Situational Questions can bore or irritate the buyer.
2. Next, they quickly move to Problem Questions to explore problems, difficulties, and dissatisfactions. By asking Problem Questions, they uncover the customer’s implied needs.
3. In smaller sales it could be appropriate to offer solutions at this point, but in successful larger sales the seller holds back and asks Implication Questions to make the Implied Needs larger and more urgent.
4. Then, once the buyer agrees that the problem is serious enough to justify action, successful sales people ask Need-payoff Questions to encourage the buyer to focus on solutions and to describe the benefits that the solution would bring.
On the whole, Need-payoff Questions are important because they focus attention on solutions, not problems. And they make customers tell you the benefits. Need-payoff questions are particularly powerful selling tools in the larger sale because they also increase the acceptability of your solution. Equally important, success in large sales depends upon internal selling by customers on your behalf, and Need-Payoff Questions are one of the best ways to rehearse the customer presenting your solutions convincingly to others.
Thanks for reading.
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