An oldie, but definitely still a goodie, this traditional SPIN Selling method can help you earn more clients in no time!
In this article:
- What Is SPIN Selling?
- SPIN Selling Background
- Situational Question
- Problem Question
- Implication Question
- Need or Payoff Question
SPIN Selling | A Good Way to Earn Clients
What Is SPIN Selling?
There are millions of hacks, tips, theories, and experiments that have been carried out in the sales process. SPIN selling is one of the older selling techniques that are still prevalent in this modern digital era, as salespeople find it very effective.
SPIN selling involves keeping the clients engaged by asking them different types of questions and understanding their needs instead of going on about the thing you are selling. This sales methodology works because you are not selling a product or service —you are selling a solution to their problems.
It works because it taps into the basic nature of human beings – that need to express themselves and their needs before being asked for something. It stands at the core of a consultative selling process.
SPIN Selling Background
Author of the book “SPIN Selling,” Neil Rackham, came up with the method. He wrote about the proven benefits of having meaningful SPIN selling conversations with your customer or buyer in order to sell them your products or services.
He divided a conversation into four phases and gave it the name “SPIN.”
SPIN is an acronym derived from the following:
- Situational question
- Problem question
- Implication question
- Need or payoff question
This is the introductory part to the SPIN methodology. Sales reps will ask generalized questions looking for a cue to jump on to.
Every question that falls under this phase will be related to the salesman’s product, but will not reference it directly.
The following are examples of situational questions:
- How do you automate things in your sales cycle?
- What is the procedure you follow for prospecting?
- How do you track your customer’s interest and engagement?
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The salesperson will ask the prospect about the problem they have been facing due to their current situation. This will lead to the prospect or potential client being more comfortable with the salesperson, resulting in a healthier conversation.
Examples questions are as follows:
- Is it expensive for you to use different premium tools for small tasks?
- Do you feel that a few processes in your company can get faster?
- What challenges do you face during your current plan of this tool?
In the implication stage, the salesperson asks a few hypothetical questions. These questions will have the implication that their prospect’s problems can be solved using their product or service.
However, there is a thin line between asking them an implied question masquerading as a solution and insulting their current methods of getting things done.
Examples questions to ask are as follows:
- If you fail to put the data into the sheets, what would happen?
- If you are unable to do this, how much time or money is this going to take from you to fix it?
- If once you stop manually connecting it, how much will it affect your daily revenue?
Need or Payoff Question
The last part of the method is to try to resolve the client’s need and ask them to buy the product. This is the most important part of the SPIN selling methodology, as it determines whether the prospect is interested in the idea or not.
Example questions can be the following:
- What if you could cut down on time spent on a process through automation?
- Would you like to have a look at the possibilities you can achieve if you use the right tool?
- Why don’t you give it a try?
- What’s stopping you from having a free trial and testing if we are able to solve all your problems or not?
The SPIN selling technique can be the most effective way of earning clients if you know and understand the entire process. When it comes to major sales and solution selling, every day can be a new challenge.
The best conversations revolve around a client’s need and the solution to their problems, instead of touting a product’s benefits. Being a consultant, instead of becoming a salesperson, will help you gain a prospect’s trust and turn them into a customer down the line for sales success.
Here’s a few stats that show exactly why SPIN selling is so important:
Don’t forget to download, save, or share this handy infographic about SPIN selling for reference:
Have you tried SPIN selling? Which phase is more challenging to you? Let us know in the comments section.