Laptop Battery What is SPIN?
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Thinkpad The SPIN selling model has been developed through research
studies of 35,000 sales calls. The objective of the research was to
answer a question that had been troubling many people in high-end
business to business sales.
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The question was: Are there any special skills involved that make
someone successful in large end sales? Or is selling just selling,
so that the key skills involved are the same regardless of whether
the sale is small or large?
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Companies such as IBM and Xerox sponsored this research, and were
prepared for a future where they thought that selling was about to
become more complicated and sophisticated. They were finding out
that many of their sales people who were successful in making small
sales, failed miserably in the new large sales environment.
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Laptop Computer
So they came up with the SPIN selling method. SPIN stands for
Situation, Problem, Implication, & Needs. Let's look at the
definitions of each to see how you can use them to further your
business.
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Situation Questions
Notebooks
These are questions you ask your prospect that deal with facts, and
figures. You can't sell without these questions. Ask yourself; who
benefits more from Situation Questions? Does my prospect benefit
more or do I?
Lenovo
Situation Questions are asked to obtain information that will give
you the facts you need to sell. Some examples of situation
questions are; "How many employees are in your company?" Or "What
turnaround time are you getting?"
Hard Drive
This information is helpful to the seller but it doesn't do much
for the buyers. Therefore, the research showed that the more
situation questions in a call, the less likely it was to be a
success. They found that most people asked more situation questions
than they realized.
Travelstar
So in order to be a success, you will have to ask Situation
questions with caution. You can't skip asking these types of
questions, but you can't go overboard with them either. Ask just
enough Situation Questions to collect information to help you in
the sale.
Gateway
Problem Questions
Laptop Parts
The research suggests that there are three types of other questions
that are more powerful than the Situation questions. The more that
any of these next three types of questions are asked in sales
presentations and calls, the more likely that those calls will
succeed. The first of these is called the Problem Questions.
Software
Some examples of Problem Questions are; "How satisfied are you with
your present computer system?" or "What prevents you from achieving
that income goal for September?" or "What problems are you
experiencing in this location?"
Hard Drives
Experienced sales people ask more Problem Questions. Those with the
most experience tended to ask more Problem Questions and they asked
them sooner in the discussion. In contrast, those who were new to
sales tended to ask mostly Situation Questions, and usually did not
ask any Problem questions at all.
Electronics
Why is this level of questioning more successful? The answer is
that products and services all sell because they all solve
problems. Another definition of a product or service is that it is
a solution to someone's problem.
Canon
Implication Questions
Desktop Pc
Experience alone, is enough to teach sales people how important it
is to ask the right questions. If you've been selling for many
years, you know how important the value of Problem Questions is. If
you are new to selling, then practicing Problem Questions is
probably the single most important thing that you can do to improve
your selling.
Desktop Computers
Implication Questions, however, do not get better with experience.
A lot of the most experienced sales people have serious gaps in
their questioning skills in this area. The most powerful of all
questions, are Implication Questions.
Think Pad
Thousands of experienced sales persons failed to ask Implication
Questions. Top sales people use a lot of these Implication
Questions.
Repair
Top salespeople tended to introduce solutions, services and
products very late in the discussion. Less successful colleagues
couldn't wait to introduce their solutions and began talking about
what they could offer.
Data Recovery
Examples of Implication Questions include: "How will this problem
affect your company's productivity?", "Could this lead to a
decrease in your costs?", "What effect does this problem have on
your yearly revenue?", or "How does this affect your budget at the
end of the month?"
Cisco
With Implication Questions, you want to induce pain. You want to
build the consequences of the buyer's problems. In this way, you
create anxiety in the buyer, and make him hunger for a solution
that will take this pain away.
Keyboard
You want to hold back from early answers and solutions, and instead
ask Implication Questions. You want to skillfully build pain in the
buyer so that you can create a stronger need before introducing
your solutions.
Monitor Needs-Payoff Benefit Questions
Desktop
The last type of question used by top salespeople asks about the
usefulness of a solution. These types of questions are called the
Needs-Payoff Questions.
Infosys
Examples of Needs-Payoff Questions are: "How much would you save if
we could speed this process up by 15%?", "Is there any other way
this solution would help your business grow?", or "Why is it
important to resolve this problem?"
Refurbished Laptops Unlike Situation, Problem, and Implication Questions, these
questions focus on solutions. Because the solution focuses, buyers
rate calls that are high in Need-Payoff Questions as useful,
constructive and positive.
Wipro
These types of questions are often the mirror image of the
Implication Questions. For example, a buyer might have a problem
that the present computer system is unstable. One way to dig into
the problem might be to ask an Implication Question such as, "Could
that unstableness create time consumptions that add to the decrease
in productivity?"
Lap Top
You could equally explore this using a Need-Payoff Question like,
"If you had better reliability of the computer systems, wouldn't
that cut the time needed to produce goods, and reduce your costs in
paying for man-hours?"
Refurbished
Either way is valid and you can use a mixture of Implication and
Need-Payoff Questions to explore the consequences of problems and
solutions.
Memory
Need-payoff questions have a positive function in that they get the
buyer to tell you about the benefits of your solution. It
eliminates having to explain the benefits to the buyer, because he
or she is already telling you about them.
Intel
By getting buyers to talk about the benefits you have to offer, you
can have a greater impact and be perceived as a lot less pushy.
As400
It is often said that selling is not about convincing anyone to
buy. It is about creating the right conditions to allow people to
buy and to allow people to convince themselves. You can use these
points to help you sell, but remember that high-level selling is
never about a hard and rigid formula. The SPIN model should not be
used as a formula, but instead it should be used as a flexible
guide. Each selling situation will be different, but if you know
and use the SPIN model as a general guide, it can help you
succeed.
Averatec
Now you have a roadmap for high-end sales that will help you as it
has helped thousands of others.
Hardware
About the Author
You are free to reprint this article, granted that you have live
links to the author's websites on your sites and material.
Enigma Valdez is an Internet Marketer dedicated to helping
businesses succeed. You can reach him at enigma007@charter.net or
visit his websites at Http://www.Enigma-Valdez.com and
http://resultsbasedmarketing.blogspot.com
http://sevenfigurecopywriter.blogspot.com/
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