Essential Selling Skills Part Iv
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The document discusses the SPIN model for sales questioning and its four stages: Situation, Problem, Implication, and Need-Payoff. It provides definitions and examples of questions for each stage. Situation questions gather neutral facts about the client's situation. Problem questions identify dissatisfactions and difficulties. Implication questions explore the consequences of not addressing problems. Need-payoff questions match solutions to the client's needs and value. Experienced salespeople use more problem, implication, and need-payoff questions which have the most impact.
Essential Selling Skills Part Iv
- 1. Demonstrating capability FEATURES. A. B FEATURES Definition: Features are neutral facts, data, information or characteristics of your product or services Examples: We have 52 offices across 5 continents The quotation is valid for one month from date of receipt Impact: Best used in the middle of the sale Best matches buyers demand about details Will have a positive impact on technical people
- 2. Demonstrating capability F. ADVANTAGES.B ADVANTAGES Definition: Advantages show how the service/product helps the customer, simplifies things for the customer Examples: ... which means you will not have to worry about quick repair & maintenance ... which means you that you’ll not have to go through the hassles of importing the spares Impact: Best when used during the beginning and the middle Less effective on the customer as the cycle progresses
- 3. Demonstrating capability F. A. BENEFITS Definition: Shows how a service / product meets an explicit need expressed by the customer Examples: Which means you will not have to wait & pay for the shipment of spares If there is a breakdown our engineers will be able to fix your machinery quickly saving you costly delays and productivity Impact: Should be used at every opportunity Best used in response to need payoff questions
- 4. THE 4 STAGES OF A CALL Getting Started Getting Started Positioning yourself to ask question Positioning yourself to ask question Opening Opening Asking the right question. Asking the right question. Investigating Identifying and understanding the Identifying and understanding the Investigating buyers needs and concerns buyers needs and concerns Demonstrating Demonstrating Showing how you can help Showing how you can help Capability Capability F.A.B. F.A.B. Gaining Agreement 4. Obtaining ASK for the sale Commitment Leading to the next step/START OF A RELATIONSHIP
- 5. THE 4 STAGES OF A CALL Getting Started Opening Opening Getting Started Positioning yourself to ask question Positioning yourself to ask question Asking the right question. Asking the right question. Investigating Investigating Identifying and understanding Identifying and understanding the buyers needs and concerns the buyers needs and concerns SPIN Demonstrating Demonstrating Showing how you can help Showing how you can help Capability Capability F.A.B. F.A.B. Obtaining Obtaining Gaining Agreement Gaining Agreement Commitment Commitment ASK for the sale ASK for the sale Leading to the next step Leading to the next step
- 6. What is SPIN model? 1. The Model is based on research of 35,000 sales calls by Huthwaite (Neil Rackham) – sponsored by IBM & Xerox 2. Currently being successfully used by major companies around the world 3. SPIN is a logical framework & not a rigid sequence 4. You can use it for your success in selling to corporates 3. There is no single correct order of questions – every situation demands an approach that is appropriate to that situation.
- 7. SYNOPSIS OF SPIN QUESTIONS About facts About facts Situation Questions Situation Questions Neutral Neutral Leaves out sentiment Leaves out sentiment Focuses on the situation Focuses on the situation About dissatisfaction and About dissatisfaction and Problem Questions Problem Questions difficulties difficulties Tries to bring out concerns Tries to bring out concerns Identifies Implied need Identifies Implied need IImplication mplication About consequences and effects of the About consequences and effects of the problem problem Questions Questions Increases the seriousness of the problem Increases the seriousness of the problem Spins of to effects (implication) on other area’s Spins of to effects (implication) on other area’s Need-Payoff Need-Payoff About the solutions and their value About the solutions and their value Questions Questions Offer solutions and match explicit need Offer solutions and match explicit need
- 8. SITUATION QUESTIONS (Sales Executive to Sales Co-coordinator of a Commercial client). Definition: Finding out facts about the client’s existing situation. Example: “My information tells me that you have considerable Business Travel and VFR (traffic to Europe. Since we have direct flights to Europe can you tell me more about it?” Impact: Least powerful, can put off the buyer! Advice: Eliminate unnecessary Situation Questions by doing your research, cold calls and home work’ in advance.
- 9. PROBLEM QUESTIONS. Definition: Asking about problems, difficulties or dissatisfactions that your client may be facing in the existing situation. Example: What difficulties do you face in giving prompt and efficient service to your business executive traveling under short notice? Impact: More powerful than ‘Situation Questions.’ Experienced Sales Executives ask more of these questions as they help to pin point the client’s needs. Advice: Think how your product/services can solve your client’s problems – not in terms of the characteristics of your product/services.
- 10. IMPLICATION QUESTIONS Definition: Asking about the consequences or effects of your client not addressing his problems, difficulties or dissatisfactions. Example: What inconveniences your executives face while traveling on business trips due insufficient frequency of other airlines? What would it mean to your executives if they could change their travel plans according to the ever changing business requirements? Impact: Most powerful of all SPIN questions – Successful Sales Executives ask lots of ‘Implication Questions.’ Advice: These questions are the hardest to ask as they have to be framed in such a way that the agent feels the impact and extent of lost opportunity.
- 11. NEED-PAYOFF QUESTIONS. Definition: Asking about the value or usefulness of a proposed solution. Example: How do you think our higher frequency facilitate your business travel? And what impact would that have on your business? How could it make your job easier so that you could focus on other important issues? Impact: Top Sales Executives use these questions extensively as they leave a positive impact on the clients. Advice: Use these questions to get your clients to tell you the benefits that your solution has to offer!
- 12. THINK ABOUT THIS ... "Most People Aim at Nothing in Life, and Hit it with Amazing Accuracy“ "Prescription Before Diagnosis is Malpractice.“ "People Don't Buy Because They're Made to Understand, They Buy Because They Feel Understood." The sale begins when the customer says…”Yes"