SPIN Selling: the peculiarities of the technique
There are different sales methods for various categories of goods. Premium products require a special approach. Strong arguments are necessary to convince the client to buy them, and quality is not always the most important feature. SPIN Selling can help sell such products successfully.
Neil Rackham is the author of the SPIN methodology. The businessman’s own experience was the basis for its creation. He realised that the standard approach did not work for large deals and that other options were necessary.
Methodology features
Rackham introduced his own rules of sales based on questions. These are questions that a manager should ask when talking to a potential buyer. They form the acronym SPIN:
- Situation
- Problem
- Implication
- Need-payoff
Situation questions help the manager to understand the general consumer mood and the state of affairs. This is the initial stage of the interaction, which is essential for building trust between the parties. The customer should feel relaxed and free, and questions should not be embarrassing. Once the first impression has been made and the necessary information has been obtained, it is time to move on to the next stage.
Problem questions are designed to gather more detailed information. They are primarily concerned with the complexities that the consumer is facing. This stage not only provides the necessary information but also helps to keep the customer’s attention on a particular issue. In general, experts say that there should be 3 to 6 such questions. This number is sufficient to move through the sales funnel.
What to do next
Implication questions also help to elicit additional information. As a result, the customer realises the seriousness of the problem and the need for a solution. In this way, the manager gradually leads them to buy the product without pressure and in the most environmentally friendly way possible. It is also important at this stage to demonstrate the value of the product. The manager must show the benefits of the product and its ability to solve the customer’s problems.
When the manager has identified the customer’s problems and the customer has recognised their seriousness, it is possible to move on to the final part of the interaction. It is vital to avoid being aggressive in closing the deal so as not to alienate the customer. The best approach in this situation is to use leading questions. They help to gently guide the customer to think about solving their problem with a specific product. These questions lead smoothly to an understanding of what result the customer will achieve by using the product.
The SPIN Selling technique is aimed at the high end of the market. It can be used to close large deals and sell premium products. It is also ideal for the B2B sector, real estate, and luxury car sales.
