The 9 Most Unanswered Questions about Management

The Spin Selling Process

People tend to look for something when they need to use it to handle a given problem. This may sound like all you have to do is show the client the solution, but it rarely works that way. This simple stating of the case hides the fact that you shall never encounter two similar customers. The challenge, therefore, lies in understanding each customer you encounter.

Spin selling is how you make your approach. This is a sales process discovered in 1988 that was meant to help salespeople to anticipate and handle difficult sales conditions. You shall use it to close the sale once you understand the client well enough. You get to ask some questions that shall improve your sales skills. Spin happens to stand for Situation, Problem, Implication, and Need-Payoff.

Situation questions shall help you set the baseline for the client’s current conditions. This shall reveal their present circumstances much better. This shall also be hat you base your future conversations on. You get to ask exploratory questions such as what their needs are, their expectations, problem areas, and budget. This should paint a much clearer picture.

Problem questions are there to let the client know how your products shall address their problems. You need to anticipate problems even they have not yet seen. You need to let them have that sense of urgency. The problem questions should reveal that urgency to the client, as they also confirm them to you.

Implication questions are there to paint a graphic picture of what it means to continue leaving with those issues unattended to. You need at the end of this stage to let them have a sense of urgency regarding what they face, and how it affects their lives. There are even tools such as flowcharts that shall bring your point home much better. When they see how worse things can get, and how much better it would be with the solution, making a decision becomes easier.

You can then apply the need-payoff questions stage only if you have done the previous ones well. There is a need for them to see how the solution manages to turn things around for them. This need-payoff part is not where you tell the client how this is a good decision to make, but rather where you let the client see it for themselves, and thus make that conclusion as if by themselves. It is more effective this way.

In this process, you will see that never should the conversation be one-sided. Let the client talk more, and listen keenly. When you talk more than the client; you end up annoying them.

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