Spin Sales Training Day-2 Page-2
What is Spin Sales Training?
British psychologist Mr. Neal Rackham developed the Spin Selling system.
His company, Huthwaite Inc., has taught it to hundreds of companies around the world.
His book “spin selling” defines a specific sequence of events that we will recap here that leads the client to realize the need to buy.
To visit the official SPIN site
Go from Spin Sales Training Huthwaite.com
SPIN Selling is a logical progression of events that take place in the sales process that lead the client from an implied need and develop it into an explicit need that you can resolve in your sales process. We will use a car sales training example to demonstrate:
Here are the four steps:
1. Situation Questions
2. Problem Questions
3. Implication Questions
4. Need-Payoff Questions
1. Situation Questions. Auto sales training example A: "Would you describe your current vehicle situation?" Every spin selling professional begins the sales call by assessing the terrain, by asking questions to clarify the customer's current situation. So Situation Questions are essential. These questions can also be overused, and often are by inexperienced salespeople.
One characteristic of unsuccessful sales calls is that they contain a higher number of Situation Questions. Ask Situation Questions, but be sure they're necessary ones. Spin sales training teaches not to ask a question to elicit information that you easily could have obtained before beginning the call. And know that, when overused, these questions bore the customer. In other words KISS. Keep it simple stupid.
2. Problem Questions. Example: "So you're having trouble with your current vehicle?" Questions that are designed to identify a customer's problem are more often asked. These are asked more often, by experienced salespersons.
The reason seems obvious enough. Inexperienced reps hope to "sail through" the call; they are tempted to see the customer's problems as a distraction or threat. The more experienced you become, the more you want to uncover difficulties and the more you will realize that customer difficulties present you with an opportunity.
3. Implication Questions. Example: "What problems do you experience because of an unreliable vehicle?" These are questions about the "effects, consequences, or implications of the customer's problems." They are strongly linked to success in larger-ticket sales, and yet they're more difficult to phrase than either Situation Questions or Problem Questions.
They are essential to moving larger sales forward, because they help to make the client (and the seller) conscious of hidden difficulties that may arise if steps are not taken to remedy the problem. The value of this question is also the risk: They make the problem seem more acute to the buyer.
4. Need-Payoff Questions. Example: "If you could get a more reliable vehicle, what benefits might you realize?" Like Problem Questions, Need-Payoff Questions are linked to success in more complex sales. They can be especially useful when you're talking to top decision makers (or those who will influence them), and they increase the likelihood that your solution, if accepted, will provide the payoff that answers the need.
These spin selling questions focus the customer's attention on the solution rather than the problem, and they encourage him or her (with your assistance) to recognize the benefits that your solution will provide. Thus a good Need-Payoff Question both pre-empts objections and enlists customer buy-in.
Putting these four questions together in an orderly sequence, Rackham gives the following thumbnail definition of the SPIN Selling model:
“The seller uses Situation Questions to establish a context leading to Problem Questions so that the buyer reveals Implied Needs which are developed by Implication Questions which make the buyer feel the problem more clearly and acutely leading to Need-Payoff Questions so that the buyer states Explicit Needs allowing the seller to state Benefits which are strongly related to sales success”.
As long-winded as that summation may be, the logic of the process is common sense. May be we should KISS this quote to say:
The seller uses situation questions to uncover problems, then problem questions to uncover needs, then implication question to make them feel the pain, then need-payoff question to overcome objections and close the sale! WOW. It’s still a run-on sentence. LOL.
This spin sales training model isn't a revolutionary discovery. Spin sales training shows that most successful salespeople do this naturally on their good days.
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