If you want to know how to optimize your sales techniques and be more successful, apply the SPIN or SPIN selling method. Your specialized team will know how to understand the customer and solve the challenges along the way.
It was developed in the 1990s by the Rank Xerox copier company for its sales agents to ask a number of key questions.
What is the SPIN or SPIN selling method?
It is a sales technique that consists of actively listening to the customer with the aim of offering them relevant and personalized solutions. Sales reps need to ask the right questions. Its stages are: identifying the situation, listening to the problem, understanding its implications and solving needs.
SPIN stands for Situation, Problem, Implication and Need pay off. It is the method that is based on find out the customer’s needs and present the benefits of a product or service that will be the solution.
What is the SPIN method for?
SPIN selling allows you to:
- Gather data and relevant information on the client’s situation.
- Detect what your problems, limitations and dissatisfactions are, and thus determine what is the offer that best suits your need.
- Find out how important this need is to the client.
- Make the client understand the seriousness of the problem and the urgency of its resolution.
- Ask key questions with which you can show the product or service as the most suitable solution.
The SPIN method is ideal for consultative or slightly more complex sales. The customer approaches the seller to resolve their doubts or seeks some kind of advice.
The idea is that you do not pressure the consumer, but rather identify their need in order to later make the most useful offer.
Customer needs can be divided into two types:
- Implicit: you need to look for them between the lines. Pay attention to details and analyze the comments you make about problems or things that concern you.
- Explicit: they are the ones that tell you about the characteristics you are looking for in a specific product or service.
The SPIN method has shown that the sellers with the most positive results are those who always ask the same types of questions and in the same order. Each question has a purpose and the sequence has a strategic value.
The 4 questions in stages of the SPIN method
- Focused on the situation
- Focused on the problem
- Focused on its implications
- Focused on needs
1. Focused on the situation
Ask direct questions that expose the roles, processes, or strategies of customers in your environment. For example: “Do you have a sales strategy within your business?” or “What digital tools do you currently use to analyze your web content?”
With these questions you will know in where is it located and what is its feeling, in addition to their processes and plans next.
2. Focused on the problem
Here you will identify the areas of opportunity. Many times end customers or company representatives do not know that they have a problem. Thanks to these questions you will delve into the challenges they face.
For example, it raises more specific and quantitative questions such as: “How long does it take to inventory the warehouse?” or “Are you satisfied with your current suppliers?”
3. Focused on its implications
Once you locate the problem, find out how serious is it and how urgent is the solution.
The objective is for the client to put his feet on the ground, that is, to reflect on the seriousness of the problem and understand the negative effects that it could bring if not solved.
Sample questions include: “Would your employees be more engaged if they didn’t experience organizational problems?” or “How are your business goals affected by your management now?”
4. Focused on needs
Get buyers to recognize and say the benefits of what you offer, which will be a great advantage because customers themselves show the value of your brand. They usually only listen to the salespeople; This new form of interaction changes your perspective.
The questions you will ask in this step should focus on the value and usefulness of the product. You better not mention the situations or problems that your product does not solve.
Revitalize the sales cycle with the SPIN method
Its sequence is somewhat complex but functional, as it has been shown that buyers awaken their desire to buy when they explicitly present their needs. When the customer begins to expose himself what he is looking for in a product, he may already be ready to buy.
The idea of the SPIN method is that make the client realize that they have a problem and find ways to solve it. Your company will be the ideal help.
Remember that smart questions give smart answers. Avoid a question where a “yes” or “no” is the answer, since they do not provide information or details.
Over time, the SPIN method also adapts to changes in consumer behavior. It is best not to ask a lot of questions, since people have less time to pay attention.
Today you can use social networks to your advantage to know the basic data of the client. Thus, the questions you ask will be complementary and you will avoid overwhelming the person.
Question analysis is also straightforward, exposing a feature that your article does not contain and that you are sure you can provide. But, before saying it, in the implication stage you affirm a situation, which you have previously verified after the behavior and response analysis. The client now knows that he has a problem that he did not care about.
In the last step you affirm the customer's need. At this moment the person already thinks that they do need what you offer, as this will solve the need, imperfection, failure or dissatisfaction.
Get ready to implement the SPIN method in your business and discover new and better ways to sell.