What is SPIN Selling?
What is SPIN Selling?
Problem Questions Example: "So you're having trouble placing qualified people in project roles?" Questions that are designed to identify a client's problem are more often asked -- and 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 client's problems as a distraction or threat. The more experienced you become, the more you want to uncover difficulties: The more you realize that client difficulties present you with an opportunity to be of service.
Implication Questions Example: "What kind of problems are created by having a gap in your project team?" These are questions about the "effects, consequences, or implications of the client'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. But they are essential to moving larger sales forward, because they help to make the client (and the seller) conscious of hitherto hidden complications or of potential difficulties that may arise if steps are not taken to remedy the immediate problem. The virtue of this question is therefore also the risk: They make the problem seem more acute to the buyer.
Need-Payoff Questions. Example: "Just suppose we had someone on our database with the qualifications you are looking for, how valuable would this be to you?" Like Problem Questions, which they naturally follow, 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 questions focus the client's attention on the solution rather than the problem, and they encourage him or her (with your assistance) to outline the benefits that your solution will provide his or her company. Thus a good Need-Payoff Question both pre-empts objections and enlists client buy-in.
Using 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.
What is SPIN Selling - To learn more about this author, visit Colly Graham's Website.
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Situation Questions Example: "Would you describe your current projects?" Every good seller begins the sales call by assessing the terrain, by asking questions to clarify the client's current situation. So Situation Questions are essential, but here's the surprise. Situation Questions also can be overused, and often are by inexperienced salespeople. In fact, one characteristic of unsuccessful sales calls, they found, is that they contain a higher than average number of Situation Questions. Their advice: Do ask Situation Questions, but be sure they're necessary ones. Don't 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 client.
Problem Questions Example: "So you're having trouble placing qualified people in project roles?" Questions that are designed to identify a client's problem are more often asked -- and 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 client's problems as a distraction or threat. The more experienced you become, the more you want to uncover difficulties: The more you realize that client difficulties present you with an opportunity to be of service.
Implication Questions Example: "What kind of problems are created by having a gap in your project team?" These are questions about the "effects, consequences, or implications of the client'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. But they are essential to moving larger sales forward, because they help to make the client (and the seller) conscious of hitherto hidden complications or of potential difficulties that may arise if steps are not taken to remedy the immediate problem. The virtue of this question is therefore also the risk: They make the problem seem more acute to the buyer.
Need-Payoff Questions. Example: "Just suppose we had someone on our database with the qualifications you are looking for, how valuable would this be to you?" Like Problem Questions, which they naturally follow, 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 questions focus the client's attention on the solution rather than the problem, and they encourage him or her (with your assistance) to outline the benefits that your solution will provide his or her company. Thus a good Need-Payoff Question both pre-empts objections and enlists client buy-in.
Using 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.
What is SPIN Selling - To learn more about this author, visit Colly Graham's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Colly Graham Video - Colly Graham discusses Creating Customers on the Telephone -The importance of the telephone in selling is now well documented. This training DVD focuses on getting in front of more prospects by teaching the skill of telephone appointment setting. The workshop demonstrates the connection between daily activities, the sales cycle, and the number of sales necessary for a consistent flow of qualified appointments. Based on practical skills that get results fill your diary with qualified appointments.
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