Spin Selling: What It Is and How to Use It in Business

What is SPIN Selling

SPIN selling is a negotiation tactic with a client that helps salespeople increase the likelihood of closing deals. The manager’s main task is to determine what the client needs by asking the right questions.

SPIN selling can be used in various niches. However, this method is most often used in the B2B sphere and when selling complex products.

The author of the technique, American researcher Neil Rackham, studied sales in large companies for 12 years. He came to an interesting conclusion: successful salespeople ask more than they talk. Rackham turned these observations into a universal technique of SPIN-selling.

4 Types of Questions in SPIN Selling

To properly build a dialogue using the SPIN selling technique, the seller uses 4 types of questions.

In his book, Neil Rackham emphasizes that communication with the client should be built on this principle. The manager asks the right questions at the right time, listens carefully to the client’s answers and gradually guides him to the purchase.

SituationalThis type of questions is used at the initial stage of communication. The seller’s task is to collect maximum information about the client’s problems. The author of the method recommends using open questions so that the client shares information without prepared answers.

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It is also recommended to use active listening. This way the manager will be able to identify not only the obvious but also the hidden needs of the client.

ExampleThe customer comes to the car dealership with the intention of buying a new car. The salesperson asks questions that will help him better understand the buyer’s current situation:

• “What car do you drive now?”
• “How long have you been using it?”
• “What don’t you like about him?”
• “What are your basic requirements for a new car?”

Problematic

So, the manager has collected general information about the client. Then he moves on to the second type of questions – problematic ones. Here it is important to delve deeper into the buyer’s request. The seller gradually reveals the hidden needs of the buyer. The purpose of these questions is to encourage the client to think about his problems and how the new product can help solve them.

Let’s continue with the car dealership case. Let’s say the company started selling a new car model with an improved security system. However, buyers weren’t particularly interested in it because the price was higher than average.

ExampleLet’s say the salesperson has determined that the customer’s main problem with his car is high fuel consumption. Here are some questions to ask:

• “Tell me how much you spend on fuel per month?”
• “How do you think increased fuel consumption affects your monthly budget?”
• “If you could cut these expenses, what would you choose to spend the money on?”

Guides (Need-Payoff)

Leading questions are the final block in the SPIN selling technique, thanks to which the client has a desire to make a purchase.

The point of these questions is that the client himself comes to the realization of all the advantages that he will receive from the purchase. To do this, the manager uses open questions that allow the buyer to evaluate the benefit.

Example

During the dialogue, the salesperson at the car dealership determined that the most important thing for the client is comfort. To lead the latter to the purchase, he asks the final questions:

• “If your new car had more comfortable seats and better sound insulation, how much would it improve your well-being on long journeys?”
• “How would this affect your mood and fatigue levels after commuting to work?”
• “Could these improvements make your daily commute more enjoyable and less tiring?”

How to Close a Deal Using SPIN Selling: 7 Steps

Step 1: Prepare for Sale

Before you begin working with the SPIN method, it is important to prepare well. Remember: selling a product begins long before the first conversation with the buyer. First, find out everything about your offer and the client.

Step 2: Know Your Client

For the SPIN selling technique to work, it is important online marketing services at inboundmarketing.vn to understand who your client is. Study their professional path, achievements and interests. You can find information about the client on social networks, or talk to colleagues who have already worked with them.

There is no need to communicate with the client using a template script. It is much more effective to make communication more personal. This way you will be able to find a common language with the buyer and adapt your approach to him.

Step 3: Identify the problems

Your product may not be interesting to the client until he sees it as a solution to his problems. Before the meeting, make a list of the problems the client faces. These may include supply problems, high costs, poor service quality, limited functionality, and much more.

Step 4: Formulate SPIN questions

Now that you have identified the customer’s main problems, it’s time to think about the questions that will push them to buy. Make a list of questions for each of the four SPIN types. Start from the customer’s characteristics and all the information you have. This will help direct the conversation so that the customer himself comes to the conclusion that your product is necessary for him.

Step 5: Engage in dialogue

The beginning of a conversation with a client has a huge impact on the success of the entire meeting. Think of strategies that will help bring the client into an open dialogue.

Step 6: Use Elicitation Questions

So, the client’s needs have been identified, the problems have been described. Now we need to move on to discussing the need for changes. To do this, use eliciting questions. For example:

• “How often have you experienced delivery delays recently and how does this impact operations?”
• “Could you estimate the losses your business is incurring due to these delays?”

Plan these questions in advance to accurately understand the depth of the client’s problems.

Step 7: Highlight the benefits of the offer

Once the customer understands their needs, your job is to show that your offer is the best choice. When the buyer starts comparing options, you should be ready to present the unique features of your product or service.

Pay attention to what makes your offer better than others: maybe it’s more favorable payment terms, unique technology, or exclusive service.

Step 8: Close the deal

In the final sales phase, it is important to eliminate all doubts and concerns of the client. If the price seems high, offer a reasonable discount or convenient payment terms. If the client doubts the quality, guarantee free service or additional guarantees.

SPIN Selling: Difficulties and How to Deal with Them

The SPIN selling technique seems quite effective in theory. However, in practice, sellers face certain difficulties.

Let’s look at these problems in more detail and tell you how to solve each of them:

Problem: The client does not have time for long conversations.

To go through all the stages of SPIN selling and then phone number mx present the product, you need at least 30 minutes. Time is the most valuable resource, and not many are eager to sacrifice it. If it is a sale over the phone, the client may simply hang up.

Solutions:

1. Use SPIN in face-to-face meetings. It is much easier to hold the client’s attention in a meeting, as they are less likely to back out of the conversation when they are face-to-face with you .
2. Set up a time for a phone call in advance. If a meeting is not possible, try to arrange a time for a call a few days beforehand. Explain to the client that the conversation will take some time, but will be useful in solving their problems .

Problem: The client is not engaged in the dialogue

One of the common challenges in SPIN selling is the resistance of customers to actively participate in the dialogue. This is especially true when they do not see any direct benefit to themselves.

Solution:

Clearly define the goals of the conversation. At the initial stage, it is important to explain to the client what benefit he will receive from communicating with you. You can start like this:

Problem: The client interrupts, demanding specifics

Sometimes customers ask to get to the details of the offer faster. They may demand to know the price or product features, thus breaking the sales script. This prevents the seller from accurately identifying the customer’s needs using the SPIN method.