SPIN SELLING: the method for successful complex sales

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Founded in the 1970s, this sales technique stands out from the others Methods then used when placing the shopper, his needs And its problems in the center of the commercial discussion. This marketing technique is therefore no longer based on a simple presentation of product, but rather on 4 big questions allowing progressively to bring the salesperson to Close the sale.

What is SPIN selling?

Created by the author Neil Rackham in his book of the same name, the SPIN selling method is the result of a global study in particular financed by IBM and Xerox. Covering 35,000 sales calls, it aimed to allow sales managers of large companies to review their sales process.

What does the acronym SPIN stand for SPIN Selling mean?

This commercial method is based on a series of questions allowing to identify the needs ofthe shopper to better answer them. She therefore seeks to question the potential shopper On her Situation, his Problems, sound Involvement And its Needs Pay-Off (or sound Gain In French, this commercial technique is then called the method SPIG).

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What is the definition of SPIN Selling?

The SPIN Selling is defined by the use of questions asked in a certain order in order to determine the needs explicit and implicit from the customer. The objective for the salesperson is to encourage prospects To think about problems of their business and their consequences on their business, to then lead them to look for solutions. We can then present to them the product And its pros without boring or rushing them with an uninteresting sales pitch or overly aggressive marketing.

How do I use SPIN Selling?

To be effective, the SPIN Selling must be based on listening and reactivity : the study conducted by the author of the book has in fact shown that Sales are more successful when it is the shopper And its needs which are at the heart of the talk. La SPIN method is particularly suitable for complex sales : to use it well, you must follow 4 steps in order. It is also important to use open and closed questions, which are necessary to gather as much information as possible about the potential buyer.

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What are the four phases of SPIN Sales?

Les SPIN Sales, or complex sales, decompose according to Neil Rackham in 4 main steps. The transition from one stage to another can be more or less long, but the important thing is to create a relationship of trust With the Prospect to gradually bring it toinvolvement and at the signing of the sale.

1. The opening phase

Whether it is a commercial call Or of a physical interview, the first stage of the interview should primarily focus on the shopper and its sector of activity. The aim is thus to show him that we are interested in him, and not to be boring by immediately starting to talk to him about the product that we are trying to sell to him. Do not hesitate to make searches on your customer's business and on its upstream market in order to be able to easily break the ice and bring the conversation where you want it.

2. The investigation phase

After engaging the talk, the most important thing is to understand the needs Of your shopper : this is where the comes in investigation phase. Again, there is no need to try to insert your product at the center of the conversation, but rather to understand the problems that his company is facing and the stakes to be treated. Understanding your priorities and how to deal with them is essential to adapt your speech and better demonstrate the profits Of your solution afterwards.

3. The demonstration phase

Now that the problems main ones have been identified, the customer will naturally try to find a solution - so it's the perfect time to talk to him about your product. Indeed, you now have enoughinformations on its market and its business to build a sales pitch solid and adapted, so that he can identify by himself your product as being the tastier.

4. The engagement phase

La last phase, and not least, corresponds to the expected result: the conclusion of the sale. To achieve this, it is necessary to achieve throughout the process what Rackham, The author of the book, calls”breakthroughs”. Each advance corresponds to a progress To the Signature of the prospect, and takes you away from the stagnation or withdrawal of the potential buyer. However, be careful not to rush the customer and to keep a project in line with their aspirations.

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What are the four types of SPIN Selling questions?

Les questions ofthe SPIN Selling Are of real keys to allow you to advance in the stages of your sales process. It is therefore essential to master and follow them in order to create a relationship of trust with the customer and get them to choose your product.

1. The “Situation” questions

First of all, the Situational questions will be useful to discover the professional environment of your shopper and the context in which it operates. It is therefore not necessary to mention your product from the beginning, but rather to collect informations by asking him about his business. However, be careful not to fall into the interview: limit the number of questions and find out in advance to remain effective and relevant. First do some searches on the company's sector, the number of employees and its turnover, and reserve for this phase more specific questions about business tools of the company, for example.

Example “Situation” questions

Let's say you want to sell a computerized system of CRM. You could start by asking your Prospect ”How many customers Do you have every year?” ”What tools do you use to process their data?”

2. The “Problems” questions

Your customer's answers will allow you to identify problems to which you can bring a solution. At this stage, however, comes back to the shopper to focus himself on the problem that he faces: Neil Rackham, the author of the book ofthe SPIN method, in fact, said that “If the shopper doesn't feel like you have a problem, it's because he doesn't have any.” Without pointing your finger directly at them, you must therefore subtly question the Prospect On the hardships that he meets with his current processes. Indeed, it is by defining and anticipating the aspects of a problem that you can then demonstrate the pros Of your product to remedy it.

Examples of “Problems” questions

Using the same example, you could go on to ask him, “Are these tools? fairly accurate to manage such an important database?” “Do they allow you to make a ideal treatment of your customer data?”.

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3. The “Implications” questions

After lifting a problem, it is crucial to demonstrate ingeniously your significance To your Prospect in order to generate a sense of urgency Pushing him to look for a solution. The priority is not always talking about your product, but to focus on techniques currently used by the customer, In other words its methods of involvement, to make him understand that they are not not optimal. The objective is to help him take a step back on the situation to identify the weak points.

Examples of “Implications” questions

Continuing with the previous example, we would have to question the potential buyer on the limits of its techniques current: “Does your team already have lost customers because of the tool you are currently using?” “What are the costs incurred by the lack of reliability of your CRM tool?”

4. The “Results” questions (“Need pay-off”)

It's at the very end ofphysical interview Or of theinrush that you will naturally be able to present your solution At Prospect. However, this step must be done in the form of talk : your customer now realizes the importance of their problems and will necessarily try to solve them. By asking him the right ones questions, you can insert In the conversation a few things about your product to get him to identify only the profits. This is generally much more conclusive than bragging about it for long minutes. This technique is also crucial to anticipate objections ofthe Prospect As for prizes Of your solution - because when you are really convinced of the usefulness of a product, you do not hesitate to put the prizes.

Examples of “Results” questions

To help the shopper To identify the payoff linked to a potential change, it would be interesting to ask him for example: “A complete and reliable CRM tool Could it be you useful ?” “What would be the pros for your team to adopt a new software of CRM ?”.

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