What's the SPIN?

You're probably thinking it sounds a bit like the shine that politicians and newscasters put on bad news. It does sound like the same thing, but it'd different. Here's why.

The SPIN Selling business model is based on findings from a large-scale research study of over 35,000 sales calls. More information can be found in the book: SPIN Selling by Neil Rackham, published by McGraw-Hill. I'll share the basic idea with you here, but I strongly suggest you read the books, if you're interested in improving your comfort and sales technique.

Your habits and communication within a sales call has as much if not more to do with whether the prospect buys than the product or service you're selling. This is because people tend to buy from people, rather than buying products just because. And the more grand the scale of the sale, the more this rings true.


SPIN stands for: Situation, Problem, Implication, Need - Payoff. This refers to the type of questions and answers that you, as the seller, are communicating with your buyer.

Situation

Situation questions tend to be exploring facts and information about the buyer's present situation. If I am interviewing a potential corporate coaching client, I might ask, "how many managers at your facility will be present in our coaching sessions?" That's an example of a situation question. Other examples would be a carpet store salesperson asking for the square footage that you are looking to cover.

Problem

These questions delve into the problems, difficulties, and dissatisfactions that the buyer is experiencing with the present situation. The problem questions should uncover opportunities that you can help solve with your products and services. A business coaching example could be: "How satisfied are you with your current revenue? What prevents you from being happier in your job?" A salesperson at a car dealership might ask you how you like the performance of your current car. If they follow the SPIN Selling model, they may spend more time on what you don't like about your car.

Implication

Questions about the effect of the buyer's current problems are called Implication Questions. Going back to my own coaching business model, an implication question I might ask could be "How will your problem effect the morale of your employees?" Or "what will working in an unpleasant environment lead to, for you?"

Need - Payoff

Questions about how your products and services can fulfill the needs of the potential client will prepare the prospect to see the ultimate value in buying from you. With my clients, I might ask, "How has having my support helped you so far, and what other ways can coaching with me help your life and business?" By letting you, the potential client tell me how I can help, it opens the door for me to do just that. If you do this with your clients, this will ease up on the pressure that both of you may feel in a sales-situation. The current iPhone commercials explore this pretty well, by allowing you, the potential consumer to define what the payoff would be for you.


By allowing the potential buyer to discuss why solving their problem is so important, you can show why what you have to offer is so essential for them to buy.


Note: I recommend buying both & DEFINITELY buying the "SPIN Selling Fieldbook" new - as it has blanks and charts to help you do the exercises as you go along in the SPIN Selling hardcover book. I used these, back when I was VERY uncomfortable with sales - they helped!