Increase Your Sales With SPIN Selling

Business Reboot recommends a 10 step sales process when selling. At step five of our process we initiate the SPIN technique. This technique is used by a number of forward thinking businesses to generate more sales by asking the right questions during the sales process.

Once the right questions have been asked, you can then use their answers to tailor the rest of your sales speech to highlight the benefits of your service, to match the problems consumers are facing.

SPIN stands for four topics of questioning: Situation, Problem, Implication and Need. If you have the information involved in each aspect, it can make your job to sell a lot easier. So what are the four steps of SPIN selling?

Step One: Situation

You need to know the background of your prospect and their needs. The majority of this phase can be conducted before you’ve even connected with your buyer by conducting thorough research. Even then, when talking directly with your potential client, you generally limit the questions to them, with good industry knowledge and anticipation of their probable difficulties. Some of the key questions could be whether they are satisfied with their current staff recruitment model or are they happy with their supplier?

By getting to know what problems they are having, you can streamline the process allowing you to specifically address their concerns.

Step Two: Problem

Now you need to go a little more into the difficulties they are experiencing. By asking a lot of questions you can really dig down deep and get to the root of their problems. For instance, you can ask for specific figures (i.e. how many new staff have left within 6 months?) and you can then take those answers and create links between their problems and your service’s benefits.

Step Three: Implication

Sometimes buyers can realise they have a problem, but do not understand the implications which these can have on their business. Other times business leaders can perhaps bury their heads in the sand to avoid acknowledging the further repercussions caused by the primary problem. Therefore by establishing the importance of the client to input sufficient energy to seek a solution, you can give them a reason to listen to what you have to say. The implication questions stress the consequences, and are more likely to be useful with the decision makers of the business.

Step Four: Need

By asking the client what they need from the solution, you can enforce the value of your service to solve their problem. An example of this would be – would you like to have your new employee turnover reduced?

The need questions should lead to the buyer making a commitment and action towards making a purchase of your services.

SPIN questioning is all about taking the potential clients problems and needs and matching them with your service’s benefits, though the focus should be on the client and their problems and not on your business or service.

SPIN selling works fantastically when selling anything – from Business Coaching to Photo Copiers!  By integrating this system into your sales process, you will see greater success, as an increase in the number of sales is achieved.

Share Button