When I first heard the term "SPIN selling" I thought it was referring to the stereotype of a salesperson who twists the truth to make a sale. I could not have been more wrong. This refers to the right types of questions to ask when you are in the second step of the 5 step sales process: uncovering needs. Each letter stands for a different type of question you should ask: situational, problem, implication, and needs-payoff. If you ask the right types of questions, the customer will come to the conclusion on their own that what you have to offer will do them a lot of good. Here are the types of questions to ask in order:
Situational: These types of questions are designed to find out what the buyer's current situation is. An example of a situational question is "What type of car are you driving right now?" or "Who is your current insurance provider?" These questions are strictly asked so you know more about the customer and could possibly give you some more insight into what types of questions to ask later.
Problem: These questions are designed to bring up problems with their current situation. They are not designed to make the customer get upset or to offend the customer, so you need to make sure to ask them the right way. An example of a good problem question if you have somebody that told you they are driving a truck and they are looking at an eco-friendly car is "Financially, do you feel that today's gas prices are making it difficult to drive a truck like yours?" This question just has the customer use their own words to discover a problem and how they can solve it with your product.
Implication: These types of questions bring the problem questions a step further. They are meant to quantify the impact of their current situation. An example of this type of question is, "If you continue to drive the truck and paying more at the pump vs. driving an eco-friendly car how much more would that cost you a month?" Hopefully, in this step the customer will have already came to the conclusion by themselves that they really need to get away from their current product and will open the door for you to convince them that your product is best for them.
Needs-payoff: This type of question is aimed at asking if your product would pay off in the end. An example of this is asking, "What would paying half of the amount you are paying now at the pump mean for you?" This would show him that he could use that extra money elsewhere and that his life could be much better because of this. By now, the customer should be more than ready to hear your presentation which will be geared a certain way based on the answers to your questions.
For more information, or to learn more about my sales training services please visit dadesalesandmarketing.com or contact me at steve@dadesalesandmarketing.com
Situational: These types of questions are designed to find out what the buyer's current situation is. An example of a situational question is "What type of car are you driving right now?" or "Who is your current insurance provider?" These questions are strictly asked so you know more about the customer and could possibly give you some more insight into what types of questions to ask later.
Problem: These questions are designed to bring up problems with their current situation. They are not designed to make the customer get upset or to offend the customer, so you need to make sure to ask them the right way. An example of a good problem question if you have somebody that told you they are driving a truck and they are looking at an eco-friendly car is "Financially, do you feel that today's gas prices are making it difficult to drive a truck like yours?" This question just has the customer use their own words to discover a problem and how they can solve it with your product.
Implication: These types of questions bring the problem questions a step further. They are meant to quantify the impact of their current situation. An example of this type of question is, "If you continue to drive the truck and paying more at the pump vs. driving an eco-friendly car how much more would that cost you a month?" Hopefully, in this step the customer will have already came to the conclusion by themselves that they really need to get away from their current product and will open the door for you to convince them that your product is best for them.
Needs-payoff: This type of question is aimed at asking if your product would pay off in the end. An example of this is asking, "What would paying half of the amount you are paying now at the pump mean for you?" This would show him that he could use that extra money elsewhere and that his life could be much better because of this. By now, the customer should be more than ready to hear your presentation which will be geared a certain way based on the answers to your questions.
For more information, or to learn more about my sales training services please visit dadesalesandmarketing.com or contact me at steve@dadesalesandmarketing.com
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