M330 - SPIN - Chapter 4 Notes
M330 - SPIN - Chapter 4 Notes BUS-M330
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This 3 page Class Notes was uploaded by Lauren Detweiler on Sunday February 1, 2015. The Class Notes belongs to BUS-M330 at Indiana University taught by Dick Canada in Spring2015. Since its upload, it has received 106 views. For similar materials see Consultative Selling in Business at Indiana University.
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Date Created: 02/01/15
M330 Week 3 SPIN Selling Neil Rackham Chap 4 The SPIN Strategy I Situation Questions a Finding facts information and background data about the customer s existing situation i What equipment do you use now ii How many people do you employ here iii How old is this unit b Research shows situation questions i Are used more in calls which fail ii Are overused by inexperienced people c Who bene ts from Situation Questions the seller d Should you stop asking Situation Questions altogether No i You cannot sell without them ii Successful people don t as unnecessary Situation Questions 11 Problem Questions a About customer s problems difficulties or dissatisfactions i Is your existing machine hard to use ii Do you have quality problems iii Are you satisfied with b Research shoes problem questions i Are used more in calls which succeed particularly if it s a small sale ii Are asked more by experienced salespeople c The ratio of Situation to Problem Questions asked by salespeople is a function of their experience i Experienced sellers ask a higher proportion of Problem Questions d In smaller sales level of Problem Questions was twice as high in calls that succeeded i Less strongly linked to success in larger sales because the purpose is to uncover Implied Needs III Implication Questions a About the effects consequences or implications of the customer s problems i What effect does that have on output ii Could that lead to increased costs iii Will it slow down your proposed expansion b Take a problem that the buyer perceives to be small and built it up into a problem large enough to justify action i Can also work in smaller sales ii Good predictor of success c Research shows implication questions i Are strongly linked to success in larger sales ii Build up customer s perception of value iii Are harder to ask than Situation or Problem Questions d Implication Questions are especially powerful in selling to decision makers i Also particularly powerful in hightechnology sales e A potential negative make customers more uncomfortable with their problems i May make their buyers feel negative or depressed IV NeedPayoff Questions a About the value or usefulness of a proposed solution i How would that help ii Why is it important to solve this problem iii What benefits do you see b Research shows that Needpayoff Questions i Are strongly linked to success in larger sales ii Increase the acceptability of your solution iii Are particularly effective with in uencers who will present your case to the decision maker c Focus customer s attention on the solution rather than the problem d They get the customer telling you the benefits i By doing this you don t invite objections e Calls with a high number of Needpayoff Questions were rated by customers as positive constructive and helpful f Needpayoff questions rehearse the customer for internal selling i In large sales you play only a small part most of the action happens when you aren t there as the person you sold to tries to convince other players in the business ii Help them rehearse presenting your solutions convincingly to others V The Difference Between Implication and NeedPayoff Questions a Implication Questions are problemcentered i They make the problem more serious ii Think of them as sad b Needpayoff Questions are solutioncentered i Ask about the usefulness or value of solving a problem ii Think of them as happy VI The SPIN Model a See the model as a broad description of how successful sellers probe i Treat it as a guideline not a formula b S the seller uses Situation Questions to establish a context c P leading to Problem Questions so that the buyer reveals Implied Needs which are developed by d I Implication Questions which make the buyer feel the problem more clearly and acutely e N leading to NeedPayoff Questions so that the buyer states Explicit Needs allowing the seller to state Bene ts which are strongly related to success i Doesn t always work in quite this sequence but in most calls the questioning naturally follows SPIN VII How to Use SPIN Questions a Recognize that your role in a sales call is problem solver b Planning your call strategy and questions i Beforehand write down 3 potential problems which the buyer may have and which your products services can solve ii Write down some examples of actual Problem Questions you could ask to uncover each of the potential problems you identify c Planning Implication Questions i Write down a potential problem the customer is likely to have ii Ask yourself what related difficulties this problem might lead to 1 Think of these difficulties as the implications of the problem especially if they reveal the problem to be more severe than it seemed initially iii For each difficulty write down the questions it suggests d Using Needpayoff Questions effectively i Avoid using them early in the call before you ve identified the customer s problems 1 Put customer on defensive and are ineffective ii Avoid using them when you don t have answers meaning don t use them to develop a need you can t meet ie capability you don t offer e To practice Needpayoff Questions i Find a friend they don t need to know anything about sales ii Choose a topic about a need you believe the other person has iii Ask Needpayoff Questions to get the other person talking about the benefits of the topic under discussion for example 1 Why do you think it would be good to have a video camera 2 What would it let us do that we can t do right now 3 Would anyone else in the family be pleased if we bought one iv Generic Needpayoff Questions 1 Why is that important 2 How would that help 3 Would it be useful if 4 Is there any other way this could help you
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