SPIN Selling

If you’re a B2B salesperson, you’ve probably heard about SPIN Selling. It’s one of the most well-known selling systems. It gives reps a research-backed framework for working and closing complex deals with extended sales processes.

The strategy focuses on asking good questions in the right order, using active listening, and translating the prospect’s needs into your product’s features.

What is SPIN Selling?

The SPIN Selling comes from Neil Rackham’s 1988 classic, “Spin Selling.” It’s based on 12 years of research and 35,000 sales calls.

To win larger, consultative deals, Rackham argues salespeople must abandon traditional sales techniques. Rather than twisting their customers’ arms, they need to build value, identify needs, and ultimately, serve as a trusted advisor.

SPIN Selling Acronym

SPIN stands for the four stages of the questioning sequence:

S: Situation

P: Problem

I: Implication

N: Need-Payoff

SPIN Selling Questions

Questions are the foundation of SPIN Selling. Rackham and his team found top-performing salespeople rarely, if ever, pose random, low-value questions. Not only does every question have a clear purpose, but the order in which they ask their questions is strategic, too.

The four main types of SPIN selling questions are:

  1. Situation. These centre on the situation questions. Facts, data, Information, Background, business people, etc
  2. Problem. Focus on the problems, difficulties, pain point or dis-satisfactions. Problem questions are very successful.
  3. Implication. Ask about the implications or consequences of the problem. Implication questions are a major benefit in building up Customer’s perception of value. They are favoured by decision makers and are especially successful in complex accounts.
  4. Need-Payoff Need-Payoff questions encourage the prospect to explain your product’s benefits in their own words, which is far more persuasive than listening to you describe those benefits.

For more information regarding all elements of sales best practice, ProAptivity can help. Contact us today on 028 9099 6388 or via email at info@proaptivity.websitebuild.xyz

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