SPIN Selling: Know the keys to this sales method

Sales and marketing strategies aim to persuade the consumer to purchase what we are offering. Building the commercial speech highlighting why the customer should buy it is the basis of  SPIN selling . Let’s see in detail what it is and what advantages it presents over other sales methods.

  

Índice

  1. What is SPIN Selling
  2. What stages does a SPIN sale have?
  3. Advantages of SPIN Selling

What is SPIN Selling

The SPIN selling sales method owes its name to a book with the same title that was published in 1988 and where its author, Neil Rackham, proposed that traditional commercial models should be transformed into methods of active listening, and where the generation of relationships of trust had to permeate the commercial discourse.  

This trust is built thanks to the questions that a sales manager asks a potential client, divided into four phases, which resize the speech beyond just “trying to sell”:  

  • S – Situation :   A hypothetical but feasible situation is proposed in the client’s daily life.

  • P – Problem :   A possible problem is identified in that situation.

  • I – Implication :   The problem and its possible repercussions are quantified.

  • N – Need-payoff :   The solution to the problem is valued (and why it is worth paying for it).

The idea of ​​the SPIN sales model is to delve into persuasion methods to present the customer with a potentially problematic situation , and make them understand that it will be more profitable to pay for a solution before the problem persists. This advice is the basis of trust between client and seller, and will be more likely to be rewarded with the sale. 

What stages does a SPIN sale have?

1. Opening

The idea of ​​the SPIN sales model is to delve into persuasion methods to present the customer with a potentially problematic situation , and make them understand that it will be more profitable to pay for a solution before the problem persists. This advice is the basis of trust between client and seller, and will be more likely to be rewarded with the sale. 

2. Research

It is about implying how the marketed product contributes to solving the problem that has arisen in the different phases of the SPIN.  

3. Demonstration

At this point, the idea is to quantify the solution through an analysis of benefits or differential advantages.  

4. Commitment

Finally, it is about the client trusting the seller , who has demonstrated sufficient knowledge and arguments about the situation raised at the beginning. 

Advantages of SPIN Selling

  • Test your business proposal:  By developing the commercial speech and forcing yourself to justify why your customers should buy your product, you will be able to detect possible flaws or incomplete functions of your offering . 

  • Increases the possibility of closing transactions:  Customers can be persuaded, but that does not mean that they will react positively to invasive or aggressive sales methods. In this way, trust is generated that translates more easily into closing operations.



  • It is very easy to implement with  email marketing :  You can capture this complete cycle in a single newsletter where you demonstrate to your clients (with proper prior segmentation) that they are exposed to those situations that you propose, and why your solution is the best.

The SPIN selling method is enjoying increasing popularity in sales processes. After all, if it is about generating demand, what better way to do it than by illustrating a more than likely scenario where the client may need our services or products?