The other day I was reading about the Sandler Method to selling online like we had learned in class and came upon another method that I found rather interesting. It is called SPIN selling and is outlined in the book SPIN Selling by Neil Rackham. The SPIN method follows a 4 concept pattern. It follows the idea that sellers should probe the customer with questions and should listen, allowing the buyers to do most of the talking. This particular model is based off of 4 types of questions that salesmen should ask their customers in a sales context. They are outlined below:
SITUATION
Situation refers to asking questions regarding collecting backgrounds, facts and data. This first part can be furthered by doing research on the web so that you have pre-thought out questions to ask the buyer, sparking more conversation so you can get more out of your conversation.
PROBLEM
Problem refers to asking questions that get at any challenges or difficulties that your buyer may face. This helps you get down to the roots of their pain, so that you can better understand areas in which their need lies.
IMPLICATION
Implication refers to the idea that you need to ask questions surrounding the costs or consequences of their problem. This helps you to build their case and understand what kind of solutions may be best applied to their situation. Then you don’t offer them things that are out of budget or are too expensive to the degree of need they are facing.
NEED-PAYOFF
Need-Payoff refers to asking questions that get the customer to state what your solution could do for their business. This way they can come to see how your solution could help them without you directly telling them features and coming at them in a salesy manner.
I found this method to be very interesting and helpful. It is a good model and can help to remind salespeople that it is crucial that the customer do most of the talking. It helps you to keep the spotlight on the customer as they are the one you are looking to help. To me, it just seemed like a good model to frame your question asking with.
To read more about it, click here.
BoweryJE22