Presentation paper

Developing the need

Revised Feb. 2018

SPIN Questioning

1. The SPIN Approach

2. Change – it happens

3. Need?

4. Simplification

5. Question Types

6. Planning

7. Using SPIN

The needs of complex sales

Take longer to develop

Involve many others

Expressed rationally but decided emotionally

Must absolutely meet their needs

Change happens 1. It’s almost perfect.

2. I’m a little unhappy.

3. I’ve got a problem.

4. There must be a better way!

Now you have intent! ACTION!

A need is a dream denied.

SPIN Needs 1. Implied needs

“Our machines need continuous service.”

2. Explicit needs

“We need to buy new machinery.”many implied needs ≠ a sale

Value Equation The severity of the problem must be heavier than the cost of the solution.

The problem has got to be

heavy!

Our job is to help customers become aware of their problem.

SPIN 1. Situation Questions

Just facts

2. Problem Questions

Explore difficulties

3. Implication Questions Explore consequences

4. Need-payoff Questions

Tell the benefits of your solution

Plan ahead

You’re a problem solver.

Write down your questions ahead of time.

What related difficulties could these problem cause your customer?

Write all this down!

Situation Questions

Help establish the context.

Only benefit you, not the buyer.

Boring to the buyer.

Won’t help you sell.

Ask very few of them.

Examples of Situation Questions

What are you using now?

How long have you had it?

Is it purchased or leased?

How many people use it?

Problem Questions

Speak to the concerns of managers.

Explore difficulties.

Think of this as the GAP.

Uncovers implied needs.

Best for small sales.

Examples of Problem Questions

How satisfied are you with it?

What’s wrong with the way

you’re using it?

How difficult is it to use?

What kind of reliability does it

have?

Implication Questions

Speak to the concerns of executives/owners.

Think of it as the CONSEQUENCE.

Make customers uncomfortable.

Can make buyers negative or depressed.

Question has two parts • If • Then

Implication Questions If you continue using light-duty machines,

then how will it affect your repair costs?

If you continue to overload the

employees, how will it affect product

quality and returns?

If you continue using the small building,

how will you be able to expand?

Need-Payoff Questions

The question that requires the client to believe in you without reservation.

Think of it as the DREAM.

Focuses the customer’s attention on the solution.

Benefits of Need-Payoff Questions

Get’s the customer talking about the solution.

Focuses his attention. Enables him to sell others.

Customers find it positive and constructive.

Need-Payoff questions have two parts.

Part 1 You ask them.

Would a faster machine increase productivity?

Part 2 They tell you about the solution!

Why would our solution be useful to you?

Are there any other ways we could help you?

Need Pay-off Questions You need to get the customer to explain which elements of their problem your solution can solve.

Reduces objections at closing.

Value of Need-Payoff Questions

Customers begin to attribute solution to themselves.

They begins to sell internally.

You leave them happy and positive.

Asking Need-Payoff Questions

Don’t ask them early in the call. It makes customers defensive.

Don’t ask them if • you have no answer. • you can’t meet their need.