Post on 22-Jan-2018
transcript
i SPIN Questions
Situation1
Problem2
Implication3
Needs-payoff4
Ch. 7 - Probing:
Identifying Beliefs,
Goals & Needs
Learning Objectives
• Understand five specific types of customer information needed to work effectively with customers.
• Develop and use a progression of questions that will help you communicate with and understand your prospect or customer.
i
Situation• Gather facts
• Develop understanding
of the context of the
sale and collect
background
information
• The more Situation
Questions asked in a
sales call the less likely
it was to succeed
1
#
1Situation
• What equipment
are you using
now?
• How long have
you had it?
• Is it purchased or
leased?
• How many people
use it?
Examples of
Situation Questions
Rackman, Neil, SPIN selling
• Investigate customer
problems, difficulties,
dissatisfactions, &
concerns
• Responses direct you
to prospect’s needs
• Work backwards from
problems your products
solve for prospect to
generate questions
• Uncover several
problems before asking
implication questions
Problem2
#
1Situation
#
2Problem
• Are you satisfied
with your present
equipment?
• What are the
disadvantages of
the way you’re
doing it now?
• How difficult is it
to process
orders with your
present system?
• What reliability
problems does
your equipment
have now?
• What equipment
are you using
now?
• How long have
you had it?
• Is it purchased or
leased?
• How many people
use it?
Examples of
Problem Questions
#
Implication
• Link isolated problems
by examining their
effect on customer
business &
organization
• Implication questions
break down the
problems & identify
consequences of
those problems
• Most powerful sales
questions
3
#
1Situation
#
2Problem
#
2Implication
• Does your
overtime expense
increase when
your equipment
goes down?
• Are you
experiencing high
training costs
because of the
difficulty that your
employees are
having in
operating your
equipment??
• Are you satisfied
with your present
equipment?
• What are the
disadvantages of
the way you’re
doing it now?
• How difficult is it
to process
orders with your
present system?
• What reliability
problems does
your equipment
have now?
• What equipment
are you using
now?
• How long have
you had it?
• Is it purchased or
leased?
• How many people
use it?
Examples of
Implication Questions
#
Need-payoff
• Help customers see value and benefits of the solution for the need
4
#
1Situation
#
2Problem
#
2Implication
#
2 Need-payoff
• How do you feel
a faster
machine will
help you?
• You said a new
machine would
be really useful.
Useful in
reducing your
• training costs,
or is there
something
else?
• Does your
overtime expense
increase when
your equipment
goes down?
• Are you
experiencing high
training costs
because of the
difficulty that your
employees are
having in
operating your
equipment??
• Are you satisfied
with your present
equipment?
• What are the
disadvantages of
the way you’re
doing it now?
• How difficult is it
to process
orders with your
present system?
• What reliability
problems does
your equipment
have now?
• What equipment
are you using
now?
• How long have
you had it?
• Is it purchased or
leased?
• How many people
use it?
Examples of
Need-Payoff Questions
SPIN Questioning Example
• Scenario: ________________________
One-Minute Paper
• In concise, well-planned sentences, please answer the questions below. Place your paper at the back of the room
1. What are the two most useful things you have learned during this session?
2. What question remains uppermost in your mind?
3. Is there anything you did not understand?
Shiffman’s Habits #11 & 12
• Habit #11 – Pretend You’re a Consultant (Because You Are)
• Habit #12 – Ask for the next appointment while you’re on the first visit
Critiquing Sales Call Plans
Instructions
• In this sales call, You will watch how the salesperson’s use of the SPIN QUESTIONING technique. Use the Think-Share-Pair strategy to discuss these questions:
• Did you see a natural conversation rather than a Q&A session?
• How well did the salesperson use the SPIN strategy to learn about the prospect’s problem?
• What were the consequences of the problems that the salesperson uncovered?
• How well did the salesperson help the prospect identify the benefits of using the new product?
• With your partner, identify one well asked question. With your partner, identify one poorly asked question. Re-word the poorly written question to be better. Be prepared to share your edits.
Mock Sales Call Video (start at 1:45)
• You can access this video on Canvas’s Chapter 7 module.