3 spin model
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SPIN Model
by
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Multiple-Question Approach (SPIN)212
In many selling situations, it is wise to use
questions to determine the prospects needs.
A series of questions is an effective sales interview
opener. Multiple questions force the prospect to
immediately participate in the sales interview and
quickly develop two-way communication.
Carefully listening to the prospects needs aids indetermining what features, advantages, and
benefitsto use in the sales presentation.
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Multiple-Question Approach (SPIN)213
A relatively new method of using multiple
questions is the multiple-question approach
(SPIN), which involves using a series of four types
of questions in a specific sequence.
SPIN stands for
S ituation,
P roblem,
I mplication
N eed-payoff questions.
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Multiple-Question Approach (SPIN)214
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Multiple-Question Approach (SPIN)215
Since SPIN requires questions asked in their
proper sequence, its parts are carefully described
in the following four steps.
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Situation questions216
Step 1
S ituation questions. Ask about the prospects
general situation as it relates to your product.
Examples
Real estate salesperson to prospect: How many people do
you have in your family?Appliance salesperson selling a microwave oven to
prospect: Do you like to cook? Do you and your family
eat out much?
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Situation questions217
As the name of this question implies, the salesperson
first asks a situation question that helps provide a
general understanding of the buyers needs.
Situation questioning allows the salesperson to movesmoothly into questions on specific problem areas.
Also, beginning an approach using specific questions
may make the prospect uncomfortable and unwillingto talk to you about problemsthe prospect may
even deny them.
These are warm-up questions that enable you to gain
a better understanding ofthe prospects business.
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Problem questions218
Step 2
Ask about specific problems, dissatisfactions, or
difficulties the prospect perceives relative to
your situation question.
Examples
Real estate salesperson to prospect: Has your family
grown so that you need more space?Appliance salesperson selling microwave oven to
prospect: Are you happy with your present oven?
Are there times when you must quickly prepare
meals?
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Problem questions219
Problem questions are asked early in the
presentation to bring out the needs or problems
of the prospect.
Salesperson goal is to have the prospect admit,Yes, I do have a problem.
To maximize chances of making the sale,
determine which of the prospects needs orproblems are important (explicit needs) and
which are unimportant.
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Problem questions2110
In this step, the prospect recognizes an important
or explicit need or problem, along with a desire
to fulfill the need or solve the problem.
Problem questions are useful in developingexplicit needs.
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Problem questions2111
If the prospect states a specific need after your
situation or problem questions, do not move
directly into your sales presentation.
Continue with the next two steps to increase yourchances of making the sale.
A prospect may sometimes not appreciate all the
ramifications of a problem.
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Implication questions2112
Step 3
Ask about the implications of the prospects
problems or how a problem affects various
related operational aspects of a home, life, orbusiness.
Examples
Real estate salesperson to prospect: So withthe new baby and your needing a room as an
office in your home, what problems does your
current residence create for you?
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Implication questions2113
Examples
Appliance salesperson to prospect: With both
of you working, does your present kitchen oven
mean . . . inconvenience for you? . . . that youhave to eat out more than you want to? . . . that
you have to eat junk foods instead of well
balanced meals?
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Implication questions2114
Implication questions seek to help the prospect
realize the true dimensions of a problem.
The phrasing of the question is important in
getting the prospect to discuss problems or areasfor improvement, and it fixes them in the
prospects mind.
In this situation, the prospect is motivated tofulfill this need or solve this problem.
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Need-payoff question2115
Step 4
Ask if the prospect has an important, explicit
need.
Examples
Real estate salesperson to prospect: If I could show
you how to cover your space problems at the same
cost per square foot, would you be interested?Appliance salesperson to prospect: Do you need a
convenient way to prepare well-balanced, nutritious
meals at home?
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Need-payoff question2116
Phrasing the need-payoff question is the same as
opening with a benefit statement.
However, in using the SPIN approach, the
prospect defines the need.
If the prospect responds positively to the need-
payoff questions, you know this is an important
(explicit) need.You may have to repeat the P-I-N questions to
fully develop all ofthe prospects important
needs.
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Product Not Mentioned in SPIN Approach
2117
As seen from SPIN examples, the product is not
mentioned in the approach.
This allows salesperson to develop the prospects
need without revealing exactly what you are
selling.
When a salesperson first walks into the buyers
office and says, I want to talk about Product X,the chances of a negative response greatly
increase because the buyer does not perceive a
need for the product.
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Product Not Mentioned in SPIN Approach
2118
SPIN questions allow you to better determine the
buyers needs before starting the presentation.