Notes:
Book: SPIN Selling by Neil Rackham
All the SPIN questions should be in the A2 in appropriate below 4 stages.
The four stages of a sales call
1 Preliminaries-> 2 Investigating (SPIN questions used in this stage) -> 3 Demonstrating capability-> 4 Obtaining Commitment
1 Preliminaries: These are the warming-up events that occur before the serious selling begins. Introduce yourself. Some sellers say this is very important as the customer forms crucial initial impressions that will influence the rest of the sale.
2 Investigating : You may be uncovering needs or getting a better understanding of your customers and their organisation. We use SPIN questions to do the investigating stage.
3 Demonstrating Capability: you are demonstrating the customer that you have something worthwhile to offer. You have to show the customer that you have a solution to customer’s problem. There are some effective ways to demonstrate the capability in the major sales.
4: Obtaining commitment: Finally a successful sales call will end with some sort of commitment from the customer. In smaller sales the commitment is usually in the form of a purchase but in larger sales there may be a whole range of other commitments you have to obtain before you reach the order stage like customer’s agreement to attend the product demonstration or to test a new material or give you access to higher level of decision maker. In larger sales each of these sales calls advances. In larger sales classic closing techniques taught in most sales-training programs are ineffective.
In larger business, talking about benefits will be important as customer wants to see any $ value coming from the investment. Why I am getting excited about this feature? (That is the benefit). In the assignment you don’t talk about features. You can talk about how these features can help them to do their work more easily, how easily it can help them to achieve the business goals and their KPIs. That is the benefits.
Examples for feature: This Laptop has a core i7 processor.-this does not mean anything to the customer.
What seller should say (Benefits): With the i7 processor you get from this laptop, you will be able to toggle between apps/ multiple screens. Boot up process is faster. This model can handle more apps than i3 processor which came with the earlier models.
E:G 2
Seller (features): this car has ASB breaks.
Benefits: This car has ASB break system which can keep your family safe.
Seller (feature): This pen has a replaceable ink cartridge feature.
Seller (Benefits) This pen has a replaceable ink cartridge feature, which never will require you to buy a new pen. You always can refill the cartridge.
Assignment must show that the seller has engaged with all the company stakeholders.
Has the seller fulfilled everyone’s needs?
This assignment needs to put more effort on investigation process. Seller has to do with the help with the customer so the customer understands the honest process seller is using to identify the company issue.
Need Pay-Off Question: If we fix that problem what that means to your business? How can that will be helpful to your business. Once they tell us the benefits from their voice, we put them in our business proposal to them. They feel we been interacted with them all along. Without getting the answer from them by asking “Need Pay-Off Question” , if we say to them that it will cost us $xxxxxx amount to fix your problem, customer would say “he is not interested to go ahead”. A2 should show how does my solution can fix this problem. That is the demonstrated applied knowledge. Ask implication questions from the customer so the seller knows the implications of their problems.
If these implications been fixed what does that means to your business? Capture all these and put in the business proposal. Proposal has to be clean, easy for the buyer to make a decision. No PowerPoint presentation. Do not let the customer think how this proposal going to fix their solution, then it is not a good proposal. This is not an academic proposal. Think as a business proposal, customer should be able to understand the proposal easily without having to figure it out by themselves. Give the compelling reason to buy your solution, not other companies solution.
Good sales people are challengers who come back to the customers with lots of details what customer needs to hear. Always buyers should feel like they have controlled the situation, not you controlled. Seller has only guided buyer’s vision, and guided the conversation. Customer should feel like your business proposal came up with their own ideas, and then they are happy to buy it.
Good sales people (Challengers) take the customer on a journey. Not straight away jump and say it will cost $xxxxxx amount. I can fix your problem.
Challengers align themselves with the buyer.
Plan the sales cycle methodologically.
Challengers take the customer out of implied need to explicit need.
Implies need means customer just says negative statement which is not enough to do a sale. E:G “ We wish we did not have to wash dirty cups in the canteen very often”.
Explicit need is making customer buy a product. So need to turn the implied need to an explicit need, like how much time you think you can save if there is another dishwasher. So the Seller’s target has to turn the implied need to an explicit need.
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