Types of Sales

Selling – The Traditional Way

The SPIN Effect-An Overview

Preliminaries-Importance and Effectiveness

Investigating Stage-Here’s where it starts to SPIN(the most important stage)

Giving Benefits-Not Product Features or Advantages

Evaluation of SPIN effectiveness and how to put it into practice

Large Sales•High Value in terms of money and size

•Involves multiple stakeholders/decision makers

•Long term applicability from the buyer’s point-of view

•Longer Span of Sales Cycle

•Ongoing Relationship with the Buyer

Small Sales•Low value-money & size

•Simple decision making process

•Short term application/intervention

•Short Span of Sales Cycle

•Limited Buyer-Seller interaction

Opening Call

Investigating Needs

Giving Benefits

Objection Handling

Closing Techniques

Perfect for a

Small Sale

Not Effective in Larger

Sales

Preliminaries InvestigatingDemonstrating

CapabilityObtaining

Commitment

Implementation of SPIN

Technique

Most Important Stage of the Call

Give an initial

context to the call

a) Who You Are

b) Your right to ask

questions

c) Why You are here

Dawdle

Talk about Buyer’s

personal interests

Make an opening

statement

Talk about Solutions

too soon

Dos Don’ts*

*Might work in Small Sales but is not effective in Large Sales

S Asking Situational Questions

P Asking Problem Question

I Asking Implication Questions

N Asking Need-Payoff Questions

Good Enough for

Small Sales

Highly

Required in

Large Sales

What is your

existing Sales

Structure?

What is your

current Sales

Training process?

How do you

do your

assessments?

•Finding Facts about Customer’s existing situation

Research shows Situation Questions:

•Are used more in calls that fail

•Are overused by inexperienced sellers

•About customer’s problems, difficulties or dissatisfactions

Research Shows Problem Questions

•Are used more in calls which succeed..particularly if it’s a

small sale

•Are asked more by experienced salespeople

Do you have

assessment

problems?

Are you satisfied

with your current

Sales Training

process?

Is there a product

knowledge gap?

How does lack of

visibility effect your

decision making

process?

•About effects, consequences or implications of the customer’s

problems

Research Shows Implication Questions:

•Are strongly linked to success in Larger Sales

•Build up customer’s perception of value

•Are harder to ask than situation or problem question

What effect does

that have in terms

of Product

knowledge?

Does that mean

increased training

costs for you?

Brings out

the

Explicit

Need of

Customer

What benefits do

you see in having

an assessment

system in place?

•About the value and usefulness of a proposed solution

Research Shows Implication Questions:

•Are strongly linked to success in Larger Sales

•Increase the acceptability of the solution

•Are particularly effective with influencers who will present

your case to the decision maker

How do you think a

Learning platform

will help?

Why is so

important for you

to get the them

engaged?

Situation

Questions

The Seller Uses

To establish

context

Problem

QuestionsLeading to

So that the

buyer reveals

Implied Needs

Implication

Questions

Which are

developed by

…which make the buyer

feel the problem more

clearly and acutely

Need-Payoff

questionsExplicit Needs

Benefits

Which are strongly related

to sales success

Behavior Definition Impact

on

Small Sales Large Sales

Features Describe facts ,data &

product characteristics

Slightly

Positive

Neutral or

slightly

negative

Advantages Show how

products,services,or

their features can be

used or can help the

customer

Positive Slightly

positive

Benefits Show how products or

services meet Explicit

Needs expressed by the

customer

Very

Positive

Very

positive

Seller Behavior Most Probable Customer

Response

Features Price Concerns

Advantages Objections

Benefits Support or Approval

Pick just one

behavior to

work on

Choose safe

calls for

practicing new

behavior

Concentrate on

using a lot of the

behavior rather

than using it well

Try it at least 3

times before

judging whether

it works

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