How Spin Selling Works
It is worth noting that most of the purchases people make are usually to solve a particular problem they have. If you have the solution a customer is looking for, it seems selling would be easy, but that is never the case. The simplicity of this concept hides the fact that no customers will ever present themselves in the same way. The challenge, therefore, lies in understanding each customer you encounter.
Spin selling is how you make your approach. It is a sales process that was made in 1988 to aid salespeople in anticipating and managing tough sales situations. Its aim is to make closing a sale easier by understanding the client well enough to connect with them. You get to as them certain questions to ease them towards the sale. Spin happens to stand for Situation, Problem, Implication, and Need-Payoff.
Situation questions shall help you find out more about the buyer’s present circumstances. Situation questions shall help you know what the buyer is facing. This also serves as a reference point for any other conversations. You need to go for questions that tell you more about what their needs are, their expectations, problem areas, and budget. You will find this to reveal so much in the end.
Problem questions are there to let the client know how your products shall address their problems. There is a need to anticipate problems the client still has no clue exist. You are trying at this point to infuse a sense of urgency. Problem questions help them see that sense of urgency in themselves, and also to confirm it for you.
Implication questions are there to paint a graphic picture of what it means to continue leaving with those issues unattended to. You shall manage to create a sense of urgency when they get to see the scenarios their problem and their effects bring to their lives. You can even work with tools such as flowcharts to demonstrate your point effectively. They should be left with an image of how bad things could get in the current direction, and how good they shall have it once they take up the solution you bring to the table.
You can then apply the need-payoff questions stage only if you have done the previous ones well. They should have a clear picture of how well the solution shall work in their favor. In this need-payoff section, it is important that you do not tell the client how this works out well for them, but rather the client should see how this works out well for them. You will see better results if it goes down that way.
In this process, you will see that never should the conversation be one-sided. Let the client talk more, and listen keenly. When you talk more than the client; you end up annoying them.