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Welcome to the Smart Sales Pro Podcast. My name is Michael Mason and Im so excited for todays episode. Todays topic is SPIN Selling.
Neil Rackham an author, consultant and academic who’s writing focuses on “consultative selling,” pioneered the method as well as wrote the book titled SPIN Selling back in 1988.
Rackham has been a consultant to executives and board members at more than 40 of the U.S. Fortune 500 companies, including IBM, Xerox, AT&T, Citicorp, GE, Microsoft, Oracle and I look forward to having him as a guest on the show in the near future.
Rackhams researchers studied 35,000 sales calls in over 20 countries, spanning 12 years and found that the most successful sellers are seen by their customers as consultants or problem solvers who are working in the customers’ best interest.
SPIN Selling proposes there are four types of questions. SPIN stands for :
Situation Questions deal with the facts about the buyers existing situation.
Problem Questions ask about the buyer’s pain and focus the buyer on this pain while clarifying the problem, before asking implication questions. . These give Implied Needs.
Implication Questions discuss the effects of the problem, before talking about solutions, and develop the seriousness of the problem to increase the buyer’s motivation to change.
Need-Payoff Questions get the buyer to tell you about their Explicit Needs and the benefits your solutions offers, rather than forcing you to explain the benefits to the buyer.
Check out the podcast episode to learn more…….
For questions or to request a sales topic I can be reached at Michael@smartsalespro.net as well as on twitter and Facebook at smartsalespro.