find out how to apply this sales methodology to your business – WAU
Small business owners tend to be versatile, that is, they do a little bit of everything: administration, customer service, marketing, sales, etc. For this reason, the results must be certain and, for that to happen, it is necessary to take the right actions. When we talk about sales, we refer to Spin Selling. Have you ever missed the opportunity of a […]
Small business owners tend to be versatile, that is, they do a little bit of everything: administration, customer service, marketing, sales, etc.
For this reason, the results must be certain and, for that to happen, it is necessary to take the right actions. When we talk about sales, we mean the Spin Selling.
Have you ever missed a business opportunity because the customer doesn’t seem to understand your offer or simply because he said he would think?
Believe me, this is more common than you think and, to help you not go through it and have great business results, we invite you to read this article until the end!
What is Spin Selling?
Spin Selling is a methodology that guides which questions should be asked during the business process to Increase the sales.
Spin stands for Situation, Problem, Implication and Need-Payoff (Situation, Problem, Implication and Need for Payment) and their respective meanings are:
- Situation: here you must understand who your customer is, the reasons that lead you to buy your product or service.
- Problem: At this stage, the customer discovers that he has a problem that ends up leading him to seek his solution.
- Implication: here it is necessary to clarify how your product can help the customer to solve the problem he has.
- Payment needs: finally, you need to show the reason why your product is able to solve the problem that the customer has.
As you can see, it’s a process similar to the sales funnel applied to Digital Marketing, because the journey begins at the top of the funnel, when the customer realizes he has a problem, passes through the middle of the funnel, when the customer seeks solutions, and ends at the end of the funnel when he finally finds the answer that will definitely solve his problem.
So asking the right questions in a business approach is very important for customers to realize that they have a problem and that you can help them find a solution. Now let’s look at some sample questions for each stage.
The first questions are aimed at learning about the prospect and discovering the problems they are experiencing.
Generally, situation questions are asked during the early stages of the business process. Here are the examples:
- What is your goal?
- What are you currently doing to achieve this goal?
- Why have you been doing this?
- How much do you invest in these actions?
The next set of questions focuses on the problems that customers have that you can solve.
Asking the right questions, even the most difficult ones, can allow the prospect to discover problems they didn’t know they had. Bringing up the pain point will lead you to look for a solution that you will eventually provide. Let’s look at the sample questions:
- How successful are you today considering your goal?
- What happens if the actions you take today to reach the goal fail?
- Are you happy with your current conversion rates?
After identifying the problems your prospect is experiencing, make sure that he understands the negative consequences that this problem can have if it is not resolved.
By using questions about implication, you can add weight to the seriousness of the problem and eventually raise the question that the needs outweigh the cost of hiring your solution.
Now let’s look at some examples of implication questions:
- How does this problem impact your goals and objectives today?
- What happens if this problem disrupts any step in the company’s business process?
- Has this problem brought even more difficulties to your company?
- How much money have you lost or failed to earn because of this problem?
Questions of need
That last line of questions will help bring the benefits of your product as a solution to your prospect’s problems.
Use the questions of need to put your product in a favorable light, which will help to eliminate any negative opinion that the prospect may have. Below are some sample questions:
- How do you see our product helping you?
- Do you think this solution is what you need now?
- Would this help you and the company to achieve your goals?
What are the advantages of Spin Selling?
What makes this business model successful is the fact that you can sell to your audience without making use of those traditional selling approaches.
After all, at Spin Selling, your future customer will interact with you, because the questions you ask are open, which will encourage you to give more in-depth answers by which it is possible to identify countless details that previously hindered closing the sale so much .
These are the main benefits you can have by asking the right questions of the Spin Selling method:
- create greater proximity between you and the customer;
- understand what are the objections and conditions of the client that can prevent the contracting of your solution;
- understand that the client will hire someone who will only be you if it is clear how your solution will solve their problem;
- identify possible problems during business meetings that may prevent hiring or bring other problems (such as churn) after hiring;
- and most importantly: by using Spin Selling, you become a consultant, so that sales opportunities only increase, because, by knowing more about the client, the chances of closing are greater.
How does Spin Selling work?
Now that you know what Spin Selling is and the advantages it brings, let’s see how it works within the four stages.
How situation questions work
When asking these questions, you set the pace of the conversation and the customer will follow you.
This is very important, as it will lead the customer to the final questions that are aimed at convincing him that his solution is the most appropriate for him.
How problem questions work
Many of us have pain points that subconsciously bother us, or we know only part of this problem, but we cannot see all aspects.
Therefore, asking questions helps the customer to identify them on their own. But to do that, he needs to trust you.
After all, at first, you are a stranger to your possible new client and, instinctively, we don’t trust strangers, but we trust ourselves.
So, instead of trying to convince them, the questions of the Spin Selling problem make themselves convinced that change is necessary.
How implication questions work
You need to be attentive when asking these questions, as they are not just part of a script, they should give you insights to strengthen your business proposal.
For example, when you ask how the customer’s problem impacts their goals and objectives today, it can be raised in your proposal by showing how your product or service will solve it.
How need questions work
Here, you make the customer convinced to buy or convince his boss to make that decision. Before going into the details of your offer, learn about the obstacles that can prevent the sale from happening.
Once no objection or condition is in the way, you prevent the customer from saying the famous and so feared “I will think and, whatever, I tell you”.
Tips on how to apply Spin Selling
Finally, here are some tips on how to incorporate Spin Selling into your business approaches.
Make an offer that solves the customer’s problems
The customer only buys a company’s offer when he realizes that it will really solve his problems. And believe me: many businesses are lost precisely because the person in charge of the sale does not make this clear.
So, instead of saying how wonderful your product or service is, focus on understanding customer needs and explaining how you can meet them.
Present the commercial proposal
When the customer understands how your company can help him, it is time to assemble the commercial proposal. Many customers ask for the proposal to be sent by email, and that’s what many companies end up doing – but this is wrong.
When analyzing the proposal alone, the customer may have doubts and be more motivated to say “no”. However, if you submit the proposal, you can clear all doubts in real time and bring you closer to saying “yes”.
How to get around the objections?
“I’ll think and, whatever, I’ll tell you.”
As we mentioned, this is a well-known phrase, as it is often said by prospects when closing a deal.
Some consider sales to be difficult, that they are lost at that very moment and that there is nothing more that can be done to reverse the situation. But have: ask more questions.
“Understand. But what exactly are you going to think about? ”
There are four sales objections:
- value: the price of the product does not fit the customer’s budget;
- authority: the client needs to consult the decision maker;
- urgency: the customer has no priority in hiring your offer now;
- credibility: the customer does not believe in your solution.
To break them, you must use the customer’s words preceded by the expression “you told me”. For example:
“Do you need to think about whether the price fits the budget? But you said yes. ”
“Do you need to speak to your superior first? But you told me that the decision maker is you. ”
“Don’t you know if you need this now? But you told me it is a priority. ”
“Do you need to analyze whether this is the best solution? But you said yes. ”
Using these Spin Selling techniques, you will be able to get around all commercial objections!
Did you like to know this methodology, but still want to know even more about how to boost your sales? Then also check out our complete material on High Performance Marketing and Sales.