SPIN-sale - a system developed by a British psychologist researchers in marketing - Neil Rackham.At the heart of it, as explained in the book «SPIN Selling», published in 1978, is well-defined sequence of the four types of questions that allows sales professionals to understand the client.The analytical approach is to hold consultations that would lead logically from the study of the needs of customers to develop solutions.Using the procedure Rackham, disclose 'potential needs "and develop them in a" clear need "that the seller is able to solve.Despite the fact that the graphics in the book "SPIN-sale" is somewhat outdated, its content is still relevant.Today, the material is useful for almost any specialist Sales of goods and services.
Four types of questions
Case.Every good salesman starts to sell that asks questions to help understand the current situation of the client and focus on the disclosure of certain problems.But this should not be abused, as it is sometimes made by inexperienced salespeople.It can "scare" of the client.Do not ask questions, to disclose information which is readily available before negotiations began.
Problem.They are designed to identify the client's problem, such questions often asked by experienced sellers.The reason is obvious.Beginners usually hope to cope by means of situational questions, and the client's problems are seen as threatening.An experienced dealer understands that complexity can be useful for him.
recovered.These are questions about the effects or consequences of the values of customer problems.They are closely related to sales success, but more difficult than the situational and problem.Seller delves into all the potential difficulties that may arise, if not promptly take steps to correct the problem.
guides.They can be particularly helpful when negotiations are being held with the main parties.Questions focus attention on solving the customer, not the problem.
Sales method SPIN, as a rule, are a major sales that require multiple meetings and discussions before any contracts are signed and the goods or services exchanged.Although the method can be used to lower sales volume, where the whole cycle tends to be much quicker.But even before the sales outsourcing vendors have to plan in advance what they expect from the meeting with the client.
There are interesting discussions of general knowledge concerning the "overcoming objections."When the book "SPIN-sale" was written, there were already a lot of common methodologies sales training focused on how to "overcome objections".After analyzing more than 35,000 sales outsourcing, Rackham and his team of 30 researchers who were able to put to rest some of the myths and to develop measures that would lead to a successful transaction.Rackham claims based on experience and research, that most of the objections happens when the sales process is focused heavily on the features and benefits of the product / service.Conversely, they are less than when the seller is looking for a professional communication products / services with clear demands, describing the advantages from this point of view.The transaction is successful, the client sees the benefits for themselves.
Equipment sales SPIN many companies in 1980 changed dramatically.Although, of course, today some critics agree that one of the first models of the consultative sales somewhat outdated.Indeed, it is ideal for identifying the needs of the client, but not specific enough in order to gain a competitive advantage.The reason is that the modern world, though, and does not ignore the needs, but generally do not live in a society oriented to them.
But in any case, the book "SPIN-selling" is the best-selling books of business.
