In business, you need to generate leads and make sales. That’s a given. The problem is that shrewd buyers often know what to expect from you and have an inbuilt resistance, especially when you meet them face-to-face. However, SPIN can help you break this resistance down.
What Does SPIN mean?
SPIN stands for the following: Situation, Problem, Implication, and Need. Each of these words represents specific issues. You aim to consider and ask these questions in sequence, i.e., SPIN.
Your first question is to yourself: What is a buyer’s situation? To answer this, you must find out as much as you can about your potential buyer’s position. Use the internet to research his or her company and background. Once you’ve finished, don’t worry if you need further information. Ask for this when you meet the buyer. Be careful, though, how you frame your questions. Show that you already know a certain amount, but just want to confirm that your product or service will match the buyer’s needs.
Your next set of questions must coax the buyer to discuss the problem that your product or service addresses. Don’t start by explaining the issue from your perspective. Ask the buyer to describe the problem on his or her terms. Then suggest that your product or service can help.
Once the buyer’s problem is apparent, you should sympathize and ask questions that tease out any associated matters or implications.
Imagine that you’re trying to sell a new piece of software to a company’s manager. The problem that has become clear in this instance is that the manager needs to keep up with competitors regarding technology. In response, you start asking questions about the manager’s need for software updates and future software solutions. You also ask why such issues matter to this particular company.
In this example, you ask questions to draw out the implications of the problem. In turn, the manager’s attitude changes. He or she doesn’t just regard you as someone trying to sell a piece of software; you become part of a conversation about the implications of an urgent problem.
This conversational approach is critical. It’s tempting to think that once you’ve reached such a point, the time has arrived to state that your product or service meets the buyer’s need. Instead, hang back. Ensure that the conversation continues until it reaches a natural end. By adopting this approach, you guide a buyer in such a way that he or she begins to place a higher value on your product or service. Ideally, you want the buyer to say to you: Right, let’s see what you can do for me. Then, you make your offer.
The SPIN technique can produce results but may require practice. Not everyone finds it easy at first to ask questions, listen carefully, and direct a discussion with further questions. But the effort to do so can give your business the sales and growth that you seek.