How Spin Selling Works
It is worth noting that most of the purchases people make are usually to solve a particular problem they have. This may sound like all you have to do is show the client the solution, but it rarely works that way. The simplicity of this concept hides the fact that no customers will ever present themselves in the same way. Your work lies in understanding a customer well enough to present the solution in a fitting manner.
Spin selling offers a solution to this challenge. This is a sales process discovered in 1988 that was meant to help salespeople to anticipate and handle difficult sales conditions. Its aim is to make closing a sale easier by understanding the client well enough to connect with them. There shall be questions designed to make it easier for you to close the sale. Spin is an acronym for Situation, Problem, Implication, and Need-Payoff.
Situation questions shall help you find out more about the buyer’s present circumstances. This is how you get to the bottom of their issues. This shall guide what you will talk about going forth. You get to ask exploratory questions such as what their needs are, their expectations, problem areas, and budget. You should end up with a better understanding.
Problem questions are there to let the client know how your products shall address their problems. You need to see problems even the client is yet to. 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. There are even tools such as flowcharts that shall bring your point home much better. 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. This is how it shall make the most sense.
You should never at any stage be the one talking the most. Let the client talk more, and listen keenly. Talking more than the client only manages to put them off.