The Ultimate Guide to Understanding & Implementing SPIN Selling

SPIN Selling is based around four main areas that involve questions to funnel down information that is received from the target. This method was created by Neil Rackham in the 1970’s when he was determining what would set apart one salesperson from another. He coined the term SPIN Selling, which utilizes open-ended questions that help the target come to conclusions on their own, without having the seller being overbearing or assuming the current circumstance of the company.  The idea is to make the target feel comfortable to share information, which then allows the salesperson to ease into more in-depth questioning. SPIN questions are formulated to ensure that the prospect does most of the talking. At MarketReach, we refer to these as Needs Analysis Set-up, Needs Analysis, Features & Benefits against challenges the prospect is facing. Let’s explore the SPIN Selling method.

S- Situation

• The beginning of the questions where the salesperson starts out vague and broad, while still collecting valuable information regarding the company’s current situation.
• Salespeople should do less of the talking, so engage the prospect by asking open-ended questions when appropriate.
• Questions asked in this stage are in reference to the current methods or tools being used. Think “fact finding”.

P- Problem

• Identifying what is making the company’s situation unsatisfactory.
• What are the general difficulties that the firm is facing with the current methods/ tools? What improvements would the prospect make to the situation if they had a magic wand…

I-Implication

• In this stage the seller will start to help the target begin to connect the dots of how the problems can cause further consequences for the firm down the line. Seller will ask questions that will target specific problems and lead the target in the right direction.
• Example: How does the unreliable network connection effect the productivity of your employees?

N- Needs

• The seller will help the target determine how to tackle their problems from the results of the implication questions.
• Salesperson is not telling the target how the product will solve their problems, instead they are asking how it would help to have the benefit that can be offered from the product.
• Example: How would it help your company having a reliable network that will not disconnect when the weather is bad?
• Salesperson wants the target to feel as though they are in control and that they are the ones leading the conversation to the solutions.

*It is important to note that the salesperson will not always be able to go through the whole SPIN process therefore, the salesperson must be flexible and can adapt.*

After the SPIN method has been applied the salesperson will cater specific product or service attributes to the target’s needs. During the presentation phase of the meeting, the seller will conduct several response checks (asking the prospect if they see how this can help their problem, ask the prospect if he or she is understanding the specific product attributes). If the prospect is not responding, allow them to ask the seller questions which can clarify any confusion. Allowing the target to ask questions can also help the seller diffuse any objections. Once this part of the process has been completed, schedule a follow-up meeting to address how the product will work for the prospect’s company and include the logistics in a proposal.

Why does the SPIN Method work?

• The target is eased into the process and does not feel pressured to answer “invasive” questions The SPIN Method’s funnel configuration helps the target better understand their own situation without feeling overwhelmed, especially if they are struggling to pinpoint the problems.
• The seller receives a better understanding of the company’s current situation, ultimately leading to a tailored sales pitch that matches the prospect’s needs with the product’s benefits.
• The seller is not wasting their time or the target’s time trying to present features of the product that target does not need or care about, causing the target to lose interest and become agitated.
• This tactic helps the target feel like he or she and the seller collaborated, which enables trust and makes them more willing to listen to the solutions.

As exemplified by the SPIN Method, in order to make a successful sale, the salesperson must be dedicated to making the customer feel understood. According to Hubspot, only 13% of customers feel as though the salesperson they are communicating with is fully comprehending their needs. At MarketReach, our sales professionals pride themselves on their strong active listening skills and dedication to deciphering the needs of the buyer. The sales team at MarketReach never pushes a buyer into a specific bucket, rather they take a consultative approach to find the best solution for each unique circumstance. As noted by Brevet, only 3% of buyers trust sales representatives. It is a mission at MarketReach to lower this statistic to make the sales and buying process more enjoyable for both parties involved.

 Neil Rackham’s SPIN Selling book can be purchased here!

Written By Kristen Koederitz