How to use SPIN to make sales meetings more impactful

2.  Types of Sales
 Selling – The Traditional Way
 The SPIN Effect-An Overview
 Preliminaries-Importance and Effectiveness
 Investigating Stage-Here’s where it starts to
SPIN(the most important stage)
 Giving Benefits-Not Product Features or
Advantages
 Evaluation of SPIN effectiveness and how to
put it into practice

3. Large Sales
•High Value in terms of money and size
•Involves multiple stakeholders/decision makers
•Long term applicability from the buyer’s point-of view
•Longer Span of Sales Cycle
•Ongoing Relationship with the Buyer
Small Sales
•Low value-money & size
•Simple decision making process
•Short term application/intervention
•Short Span of Sales Cycle
•Limited Buyer-Seller interaction

4.  Opening Call
 Investigating Needs
 Giving Benefits
 Objection Handling
 Closing Techniques
Perfect for a
Small Sale
Not Effective in Larger
Sales

5. Preliminaries Investigating
Demonstrating
Capability
Obtaining
Commitment
Implementation of SPIN
Technique
Most Important Stage of the Call

6.  Give an initial
context to the call
a) Who You Are
b) Your right to ask
questions
c) Why You are here
 Dawdle
 Talk about Buyer’s
personal interests
 Make an opening
statement
 Talk about Solutions
too soon
Dos Don’ts*
*Might work in Small Sales but is not effective in Large Sales

7. S Asking Situational Questions
P Asking Problem Question
I Asking Implication Questions
N Asking Need-Payoff Questions
Good Enough for
Small Sales
Highly
Required in
Large Sales

8. What is your
existing Sales
Structure?
What is your
current Sales
Training process?
How do you
do your
assessments?
•Finding Facts about Customer’s existing situation
Research shows Situation Questions:
•Are used more in calls that fail
•Are overused by inexperienced sellers

9. •About customer’s problems, difficulties or dissatisfactions
Research Shows Problem Questions
•Are used more in calls which succeed..particularly if it’s a
small sale
•Are asked more by experienced salespeople
Do you have
assessment
problems?
Are you satisfied
with your current
Sales Training
process?
Is there a product
knowledge gap?

10. How does lack of
visibility effect your
decision making
process?
•About effects, consequences or implications of the customer’s
problems
Research Shows Implication Questions:
•Are strongly linked to success in Larger Sales
•Build up customer’s perception of value
•Are harder to ask than situation or problem question
What effect does
that have in terms
of Product
knowledge?
Does that mean
increased training
costs for you?
Brings out
the
Explicit
Need of
Customer

11. What benefits do
you see in having
an assessment
system in place?
•About the value and usefulness of a proposed solution
Research Shows Implication Questions:
•Are strongly linked to success in Larger Sales
•Increase the acceptability of the solution
•Are particularly effective with influencers who will present
your case to the decision maker
How do you think a
Learning platform
will help?
Why is so
important for you
to get the them
engaged?

12. Situation
Questions
The Seller Uses
To establish
context
Problem
QuestionsLeading to
So that the
buyer reveals
Implied Needs
Implication
Questions
Which are
developed by
…which make the buyer
feel the problem more
clearly and acutely
Need-Payoff
questions
Explicit Needs
Benefits
Which are strongly related
to sales success

13. Behavior Definition Impact
on
Small Sales Large Sales
Features Describe facts ,data &
product characteristics
Slightly
Positive
Neutral or
slightly
negative
Advantages Show how
products,services,or
their features can be
used or can help the
customer
Positive Slightly
positive
Benefits Show how products or
services meet Explicit
Needs expressed by the
customer
Very
Positive
Very
positive

14. Seller Behavior Most Probable Customer
Response
Features Price Concerns
Advantages Objections
Benefits Support or Approval

15. Pick just one
behavior to
work on
Choose safe
calls for
practicing new
behavior
Concentrate on
using a lot of the
behavior rather
than using it well
Try it at least 3
times before
judging whether
it works

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