The 'SPIN Selling Fieldbook' by Nirbhik Jangid provides practical tools and techniques for applying the SPIN selling model in various sales contexts. This model emphasizes four types of questions: Situation, Problem, Implication, and Need-Payoff, to effectively understand and address customer needs. The book guides sellers through the stages of a sales call and strategies for obtaining commitment from buyers, highlighting the importance of effective questioning and demonstrating capability.

1. SPIN SELLING
Fieldbook
by : Nirbhik Jangid

2. About Author
Neil Rackham is a speaker
and writer
on sales and marketing. Three
of his books have been on
the New York Times best
seller list and his works have
been translated into over 50
languages.
He is an entrepreneur. He
owns Huthwaite International,
an international research and
consulting firm, and became
Chairman

3. Introduction
• The SPIN Selling Fieldbook shows you how to actually put into practice
the proven tools and techniques outlined in that cutting-edge guide.
• He shows you how to apply the tools and techniques to your own selling
situation, using practical, skill-building exercises incorporated into each
chapter. Addressing the sales of services as well as capital goods.
• Fieldbook provides you with a hands-on implementation guide for
applying SPIN in a wide range of businesses from localized companies to
large multinationals.

4. SPIN Selling Model
S - Situation Questions
Background creation
P - Problem Questions
About Difficulties / Dissatisfaction
I - Implied Needs
Problem that Product can solve
N - Need Pay off
Show how you can meet implied needs
SPIN
Situation
Problem
Implication
Need
Pay off

5. The 4 Stages of a Sales Call -
• The Investigating is the most important stage of a sales call – This is
where successful sellers invest most of their efforts
• A poor Investigating stage will greatly compromise the call’s
outcome
Opening Investigating
Demonstrating
Capability
Obtaining
Commitment

6. Opening
Investigating
• Getting Started
• Preliminaries
• Purpose of the call
• Positioning yourself to ask questions
• Permission to continue
• Asking Questions
• Effective deployment of the SPIN™ Model
• Understanding the buyer’s needs and concerns
• The development of Implied Needs to Explicit Needs

7. Demonstrating Capability
Obtaining Commitment
• Showing how can you help
• Presentation and/or Demonstration of the solution by describing Features,
Advantages and Benefits
• Main source of objections in complex sales
• Gaining agreement to the next step
• Obtaining Commitment requires 3 steps :
1. Check that key concerns are resolved
2. Summarize benefits
3. Propose a realistic commitment

8. Questions, Questions, All Kinds of Questions
Questions are the most effective form of verbal behaviour you can use to
persuade and that’s not just in selling.
• Closed Questions can be answered with a single word, often “yes” or
“no.”
• Open Questions require longer, more descriptive answers, often taking
the form of “Could you tell me something about?” or “Why is that
important to you?”
“Open Questions” are better for selling than “Closed Questions.”

9. The Objectives and Value of the SPIN
Questions Situation Questions:
• Collect facts and background data about the customer’s existing situation
that is relevant to your products and services.
• While these questions are easy to ask, they bring little value to the buyer
and can certainly aggravate him if too many of these questions are asked.
• A good knowledge of the customer’s industry and/or the information
provided by an internal or external contact can help planning the call in a
way to reduce the number of Situation Questions required.
• The most effective Situation Questions are targeted toward customer
problems.

10. Problems Questions:
• These questions probe for problems, difficulties or dissatisfactions. They
prompt the buyer to state needs to which we can provide solutions.
• These questions have a lot of value to the customer because of the latter's
interest to resolve its problems.
• It is essential to effectively plan these questions ahead of time, otherwise the
sales call will most likely remain in the Situation Questions stage.
• The best way to plan problems questions is to previously set a minimum of
three potential customer problems on a form and then planning examples of
questions that will be used to highlight these issues.

11. Implications Questions:
• Discover the implications of customer problems related to our
business solutions.
• These questions are very valuable because they develop the
Implied Need toward other potential problems.
• The Implications Questions are particularly efficient in a
complex sales approach.
• These questions, much more difficult to ask, requires careful
planning because of their importance in the development of
Implied Needs to Explicit Needs.

12. • Implications Questions must be planned by thinking of the
possible impacts associated to the customer’s potential problems.
• To begin your planning on the problems possible impacts, use the
following model:
• B.O.T.C.H.
B - Bottlenecks/ Backlogs
O - Other People Affected
T - Time Lost/ Wasted/ Needed
C - Costs Associated
H - Hassles
Implications Questions:

13. Need-Payoff Questions:
• Need-Payoff Questions are intended to develop the buyer’s
desire for a solution to their problems.
• When the Need-Payoff Questions are asked too early in the
sales call, the customer is naturally suspicious.
• Need-Payoff Questions, certainly the most difficult to ask
effectively, should start from the Implied Needs to develop
toward Explicit Needs.
• Effective Need-Payoff Questions will engage the buyer to
openly talk about the benefits of solving their problems.

14. Need-Payoff Questions:
•Only when the buyer recognizes the severity of the problems and the urgency
to find a solution to them, it makes sense to ask Need-Payoff Questions.
•It is easier to ask these questions by adopting the ICE method.
I.C.E
•Ask closed questions to IDENTIFY the Explicit Need
•Ask open and closed questions to CLARIFY the Explicit Needs and the expected
Benefits
•Ask open and closed questions to further EXPAND on the long-term Benefits of
a solution for the customer`s business environment

15. Demonstrating Capability
The 3 Ways to Demonstrate/Present a Solution
Features
•Demo/ Presentation of the features, price, accessories.
•Low impact in the customer’s buying experience
Advantages
•Demo / Presentation of the advantages linked to the features
•Sufficient impact in a simple/transactional sales call
Benefits
•Demo/ Presentation of the solution in response to the customer’s explicit needs
•High impact in the customer’s buying experience during complex/consultative sales call

16. Demonstrating Capability
Buyer’s reactions:
• Features
Objections related to the cost of the product/service.
• Advantages
Objections related to the value of the advantages mentioned.
• Benefits
Buyer’s agreement because it meets with his expectations.

17. Obtaining Commitment
The Call’s Outcomes in a Simple Sale:
2 Possible Outcomes
• Win the Sale
• Loose the Sale
*The objective is to win the sale.

18. Obtaining Commitment
The Call’s Outcomes in a Complex Sale:
2 other Outcomes:
• Advance - The buyer accepts to move to the next step
• Continuation - The discussion continues, but no action is agreed upon
*The objective is to obtain an Advance.

19. [Four Outcomes]
Order (Win) Order (Win)
Advances
No Sale (Loss) Continuation
No- Sale(Loss)
S
U
C
C
E
S
S
F
A
I
L
U
R
E
Simple Sales (Smaller) Complex Sales (Larger)
• Commitment to buy
• Agreement on an action
that moves that moves the
sale forward
• Discussion continues without
agreement on action
• Refusal to buy
Call Outcomes:

20. Obtaining Commitment

21. Thank You.

22. You would love this.
•
Profitability and Financial
Health of a Company
Next
Slide

23. Nirbhik Jangid
Connect with me just by one click