How to influence a partner during negotiation using SPIN model.principle, well explained

1. THE SPIN MODEL: INTRODUCTION
The spin questions consist of sequence of four question types. This model was first developed
by Neil Rackham of the Huthwaite Organization in his best-selling book of 1978, "SPIN
Selling". The acronym SPIN represents the type of question on each letter, which can be
explained below
S- Situation questions
P- Problems questions
I- Implications questions
N- Need-Payoff questions
One of the key principles of selling is that people only buy when they have a problem.
1. SITUATION QUESTIONS
Situation questions are used to collect facts and data about the customer’s /buyer/ prospect
existing situation that is relevant to the one selling the products and services. Situation
questions are normally the first questions one need to ask after he has introduced himself to
the prospect/buyer.
Often situation questions can be answered as part of the prospecting process. Hence one need
only to ask “essential” situation questions as prospects/buyer quickly becomes impatient if too
many situation questions are asked.
Having a good knowledge or information of the prospect/ customer can help planning the call
in a way to reduce the number of Situation Questions required
Examples of situation questions might include I. what happened when your laptop broke
down?, II. What equipment are you using now?, How long have you had it?, How many
people use it?

2. 2. PROBLEM QUESTIONS
These are the questions which are designed to identify customer’s problem. They normally
reflect on the prospects problems, difficulties and dissatisfaction that the prospect has on
which they can be provided with a solution later. The answers to problem questions will direct
towards the core need of the prospect/ buyer as every problem implies a need
An overall objective of problem questions is to help prospects define their needs explicitly
Example of problem questions include (I) Are you satisfied with your present equipment?, (II)
What are the disadvantages of the way you’re doing it now?
3. IMPLICATION QUESTIONS
These questions ask about the effects of the problem, eg "What would be the worst scenario if
you had no Internet connection for a week or more?" How will this problem affect your future
profitability?
4. NEED-PAY OFF QUESTIONS
Need-Payoff Questions are intended to develop the buyer’s desire for a solution to their
problems. The answers to need questions will get the prospect/buyer to tell you the benefits
that they are looking and the benefits your solutions offers
For example how do you feel a faster machine will help you?
When these questions are asked too early in the sales call, customer would naturally be
suspicious.
HOW TO INFLUENCE A PARTNER DURING NEGOTIATION USING SPIN
PRINCIPLE
The chief principle underlying the SPIN selling model is that people don't buy from
salespeople because they understand their products but because buyers feel that salespeople
understand their problems.
The following need to be considered during negotiations using spin principles that can
influence a partner during negotiation
1. You must build rapport with your buyer before they will buy. Rapport eases the tension that
buyers have about finding a solution to their problem.
2. Don’t manipulate the buyer by finding common areas of similarity between you. Instead,
look for unconscious rapport such as matching speed and tone of speech.
3. Don’t ask too many Situation questions that the buyer feels uncomfortable with. Instead, do
your homework on your buyer's situation first.

3. 4. Spend most of your time asking Problem questions rather than Situation questions on the
basis that people buy when the pain of their problem is greater than the cost of the solution.
5. Know in advance how your product or service solves problems.
6. Uncover several problems before asking Implication questions as focusing on just one
problem invites your buyer to raise issues where your solution doesn't do too well.
7. Aim to get buyers to articulate the benefits in your product or service rather than have you
spell them out.
8. Work out the action steps that the buyer needs to take to complete the sale and get
commitment to one of these steps on each occasion that you talk.
9. Understand that a questioning mindset is more important than the ability to persuade.
All in all these questions take the buyer through the steps of identifying their problem, their
pain, and a solution that the product or service offer.

4. REFERENCES
http://www-rohan.sdsu.edu/~renglish/377/notes/chapt10/ (Accessed 20th
march 2015)
http://www.profitworks.ca/blog/917-blog/sales/205-spin-selling-questions-determine-
buyer-needs.html (Accessed 20th
march 2015)
Neil Rackham, SPIN Selling, McGraw- Hill, Inc. 1988