SPIN selling – communication mastery. Are you happy when you know the answer to a question asked of you? Probably yes, because as humans, we like to feel valued. Your client likes it too, so sometimes in sales, it’s worth to SPIN.
SPIN Selling – Understanding the Method
In my last post, I mentioned that I really like the SPIN method. But what exactly is this method, and why is it worth knowing? The SPIN method is a structured way of asking questions that can be extremely effective in sales, implementation, or consulting conversations.
Four Types of Questions in the SPIN Method
SPIN stands for 4 types of questions asked to the client. They are as follows:
- Situational (S) – These are questions that help understand the context and the current situation of the interlocutor. They allow you to delve into the background and framework in which the other party operates. This is key to understanding the context.
- Problem (P) – These questions identify problems, challenges, or needs of the interlocutor. They help to explore the difficulties faced. This is key to capturing significant problems.
- Implication (I) – Once the problems are known, implication questions allow you to delve into their effects and negative consequences, e.g., how the identified problem affects profitability, productivity, or customer satisfaction. This is about increasing the “weight” of the problem.
- Need-payoff (N) – Finally, after analyzing the problems and their implications, it’s time for need-payoff questions. These direct the client’s attention to the positive consequences of solving the diagnosed problems, thanks to your solution.
Applying the SPIN Selling
When is it worth using SPIN? This method is perfect in sales where the deal value is high. We’re talking here about software, new machinery, process implementation improvements, or convincing to embrace the world of innovation. Thanks to SPIN, you can build trust, better recognize real needs, and demonstrate the value of your solution.
Building Relationships and Developing Communication Skills
SPIN selling – communication mastery. Notice that selling with this method is mainly about you asking questions, and it’s your client who provides the answers. By responding to your questions, the client builds a sense of expert knowledge and feels valued. Your ego probably also grows when you can answer questions – it’s natural. Therefore, it’s easier to build positive and long-term relationships with the client, as they will remember you well. Remember, there’s a lot of psychology in sales! The SPIN method also teaches listening, drawing conclusions, and asking concise questions. In my opinion, it’s worth investing in developing communication skills that will prove useful in today’s business world. Or in other words – sometimes at work, it’s worth to SPIN. Do you use the SPIN method? Or do you prefer another one? Share in the comments.
I have nearly 10 years of professional experience in the sale of IT systems and IoT solutions. I started as Sales Engineer, but today I'm Business Development Manager. At that time, I cooperated with companies from the automotive, aerospace, railway industries, SMD/THT contract assembly and distributors of electronic components. I also cooperated with leading Polish technical universities.
Currently, at ALSO Polska, I am developing the Internet of Things department. You will find solutions in the area of assisted / augmented reality (ar / AR), software and platform for collecting data (Saas / PaaS), sensors and elements needed to create an efficient network infrastructure with Cisco Meraki (access points, gateways, switches, routers, cameras, etc).
From October 2020, I am a PhD student in department of Research on the Digital Economy at the University of Economics in Katowice. I will write a doctorate in economics and finance field.