Spin selling methodology: learn to sell more and better
Posted: Tue Dec 03, 2024 5:31 am
the spin selling methodology is part of a sales concept, based not only on the promotion of the product and the salesperson's speech, but on a holistic scenario that involves the consumer's reality and their contexts.
The acronym spin refers to four letters that are the basis of 4 pillars of this method: situation, problem, implication and need.
Based on these steps, the sales process happens intelligently. The big difference in the spin selling methodology is the qualified listening of the consumer.
[manual]
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the creator of this concept, neil rackham, wrote the book called “achieving excellence in sales spin selling — building high-value relationships for your customers” , in which he challenged traditional sales methods by experimenting with other strategies and opportunities.
If you have already invested time, dedication and money in sales courses and techniques and have not achieved the desired results, learn more about the spin selling methodology and find out how to apply it to sell more.
In this article, we will explain what the spin selling methodology is and how to apply it to sell more and better. Enjoy reading!
Find out more: 5 books to help you achieve true success in sales!
What is spin selling?
Spin selling is a sales model that involves asking important questions to the consumer when closing a sale. These questions consider consumer psychology techniques and, according to rackham, “provide a roadmap for the salesperson.”
the purpose of the spin selling technique is to identify customer needs in order to meet them. In short, the spin selling methodology includes four levels of questions:
situational questions;
problem questions;
implication questions;
questions in need of solution.
We detail how each level works below!
Situational questions
situational questions are those that help the sales team identify more information about the customer.
Example: how many machines are currently operating in your company? What is the annual revenue and how do you intend to increase it, considering the current structure?
These questions are used to uncover data. It is important to ask these types of questions with caution, as the client may feel intimidated or may think they are in an interview.
Problem questions
as the name suggests, problem questions are designed to explore a gap or difficulty in the business.
Attention: if you have little experience, be careful not to ask the customer a question that comes across as rude.
The ideal is to ask these questions based on a cue from the customer, when they mention a problem they want to solve. Imagine that a customer comes to your store complaining that their freezer uses too much electricity.
As a good salesperson, you can ask questions like:
what concerns you most currently is the quality of refrigerated products or the reduction of operating costs?
Don't you think it's time to change the freezer model that doesn't meet your needs for a horizontally-shaped appliance with the procel seal ?
Implication questions
these questions often explore the long-term consequences, effects, and causes of customer problems.
These questions require caution and if you are a sales team manager, rely on people with more experience to test them!
It is also worth remembering that there is no point in adopting this technique if your company does not offer a solution to customer dissatisfaction, ok?
Creating expectations and not delivering solutions is terrible for the seller's reputation.
Below are two examples of implication questions:
you mentioned that there are many operational challenges in your company today that impact the marketing team's planning. What are these effects?
Have you ever thought that these impacts are reflected in your company's profit margin and sales success?
In other words, implication questions from the perspective of the spin selling methodology help you listen better to the potential customer and understand their journey.
This technique is not very common in the traditional sales approach, but it provides important information for restructuring sales processes.
Need-solution questions
once you’ve identified what your customer needs and are confident that your brand can help, it’s worth investing in these questions.
An example question: “if you could purchase a tool that automates email marketing flows and provides you with sales metrics, would that be useful?”
these questions are promising for closing a sale, as long as they are not sensationalist.
Important: the spin selling technique is not limited to applying a questionnaire, but also involves understanding the consumer's life and habits.
It is no surprise that, currently, the spin selling methodology has become established in the usa: more than 50% of the best companies cited by fortune magazine in the fortune global 500 use this technique, according to rackham.
This evidence is one of the results of the research carried out by the author and expert on the subject, together with his team. The researchers monitored 35,000 sales visits to understand the process, in 23 countries, over 12 years.
Read also: how to promote: from price to publicity
how to apply the spin selling technique in three steps
before applying the spin selling technique, it is important that you have a very clear organizational vision and defined goals. To begin, collectively develop questions about the routine. The possibilities are:
who are your company's customers?
What are the most widely used sales methods today?
Are there challenges among salespeople at specific stages of the sales process?
What are the main needs of customers?
Are there solutions to meet all demands?
With this valuable information in hand, you can strengthen your arguments and highlight your brand's strengths to present to customers at an opportune moment.
Warning: never go to a meeting with a client with a memorized speech. It is important to know when and how to use this information strategically and naturally.
The acronym spin refers to four letters that are the basis of 4 pillars of this method: situation, problem, implication and need.
Based on these steps, the sales process happens intelligently. The big difference in the spin selling methodology is the qualified listening of the consumer.
[manual]
how to set up a home studio to record video classes?
In this e-book we teach you step by step how to record your classes at retail email list home, but with the quality of a professional studio .
I want the manual
the creator of this concept, neil rackham, wrote the book called “achieving excellence in sales spin selling — building high-value relationships for your customers” , in which he challenged traditional sales methods by experimenting with other strategies and opportunities.
If you have already invested time, dedication and money in sales courses and techniques and have not achieved the desired results, learn more about the spin selling methodology and find out how to apply it to sell more.
In this article, we will explain what the spin selling methodology is and how to apply it to sell more and better. Enjoy reading!
Find out more: 5 books to help you achieve true success in sales!
What is spin selling?
Spin selling is a sales model that involves asking important questions to the consumer when closing a sale. These questions consider consumer psychology techniques and, according to rackham, “provide a roadmap for the salesperson.”
the purpose of the spin selling technique is to identify customer needs in order to meet them. In short, the spin selling methodology includes four levels of questions:
situational questions;
problem questions;
implication questions;
questions in need of solution.
We detail how each level works below!
Situational questions
situational questions are those that help the sales team identify more information about the customer.
Example: how many machines are currently operating in your company? What is the annual revenue and how do you intend to increase it, considering the current structure?
These questions are used to uncover data. It is important to ask these types of questions with caution, as the client may feel intimidated or may think they are in an interview.
Problem questions
as the name suggests, problem questions are designed to explore a gap or difficulty in the business.
Attention: if you have little experience, be careful not to ask the customer a question that comes across as rude.
The ideal is to ask these questions based on a cue from the customer, when they mention a problem they want to solve. Imagine that a customer comes to your store complaining that their freezer uses too much electricity.
As a good salesperson, you can ask questions like:
what concerns you most currently is the quality of refrigerated products or the reduction of operating costs?
Don't you think it's time to change the freezer model that doesn't meet your needs for a horizontally-shaped appliance with the procel seal ?
Implication questions
these questions often explore the long-term consequences, effects, and causes of customer problems.
These questions require caution and if you are a sales team manager, rely on people with more experience to test them!
It is also worth remembering that there is no point in adopting this technique if your company does not offer a solution to customer dissatisfaction, ok?
Creating expectations and not delivering solutions is terrible for the seller's reputation.
Below are two examples of implication questions:
you mentioned that there are many operational challenges in your company today that impact the marketing team's planning. What are these effects?
Have you ever thought that these impacts are reflected in your company's profit margin and sales success?
In other words, implication questions from the perspective of the spin selling methodology help you listen better to the potential customer and understand their journey.
This technique is not very common in the traditional sales approach, but it provides important information for restructuring sales processes.
Need-solution questions
once you’ve identified what your customer needs and are confident that your brand can help, it’s worth investing in these questions.
An example question: “if you could purchase a tool that automates email marketing flows and provides you with sales metrics, would that be useful?”
these questions are promising for closing a sale, as long as they are not sensationalist.
Important: the spin selling technique is not limited to applying a questionnaire, but also involves understanding the consumer's life and habits.
It is no surprise that, currently, the spin selling methodology has become established in the usa: more than 50% of the best companies cited by fortune magazine in the fortune global 500 use this technique, according to rackham.
This evidence is one of the results of the research carried out by the author and expert on the subject, together with his team. The researchers monitored 35,000 sales visits to understand the process, in 23 countries, over 12 years.
Read also: how to promote: from price to publicity
how to apply the spin selling technique in three steps
before applying the spin selling technique, it is important that you have a very clear organizational vision and defined goals. To begin, collectively develop questions about the routine. The possibilities are:
who are your company's customers?
What are the most widely used sales methods today?
Are there challenges among salespeople at specific stages of the sales process?
What are the main needs of customers?
Are there solutions to meet all demands?
With this valuable information in hand, you can strengthen your arguments and highlight your brand's strengths to present to customers at an opportune moment.
Warning: never go to a meeting with a client with a memorized speech. It is important to know when and how to use this information strategically and naturally.