3 spin model

7/30/2019 3 Spin Model

1/18

SPIN Model

by

1


2/18

Multiple-Question Approach (SPIN)212

In many selling situations, it is wise to use

questions to determine the prospects needs.

A series of questions is an effective sales interview

opener. Multiple questions force the prospect to

immediately participate in the sales interview and

quickly develop two-way communication.

Carefully listening to the prospects needs aids indetermining what features, advantages, and

benefitsto use in the sales presentation.


3/18


A relatively new method of using multiple

questions is the multiple-question approach

(SPIN), which involves using a series of four types

of questions in a specific sequence.

SPIN stands for

S ituation,

P roblem,

I mplication

N eed-payoff questions.


4/18



5/18


Since SPIN requires questions asked in their

proper sequence, its parts are carefully described

in the following four steps.


6/18

Situation questions216

Step 1

S ituation questions. Ask about the prospects

general situation as it relates to your product.

Examples

Real estate salesperson to prospect: How many people do

you have in your family?Appliance salesperson selling a microwave oven to

prospect: Do you like to cook? Do you and your family

eat out much?


7/18

Situation questions217

As the name of this question implies, the salesperson

first asks a situation question that helps provide a

general understanding of the buyers needs.

Situation questioning allows the salesperson to movesmoothly into questions on specific problem areas.

Also, beginning an approach using specific questions

may make the prospect uncomfortable and unwillingto talk to you about problemsthe prospect may

even deny them.

These are warm-up questions that enable you to gain

a better understanding ofthe prospects business.


8/18

Problem questions218

Step 2

Ask about specific problems, dissatisfactions, or

difficulties the prospect perceives relative to

your situation question.

Examples

Real estate salesperson to prospect: Has your family

grown so that you need more space?Appliance salesperson selling microwave oven to

prospect: Are you happy with your present oven?

Are there times when you must quickly prepare

meals?


9/18


Problem questions are asked early in the

presentation to bring out the needs or problems

of the prospect.

Salesperson goal is to have the prospect admit,Yes, I do have a problem.

To maximize chances of making the sale,

determine which of the prospects needs orproblems are important (explicit needs) and

which are unimportant.


10/18


In this step, the prospect recognizes an important

or explicit need or problem, along with a desire

to fulfill the need or solve the problem.

Problem questions are useful in developingexplicit needs.


11/18


If the prospect states a specific need after your

situation or problem questions, do not move

directly into your sales presentation.

Continue with the next two steps to increase yourchances of making the sale.

A prospect may sometimes not appreciate all the

ramifications of a problem.


12/18

Implication questions2112

Step 3

Ask about the implications of the prospects

problems or how a problem affects various

related operational aspects of a home, life, orbusiness.

Examples

Real estate salesperson to prospect: So withthe new baby and your needing a room as an

office in your home, what problems does your

current residence create for you?


13/18


Examples

Appliance salesperson to prospect: With both

of you working, does your present kitchen oven

mean . . . inconvenience for you? . . . that youhave to eat out more than you want to? . . . that

you have to eat junk foods instead of well

balanced meals?


14/18


Implication questions seek to help the prospect

realize the true dimensions of a problem.

The phrasing of the question is important in

getting the prospect to discuss problems or areasfor improvement, and it fixes them in the

prospects mind.

In this situation, the prospect is motivated tofulfill this need or solve this problem.


15/18

Need-payoff question2115

Step 4

Ask if the prospect has an important, explicit

need.

Examples

Real estate salesperson to prospect: If I could show

you how to cover your space problems at the same

cost per square foot, would you be interested?Appliance salesperson to prospect: Do you need a

convenient way to prepare well-balanced, nutritious

meals at home?


16/18

Need-payoff question2116

Phrasing the need-payoff question is the same as

opening with a benefit statement.

However, in using the SPIN approach, the

prospect defines the need.

If the prospect responds positively to the need-

payoff questions, you know this is an important

(explicit) need.You may have to repeat the P-I-N questions to

fully develop all ofthe prospects important

needs.


17/18

Product Not Mentioned in SPIN Approach

2117

As seen from SPIN examples, the product is not

mentioned in the approach.

This allows salesperson to develop the prospects

need without revealing exactly what you are

selling.

When a salesperson first walks into the buyers

office and says, I want to talk about Product X,the chances of a negative response greatly

increase because the buyer does not perceive a

need for the product.


18/18

Product Not Mentioned in SPIN Approach

2118

SPIN questions allow you to better determine the

buyers needs before starting the presentation.

3 spin model

Documents