How to Implement the Spin Selling Process Successfully
It is worth noting that most of the purchases people make are usually to solve a particular problem they have. This may sound like all you have to do is show the client the solution, but it rarely works that way. This simple approach may fool you into thinking that all customers are the same, which is not the case. The challenge, therefore, lies in understanding each customer you encounter.
Spin selling offers a solution to this challenge. This is a sales process discovered in 1988 that was meant to help salespeople to anticipate and handle difficult sales conditions. You shall use it to close the sale once you understand the client well enough. You get to as them certain questions to ease them towards the sale. Spin happens to stand for Situation, Problem, Implication, and Need-Payoff.
Situation questions are what will help you see what the client is currently going through. This shall reveal their present circumstances much better. This also serves as a reference point for any other conversations. The questions you ask need to reveal what their needs are, their expectations, problem areas, and budget. You will find this to reveal so much in the end.
Problem questions are what make the client understand how your solution fits their problems. There is a need to anticipate problems the client still has no clue exist. You need to let them have that sense of urgency. Problem questions help them see that sense of urgency in themselves, and also to confirm it for you.
Implication questions help the client see what those problems are bringing to their lives if they shall prsist You need at the end of this stage to let them have a sense of urgency regarding what they face, and how it affects their lives. You can even work with tools such as flowcharts to demonstrate your point effectively. They should be left with an image of how bad things could get in the current direction, and how good they shall have it once they take up the solution you bring to the table.
You can then apply the need-payoff questions stage only if you have done the previous ones well. You need to have shown how well the solution manages their problem thus far. This need-payoff part is not where you tell the client how this is a good decision to make, but rather where you let the client see it for themselves, and thus make that conclusion as if by themselves. You will see better results if it goes down that way.
In this process, you will see that never should the conversation be one-sided. The client should do most of the talking. Talking more than the client only manages to put them off.