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05__SPIN Solution Selling (Part 1)

05__SPIN Solution Selling (Part 1) - How difficult is it to...

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SPIN Solution Selling Part 1 MKTG 3010 Spring 2011
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1. SPIN Approach 1. Needs 1. Question Types
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SPIN Approach Great for high value sales Uses questions persuade More questions = greater success
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Developing the need 1. All is great 2. Discontent arises 3. Becomes a problem 4. “There must be a better way!” Now you have a need or intention to change.
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Types of Needs 1. Implied needs “This car breaks down.” 2. Explicit needs “I want a new car.” In large ticket sales, having many implied needs doesn’t make the sale.
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SPIN interrogation helps you control the customer’s need.
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SPIN 1. S ituation Questions Just facts 2. P roblem Questions Explore difficulties 3. I mplication Questions Explore consequences 3. N eed-payoff Questions Tell the benefits of your solution
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Situation Questions What are you using now? How long have you had it? Is it purchased or leased? How many people use it?
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Problem Questions How satisfied are you with it? What’s wrong with the way you’re using it?
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Unformatted text preview: How difficult is it to use? What kind of reliability does it have? Implication Questions What effect does that have on your output? Could that increase your costs? Does it hurt employee morale? Will you be able to expand as you have planned? Need Pay-off Questions Focuses the customer’s attention on your solution. You need to get the customer to explain which elements of their problem your solution can solve. Need Pay-off Questions Would an faster machine speed your productivity? If we can eliminate the waste, will it improve your profits? If we can improve your process, will it allow you to meet the new deadlines? SPIN Summary 1. Establish context Situation Questions 2. Explore difficulties Problem Questions 3. Enhance their need Implication Question 4. Focus on solution Need-Payoff Question 1. SPIN Approach 1. Needs 1. Question Types...
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