SPIN® Selling

SPIN® selling is a proven sales methodology developed for sales of complex or high value products and services i.e., those sales, which involve the buyer in significant cost and potential risk. It is based on extensive behavior research conducted by internationally recognized Huthwaite organization.  The Research by Huthwaite, has demonstrated that "The most effective sellers think in terms of buying not selling." Effective sellers are actually enabling the client to buy.

The Decision Cycle

Individuals who are successful at selling understand how clients make decisions. They also know what they need to do to influence the decision-making process.

Huthwaite has also identified that the buying process is made up of a series of discrete stages, and that there are many pitfalls for professionals to fall in to.  Professionals who go wrong during one or more of these stages risk, at best missed opportunities, at worst they risk complete failure.

Understanding client needs.

There are two types of needs each psychologically different and each requiring a different approach.

Type of Need

Psychology of Client

Likely Action

Required action by professional

Implied Need

Problem/ Dissatisfaction

Not ready to act

Develop to explicit need

Explicit Need

Recognizes Severity Importance of problem

Desire to Act

Present Benefit Statement

Which is why SPIN® focuses on four specific types of questioning to identify and develop client needs.

Situation Questions
Understanding the clients business situation.

Problem Questions
Finding out about the client's difficulties, dissatisfactions or problems with their current situation.

Implication Questions
Asking about the effects or implications of the client's situation or problems.

Need-Payoff Questions
Probing explicit needs, such that the client comes to realize the importance and value of solving the problem.

Presenting Benefits - The most persuasive selling skill

As the questioning model develops, the seller can begin to present the product/service benefits to give clients what they want.

Features

Relation to Success

 Impact on Buyer

Describe some Characteristic 
Of product/service

Low

Price Concerns

Advantages

 

 

Describe how a product or 
feature can be used or can 
help the client

Moderate

Objections

Benefits

 

 

Describe how product feature
or advantage meets an explicit need expressed by client.

Very High

Support

SPIN® Selling has been used to great effect in many of the world's best known organizations. The technique focuses on those behaviors, most likely to lead to a successful result. The model continues to be validated by ongoing research.

SPIN® does not use a scripted approach or pressurizing techniques. Nor does it use closing tactics so often associated with selling. Rather it is a set of practical skills to persuade, to understand clients concerns and to maximize competitive strengths. As such professionals will be more comfortable using this approach and will become more effective at persuading clients and prospects to buy legal services.

To Learn More about SPIN®, Click this link to go to the Huthwaite Website:  http://www.huthwaite.com