Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Obtaining
Commitment
Demonstrating
Capability
Investigating
Opening
SITUATION
QUESTIONS
Questions that uncover background ...
HUTHWAITE ASIA PACIFIC AUSTRALIA  T 1300 856 068 W www.huthwaite.com.au E info@huthwaite.com.au SINGAPORE  T +65 6735 8566...
Prochain SlideShare
Chargement dans…5
×

SPIN Selling Cheat Sheet

15 662 vues

Publié le

Publié dans : Business

SPIN Selling Cheat Sheet

  1. 1. Obtaining Commitment Demonstrating Capability Investigating Opening SITUATION QUESTIONS Questions that uncover background and facts about buyer’s operation/organisation PROBLEM QUESTIONS Questions about the buyer’s problems, difficulties or dissatisfaction IMPLICATION QUESTIONS Questions about consequences or seriousness of a buyer’s problems (ie. making the buyer feel the pai NEED PAY-OFF QUESTIONS Questions about the value, usefulness payoff or importance to the buyer of solving a problem P S N I NEED NEED NEED NEED It’s almost perfect It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it It’s almost perfect Solution here has LOW impact Solution here has HIGH impact It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it ©2007 Huthwaite Inc. SPIN® Selling Four Stages of a Call Seller’s Dialogue • Establish a buyer centred purpose • Provide a brief agenda • Check for time • Gain the buyer agreement to ask questions • Benefits • Advantages • Features • Check key concerns have been covered (does the buyer have any questions?) • Summarise the Benefits • Propose the highest realistic, appropriate commitment (an Advance) (failure here is often due to incomplete Investigating) Always apply the 3 C’s: Concern, Candour and Competence Call Outcomes ✔ SUCCESSFUL • Win • Advance X UNSUCCESSFUL • Continuation • Loss • The most important stage of the call Obtaining Commitment Demonstrating Capability Investigating Opening SITUATION QUESTIONS Questions that uncover background and facts about buyer’s operation/organisation PROBLEM QUESTIONS Questions about the buyer’s problems, difficulties or dissatisfaction IMPLICATION QUESTIONS Questions about consequences or seriousness of a buyer’s problems (ie. making the buyer feel the pain) NEED PAY-OFF QUESTIONS Questions about the value, usefulness payoff or importance to the buyer of solving a problem P S N I NEED NEED NEED NEED It’s almost perfect It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it It’s almost perfect Solution here has LOW impact Solution here has HIGH impact It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it Draw out buyer needs Obtaining Commitment Demonstrating Capability Investigating Opening SITUATION QUESTIONS Questions that uncover background and facts about buyer’s operation/organisation PROBLEM QUESTIONS Questions about the buyer’s problems, difficulties or dissatisfaction IMPLICATION QUESTIONS Questions about consequences or seriousness of a buyer’s problems (ie. making the buyer feel the pain) NEED PAY-OFF QUESTIONS Questions about the value, usefulness payoff or importance to the buyer of solving a problem P S N I NEED NEED NEED NEED It’s almost perfect It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it It’s almost perfect Solution here has LOW impact Solution here has HIGH impact It’s a problem but I can live with it It’s a bigger problem than I realised I want to take action to resolve it Needs vary from Weak to Strong IMPLIED NEEDS Buyer statements of difficulty or dissatisfaction, acknowledging that a problem exists EXPLICIT NEEDS Buyer statements of desire or need, indicating intention to resolve the problem
  2. 2. HUTHWAITE ASIA PACIFIC AUSTRALIA T 1300 856 068 W www.huthwaite.com.au E info@huthwaite.com.au SINGAPORE T +65 6735 8566 W www.huthwaite.com.sg E info@huthwaite.com.sg SPIN® Selling IMPLICATION 3 IMPLICATION 2 IMPLICATION 1 Seriousness of Problem Cost of Solution ‘to buy’ ‘not to buy’ Obtaining Commitment Demonstrating Capability Investigating Opening SITUATION QUESTIONS Questions that uncover background and facts about client’s operation/organisation PROBLEM QUESTIONS Questions about the buyers problems, difficulties or dissatisfaction IMPLICATION QUESTIONS Questions about consequences or seriousness of a client’s problems (ie making the client feel the pain) NEED PAY-OFF QUESTIONS Questions about the value, usefulness payoff or importance to the client of solving a problem P S N I Value Equation The Buying Cycle™ Why are Benefits more Powerful? Sample Questions: Problem Questions “How concerned are you about...?” “Does it worry you that...?” “How difficult do you find it to...?” “Is there a risk of...?” “What sort of problems do you get with...?” “How happy are you with...?” “Are you satisfied with the level of...?” “Is it hard to cope with...?” “How well are you able to cope with...?” “What sort of dissatisfaction do you have with...?” “Isn’t it worrying to have such a high level of...?” “When does X reach intolerable levels?” “Can your current equipment deal with all functions you need?” “Other clients tell me Y is a problem - do you find that?“ Implication Questions “How often do you find X results in problems with Y?” “Does that lead to difficulties with X?” “Do you also find that can affect X?” “What effect does that have on X?” “When that happens does it sometimes also cause X?” “What sort of consequences does that lead to?” “Does that have any knock-on effects with X?” “What implications does that have for X?” “You say you have problems with X - does that also lead to Y?” “Am I right that when X problem occurs, it sometimes results in Y?” Need Payoff Questions Identifying “Are you saying it would help if we could...?” “So, are you looking for some way of...?” “Am I right that it would help if...?” “Are you looking for a way of...?” “Would you be interested in X...?” “If I could show you a better way of dealing with X, would you be interested?” “Would you like to be able to...?“ Clarifying “Why is X so important to you?” “What sort of savings would X produce?” “What do you regard as the main benefits of Y?” “Do you think that would produce significant savings?” “Would you see Y as a significant improvement?” “How important is it for you to improve X?“ Extending “How else could Y help you?” “Are there are other ways in which Y could help?” “Would Y also help you to achieve X?”

×