spin questioning - probing for prospect information during a sales call
TRANSCRIPT
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Investigating questioning
Situation1
Problem2
Implication3
Needs-payoff4
Chapter 7 - Probing: Identifying Beliefs, Goals & Needs
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1 Situation
• Gather facts• Develop
understanding of the context of the sale and collect background information
• The more Situation Questions asked in a sales call the less likely it was to succeed.
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2 Problem
• Investigate customer problems, dissatisfactions, difficulties & concerns
• Responses direct you to prospect’s needs
• Problem Questions require planning. Work backwards from the problems your products solve for a prospect to generate these questions.
• Uncover several problems before asking implication questions.
Rackman, Neil, SPIN selling
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3 Implication
• Link isolated problems by examining their effect on customer business and organization.
• The purpose of implication questions is to break down the problems and identify consequences of those problems
• Most powerful sales questions
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4 Needs-payoff
Help customers see the value and benefits of the solution for the need.
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1 Situation
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2 Problem
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2 Implication#
2 Needs-payoff
• How do you feel a faster machine will help you?
• You said a new machine would be really useful, Useful in reducing your
• training costs, or is there something else?
• Does your overtime expense increase when your equipment goes down?
• Are you experiencing high training costs because of the difficulty that your employees are having in operating your equipment?
• Are you satisfied with your present equipment?
• What are the disadvantages of the way you’re doing it now?
• How difficult is it to process orders with your present system?
• What reliability problems does your equipment have now?
• What equipment are you using now?
• How long have you had it?
• Is it purchased or leased?
• How many people use it?
Examples of Questions