The idea is that they can build stronger relationships within each of their accounts, get to know the potential client’s needs inside and out, and deliver consistent, high-value sales messages until they convert. This method requires a strong alignment of marketing, sales, and customer success. Marketing will need to focus on research, nurturing campaigns, and sales collateral that allow the sales reps to grow the relationship. Sales will center on communication and relationship quality, while customer service will need to be ready for onboarding and ongoing support to help the new account be successful. Neil Rackahm introduced the concept of SPIN selling in his 1988 book of the same name. The book covers insights from more than 35,000 sales calls over a 12-year span. SPIN stands for Situation, Problem, Implication, and Need-Payoff, and focuses on leading the conversation with the right questions at each of these stages.ĭuring the Situation phase, sales reps are looking closely at the buyer’s current process and resources. They take ownership of the issues and start to think about how much trouble these issues are causing.Īsking “ Do I understand this correctly?” or “ How do you currently manage X?” can better prepare you to move on to the Problem phase.ĭuring the Problem stage, your goal is to get your prospect to point out their own problems. We all have pain points that bother us subconsciously, and this stage brings those issues bubbling to the surface in hopes that the prospect will want to resolve them. The Implication phase helps the prospect to see the impact their problems create. If the issue isn’t resolved, what will happen? Your questions at this point shouldn’t be self-interested or blindly followed, but should promote a genuine desire to help and understand, not sell.Īt the Need/Payoff stage, your prospect will recognize the benefits and value of your product before you have a chance to tell them, if you’ve done your job well.Įven though this methodology is 30+ years old, it’s still effective because it asks thought-provoking, non-pushy questions that tell sales reps exactly what the prospect needs. Today, with every sales interaction captured digitally - calls, emails, language, sentiment - there’s an overwhelming amount of marketing data available to sales leaders. But the guidance we give to reps is still fuzzy and based on tribal knowledge.
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