Franchise-SPINR Selling Technique

7/31/2019 Franchise-SPINR Selling Technique

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Asking Hard Questions

Using the SPIN Selling Technique


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SIMPLE SALE

S

U

C

C

E

S

S

F

U

L

U

N

S

UC

C

E

S

S

F

U

L

COMPLEX SALE

ORDER

(WIN)

NO SALE

(LOSS)

ORDER(WIN)

ADVANCE

Four Possible

Outcomes

Commitment to buy

Agreement on anaction that movesthe sale forward

E.g., Id like you to talkto my partner next week

CONTINUATION

NO-SALE

(LOSS)

Discussioncontinues withoutagreement on action

E.g., Great discussion.Call me again some timeRefusal to buy


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ALWAYS ADVANCE

Continuation does not close thesale!


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Gainingagreement to thenext step

Showing how youcan help

Asking questionsUnderstanding thebuyers needs and

concerns

Getting StartedPositioning yourselfto ask questions

The Four Stages of a Sales

Call

Preliminaries InvestigatingDemonstrating

Capability

Obtaining

Commitment

Which of these is the most important?


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The Four Stages of a Sales Call

Investigating

Successful Sellers put their main effort here!


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How Do We Build Pain?

By Asking

Questions!!


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Development of a Buyers Pain

I need to change immediately!

Ive got problems with

Im a little dissatisfied

Its almost perfect


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Development of a Buyers Pain

I need to change immediately!(Strong wants or desires)

Its almost perfect

(Unaware)

IMPLIED NEEDS

Problems

Difficulties

Dissatisfactions

EXPLICT NEEDS


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Seriousness

Of

Problem

Cost

Of

Solution

Is the Problem Big Enough toJustify the Solution?


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Seriousness ofProblem

Cost of

Solution

Buy Dont Buy

Is the Problem Big Enough to

Justify the Solution?

You Must Be Kidding!!


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Cost of

Solution

Buy Dont Buy

Is the Problem Big Enough to

Justify the Solution?

Seriousness of

Problem


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We develop the value of ourproduct by turning ImpliedNeeds into Explicit Needs


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Implication Questions

DEFINITION: Asking about the implicationabout a buyers difficulties.

SAMPLES: What effect does that problemhave on production? Could that lead to addedcosts?

IMPACT: These are the most powerful typesof questions because they induce pain.

Induce pain BEFORE offering potentialsolutions.


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Need-Payoff Questions

DEFINITION: Ask about the value or use of aproposed solution.

EXAMPLE: How would a more effectiverecruiting program help? If you had a betterrecruiting system how would that helpretention?

Use Need-Payoff Questions to get buyers totell you the benefits your solutions offer.


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ExpandedBy

Implication

Questions Into

Implied Need

TransformedBy

Need-Payoff

Questions

Explicit Need

A clear A desire

problem for a

solution

Th ll


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Need-Payoff

Questions

Implication

Questions

which are

developed by

S

P

I

N

Problem

Questions

Situation

Questions

The seller uses

to establish

a context

leading to

so that

the buyer

revealsImplied

Needs

which make the

buyer feel the problem

more clearly and acutely

leading to

so that

the buyer

states

Benefits

allowing the

seller to state

which are strongly

related to sales success!

S

P

I

N

Explicit

Needs


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C

RE

AT

I

N

G

O

B

JE

CT

I

O

N

S

Seller Asks

Buyer Replies

with

Seller Gives

Buyer considers

value equation.

Buyer raises

Problem

Question

Advantage

Implied

Need

How effective

Is your training?

We will give you

Access to training24hrs a day.

We could do better.

Not worth it!.

ObjectionI wont pay $......


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Buy Dont Buy

How the Broker sees it


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The Point of View We Have to CreateBuy Dont Buy


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IMPLIED

NEED

PROBLEMQUESTIONS

SITUATION

QUESTIONS

Customer showssupport or approval

Seller gives

Benefit

Customer gives

Explicit Need

Seller develops

Need with Implication& Need Payoff Questions

Seller handles

objection

Customer

Raises Objection

Seller givesAdvantage

Objection

Handling

Strategy

Objection

Prevention

Strategy


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We Build Value byAsking Questions

You will get to a point where the brokeris asking you for information.

You will be in control of the process.You will close the deal.

Franchise-SPINR Selling Technique

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