SPIN Model

by Anoop Kumar Gupta MAIMS

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Multiple-Question Approach (SPIN)

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In

many selling situations, it is wise to use questions to determine the prospects needs. A series of questions is an effective sales interview opener. Multiple questions force the prospect to immediately participate in the sales interview and quickly develop two-way communication. Carefully listening to the prospects needs aids in determining what features, advantages, and benefits to use in the sales presentation.

Multiple-Question Approach (SPIN)

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relatively new method of using multiple questions is the multiple-question approach (SPIN), which involves using a series of four types of questions in a specific sequence. SPIN stands for S ituation, P roblem, I mplication N eed-payoff questions.

Multiple-Question Approach (SPIN)

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Multiple-Question Approach (SPIN)

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Since

SPIN requires questions asked in their proper sequence, its parts are carefully described in the following four steps.

Situation questions
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Step 1 S ituation questions. Ask about the prospects general situation as it relates to your product.
Examples

Real estate salesperson to prospect: How many people do you have in your family? Appliance salesperson selling a microwave oven to prospect: Do you like to cook? Do you and your family eat out much?

Situation questions
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As

the name of this question implies, the salesperson first asks a situation question that helps provide a general understanding of the buyers needs. Situation questioning allows the salesperson to move smoothly into questions on specific problem areas. Also, beginning an approach using specific questions may make the prospect uncomfortable and unwilling to talk to you about problemsthe prospect may even deny them. These are warm-up questions that enable you to gain a better understanding of the prospects business.

Problem questions
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Step 2 Ask about specific problems, dissatisfactions, or difficulties the prospect perceives relative to your situation question. Examples
Real estate salesperson to prospect: Has your family grown so that you need more space? Appliance salesperson selling microwave oven to prospect: Are you happy with your present oven? Are there times when you must quickly prepare meals?

Problem questions
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Problem

questions are asked early in the presentation to bring out the needs or problems of the prospect. Salesperson goal is to have the prospect admit, Yes, I do have a problem. To maximize chances of making the sale, determine which of the prospects needs or problems are important (explicit needs) and which are unimportant.

Problem questions
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In

this step, the prospect recognizes an important or explicit need or problem, along with a desire to fulfill the need or solve the problem. Problem questions are useful in developing explicit needs.

Problem questions
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If

the prospect states a specific need after your situation or problem questions, do not move directly into your sales presentation. Continue with the next two steps to increase your chances of making the sale. A prospect may sometimes not appreciate all the ramifications of a problem.

Implication questions
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Step 3 Ask about the implications of the prospects problems or how a problem affects various related operational aspects of a home, life, or business. Examples Real estate salesperson to prospect: So with the new baby and your needing a room as an office in your home, what problems does your current residence create for you?

Implication questions
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Examples

Appliance salesperson to prospect: With both of you working, does your present kitchen oven mean . . . inconvenience for you? . . . that you have to eat out more than you want to? . . . that you have to eat junk foods instead of well balanced meals?

Implication questions
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Implication

questions seek to help the prospect realize the true dimensions of a problem. The phrasing of the question is important in getting the prospect to discuss problems or areas for improvement, and it fixes them in the prospects mind. In this situation, the prospect is motivated to fulfill this need or solve this problem.

Need-payoff question
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Step 4 Ask if the prospect has an important, explicit need. Examples

Real estate salesperson to prospect: If I could show you how to cover your space problems at the same cost per square foot, would you be interested? Appliance salesperson to prospect: Do you need a convenient way to prepare well-balanced, nutritious meals at home?

Need-payoff question
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Phrasing

the need-payoff question is the same as opening with a benefit statement. However, in using the SPIN approach, the prospect defines the need. If the prospect responds positively to the needpayoff questions, you know this is an important (explicit) need. You may have to repeat the P-I-N questions to fully develop all of the prospects important needs.

Product Not Mentioned in SPIN Approach

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As

seen from SPIN examples, the product is not mentioned in the approach. This allows salesperson to develop the prospects need without revealing exactly what you are selling. When a salesperson first walks into the buyers office and says, I want to talk about Product X, the chances of a negative response greatly increase because the buyer does not perceive a need for the product.

Product Not Mentioned in SPIN Approach

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SPIN

questions allow you to better determine the buyers needs before starting the presentation.