SELLING STYLES

Average sellers are concerned with their own

product or service and how they - the seller -
see it helping the customer

Push Color, Delivery, Usage, 
CPU,  Size, Bits/sec, 
Cost .....
 SELLING STYLES
Skilled sellers are concerned with the customer’s
needs and how the customer sees the solution
I need ...
I must make 
Benefits I want ...
sure I note all 
Would like solutions ...
this
Change

Pull
 RESEARCH SHOWS

In successful sales:

✔Customer talks more than seller

✔Seller seeking is higher than giving

 RESEARCH SHOWS
In successful sales:
✔ Customer talks more than seller

✔ Seller seeking is higher than giving

However, when selling, most

people:
✖ Talk too much

✖ Don’t seek enough

HOW STRONG IS THE NEED?
Our present 
I’ve got a  system is 
problem with  almost perfect
the present 
system
B
A
I’m a little 
I need to  dissatisfied 
change it  with our 
immediatel system
y
C D
HOW STRONG IS THE NEED?

Our present  WEAKEST
I’ve got a  system is 
problem with  almost perfect
B
the present 
system
B D
A
A
I’m a little 
I need to  dissatisfied 
change it 
immediatel
with our  C
system
y
C D STRONGEST
 CUSTOMER NEEDS
It’s almost perfect

I’m a little dissatisfied

I’ve got problems with ...

I need to change it 
immediatel
CUSTOMER NEEDS
NEED WEAK

NEED
NEED
NEED
NEED
NEED STRONG
 CUSTOMER NEEDS
Solution here  NEED
has low impact
NEED
NEED
NEED
NEED
NEED
 CUSTOMER NEEDS
Solution here  NEED
has low impact
NEED
NEED
NEED
NEED
Solution 

NEED here has 
high impact
IMPLIED AND EXPLICIT
NEEDS
UNAWARE
NEED

NEED
NEED
PROBLEMS Implied 
DIFFICULTIES
Needs
NEED
DISSATISFACTIONS

Explicit 
NEED Needs

STRONG 
NEED
WANTS OR 
DESIRES
CUSTOMER NEEDS
NEED
VAGUE

NEED
CLEAR
NEED Implied 
Needs
NEED
STRON
G
NEED
VAGUE

NEED Explicit 
CLEAR Needs
NEED
NEED
STRON
GG
 HOW CUSTOMER NEEDS 
GROW
Implied Needs Explicit Needs
VAGUE
“It’s inconvenient but  “Well, I suppose it could be 
that’s all.” useful.”

CLEAR
“Cost of production has  “It would save us 10% 
risen by three times the  on running costs at 
rate of inflation.” least.”

STRONG
“It become so serious that  “It’s absolutely essential that 
we’re in danger of having to  we improve our security”
close down.”
WHICH NEED IS IMPLIED AND
WHICH IS EXPLICIT?
I or E?
a) I’m dissatisfied with the current cost.
1 b) I want a way to do it that is 10% cheaper.

2 a) What I need is a faster machine.

b) I’ve got a throughput problem with my present
machine.

a) Our productivity is too low at present.

3 b) We want a way to improve productivity in this
area.
SITUATION QUESTIONS

Situation questions about facts/ 
Questions background/context
SITUATION QUESTIONS

Situation questions about facts/ 
Questions background/context

•  More in unsuccessful calls

•  Best sellers ask fewer but focus them 
better
 PROBLEM QUESTIONS

Situation
Questions

questions about 
problems/  Problem Implied
dissatisfactions  Questions Needs
(feelings )
 PROBLEM QUESTIONS

Situation
Questions

questions about 
problems/  Problem Implied
dissatisfactions  Questions Needs
(feelings )

•  More in successful calls

•  Inexperienced people don’t ask enough
 SITUATION OR PROBLEM
QUESTIONS?
S or P?
1 Do all your people use the machine?
2 Do they find it hard to use?
3 What difficulties do you meet in
performing this operation?
4 How do you feel about your cost levels?
5 How many people do you employ here?
 KEY FACTS ABOUT THE
PRESENT SITUATION
INCLUDE: Did you 
find 
• Hotel has 3,000 ashtrays out?
• 350 replacements needed each month
Present ashtrays are:
• small (8 cm diameter)
• cost £140 per 100
• made of thin glass with enamel finish
• shallow dish shape
• without cigarette rests
• olive green
 PROBLEMS WITH PRESENT
ASHTRAYS INCLUDE:
Did you 
uncover?
• Delicate glass - high breakage rate
• Small size - easy to take as souvenirs
• Burns to furniture through lack of cigarette rests

• Enamel is easy to scratch/chip and quickly looks old

• Shallow dish is easily knocked over

• Cost (£140 per 100) is high

• Replacements are custom made, with a 3 month wait

• Color is unsuitable for changes in decor

• Difficult to clean
 WHY SHOULD I CHANGE?

Problems Disruption

Difficulties Time

Money
Effort
Dissatisfaction

Cost of present Cost of change
Skilled sellers help the customer to recognize the ‘weight’ of the problems
 IS IT WORTH IT?

Savings Hassle

Benefits Risks
Hidden 
Extras
Cost
Solutions

Value or usefulness as  What the customer has to 
perceived by the customer ‘pay’ for a solution

Skilled sellers help the customer to think through the overall ‘worth’ of the solution
 OPENING THE CALL

• Identify yourself and your company

• Establish the purpose of the call

• Gain customer agreement for you to ask

questions and make notes
OPENING THE CALL - RESEA

Research shows:
• There is no one ‘best way’

• A ‘canned approach’ does not work

• Successful people use a flexible

approach
 ‘ROLEPLAY’

Roleplays are not an acting 
 SO, IT’S OK
✔To sound awkward
✔To pause for thought
✔To refer to notes
✔To be yourself
RESPONDING TO IMPLIED
NEEDS
Situation
Questions

Problem Implied
Questions Needs
RESPONDING TO 
IMPLIED NEEDS
Situation
Questions

Problem Implied
Questions Needs

for example 
“Yes we do have 
Solution  that problem”
“Here’s how we 
can help”
 IMPLICATION
QUESTIONS
Situation
Questions

Problem Implied
Questions Needs

Implication
Questions
 IMPLICATION 
QUESTIONS
Situation
Questions

Problem Implied
Questions Needs

questions which extend/ 
develop the need by  Implication
linking it to other  Questions
potential problems
 IMPLICATION 
QUESTIONS
Situation
Questions

Problem Implied
Questions Needs

questions which extend/ 
develop the need by  Implication
linking it to other  Questions
potential problems

especially  ­ high technology
­ high value
important in:
­ selling to decision makers
 GENERATING
IMPLICATION QUESTIONS
Costs
• direct
• indirect People
Time • boss
• peers
• subordinates

Implied 
Needs

Third parties
• suppliers ACCOUNTS SALES
• customers
• public

Other departments
 PROBLEMS
Problem

le m Problem
ob
Pr e m
Pr o b l
blem r o
P
Pr o
blem
 SOLUTIONS
Solution

i o n
l ut
So o n
Solu ut i
Sol
tion
Solu
tion
NEED-PAYOFF QUESTIONS
Situation
Questions

Problem Implied
Questions Needs

Implication
Questions

questions about the 
Need­payoff
utility or value of a 
solution Questions
 NEED­PAYOFF QUESTIONS

Situation
Questions

Problem Implied
Questions Needs

Implication
Questions

questions about the  ­ identify ...
Need­payoff
utility or value of a  ­ clarify ...         Explicit Needs
solution Questions ­ extend ...        
 THE SPIN® MODEL
S Situation
Questions

P Problem
Questions
Implied
Needs

I
Implication
Questions

Explicit
N ® Need­payoff
Questions Needs

A logical framework but not a rigid sequence
FEATURES - DEFINITION
Characteristics of product or service.
For example:

“We have four 
“It costs £4,200”
machines 
in this range”
 BENEFITS

• How a product can be used

• A cost advantage of a feature
• Showing how you can help the customer
• Showing the value of your product
• How a feature meets a need
 A AND B BENEFITS

A How a product or feature can be used or

can help the customer

B How a product, feature or advantage

meets an Explicit Need expressed by the
customer
 RELATIONSHIP TO SUCCESS

A How a product or feature can be used

or can help the customer
17.5% of seller’s behavior - only
moderately related to sales success
RELATIONSHIP TO SUCCESS
A How a product or feature can be used or can
help the customer
17.5% of seller’s behavior - only moderately
related to sales success

B How a product, feature or advantage

meets an Explicit Need expressed by the
customer
5.0% of seller’s behavior - very strongly
related to sales success
 ADVANTAGES AND
BENEFITS
A dvantages - How a product or feature can be
used or can help the customer
17.5% of seller’s behavior - only moderately
related to sales success

B enefits - How a product, feature or advantage

meets an Explicit Need expressed by the
customer
5.0% of seller’s behavior - very strongly related to
sales success
BENEFITS - DEFINITION
How a product meets an Explicit
Need expressed by the customer. For
example:

“You have said you 
need fast turnaround 
­ here’s how we can 
give it to you ...”
ADVANTAGES - DEFINITION

How a product can be used or can help

the customer. For example:

“Because of ...
you can ...”
 IMPACT OF F A B OVER THE CYCLE

high 
persuasive 
power

low 
persuasive 
power

contact contract
Situation
SPIN® FORM
Questions Implied Needs
Problem
Questions

Implication
Questions
Explicit Needs
Need­payoff
Questions

Benefits
Date:
Name:
Advantages
Joint call number

Features
Situation
SPIN® FORM
Questions Implied Needs
Problem
Questions

Implication
Questions
Explicit Needs
Need­payoff
Questions

Benefits
Date:
Name:
Advantages
Joint call number

Features
Situation
SPIN® FORM
Questions Implied Needs
Problem
Questions

Implication
Questions
Explicit Needs
Need­payoff
Questions

Benefits
Date:
Name:
Advantages
Joint call number

Features
 COMMON CLOSING
TECHNIQUES - ASSUMPTIVE
CLOSE
Assumes that the customer has already
made a favorable commitment:
I’m 
Customer
impressed

Then when 
Seller
would you like 
us to deliver it?
COMMON CLOSING 
TECHNIQUES ­ ALTERNATIVE 
CLOSE
Offers the customer a choice between 
alternative commitments:

Customer I like your 
product
Would you prefer us 
Seller to deliver it next 
Tuesday or would 
Thursday be better? 
 AMERICAN AIRLINES CLOSING
STUDY - How often should you close?
60

50

40

30

% of  20

calls  10
resultin
0
g in sale 0 1 2 3 4

closes per call
 EFFECT OF PRICE ON
CLOSING
• Salespeople were trained to use more
closing techniques - the result was ...

UP 
4%
Cheap goods ­ sales rose
 EFFECT OF PRICE ON
CLOSING
• Salespeople were trained to use more closing
techniques - the result was ...

DOWN 
UP  21%
4%
Cheap goods ­ sales rose Expensive goods ­ sales fell
so...
• Closing techniques work best in getting small
commitments from the customer
THE THREE STEPS IN CLOSING A 
SALE ARE:
Propose an 
appropriate 
commitment 
from the 
Summarize  customer
the benefits

Check you 
have covered 
key customer 
concerns
 WHY DOES ‘A’ MEET TEN
TIMES AS MANY
OBJECTIONS AS ‘B’?

Seller A Seller B
 WHY DOES ‘A’ MEET TEN TIMES AS 
MANY OBJECTIONS AS ‘B’?

Seller A Seller B

Is it due to:
■ the product?  No. ‘A’ and ‘B’ both sell the same 
product
■ the customer?  No. Both sell to similar customers
■ A’s style?  Most likely explanation
THE MOST COMMON REASONS
WHY CUSTOMERS RAISE
OBJECTIONS
The seller has offered a solution which:
• doesn’t meet a need
• has insufficient value to the customer
In other words ...
• There is a mismatch between perceptions:
– the strength of the need
– the seller’s capability to meet it!
 EFFECT OF FEATURES,
ADVANTAGES AND BENEFITS
ON THE CUSTOMER
Salesperson’s behavior ...

Benefits

Advantages

Features
... most probable customer response?
 EFFECT OF FEATURES, 
ADVANTAGES AND BENEFITS 
ON THE CUSTOMER
Salesperson’s       Most probable 
behavior      customer response

Benefits

Advantages

Features Price concerns
 EFFECT OF FEATURES, 
ADVANTAGES AND BENEFITS 
ON THE CUSTOMER
Salesperson’s          Most probable 
behavior      customer response

Benefits

Advantages Objections

Features Price concerns
 EFFECT OF FEATURES, 
ADVANTAGES AND BENEFITS 
ON THE CUSTOMER
Salesperson’s          Most probable 
behavior      customer response

Benefits Support/approval

Advantages Objections

Features Price Concerns
 CALCULATOR WATCH
Sale price
• Addition £9.95
• Division
• Subtraction
• Multiplication
• Mark-up or mark-down %
Plus
• Melody alarm
• 24 hour (military)
• Backlight for night viewing
• Month, date, day of the week
• Full six-digit readout displays hours, minutes & seconds
• Chronograph with lap timer (in 1/100’s of a second)
OBJECTION PREVENTION vs
HANDLING

Unsuccessful Implied Need

Advantages

Objections

Objection Handling
 THE ORIGIN OF OBJECTIONS

Perception of Need Perception of Capability
Important High

Unimportant Low
 TWO TYPES OF
OBJECTION
Perception of Need Perception of Capability
Important High

CA
PA
BIL
ITY
ISS
UE

LAV
EU
SSI
EU
Unimportant Low
VALUE OBJECTIONS - AIM
Perception of Need Perception of Capability
Important High
Proven  Proven 
success  success 
model model

Computer 
tracking
Price

Computer 
BOU
ELAV Price
tracking ITCEJ
NO
Slick  Slick 
packaging packaging

Unimportant Low
 VALUE OBJECTIONS -
MEANS
Perception of Need Perception of Capability
Important High
Proven  Proven 
success  success 
model model

S Computer 
tracking
Price P
I
N

Computer 
BOU
ELAV Price
tracking ITCEJ
NO
Slick  Slick 
packaging packaging

Unimportant Low
 CAPABILITY-CAN’T
OBJECTIONS - AIM
Perception of Need Perception of Capability
Important High
Laser 
output Networkin
g

CA
PA
BIL
ITY Price
CA
N’T
Ergonomics
Networking
 
Price
Laser 
Ergonomics output
Unimportant Low
 CAPABILITY-CAN’T
OBJECTIONS - MEANS
Perception of Need Perception of Capability
Important High
Laser 
output Networkin
g

CA
PA
BIL
ITY Price
CA
N’T
Ergonomics
Networking
 
Price
Laser 
Ergonomics output
Unimportant Low
 CAPABILITY­CAN 
OBJECTIONS ­ AIM
Perception of Need Perception of Capability
Important High
Customized  Technical 
system support

Technical  CA
support PA
BIL Price
ITY
CA
N
Price Hardware 
compatability

Customized 
Hardware  system
compatability
Unimportant Low
 CAPABILITY­CAN 
OBJECTIONS ­ MEANS
Perception of Need Perception of Capability
Important High
Customized  Technical 
system support
Acknowledge
Demonstrate 
Technical  CA capability
support PA
BIL Show proof Price
ITY
CA
N
Price Hardware 
compatability

Customized 
Hardware  system
compatability
Unimportant Low
 OBJECTION PREVENTION vs 
HANDLING

Unsuccessful Implied Need Successful

Implication &
Advantages  Need­payoff Questions

Objections Explicit Need

Objection Handling Benefit

Support
GETTING RESULTS FROM
SPIN ®

✔ No magic - just hard work

✔ Work to improve - or skills will get

rusty and decline

✔ Practice one skill at a time

✔ Choose easy accounts to try new SPIN®

skills