Asking Hard Questions

Using the SPIN Selling Technique

SIMPLE SALE

COMPLEX SALE

ORDER (WIN)

S U C C E S S F U L

Four Possible Outcomes ORDER (WIN)

Commitment to buy Agreement on an action that moves the sale forward
E.g., Id like you to talk to my partner next week

ADVANCE

NO SALE (LOSS)

U N S U C C E S S F U L

NO-SALE (LOSS)

Discussion continues without agreement on action

E.g., Great discussion. Call me again some time

Refusal to buy

CONTINUATION

ALWAYS ADVANCE
Continuation does not close the sale!

The Four Stages of a Sales Call

Getting Started Positioning yourself to ask questions Asking questions Understanding the buyers needs and concerns Showing how you can help Gaining agreement to the next step

Preliminaries

Investigating

Demonstrating Capability

Obtaining Commitment

Which of these is the most important?

The Four Stages of a Sales Call

Investigating
Successful Sellers put their main effort here!

How Do We Build Pain?

By Asking Questions!!

Development of a Buyers Pain

Its almost perfect

Im a little dissatisfied

Ive got problems with

I need to change immediately!

Development of a Buyers Pain

Its almost perfect (Unaware)

IMPLIED NEEDS

Problems Difficulties Dissatisfactions EXPLICT NEEDS

I need to change immediately!

(Strong wants or desires)

Is the Problem Big Enough to Justify the Solution?

Seriousness Of Problem

Cost Of Solution

Is the Problem Big Enough to Justify the Solution?

You Must Be Kidding!!
Buy Dont Buy

Seriousness of Problem

Cost of Solution

Is the Problem Big Enough to Justify the Solution?

Buy Dont Buy

Seriousness of Problem

Cost of Solution

We develop the value of our product by turning Implied Needs into Explicit Needs

Implication Questions
DEFINITION: Asking about the implication about a buyers difficulties. SAMPLES: What effect does that problem have on production? Could that lead to added costs? IMPACT: These are the most powerful types of questions because they induce pain. Induce pain BEFORE offering potential solutions.

Need-Payoff Questions
DEFINITION: Ask about the value or use of a proposed solution. EXAMPLE: How would a more effective recruiting program help? If you had a better recruiting system how would that help retention? Use Need-Payoff Questions to get buyers to tell you the benefits your solutions offer.

Implied Need

Expanded By Implication Questions Into

Transformed By Need-Payoff Questions

Explicit
A clear problem

Need
A desire for a solution

The seller uses

S
to establish a context

Situation Questions
so that the buyer reveals

S
Implied Needs
which are developed by

P I N

leading to

Problem Questions

P I

Implication Questions
which make the buyer feel the problem more clearly and acutely leading to

so that the buyer states

Need-Payoff Questions

Explicit Needs
allowing the seller to state

Benefits
which are strongly related to sales success!

C R E A T I N G

Seller Asks

Problem Question

How effective Is your training?

Buyer Replies with

Implied Need

We could do better.

Seller Gives

Advantage

We will give you Access to training 24hrs a day.

Buyer considers value equation.

Not worth it!.

Buyer raises

Objection

I wont pay $......

O B J E C T I O N S

How the Broker sees it

Buy Dont Buy

The Point of View We Have to Create

Buy

Dont Buy

SITUATION QUESTIONS

Objection Handling Strategy

PROBLEM QUESTIONS

Objection Prevention Strategy

Seller develops Need with Implication & Need Payoff Questions

Seller gives Advantage

IMPLIED NEED

Customer Raises Objection

Customer gives Explicit Need

Seller handles objection

Seller gives Benefit

Customer shows support or approval

We Build Value by Asking Questions

You will get to a point where the broker is asking you for information. You will be in control of the process. You will close the deal.