The SPIN sales methodology, based on Neil Rackham’s 1988 SPIN Selling bestseller, is designed to guide sellers through the sales process - from discovery all the way to close - by giving them the right types of questions to ask.
SPIN selling is considered particularly effective during, high-price, complex sales processes where a sales rep needs to be part trustworthy consultant, part B2B salesperson.
Through asking the right types of questions in these sales conversations, a rep can build trust with the lead’s decision-makers and find success.
There’s a reason that SPIN is a popular sales strategy, and that’s because it’s very structured and outlines each sequential step a sales rep needs to take.
There’s multiple layers to SPIN selling, so in this guide we’ll look at:
- What the SPIN sales technique is
- What the SPIN selling questions are
- How to go through the SPIN selling stages
What is SPIN selling?
The SPIN selling methodology is all about asking four distinct types of questions on sales calls in order to get a thorough understanding of a prospect’s pain points.
Rather than having sales reps focused on pitching and nothing but pitching, SPIN selling puts them into a consultative selling role in which they look out for the potential customer’s needs.
This allows reps to build trust as the sales cycle goes on, building a relationship with the prospect that pays off down the line - and results in sales success.
It’s practically common knowledge that B2B sales deals are at their most complex at the moment, so it’s a necessity that reps help prospects navigate that complicated landscape, rather than just throw a product pitch at them.
SPIN selling helps reps be understanding consultants by providing them with a framework of questions to ask, and these fall under four categories.
As you’ve probably discerned, SPIN is an acronym that stands for:
Now that we know what SPIN stands for, we can take a closer look at each letter of the acronym and analyze how it helps sales teams ask the right questions.
What are the SPIN selling questions?
Let’s run through each type of question, alongside a few examples. The key with all of the categories is to keep the questions open-ended as to get your prospect talking frankly about their organization and needs.
Generally, SPIN methodology calls for each category to be asked sequentially. Start with situation questions, move to problem questions, then to implication questions, before capping off with need-payoff questions.
Situation questions are aimed at helping the sales rep understand the prospect’s current situation. While asking these types of sales questions, a rep will look to understand the organization’s current processes and how things actually work in that company. Essentially, a rep is gathering context.
Examples of situation questions include:
- What’s your approach to [your product’s use case]?
- What does your role in the company involve?
- What tool are you currently using for [use case]?
- What’s your top priority for this quarter/half/year?
Once a rep has discerned the general situation at the lead’s company, they can move onto the next group of questions. Problem questions are pretty self-explanatory - they’re all about discovering the prospect’s problem.
By asking these questions, a rep can find out whether your product or service could solve those pain points.
Examples of problem questions include:
- Are you happy with [process]?
- What’s your biggest pain point on a day-to-day basis?
- What gets in the way of you achieving [important business goal]?
- Do you think [pain point] can be solved?
With your salesperson now acutely aware of the issues the potential customer is facing, the SPIN model turns its focus on asking implication questions.
Implication questions aim to make the prospect realize how serious the effects from their problem are. By asking these questions, reps drive a sense of urgency and help encourage the potential customer to make a decision quickly.
Examples of implication questions include:
- How does [pain point] impact your organization’s KPIs?
- Does [pain point] hurt your customer’s experience as well?
- How much time/money is [issue] costing your company?
- How is [problem] affecting you and your team’s work?
The final part of the SPIN sales method acronym, and the last type of question defined in by this selling technique, are need-payoff questions. These build on everything the sales rep discovered by asking the right questions in the previous categories.
Need-payoff questions are geared towards helping the prospective customer see the advantages of solving their pain points now (with your product or service, of course!)
If you’ve done the rest of the process correctly, the lead should naturally come to the conclusion that your product or service is going to solve their problem and make their life easier.
Examples of need-payoff questions include:
- What would change if you did [process] differently?
- Would it be easier to achieve your goals with [solution]?
- How would solving [pain point] help your business?
- Would [solution] help your team?
To sum it up in a few sentences, the SPIN selling questions are situation, problem, implication, and need-payoff questions.
Your sales reps should usually ask them in a sequential order to prepare the prospect for the need-payoff questions at the end, which aim to help the prospect see that your solution is the answer to their problems.
But SPIN isn’t just about asking the right questions - there’s also a selling process to it. Let’s run through those four stages next.
The SPIN selling stages
So now you’re familiar with the SPIN questions that sales professionals are using, but it doesn’t stop there.
Just as there are four sets of questions, there are four stages to the SPIN sales method. So,as you read these, think about how they line up with the sequential order you should ask your questions too.
There’s no necessary timeline either. Sometimes, you might get through two stages in one call, other times it might take multiple calls over a series of weeks or months to reach the final stage - especially in more complex deals that require more depth than a simple sales pitch.
Stage 1: Opening
The opening stage isn’t about pushing your product or making your sales pitch. Like some of the other methodologies we’ve looked at (such as the Sandler selling system, for example), this first stage is about building rapport and creating a relationship with the prospect.
Don’t bombard your newfound lead with talk about how great your product or service is and how much more efficient it will make their team. Instead, get high-level information that’s relevant to closing the sale further down the line.
These are your situation questions.
If you’re selling a conversational intelligence tool, then try to find out whether the lead’s organization is currently using one, who uses it, who’s a stakeholder in that sort of software, who’s responsible for coaching and analyzing sales calls, how sales training and coaching works at the company, and so on.
A good test for each stage is to imagine you’re selling various products or services, and think about what questions you’d ask. If you were selling CRM software, for example, what would you need to know?
Stage 2: Investigating
Stage 2 of conducting a successful sales process with SPIN is the investigation stage. Once you’ve created that relationship with the prospect, you build on that trust and integrity by asking your problem questions.
The fact that you’re working to understand and empathize with your prospect’s pain points will build your credibility further, with the bonus that you uncover valuable information on whether there are opportunities where your product or service will solve those issues for the prospect.
Sometimes, the prospect won’t just outright tell you their explicit needs, so your reps may have to infer and read between the lines to fully understand the true issues in the organization.
You have to know what roadblocks your prospect and the prospect’s organization are facing before you can start touting your product or service as the solution.
Stage 3: Demonstrating capability
Moving onto stage 3 of 4 in the SPIN selling method, demonstrating capability. To this point, you’ve built a credible relationship with the prospect and understand their pain points.
Now, it’s time to start talking about your product or service, and how it can benefit their organization and help solve those pesky problems. Remember the old saying of benefits over features here.
While fast processing times might be a feature of your software, the benefit is that you can get more work done, faster. Your prospect wants to know how it’ll affect them and their day-to-day more than what actually makes it work.
In this stage, you’re demonstrating to the prospective customer that your solution can solve the problems you uncovered earlier.
It’s important that you don’t rush the previous two stages to get to this point. A prospect is more likely to view your sales pitch favorably if they have a good relationship with you and believe you have their best interests at heart.
This is where both your implication and need-payoff questions can be relevant.
Stage 4: Obtaining commitment
Finally, stage 4 is about obtaining commitment from the prospect (soon to be a customer!). Do this by requesting a final call with all the relevant stakeholders, setting up a trial period, or other such things that can seal the buy-in from the organization.
To make sure this stage goes smoothly, you have to understand the prospect’s buying process and what’s actually involved in purchasing a product or service on their end.
Even with all your convincing in steps 1-3, a prospect may hesitate to say ‘yes’ so be prepared to handle all the classic sales objections.
If you’ve done it all correctly, you’ll hopefully leave this stage ready to send over contracts, invoices, and all those other important details.
Another day, another SEC sales methodology guide!
The SPIN sales methodology definitely deserves consideration. Its handy groupings of situation, problem, implication, and need-payoff questions pair with the simple, four step sales process really nicely.
If you like having a sales methodology that’s simple, structured, and easy to follow then maybe SPIN is for you.
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