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SPIN Selling Questions
An interesting book I have found useful in my sales efforts is Neil Rackam's Spin Selling. In the book he outlines what questions to ask when to move prospects all the way through the buying process. If you ask the wrong questions at the wrong stage the interaction will often stall. On the other hand if you ask the right questions at the right time, you will often find the prospect quickly becomes eagerly interested in your product and excited to buy.
SPIN Selling Summary
It all starts with situation questions. What are situation questions?
Situation questions are questions in the sales process that ask for background or facts.The situation type questions are the first questions you want to ask after you have introduced yourself to the prospect. The theory behind the SPIN system is to talk about your product and the benefits of your products as late into the sales interaction as possible. To do this you will need to get a conversation going by asking questions, starting with situation questions.
What are some examples of situation questions?
Examples of situation questions would be (I will use examples related to my customer who provides office coffee.
Stage 1 Questions
1. What kind of coffee brewing system do you use right now?
2. How often do you get coffee delivered to your location?
3. Are there any areas of opportunity for improvement with your current coffee supplier?
4. How many cups of coffee do you go through a day?
Stage 2 Questions
After asking Examples of stage 2 questions after the buyer has given you a specific piece of information to probe further on.
1. How long does your current coffee machine take to brew a cup of coffee?
2. Am I right in thinking that placing your coffee orders over the phone is very time consuming?
3. When did you first notice an increase in the prices you were paying for your coffee?
4. Has the number employees complaining about the coffee increased over time?
This article is the first of a 4 part series on spin selling, each one discusses the different types of questions in the SPIN Selling System. To read the other articles in this series just click on the links below!
The Order Of Questions in the SPIN Selling System
1. Situation Questions
To get sales training for your or your staff click here.
Read the next article in this series titled SPIN Selling Questions - Determine Buyer Needs.
My name is Chris R. Keller. I work at Profitworks Small Business Services helping various B2B small businesses in Waterloo and Kitchener Ontario generate new customers. Feel free to connect with me on Google+ or if you are just interested in getting new customers for your B2B small businesses enter your email in the box provided below and click the "Send Me Free Sales Insights" button.
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Becoming a Marketing Leader In Your Industry
What is the one thing Bobson College, State Farm, and Coca-Cola have in common: they are marketing leaders in their industry. They are able to excel in the 5 diemsnions of being a marketing leader: impactfulness, distribution, personal, purposeful, and mind share. Companies are marketing leaders when they can honesty address issues in their industry, express empathy with solving customer issues, while delivering a fresh message not heard of in their field before. This article looks at the qualities of a marketing leader and how to get there, with examples from each of these brands.
Ready to Become the Leader in Your Market?
Profitworks works with clients across industries to help them become the market leader in both service and marketing. We have experience growing companies of varying sizes in getting the brand recognition and digital presence they deserve. Before you finish this article, describe in 4 sentences or less what it looks like for your company to become the market leader in your industry. Tell us about your vision here.
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"Our overall sales to new customers has improved as a result of detailed analysis, proposed solutions, and successful execution.”
Tom - Business Owner & Customer
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Becoming a Market Leader Online
What is the one thing Uber, Taco Bell, and Amex have in common? They are online marketing leaders in their industry. Having an online presence may very well be the only way companies stay relevant and competitive as consumers increasingly transition from a physical shopping experience to one that is digital or mobile enabled. Organizations looking to have market leadership online will need to be innovative, content curators, connected to the conversation, and obsessed with customer experience. Become the market leader in your industry today, reach new clients on new domains by creating a digital marketing strategy.
Ready to Become the Market Leader?
Becoming a market leader means getting comfortable with the digital platforms customers that can better serve and retain great customers. A baby step would be exploring new or unfamiliar platforms like WeChat, MMORPGs, and like some who have done so before: create their own digital platform. Ready to Become the Leader in Your Market? Have your team or an expert give you a 1-page report on the opportunities and challenges of a social platform you haven't used before.
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"Our overall sales to new customers has improved as a result of detailed analysis, proposed solutions, and successful execution.”
Tom - Business Owner & Customer
