Demonstrating capabilityFEATURESFEATURES. A. B

Definition:Definition:Features are neutral facts, data, information or characteristics of your product or services

Examples:Examples:We have 52 offices across 5 continentsThe quotation is valid for one month from date of receipt

Impact:Impact:Best used in the middle of the saleBest matches buyers demand about detailsWill have a positive impact on technical people

Demonstrating capabilityF.ADVANTAGESADVANTAGES.B

Definition:Definition:Advantages show how the service/product helps the customer, simplifies things for the customer

Examples:Examples:... which means you will not have to worry about quick repair & maintenance

... which means you that you’ll not have to go through the hassles of importing the spares

Impact:Impact:

Best when used during the beginning and the middleLess effective on the customer as the cycle progresses

Demonstrating capabilityF. A. BENEFITSBENEFITS

Definition:Definition:Shows how a service / product meets an explicit need expressed by the customer

Examples:Examples:Which means you will not have to wait & pay for the shipment of sparesIf there is a breakdown our engineers will be able to fix your machinery quickly saving you costly delays and productivity

Impact:Impact:

Should be used at every opportunityBest used in response to need payoff questions

4. 4. OObtainingbtainingCommitmentCommitment

Gaining AgreementGaining Agreement ASK for the saleASK for the sale Leading to the next stepLeading to the next step//STARTSTART OF A RELATIONSHIPOF A RELATIONSHIP

THE 4 STAGES OF A CALLTHE 4 STAGES OF A CALL

OpeningOpeningOpeningOpening

DemonstratingDemonstratingCapabilityCapability

DemonstratingDemonstratingCapabilityCapability

InvestigatingInvestigatingInvestigatingInvestigating

Getting StartedGetting StartedPositioning yourself to ask questionPositioning yourself to ask question

Getting StartedGetting StartedPositioning yourself to ask questionPositioning yourself to ask question

Showing how you can helpShowing how you can helpF.A.B.F.A.B.

Showing how you can helpShowing how you can helpF.A.B.F.A.B.

Asking the right question.Asking the right question.Identifying and understanding the Identifying and understanding the buyers needs and concernsbuyers needs and concerns

Asking the right question.Asking the right question.Identifying and understanding the Identifying and understanding the buyers needs and concernsbuyers needs and concerns

ObtainingObtainingCommitmentCommitmentObtainingObtaining

CommitmentCommitment Gaining AgreementGaining Agreement ASK for the saleASK for the sale Leading to the next stepLeading to the next step

Gaining AgreementGaining Agreement ASK for the saleASK for the sale Leading to the next stepLeading to the next step

OpeningOpeningOpeningOpening

DemonstratingDemonstratingCapabilityCapability

DemonstratingDemonstratingCapabilityCapability

InvestigatingInvestigatingInvestigatingInvestigating

Showing how you can helpShowing how you can help F.A.B.F.A.B.

Showing how you can helpShowing how you can help F.A.B.F.A.B.

Asking the right question.Asking the right question. Identifying and understandingIdentifying and understanding

the buyers needs and concernsthe buyers needs and concerns

Asking the right question.Asking the right question. Identifying and understandingIdentifying and understanding

the buyers needs and concernsthe buyers needs and concerns

THE 4 STAGES OF A CALL

SPIN

Getting StartedGetting Started Positioning yourself to ask questionPositioning yourself to ask question

Getting StartedGetting Started Positioning yourself to ask questionPositioning yourself to ask question

What is SPIN model?

1. The Model is based on research of 35,000 sales callsresearch of 35,000 sales calls by Huthwaite (Neil Rackham) – sponsored by IBM & Xeroxsponsored by IBM & Xerox

2. Currently being successfully used by major companies around the world

3. SPIN is a logical framework & not a rigid sequence

4. You can use it for your success in selling to corporates

3. There is no single correct order of questions – every situation demands an approach that is appropriate to that situation.

SSituation Questionsituation QuestionsSSituation Questionsituation Questions

NNeed-Payoffeed-PayoffQuestionsQuestionsNNeed-Payoffeed-PayoffQuestionsQuestions

IImplication mplication QuestionsQuestionsIImplication mplication QuestionsQuestions

PProblem Questionsroblem QuestionsPProblem Questionsroblem Questions

About factsNeutral Leaves out sentimentFocuses on the situation

About factsNeutral Leaves out sentimentFocuses on the situation

About dissatisfaction and difficulties

Tries to bring out concerns Identifies Implied need

About dissatisfaction and difficulties

Tries to bring out concerns Identifies Implied need

About consequences and effects of the problem

Increases the seriousness of the problem Spins of to effects (implication) on other area’s

About consequences and effects of the problem

Increases the seriousness of the problem Spins of to effects (implication) on other area’s

About the solutions and their valueOffer solutions and match explicit needAbout the solutions and their valueOffer solutions and match explicit need

SYNOPSIS OF SPIN QUESTIONS

SITUATION QUESTIONSSITUATION QUESTIONS (Sales Executive to Sales Co-coordinator of a Commercial client).

Definition: Finding out facts about the client’s existing situation.

Example: “My information tells me that you have considerable Business Travel and VFR (traffic to Europe. Since we have direct flights to Europe can you tell me more

about it?”

Impact: Least powerful, can put off the buyer!

Advice: Eliminate unnecessary Situation Questions by doingyour research, cold calls and home work’ in advance.

PROBLEM QUESTIONS.PROBLEM QUESTIONS.

Definition: Asking about problems, difficulties or dissatisfactions that your client may be facing in the existing situation.

Example: What difficulties do you face in giving prompt and efficient service to your business executive traveling

under short notice?

Impact: More powerful than ‘Situation Questions.’ Experienced Sales Executives ask more of these questions as they help to pin point the client’s needs.

Advice: Think how your product/services can solve your client’s problems – not in terms of the characteristics of your product/services.

IMPLICATION QUESTIONSIMPLICATION QUESTIONS

Definition: Asking about the consequences or effects of your client not addressing his problems, difficulties or dissatisfactions.

Example: What inconveniences your executives face while traveling on business trips due insufficient frequency of other airlines?

What would it mean to your executives if they could change their travel plans according to the ever changing business requirements?

Impact: Most powerful of all SPIN questions – Successful Sales Executives ask lots of ‘Implication Questions.’

Advice: These questions are the hardest to ask as they have to be framed in such a way that the agent feels the impact and extent of lost opportunity.

NEED-PAYOFF QUESTIONS.NEED-PAYOFF QUESTIONS.

Definition: Asking about the value or usefulness of a proposed solution.

Example: How do you think our higher frequency facilitate your business travel? And what impact would that have on your business?

How could it make your job easier so that you could focus on other important issues?

Impact: Top Sales Executives use these questions extensively as they leave a positive impact on the clients.

Advice: Use these questions to get your clients to tell you the benefits that your solution has to offer!

THINK ABOUT THIS ...THINK ABOUT THIS ...

"Most People Aim at Nothing in Life, and Hit it with Amazing Accuracy“

"Prescription Before Diagnosis is Malpractice.“

"People Don't Buy Because They're Made to Understand, They Buy Because They Feel

Understood."

The sale begins when the customer says…”Yes"