By Keith Center
For over thirty years Huthwaite’s research team examined all facets of the sales process. Over 35,000 sales calls were examined and the findings were documented in the book SPIN Selling, by Neil Rackham.
If there is one major difference between Spin Selling and almost every other book on sales, it is focusing on getting the buyer to answer questions that help them understand the implications of their current situation instead of our product or service.
For me, SPIN Selling’s main ideas are as follows…
Is our product or service a “high ticket” or “low ticket” item? This must be in the eyes of customer, not our company. This is a very important question because the perception of cost by the buyer creates a very different buying pattern and sales cycle.
For instance, we would most likely take a longer time to buy a house, or a car, than something that only costs a few dollars such as a book, or a tool, etc.
The second great take away is that questions work. And the best questions revolve around the overarching question, “What are the implications?”
Implication questions provoke thoughts like “What happens if I don’t do this deal,” or “What happens if I do buy this.” These types of questions help lead prospective customers to committing to large transactions.
Selling big ticket items is all about aligning what we do best, with what they need most. And asking questions that help them understand the implications.
Questions like, “What are the implications if you don’t buy that new car? Will your current vehicle hold up? What if your wife is out with the kids and the car breaks down?”
So ask those implication questions and help the prospect understand the implications of making the decision one way or the other.
SPIN Selling may be a little too academic for some. But the SPIN Selling Field Guide is very straightforward and takes one through enough of the research to help us understand why this works. Also, the exercises prepare salespeople to ask the right questions at the right time.
Copyright © 2009 Keith Center