I don’t know if you noticed, but we spent about 1 month writing about the SPIN methodology. We made a complete guide about SPIN, texts with practical tips, texts explaining the dangers of each stage, we talk about its creator and much more.
But if you paid attention, you’ll notice that there was a more than important point missing in the midst of this vast content:
But then, is SPIN Selling for you?
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- understanding the scenario
- Straight to the point
- Product or Service
understanding the scenario
Despite having already spoken in other texts, it is worth recapitulating the origin of SPIN here.
If you’ve read some of the other texts we’ve written, you might remember that SPIN is nothing more than the formalization of a process that already existed but was implicitly dominated by so-called high-performance vendors.
In the past, it was believed that the sales process should be guided by 3 basic principles:
- Conducting open questions;
- Overcoming all objections;
- And using closing techniques.
However, later, it was realized that in sales where the average ticket was higher or the purchase impact was collective (it would affect the entire organization or an entire sector, for example), this method was ineffective, inefficient.
And that was when, through a comprehensive survey (this survey lasted about 12 years… not bad, isn’t it?!), Neil Rackham ended up putting on paper what the most experienced salespeople already knew: the SPIN methodology.
Straight to the point
But then, is SPIN really for you? My answer is yes and no. That simple!
Calm down, I’ll explain!
If you believe that the SPIN can only be considered when used following its logical sequence and that, to be validated, we need to go through the 4 letters (Situation, Problem, Implication and Need Payoff), then maybe the SPIN is not for you.
But if you believe that order doesn’t matter and that the important thing is to be able to adapt the methodology to each case… well, then, my friend and friend, SPIN is definitely for you.
It doesn’t matter if you sell a product or service, if you use field sales, inside sales or self service, I can assure you that this methodology can be applied to your case.
Does he doubt?
No problem. I will help you solve this problem 🙂
Product or Service
If you have a product or service, regardless of its complexity and price, it can be placed in one of the following three forms of sales: field sales, inside sales or self-service.
Do you agree?
In this case, you probably have a solution that is a little more complex or that has a higher average ticket, because otherwise your LTV probably won’t make up for your CAC. (Are you lost with these terms? The Digital Marketing Glossary we put together can help you with that).
Here, you will probably have to demonstrate the real value of your product/service to your potential customer, because as we talked about earlier, this is a purchase that will likely affect more than just the buyer’s life.
It will affect a larger pool of people or even the entire organization.
Would you, as a customer, want to make a decision that affects an entire organization without knowing that this is the right step to take?
Yeah, I don’t think so either.
This is exactly why SPIN Selling is applied here in its “most natural and linear” way, following the logical sequence of Situation, Problem, Implication and, finally, Need questions. Payoff).
It’s only after you’ve fully educated your lead that he’ll feel ready to trust what you’re offering, and therefore will be much more likely to buy.
Here we can have two situations: either your service product is complex and/or expensive (so it would fit the model we talked about above), or it is neither that complex and/or not that expensive.
So it may be that you can actually make a sale without having to run SPIN completely.
Imagine a situation where you are buying a sneaker or a watch, for example. Will you need to think through and research all the other options before closing a deal? Difficultly!
Usually what happens is that the seller manages to generate urgency (or at least desire, which is enough) using only the beginning and end of the SPIN methodology most of the time.
- In what kind of situation will you use this watch/sneaker?
- Do you like a sporty or casual style more?
- What color do you prefer?
- What type of bracelet?
- Wouldn’t it be nice to have a cool watch like this, which matches any type of outfit and gives an air of sophistication and good taste?
- Wouldn’t it be nice to be able to wash your hand, swim and go to the beach without having to take off your watch?
- Wouldn’t it be interesting to be able to wear these sneakers with both a more casual outfit and a no-nonsense outfit? He’s cute in any situation, don’t you think?
- Wouldn’t it be nice to have a shoe that, in addition to being beautiful and durable, is very comfortable and has a very affordable price?
These are just a few examples of questions that, applied to different situations, can be enough to make a person decide to buy your product.
We come to the part that is a “gotcha”.
After all, if the product or service is sold in the self-service model, that means that it is sold by itself, doesn’t it? Not quite.
Before you decide to buy this type of product, you need to research, even a little, how it works.
And that’s where texts, ebooks and explanatory videos come in.
Especially when we talk about how-to videos or product presentation videos, the storytelling that guides them is often based on SPIN.
Can you see SPIN being used in the video below?
So it is!
I bet you never noticed until now.
Interesting that even this type of story uses the SPIN model to build a scenario, isn’t it?
I hope it’s clear how SPIN can be used for any situation, enough for that to have a little creativity and understanding of your persona scenario.
But, if by any chance, you still have doubts if SPIN really works for you or not, send me an email ( firstname.lastname@example.org ), leave a comment below or get in touch with our team of consultants.