Increase your sales with Spin Selling: what it is, advantages and how to apply it

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You may not have heard of Spin Selling yet, but this methodology is not as recent as it may seem. Created in the 1980s by Neil Rackman, one of the world's biggest names in sales, this methodology has been applied in contemporary times, especially when we are talking about B2B sales.

Throughout this article, we will explain what this method is, its pillars, advantages and application tips. This way, you can boost the sales of your products and services. Follow us.

Understand what the SPIN Selling method is
SPIN Selling is a method in which, through questions , the act of buying and selling gains a structure, a discourse and a strategy. These questions are based on: Situation, Problem, Implication and Need. We will talk about each of these later.

As we mentioned earlier, this method brings many benefits to Business to Business (B2B) commerce. This is because most of the time, selling products and services to other companies involves a higher monetary value.

Therefore, purchases of this type require greater caution, research and trust in the supplier. With a structure based on questions and that seeks to understand the consumer more thoroughly, the sales cycle is carried out with a view to increasing credibility.

Principles and importance
The theory brought by Rackman in the 1980s was based on sales calls made during that period. The intention of the trained psychologist and sales consultant was to show how different approaches could impact closings. And so he arrived at the 4 pillars mentioned above.

The importance of this method, the result of 12 years of studies, is mainly the differentiation of approach between simple sales and complex sales, given the scenario we just discussed in B2B sales.

Advantages of this methodology
There are several advantages to using SPIN Selling as a method. With it, you bring your potential customer to the center of the sales cycle. It is the needs, desires and pains of this prospect that will guide your salespeople's approach, and this albania telemarketing data makes the process more personalized. In a scenario where experiences and transformations are as important as the product or service itself, using SPIN Selling brings this from day 1.

During this process of questions, the prospect may even be enlightened about pain points that they didn't exactly know they had – or that there was a solution for them – which demonstrates a more careful look at the demand on the part of the seller.

Other advantages of SPIN Selling can be:

It can help build customer loyalty ;
It can help your company's reputation, as personalized, efficient and listening service can lead to referrals;
For your company, it is an opportunity to obtain more information about market demands and thus guide your projects;
SPIN Selling: learn about the four types of questions
Now that you know the advantages and history of SPIN Selling, let's delve deeper into each of the 4 pillars or questions that make up this methodology.

Situation
Sales team comprising two women and three men. The image represents a sales team discussing spin selling in practice.

The Situation (S) is the initial stage of SPIN Selling. This is the moment when your company, in addition to starting the sales cycle and introducing itself to the prospect, will collect data from them about your company, its demand and even the market itself. Basically, it is the moment to understand the situation in which the lead is, as the name suggests.

Some example questions to address:

Could you tell me what the current situation of your company is in this regard?
Who is your target audience and how do you reach them?
What is your sales process like?
Do you already use any tools to help you?
Problem
Once you understand the situation of the company you will be able to serve, it is time to understand the Problem (P) that led that lead to come to you. This step is very important. This is where your salesperson will understand whether your solution will be able to address the pain of that potential customer and, thus, guide the next step, the implication step.