SELECTION OF TACTICS
Phrase Each Question so That it
Has Only One Clearly Focused
Purpose
o
Phrase each question to maximize the
amount of information you receive
o
Terms Unique to Your Industry,
Company, or Product That
Amiables and analyticals take longer
to respond. Be patient.
o
Drivers are task oriented. Show them
that they can win
o
Ask Questions That Help to
Reveal the Behavioral Style of
the Prospect
Questions are easily misunderstood
o
Avoid Technical Language that
Might Confuse the Prospect
o
Expressives show personal
orientation. Testimonials and
showmanship.
The Spin
o
o
o
o
o
Neal Rackham – A British research psychologist developed the “SPIN”
selling system.
A precisely defined sequence of four question types
Enables the conversation to logically move from
exploring the customers’ needs to
designing solutions
To uncover Implied Needs and
develop them into Explicit Needs that
You, the salesperson, can resolve.
The SPIN incorporates all of the concepts in this chapter
SPIN is a registered trademark of Huthwaite, Inc., and has been
developed into a learning/seminar program by Hodgden Consulting
Services.