ERP software sales methodology-spin sales method (spin selling)

 Many people have been selling ERP software products and have received many trainings on sales methods, including c139, yongyou's "Strategy 9 q" and other methods, but in fact, some pioneers in the industry have created related sales methods, that is, the spin sales method. They have always known only the concept of spin, I did not have a clear understanding and learning experience. In the past few days, I have made a deep dive into the sales methods and project management courses and shared the materials I found.

If you have the opportunity, it seems that you can receive all-round spin training, or you can also see how Fortune 500 companies use the spin Method for marketing personnel training.

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What is the spin sales method?
The spin sales method was created by Mr. Neil Rackham. Mr. Neil laekham's spin sales method was developed and refined by a follow-up survey of many high-tech marketing experts sponsored by companies such as IBM and Xerox.

Marketing activities generally go through four stages: 1. Opening stage; 2. Research and exchange stage; 3. Capability display stage; 4. Sales commitment stage. Only after the previous stage is completed can we enter the next stage. However, the second stage is the most critical stage of research and exchange, in this phase, the performance will largely determine the success or failure of marketing. Many marketing failures mean that the marketing staff will focus on other stages and end the second stage. The spin sales method provides a clever and efficient system method.

The spin sales method is actually the first letter synthesis word of four English phrases: Situational (situation), problem, implication, and need-payoff, therefore, the spin sales method refers to the use of case inquiry, problem diagnosis, inspiration guidance, and requirement identification techniques in the marketing process to discover, clarify, and guide customer needs and expectations, so as to continuously promote the marketing process and create the basis for the success of marketing.

The spin sales law teaches people how to find the existing background of the customer, and triggers the customer to express hidden requirements, increase the urgency of the customer's needs, and reveal the value or significance of their own policies. Using the spin strategy, sales staff can also take full control of the customer's subtle psychological changes during the long sales process.

The spin sales method provides a brand new marketing philosophy and method from the perspective of conversation questioning skills and rational conversation. It is also relied upon by many European and American high-tech companies, more than half of Fortune 100 companies also use it to train marketers.

4 steps of spin sales model
The spin marketing model is mainly based on the customer's needs. Therefore, the main factor that the customer attaches importance to is the effectiveness and success of the Spin sales model, the questioning procedure is designed in concert with the psychological change of the customer during the purchase process. Therefore, practitioners can use the spin model as a sales guide to understand the development process of customers' psychological needs and the urgency and importance of insurance purchase.

According to research, successful practitioners use the following spin sales model program:

1. First, the exploitation problem (situation questions) (for example, what kind of occupation does Mr. have ?...) To understand the customer's current situation and establish a background database (income, occupation, age, family status, etc ...), Practitioners can further import the correct requirement analysis through data collection. In addition, in order to prevent customers from getting bored and disgusted, the problem of the situation must be met.

2. Then, practitioners will solve the problem (problems questions) (if you have enough assurance? Are you satisfied with the product content ?...) To explore the hidden needs of customers, so that customers can discover the problems, difficulties, and dissatisfaction they face. Technical contact will arouse the interest of prospective insurance users, in this way, the customer can discover clear demands by creating a dominant role.

3. in the next step, practitioners will ask implicit questions (implication questions) to make customers feel the importance and urgency of hidden needs. Practitioners will list various clues to maintain the interest of prospective insurance users, and stimulate their desire to buy.

4. finally, once the customer recognizes the seriousness and urgency of the demand and must take immediate action, successful practitioners will raise the demand-price question (need-payoff questions) allow customers to have clear requirements, encourage customers to focus on solutions, and clarify the benefits and purchase benefits of solving the problem.

However, not all sales situations follow the order of spin sales models. For example, when a customer expresses a clear demand immediately, practitioners can immediately ask the demand-price question; sometimes practitioners need to obtain more background information from customers while asking for metaphorical questions to explore hidden needs. However, most sales visits follow the development of the spin model.

Features, advantages, and purchase benefits
In the spin sales model, we once mentioned the concept of buying benefits. When an employee asks the demand for a generation of price questions, the customer is prompted to understand the specific requirements, and measure the value of the problem solution proposed by the employee and the benefits of the purchase. Finally, to accept products and services.

In general, we propose solutions to customers, most of which use the features, advantages, and benefits of products and services to stimulate customers' desire to purchase. Although the characteristics, advantages, and benefits of products and services are not easy to distinguish, but in the sales visit process has a different degree of influence on the customer, so the customer will also have a different response. In addition, research by Neil Rackham shows that it has a significant impact on the success of sales, especially in large sales cases.

Features)
The features refer to the features or functions of products or services. Generally, when practitioners constantly mention the features of products, the customer considers the products or services, price will be a huge factor, so the use of features is quite helpful for selling low-price goods.

Although practitioners often use features from traditional sales training to modern sales training, in fact, simply emphasizing the characteristics of products or services is not enough to attract customers to make purchase decisions, we can see that the features have a low influence on customers' purchase decisions, especially in the case of high-volume insurance policies or career development. For buyers of these large sales cases, the advantages of commodities and the ability of purchase benefits to meet the needs are the focus of decision-making. Because of this, research shows that the application of features has a positive impact on small sales cases, however, in large sales cases, there will be a neutral or even negative impact.

[Edit] advantages (advantages)
The advantage is the description and facts about how products or services help customers.

In general, the educational training provided by the company often mentions the advantages and develops education and training courses in this area, but in fact, the advantage is too much, but it will lead the customer to raise more objections. The main reason the customer refuses to respond is that the employee did not seek help from the customer. That is to say, he has not yet grasped the specific requirements of the customer!

Therefore, although the use of advantages is quite attractive to customers at the beginning of the sales visit. However, when consumers' rights and interests are high, Rational consumers will further consider whether the benefits of goods or services are consistent with their needs, therefore, if practitioners only emphasize the advantages of goods or services during sales visits, but do not further exploit the metaphor and demand-cost problems to explore the customer's specific needs, it is foreseeable that the customer raises an objection and rejects the response.

Of course, it is undeniable that the advantages of products or services are attractive. Research shows that advantages have a positive impact on small sales cases, but their impact on large sales cases is quite limited.

Benefits)
The purchase benefit is to explain how products or services kiss the specific needs of customers.

Because the purchase benefits mainly meet the customer's specific needs, the purchase benefits will give the customer a response of support and approval, and naturally have a high influence in the purchase decision-making process. After all, when practitioners use the metaphorical and demand-cost questions to explore the customer's specific needs and then propose the purchase benefits to meet the needs, there is no doubt that, the customer will agree with each other and increase the possibility of making a deal. Therefore, research shows that it has a positive impact on any sales to persuade customers to accept products or services to meet specific requirements, especially in large sales cases, it is one of the most useful sales techniques.

Prevent rejection
Denial of Service is a required credit for sales training courses. Instructors often tell us how to deal with the customer's rejection. However, when we are rejected by customers, we seldom ask ourselves why we are rejected. Instead, we have the idea of trying to improve the denial processing skills because we have been rejected too many times. In fact, it is feasible to reduce the frequency of rejection by the customer. If practitioners can exploit the metaphorical and demand-cost problems to discover the strong and clear requirements of the customer, and propose solutions to establish the purchase value and benefits of products and services, and finally achieve the purpose of meeting customer needs. We believe that we can get the support and approval from the customer and reduce the rejection, it can even prevent rejection.

The main spirit of the Spin marketing model is to meet the customer's needs. That is to say, the business personnel should fully practice the questioning skills and use the situation question (situation questions) to establish the customer's background database, problems questions is used to explore customers' hidden needs, and implication questions helps customers understand the importance and urgency of hidden needs, then raise the demand-price question (need-payoff questions) to allow the customer to have a clear demand, and finally propose a solution, so that the customer can feel the value of the product or service and the benefits of the purchase (benefits) and support and agree to achieve the final purpose of the deal.