There can be a problem when an idea or term is ubiquitous: it becomes almost generic or commonplace. EVERYONE in sales has heard about SPIN questioning and everyone who has had a sales class — at least mine — can list the words that comprise the acronym. But it is valuable to return to the original source for insights.
It was a pleasure to recently re-read SPIN Selling. Rackham does a fine job of summarizing the results of a massive sales research effort. Anyone who has been a salesperson or has taught professional selling must be amused by his anecdote on p. 25 about a salesperson who diligently followed the closing procedure that he had been taught: (see if you can identify each type of close attempted!)
…..
Salesperson: So, Mr. Robinson, you can see that our product is clearly best for you — if you just sign here.
Mr. R: Just a minute — I don’t see… I haven’t decided.
Salesperson: But Mr. Robinson, I’ve shown you how we can improve the efficiency of your office and save you trouble and also money — so if you can decide when you’d like delivery…
Mr. R: I’ll do no such thing. I’m not making a decision this week.
Salesperson: But as I’ve explained, this model is in great demand. I can let you have one now, but if you wait for next week, there could be a several month delay.
Mr. R: That’s risk that I will have to take…
Salesperson: Would you prefer a month’s trial installation, or would be better for your budget to buy outright?
Mr. R: I’m going to throw you out of my office. Tell me, would you and your friends in the corner prefer to go of your own accord, or would you like me to call security.
…..
There are good stories and insights on every page. It is fascinating to understand how SPIN questions evolved.
This book should be on the shelf of every student of sales.
SPIN questions are very valuable for every salesperson. The salesman makes that client aware that he really needs the product he is pitching.
I think avoiding the word “SPIN” is always in best interest. I have worked in public relations and can tell you that the word SPIN throws people off. You want the customer to get the right information, influence them, all while letting them think they came to the decision on their own. If you can do that, then you will make the sale, and keep everyone happy.
Understanding Spin selling can be very beneficial. It allows insight on how to have a more meaningful and in depth interaction/discussion with the client. Having the background knowledge such as their needs and wants will help you carefully establish the right Spin questions. The SPIN technique can influence the client.
I agree! Great book, great resource to B2B sales people. And you’ve influenced me to re-read it. Actually, I often read sales books multiple times and often find something interesting that I had overlooked during the first read.
Greg