Spin Selling: what is it and how can it help with sales?

Closing sales is not always a simple process. In many cases, an opportunity needs to be worked on until the customer or decision maker is ready to rely on the company’s product or service. But, to facilitate this step, it is possible to resort to spin selling.

This is a method that can be incorporated into commercial management to generate more sales and bring other benefits. However, it is also necessary to understand how the methodology works and what are the steps to put it into practice.

As you continue reading, you will find out what spin selling is and how this alternative can be useful for businesses.

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What is spin selling?

Spin selling is a methodology focused on establishing a relationship with a customer or prospect, before presenting the product or service . Therefore, the focus is to start by identifying the needs and difficulties of the public, and only then go on to offer.

Because of this, the methodology is considered similar to consultative selling. However, spin selling has become a structured method that can be replicated in different businesses and teams. The term became known thanks to Neil Rackham, who developed the technique.

With extensive experience in the market, he conducted tests that demystified some golden rules of sales. Based on the findings, Rackham published the book “Spin Selling” in 1988. Since then, the technique has become popular and has been improved, becoming one of the main sales strategies adopted.

What are the steps of this methodology?

To put spin selling into practice, you need to understand what phases you should adopt. After all, one of the differentials of this model is the fact that it is structured and composed of different phases of approach and relationship with the potential client.

Next, find out which steps must be put into practice with spin selling!

Situation

At first, the commercial team professional should ask questions that help contextualize the client’s situation. This is the stage known as the situation.

In this way, it is possible to understand issues such as the processes, objectives or tools used by the prospect. This period serves to carry out a kind of diagnosis of the client’s situation. Thus, there is a chance to customize the approach more effectively.

Problem

The second phase involves asking questions related to the problem (“problem” in English). The goal is to understand what are the biggest obstacles or difficulties of the public. When the client answers these questions, the professional can identify where the opportunities are.

It is important to note that, in some situations, the sales professional has the function of leading the client to understand what are the problems he faces. This is because, often, the consumer has no perception of what their own needs are.

Implication

In the implication stage, the focus is on identifying what the negative consequences for the audience might be. Think, for example, of a B2B sale—business to business.

At this point, the sales representative can ask questions that help the prospect understand how your business will be impacted if the specified issue is not properly resolved.

This phase is especially relevant because it can help trigger an urgency trigger, in order to speed up the customer’s decision-making process. This is because the seller has a chance to emphasize the consequences of not making a choice.

Need for solution

The fourth and final step of spin selling is the need-payoff. At this stage, the idea is to ask questions that are centered on the benefits of the customer making a choice now rather than later.

Here, it is valid to incorporate the benefits and differentials of the product or service offered. In this way, the sales representative shows how the offer can be a solution to the problems and help to avoid the negative consequences explored in the previous phase.

In general, it is also recommended that questions be asked directing the client towards a specific decision-making process. The goal is that, in the end, the customer reaches their own conclusions about the purchase.

If the process is done correctly, it is expected that the public will understand that the offer made by the seller is the best alternative at the moment.

How can it help the company’s sales?

After discovering how spin selling works, you should understand how it can help the commercial team. In general, it serves to better direct the efforts of professionals in this area, favoring contact with the public.

Instead of the sales representative having to start prospecting blindly, he can rely on a consolidated methodology to know how to act next. Therefore, the performance of professionals in the area tends to be more efficient.

As a result, adopting spin selling can give sales representatives more confidence, optimize the work of professionals and increase results. Therefore, it is possible to make better use of the team.

Why might it be interesting to implement spin selling in sales?

In addition to being useful for the commercial team, spin selling can help the business completely. This happens because adopting this methodology is directly related to the results that can be obtained by the company.

One of the main advantages is the acceleration of the sales cycle. Especially in the case of complex sales — involving several decision makers or including higher amounts — this point is very attractive. After all, it is possible to get customer approval in less time and with less effort.

Spin selling can also help increase your overall conversion rate. As the action is directed and personalized to the needs and expectations of each client, the commercial team becomes more persuasive. Thus, it is possible to increase the ability of the team to generate results.

Then there is the issue of building a relationship between the sales representative and the customer. This helps to build trust between the parties, which can boost decision-making. Depending on the context, this feature favors loyalty or even recommending the business to other potential customers.

In general, the adoption of this method helps the sales team to better understand the public, knowing the needs and preferences of the decision makers. As a consequence, understanding the topic can be useful to compose management reports and support other strategies and approaches in the future.

In this article, you discovered what spin selling is and how the strategy can help a business improve sales results. If the advantages make sense for the company, it is worth incorporating the strategy into the daily routine of the commercial team.

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