{"id":10059,"date":"2020-07-07T05:49:00","date_gmt":"2020-07-07T09:49:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=10059"},"modified":"2020-07-10T20:12:40","modified_gmt":"2020-07-11T00:12:40","slug":"spin-selling-technique","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/spin-selling-technique\/","title":{"rendered":"Master the SPIN Selling Technique: 8 Simple Steps"},"content":{"rendered":"\n

What is the SPIN selling technique, and how can you master it? What rules do you need to know?<\/p>\n\n\n\n

The SPIN selling technique focuses on asking the right question<\/a>. Once you learn the basics of the SPIN selling technique, you’ll have to keep in mind some key tips and rules to help you succeed. Learn the 8 steps (4 rules, and 4 practice steps).<\/p>\n\n\n\n\n\n\n\n

Implementing the SPIN <\/strong>Technique<\/h2>\n\n\n\n

A successful SPIN selling technique requires a commitment to diligently practice the skills. This chapter is not only about what<\/em> skills to practice<\/a>, but also how<\/em> to practice. <\/p>\n\n\n\n

Four Practice Rules<\/strong><\/h3>\n\n\n\n

Everyone has the ability to learn new skills by following four principles. The SPIN selling technique can be achieved by following them and practicing them. <\/p>\n\n\n\n

Rule 1: Practice One New Behavior at a Time<\/strong><\/h4>\n\n\n\n

People who are seeking to improve their skills often try to change too much at one time. For instance, after reading this book, you might resolve to eliminate closing techniques, ask more problem questions<\/a>, ask implication questions<\/a> instead of jumping into offering solutions, avoid presenting too many features, and so on.<\/p>\n\n\n\n

But to learn difficult new skills, you need to practice one new behavior at a time, not a half-dozen. So choose one new behavior from the book, and keep practicing it until you\u2019re comfortable with it.<\/p>\n\n\n\n

Rule 2: Try a New Behavior at Least Three Times<\/strong><\/h4>\n\n\n\n

Expect new behaviors to be awkward when you first try to implement them<\/strong>. For instance, if you\u2019re trying to learn to ask implication questions, they\u2019re going to sound contrived when you first start asking them. You might even be tempted to give up and try another new skill. But you have to \u201cbreak in\u201d a new behavior like a pair of shoes\u2014wear it or practice it multiple times until it\u2019s comfortable. Practice a new behavior at least three times before moving on to something else.<\/p>\n\n\n\n

Rule 3: Quantity before Quality<\/strong><\/h4>\n\n\n\n

Foreign language used to be taught in a way that put quality<\/em><\/strong> first. Students were taught multiple things at once\u2014words, pronunciation, tense, word order\u2014and had to get everything right, for instance in reciting a sentence for the teacher. The focus was on crafting a perfect sentence.<\/p>\n\n\n\n

Today, language training focuses on quantity<\/em><\/strong> as opposed to quality\u2014instead of worrying about getting every detail right, students are urged to use many words and speak the language as much as possible. This has proven to be a faster, more effective way of becoming fluent.<\/p>\n\n\n\n

Similarly, researchers found that the quickest way to learn a new selling skill is by focusing on quantity<\/strong>\u2014don\u2019t worry about asking perfectly framed problem or implication questions: just ask these types of questions a lot, and you\u2019ll soon get the hang of it. Practice as much as you can\u2014and you\u2019ll implement new ideas more quickly while your quality improves over time.<\/p>\n\n\n\n

Rule 4: Practice in Safe Situations<\/strong><\/h4>\n\n\n\n

Don\u2019t<\/em> start practicing new skills in high-stakes situations\u2014for instance, with major-account clients. They\u2019re going to be awkward at first, and the customer may react negatively. Instead, practice new behaviors in low-risk or safe situations<\/strong>\u2014for instance, with customers you know well, or on calls where you have little to lose if you fall flat.<\/p>\n\n\n\n

The best sequence for learning a new sales skill is<\/strong>:<\/p>\n\n\n\n

  1. Pick one new sales skill to work on.<\/li>
  2. Choose a low-risk call in which to practice it.<\/li>
  3. Focus on using the skill a lot versus performing it perfectly.<\/li>
  4. Try the skill at least three times before moving on.<\/li><\/ol>\n\n\n\n

    Four Steps for Implementing a SPIN Selling Technique<\/strong><\/h2>\n\n\n\n

    Here are four steps for translating the SPIN selling technique and ideas into practice:<\/p>\n\n\n\n

    1) Focus Your Planning on the Investigating Stage<\/strong><\/h3>\n\n\n\n

    When sales reps plan calls, they tend to focus on what they will tell<\/em> the customer about the product (the demonstrating value phase), instead of the questions they should ask. But it\u2019s critical to first develop the customer\u2019s needs by asking questions, so that she wants<\/em> the value your product can deliver. Investigating is the most important selling skill.<\/p>\n\n\n\n

    2) Develop and Practice Questions in the SPIN Sequence<\/strong><\/h3>\n\n\n\n

    Start with the easier situation and problem questions first. When you have a handle on them, move on to the more difficult types of questions.<\/p>\n\n\n\n