Rackham in the book's introduction already presents us with an objective definition of what is to come throughout the 216 pages of his book: '' The SPIN method consists of a pattern of questions that salespeople use to uncover and develop customer needs ”.
In other words, successful salespeople have a series of behaviors that are linked to success, and Rackham analyzed all of them through behavioral analysis. In order to create a method that could be learned by anyone and adapted to various companies, he mapped out four types of questions that can increase the chances of closing a sale.
But first of all, it is important to point out one of the first list of timeshare owners discoveries: small sales and large sales require a different sequence of questions, since the prospect's decision-making process changes. This was a bold discovery, since all sales training was based on a traditional methodology regardless of whether you were selling a pen or a property.
It was then that Neil Rackham established a standard of questions for complex sales, the SPIN methodology. Which stands for: Situation, Problem, Implication and Need-Payoff . In a free translation into Portuguese, it would be: Situation, Problems, Implications and Need for Solution.
The Big Sale
Do you know what differentiates a large sale from a small one? I believe the first thing that came to mind was the cost, a large sale involves a larger budget. But is that all there is to it? The answer is no. I have listed for you 4 behavioral characteristics that change in a large sale.
Sales Cycle Length
A large sale tends to involve a more complex decision-making process, and may even require more than one contact with the salesperson. In addition, the most important discussions often take place while the salesperson is not present, during the interval between visits.
A smart salesperson in this case is one who respects this process and provides relevant information and analysis to nurture their point of contact within the company . Always being present and guiding the process, taking the reins of the negotiation.
Complement your knowledge with the following video!
Degree of commitment
For a sale to proceed, both parties involved, the seller and the lead, must be involved in the negotiation. As the size of the sale increases, successful sellers must build the perceived value of their product/service, so that their speech adds value to the object of desire and the cost-benefit of value X cost is positive for the future customer.