The SPIN selling methodology encourages salespeople to abandon conventional selling models and to find success with larger sales. Using SPIN, sellers can confidently navigate through sales calls and serve as trusted consultants to their buyers. By adopting the SPIN strategy, sellers focus on asking the right questions at the right time to first build a relationship with the prospect and truly understand how their product can fit their needs. Similar to adaptive selling, SPIN enables salespeople to approach each sale more intentionally to resonate more effectively with buyers.
S
ituation,
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roblem,
I
mplication,
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eed-payoff
Using the DISC personality framework, salespeople can identify a prospect's personality and quickly understand someone’s behavior, motivations, and communication style. SPIN selling emphasizes the importance of a consultative approach rather than a hard sell– therefore, a deeper understanding of the buyer is crucial here. Utilizing DISC insights while following SPIN’s question-based framework will enhance the seller’s ability to connect with and understand their buyer, communicate effectively, build trust quickly, and, ultimately, win more deals.
Let’s take a closer look at how using DISC can increase the effectiveness of the SPIN selling strategy….
SITUATION
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These questions will educate the seller on the prospect’s current processes, objectives, tools, and other factors related to their situation.
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What is the prospect’s current process?
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What types of tools does the prospect currently use, and how often?
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PROBLEM
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Asking these questions will help the seller best understand where and how their solution can be of service to the prospect.
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What issues do they have with their current process?
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What have been their biggest challenges associated with (their problem)?
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IMPLICATION
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In this stage, the seller must ask questions that will highlight the prospect’s problem and inform them of its implications if left unsolved.
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Can they quantify how much time is wasted due to (their problem) per week?
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Have these problems ever delayed projects or led to missed deadlines?
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NEED-PAYOFF
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Here, sellers must ask questions that demonstrate how their product can solve the prospect’s problem and a need to do so– while allowing them to come to that conclusion themselves.
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How urgent is it for them to solve their problem?
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What would be the impact of solving their problem?
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Following these steps and asking certain questions at specific times during the selling process allows for the customer to define their problem and realize a need for the solution.
While SPIN shares a framework of what questions to ask to get the buyer to recognize their need for the product, it doesn’t frame up how a salesperson should ask these questions to different personality types…
That’s where DISC comes in!
HOW TO PERSONALIZE ASKING SPIN QUESTIONS
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D personalities
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I personalities
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S personalities
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C personalities
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When pitching to more dominant, assertive D-types, it’s important to focus on conveying the competitive advantages of an offer. Make sure to keep your pitch clear and concise, while reacting quickly to any feedback.
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Prospects who are energetic, enthusiastic I-types appreciate more expressive, lighthearted conversations. They’re likely to engage with ideas that are new and innovative. Focus on building excitement about your product and the deeper meaning behind it.
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If your prospect is a supportive, caring S-type, they usually appreciate when you highlight security and stability in a pitch. It’s important to establish a personal connection with them by asking about them, sharing personal stories, and encouraging them to offer feedback. Avoid pushing them to make a quick decision.
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Inquisitive, data-driven C-types appreciate a thorough, evidence-supported discussion. Be sure to let them know what to expect beforehand and honor their scheduled time. Use specific, clear language and be prepared to answer their questions.
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“The best selling isn’t at all about your products and what you can offer. It’s very much about the customers and their needs.” -Neil Rakham, author of SPIN Selling
Final Thoughts
The SPIN Selling methodology provides an organized framework of questions for sellers to follow for a more consultative approach that builds trust with prospects. Using DISC methodology, sellers can utilize a more empathetic and personalized communication to accelerate building trust and more effectively implement the SPIN strategy in their outreach.
Every prospect has their own communication style, preferences, and concerns, which means every sales interaction needs to be personalized. You can be prepared by understanding your prospect’s personality and changing your communication to fit their preferred style.
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