Contents
Getting the Most from This Fieldbook
Final Points on the SPIN® Model
The Most Important Stage in a Sale
Questions, Questions, All Kinds of Questions
Why the Investigating Stage Is So Important
Don’t Introduce Your Solition Too Soon!
Opening Your Calls Effectively
The SPIN® Questions and the Investigating Stage
Obtaining the RIGHT Commitment
The Good News and the Bad News
The Value Equation and the Larger Sale
Making the Value Equation Work for Your Kind of Sale
Strategies for Developing Needs Across Several Functions
Sales May Start with an Explicit Need
Using Situation Questions Effectively
Selecting Appropriate Situation Questions
Phrasing Your Situation Questions
When to Ask Situation Questions
Beyond the Basics—Situation Questions
You Don’t Have to Use the SPIN® Questions in a Rigid Sequence
Asking Smart Questions Is Better Than Show and Tell
Using Problem Questions Effectively
Could Problem Questions Turn off the Buyer?
When to Ask or Not Ask Problem Questions
Assessing High Risks in Your Own Cases
Putting Problem Questions to Work
What Problems Do Your Products or Services Solve?
Beyond the Basics—Problem Questions
Use Follow-up Problem Questions
Uncover Several Problems before Delving into Implications
Try Seeing the Problem from Different Functional Perspectives
Using Implication Questions Effectively
What Goes into Good Implication Questions?
You Already Know How to Use Implication Questions
How Implication Questions Work
Planning Implication Questions
Four Steps for Planning Effective Implication Questions
How to Phrase Effective Implication Questions
Implication Questions and the Complex Sale
When to Ask Implication Questions and When to Avoid Them
Low-Risk Implication Questions
High-Risk Implication Questions
Beyond the Basics—Implication Questions
Ask Implication Questions as Much to Understand as to Persuade
Implication Questions Can Link Various Departmental Problems into One Serious Company Problem
Using Need-payoff Questions Effectively
How Need-payoff Questions Help You Sell
How NOT to Ask Need-payoff Questions
Helping Buyers Understand the Payoff of Your Solution
Need-payoff Questions and the Complex Sale
There Are No Perfect Solutions in a Complex Sale
Need-payoff Questions Reduce Objections
When to Ask Need-payoff Questions and When to Avoid Them
Low-Risk Need-payoff Questions
High-Risk Need-payoff Questions
How to Phrase Effective Need-payoff Questions
Beyond the Basics—Need-payoff Questions
Need-payoff Questions Help Rehearse Internal Sponsors to Sell for You
Features, Advantages, and Benefits
How Features, Advantages, and Benefits Affect Buyers
Preventing Objections vs. Handling Objections
Tipping the Value Equation toward a Buy Decision
Beyond the Basics—Demonstrating Capability
Strategies for Handling Capability/Can’t Objections
Strategies for Handling Capability/Can Objections
Launching New Products or Services
Get on the Buyer’s Side of the Table
Shift from Persuading to Understanding
Shift from a Product Focus to a Buyer Focus
How to Use the SPIN® Call Plan Form
Give Yourself a Periodic Checkup
Interpreting Your SPIN® Checkup
13
Getting Help and Helping Others