September 15, 2021
As a business, you might know what you do is great, but it can be a whole other story trying to convince others of the same opinion.
Contrary to popular belief, marketing isn’t just about eye-catching colours and suave product photography, instead, you have to get inside the minds of your customers. Specifically, we’re talking about why they would want what you have to offer, especially if it wasn’t on their mind before you approached them or they came across your social media advert.
One such tactic that holds incredible value for businesses looking to improve their conversions is the SPIN selling method. Here’s what you need to know about the concept, along with how we can help you use it for your marketing efforts.
‘SPIN’ relates to the 4 types of questions that are essential to achieve a successful sale. The SPIN selling method was developed by consultant Neil Rackham in 1988, who studied psychology at The University of Sheffield in 1966.
As marketing and psychology are closely intertwined, there is an importance to Rackham’s thought process that was further heightened by the release of his book, entitled SPIN Selling.
The book was based on a study of 35,000 sales calls. Rackham details how the quality of the questions asked by a salesperson was the key to the success of that sale. On the flip side, the wrong questions could halt or either stall the sale completely.
Rackham further explained his process in an interview with Insead where he was asked why entrepreneurs are bad at selling, stating: “The fundamental reason is that an entrepreneur almost by definition has a deep enthusiasm for what they do.
“After all, the company is usually their creation and the products are their own creation. One of the things we know about selling, and we’ve known for nearly 40 years, is that 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.
“Entrepreneurs very often swamp the customer. Research has shown that the more time the customer talks, the higher the probability that the call will succeed.”
In a nutshell, the SPIN acronym is broken down like so:
At the beginning of any sales, strategy is understanding the position of the customer, which can be achieved through situational questions. The aim is to ensure the rest of the strategy is well informed so that you can keep the rest of the pitch relevant to the specific customer.
Examples of situational questions include:
From there, it’s easier to identify how your products may slot into the needs of the customer, versus pitching at random with no real idea whether what you are offering is relevant or not.
Problems are just that because they are an obstacle to success. Hence, asking businesses about their problems and being able to demonstrate how your business can solve that issue for them, including what the expected ROI could look like if they do so can be hugely persuasive.
Examples of problem questions include:
P.S: If you happen to have any such issues with your real life website, we can take a look at that for you!
Implication questions show the potential outcome if the problem questions are not addressed. For example, if a website isn’t ranking on search engines, then it is likely being bypassed by potential customers since the majority of people will click on a result that’s on the first page of a search engine results page.
Examples of implication questions include:
Now that your sales prospect is aware of the problems they have and how your product or services can solve that for them, you want them to consider the actual value of the solution you are offering to them.
It’s easy to take an email campaign or even a social media post for granted. In truth, every piece of communication you send out to the world has the potential to supercharge your business.
When we think of value, something that genuinely makes a difference to a problem we are facing, or something that a company does better than any other are two important factors that spring to mind.
Marketing can help you convey a sense of importance, not to mention trust with your customers. It all comes down to understanding your audience and not just in terms of their demographics, but their wants and needs - specifically how your business aligns with their needs, and better than any of the other options available.
We can’t ‘spin’ this any other way - all businesses need a robust and innovative way of marketing their products and services if they are to reach their maximum potential. Luckily, you’re in the right place for that as here at Imaginaire, we provide digital marketing services to clients in a wide range of industries.
You can even get a free website review from our specialists. Just head over to our free website review page and we’ll take a look!