What is Spin Selling and How Effective It Is

Spin selling is a selling technique that allows the sales representative to address the client’s problem and offer an excellent solution. Spin selling actually a simple yet incredibly effective concept, capable of increasing a company’s sales as much as 100%. The word “spin” is actually an acronym for Situation, Problem, Implication and Need Payoff, thus SPIN selling.

Spin Selling – Situation

Situation is simply concerned about the existing situation of the buyer. It pinpoints the facts related to their present condition and lets the buyer more aware of where they stand. The spin selling technique usually starts off with the seller focusing on the person’s background information rather than immediately trying to make a sale. Through this, the seller will be able to gauge the best approach for this particular person.

Spin Selling – Problem

This is the point in spin selling where the seller highlights the problems faced by the buyer in their predicament. They ask about the problems of the prospective client and try to help them pinpoint the exact reason for this dilemma. While doing this, sellers would introduce the concept of “Implied Needs” by asking implications questions. Ask queries that would lead to the realization of a problem. For example, those who are spin selling home insurance could try asking about the frequency of thefts in their area.

Spin Selling – Implication

In spin selling, the goal is for the buyer to realize that they have a problem instead of simply saying, “you have a problem”. This is the whole point of asking the Problem questions; so that the person would be able to feel how the situation would be should the problem arise. Continuing the home insurance example for spin selling, the seller could ask how the prospective buyer would cope should there be a robbery or perhaps a fire in their home.

Spin Selling – Need Payoff

At this point of spin selling, the seller would ask how the client would resolve the implied problem. The goal in this spin selling aspect is for the buyer to be able to reach that conclusion by themselves without pushing the idea on them. For example, the home insurance seller could mention how much easier it would be to cope with a robbery or fire if they have a backup plan for such emergencies. Through spin selling, the client would conclude their need for a home insurance and would be willing to answer that need. Done correctly, spin selling can lead to the client asking for the service even before it is offered.

For those who want more details about spin selling, there’s actually a book right now providing a more comprehensive tutorial of the concept. Authored by Neil Rackham, the item aptly titled “SPIN selling” provides step by step approaches on the concept as well as how to tackle hard buyers. Neil Rackham is actually an authority when it comes to spin selling as a founder and former president of Huthwaite Corporation. Right now, the Spin Selling book has not only received excellent reviews but the concept is also used by many companies in the world.