Art to ask questionsSo far as concerns large transactions, to convince the client to buy the goods difficult enough. But to press in such situations - not the best way. To accelerate process and to bring the client to the necessary decision, it is possible to use technology SPIN.
As - that the man has come into shop to buy any trifle for the wife. And has left through an hour and a half, skupiv a floor - department of fishing accessories and in addition the old car of the director of shop. To the observer from outside could seem that the seller especial did not do anything. It simply asked questions, and the buyer himself told, how much all these goods are necessary for it. It is a vivid example of application of technology SPIN which was developed by the founder of research group Huthwaite Inc. Nile Rekhem.
Certainly, sale to sale rozn, and the technicians applied at sale “ small things “ Do not work in case of large transactions. “ the big sales “ have the features is not necessarily milliard transactions, but they are always very significant for the buyer. For someone and refrigerator purchase - event. And such sales are preceded always by some meetings with the buyer.
Long-term supervision of Rekhema over behaviour of successful sellers on the big sales have allowed it to develop the technique. As a matter of fact, SPIN is an art to ask correct questions in the necessary sequence. According to Rekhema, successful sellers actively use four types of questions: situational (Situation), problem (Problem), taking (Implication) and directing (Need - payoff). On the first letters of these words the technique also has been named.
By words business - the trainer of Russian representative office Huthwaite Inc. Yana Elensky, an innovation was that Rekhem has refused from fashionable in America aggressive methods of sales. The seller first of all should listen attentively and competently ask questions, instead of snatch on the client who yet has not realised necessity of purchase, with a question: “ to you when to deliver, today or tomorrow? “
“ some years I worked with the personnel which was engaged in small sales - details to electrodevices, bulbs, batteries and etc. However our enterprise was reoriented on home appliances sale, and employees had problems. The technics of aggressive sales did not work, - Sergey Silev, the manager on work with the personnel of one of the Moscow trading companies speaks . - we studied SPIN under books, have visited trainings. And for first three months at the majority of employees of those who has started to use this technique, the break-even sales level has grown on 5-8 %. In comparison with recession which we had earlier, the result suited us “.
the First type of the questions used by the successful seller during the first meeting with the buyer, - situational. Their purpose - to receive the information on the client. Before to build the basic conversation, it is necessary to collect data on it and its business. For example, so far as concerns apartment purchase: “ you live for a long time in Moscow? Apartment bought? And what metric area? “ if it is the company which sells trainings: “ Than your company is engaged? How many for you employees works? Who is your clients? Who your competitors? How much you are dissatisfied with a break-even sales level? “
the Source of the preliminary information can be not only dialogue, but also contracts, reports, any documentation. However, as writes Nile to Rekhem in the book “ SPIN: Strategy of work with clients on the big sales “ To use situational questions follows carefully as if them will be much, they can cause boredom, irritation or even animosities in the buyer. Besides, to ask situational questions it is better in “ the susceptibility centre “ that is not to the general director or the secretary and to find in the company of the people, ready to listen to you it is benevolent.
After the situation has cleared up, the turn of problem questions comes.
not Skilled sellers quite often overload the potential client with situational questions and in panic are afraid of the problem. And often replace with their tiresome presentation of the goods that negatively affects result of a meeting. As a matter of fact, the seller should reveal a dissatisfaction with the goods or services at the buyer, and without problem questions it is impossible to make it. For example: “ you accept the equipment on which you work? “
If the transaction small and for its conclusion enough one meeting the more problem questions the seller will set, the is more probability that the client will not leave from it empty-handed. On the big sales the quantity of set problem questions does not influence success of sales. In this case at them other problem - to receive from the buyer the information on discontent, difficulties, that is on the relation to a current situation.
Thus on a banal problem question: “ you are happy with a break-even sales level in your company? “ can follow as the emotional answer: “ At us in general a total failure, we any more do not know what to do! “ and neutral: “ Problems happen, but basically at all of us is perfectly in order “. It is clear, what not the buyer will far share problems with each seller and to answer is developed. But that it has occurred, it is necessary to try to gain the person at the very beginning of conversation. Anyway, if there was an information that the problem exists, time has come to pass to the third type of questions - taking.
“ All is bad, life has ended “
the Third stage, perhaps, the most difficult. Having been recognised that problems exist, the seller using technology SPIN, should generate accurate understanding at the client: the problem is so serious that is capable to affect its future or the future of its company negatively. And by means of taking questions it forces the buyer to experience all horror of these consequences.
it is schematical a taking question sounds so: “ From - what at you such - that problems, whether leads it such - that to consequences? “ That is it connects the problem designated by the client with possible consequences which by all means will appear, if a problem “ not to treat “.
Yana Elensky has told, how the author of technique SPIN once itself “ it was fell into in hands “ to the professional seller and under the pressure of its taking questions at all has not noticed, how has bought the new car. Nile Rekhem used some years car midl - a class; once he has met the friend who has asked: “ You have bought for a long time this car? For certain from - for such long term of operation it at you periodically glohnet? “ - “ Happens “ - Nile has answered. “ and when it glohnet, you for certain where - that are late, on any important business meetings? “ Nile was upset, having remembered just such case. “ and when you are late for business meetings, whether it leads to volume, what transactions break? And when transactions break, whether the budget of your family suffers thus? “ and in the end of conversation Nile had a keen desire urgently to rush in a motor show as it seemed to it that absence of the new car threatens with loss of clientele, incomes, credits and family disorder.
By the way, from - for such taking questions many sellers not so like technology SPIN. In their opinion, it leads up the client to a condition “ all is bad, life has ended “ and it is not so humane.
the Exit is
And here at last the client has realised tragedy of the situation to the full. What would the seller who is not owning technics SPIN or not possessing sufficient experience make during this moment? Most likely, it joyfully would rush to present the goods, in every possible way painting its advantages and advantage. However it is not absolutely correct. As show researches Huthwaite Inc. Meetings of the seller with the buyer pass more effectively if during dialogue a considerable quantity directing questions is set, which force the client most to speak about benefits and advantages of this transaction. If to take already described case with car purchase, the acquaintance of Nile Rekhema has for certain asked it: “ And the new car will help you with the decision of your problems? How? How you think, in what you will win? And how it will help you with private life? “
By and large, the quantity of questions of this or that type depends on a situation and behaviour of the buyer. Silly, for example, to strew situational questions, seeing that they irritate the client. But ability to feel a situation and to be arranged under the client usually comes with experience.