situational – clarify the position of the potential buyer;
Posted: Wed Jan 22, 2025 5:47 am
Small and large sales differ in the length of their life cycles. The first can be completed (closed) in one meeting with the client, while a large deal is preceded by several negotiation stages. As a rule, they last for more than one month. Therefore, the rule "one meeting - one deal" does not work in this case.
The buyer's caution directly depends on the amount of the transaction. The more expensive the product, the more the client will be afraid of any mistake. And it's not just about the price. The psychological factor of fear of discussing its shortcomings in the company comes into play here.
The client is not always dentist database the only one who can make a purchase decision. Other participants authorized to make decisions may also join the negotiation process.
To sum up, it can be argued that sellers' questions should dominate negotiations, since only with their help can competent research be conducted. Having analyzed everything, Rackham sorted them into four groups.
The SPIN method assumes that the manager asks the client four types of questions in a certain sequence:
situational – clarify the position of the potential buyer;
problematic – draw the client’s attention to an issue that requires resolution;
extractive – present to the buyer the benefit that he can receive from solving the problem;
guiding - systematically leading to the conclusion of a transaction.
Rackham points out that the SPIN model is not a strict and consistent guide or an unchangeable formula. The essence of all the questions comes down to the importance of certain things to the buyer, and not their belonging to one type or another. Each group of questions is analyzed in detail below.
C - situational questions
They are asked at the beginning of the manager's dialogue with the client. Usually these are technical questions that help to understand the state of affairs in the client's organization. The following phrases can be used as an example:
What equipment do you have now?
How many employees does your organization have?
How long has this workshop been operating?
The purpose of such questions is to establish contact and to recognize the context. These are necessary conditions that allow for forward movement. At this stage, the visitor is absolutely calm and relaxed, as he is not being forced to do anything, but simply being talked to.
These questions do not have any impact on the final goal of the stages of sales of goods or services. On the contrary, if their number is large, they can begin to tire and irritate the buyer. After the necessary minimum of such questions, you should move on to those that directly concern the client's problem.
Frequently Asked Questions about Change Management
Source: shutterstock.com
P - problematic questions
These questions help to understand what problems and needs the buyer faces. Below, as an example, are some statements in this direction:
How difficult is this technique to use?
Do you have problems with the quality of purchased raw materials and supplies?
Are you satisfied…?
The buyer's caution directly depends on the amount of the transaction. The more expensive the product, the more the client will be afraid of any mistake. And it's not just about the price. The psychological factor of fear of discussing its shortcomings in the company comes into play here.
The client is not always dentist database the only one who can make a purchase decision. Other participants authorized to make decisions may also join the negotiation process.
To sum up, it can be argued that sellers' questions should dominate negotiations, since only with their help can competent research be conducted. Having analyzed everything, Rackham sorted them into four groups.
The SPIN method assumes that the manager asks the client four types of questions in a certain sequence:
situational – clarify the position of the potential buyer;
problematic – draw the client’s attention to an issue that requires resolution;
extractive – present to the buyer the benefit that he can receive from solving the problem;
guiding - systematically leading to the conclusion of a transaction.
Rackham points out that the SPIN model is not a strict and consistent guide or an unchangeable formula. The essence of all the questions comes down to the importance of certain things to the buyer, and not their belonging to one type or another. Each group of questions is analyzed in detail below.
C - situational questions
They are asked at the beginning of the manager's dialogue with the client. Usually these are technical questions that help to understand the state of affairs in the client's organization. The following phrases can be used as an example:
What equipment do you have now?
How many employees does your organization have?
How long has this workshop been operating?
The purpose of such questions is to establish contact and to recognize the context. These are necessary conditions that allow for forward movement. At this stage, the visitor is absolutely calm and relaxed, as he is not being forced to do anything, but simply being talked to.
These questions do not have any impact on the final goal of the stages of sales of goods or services. On the contrary, if their number is large, they can begin to tire and irritate the buyer. After the necessary minimum of such questions, you should move on to those that directly concern the client's problem.
Frequently Asked Questions about Change Management
Source: shutterstock.com
P - problematic questions
These questions help to understand what problems and needs the buyer faces. Below, as an example, are some statements in this direction:
How difficult is this technique to use?
Do you have problems with the quality of purchased raw materials and supplies?
Are you satisfied…?