Spin Selling Sales Method – How To Sell To Anyone!

Hey guys, this is Mike Cowles, and in this video, I wanted to talk to you about sales. There’s a four-step process that applies to both in-person and phone sales. This isn’t about VSSL or anything like that; if you want, I can do a video training on that in the future. The strategies I’m discussing here come straight from the book Spin Selling by Neil Rackham, which I highly recommend.

There’s no secret ninjutsu or anything complex in this method. It’s more about being an investigator. Let’s dive into the four steps:

  1. Situation: Start by understanding the current situation of your prospect. Ask probing questions like:
    • What are you currently using?
    • How long have you been doing that?
    • Are you happy with it?

    It’s important to ask these questions without judgment or pressure. Be sympathetic and try to get a clear picture of their current state. Understand what’s working and what isn’t.

  2. Problem: Identify the problems they are facing. This could be anything from:
    • Not enough traffic or customers.
    • Poor quality of customers.
    • High advertising costs.

    Pinpointing the problem helps in understanding what needs to be addressed.

  3. Impact: Assess the impact of these problems on their business. Ask questions like:
    • How does this affect your payroll, bottom line, margin, health, and stress levels?

    Always approach from a sympathetic standpoint. Instead of making them feel worse, relate to their situation by sharing how similar clients felt and were affected.

  4. Payoff: Discuss the payoff if these issues are resolved. Ask what would change if they had more leads, customers, or whatever it is they need. Potential answers could be:
    • Ability to pay bills.
    • Early retirement.
    • More savings.
    • Affording a better car.

Spin Selling Sales Method - How To Sell To Anyone

With these four steps—situation, problem, impact, and payoff—you won’t need to worry about the art of closing. By now, your prospect will feel understood and connected.

At this point, use case studies instead of asserting authority. Share success stories of how you helped others in similar situations. For example:

  • We helped a client with the same problem, and now they have more customers than they can handle.
  • We assisted a company struggling with high ad costs, and now their expenses are under control.

Finally, ask them where they think you should go from here or what the next steps should be. This approach naturally pulls them towards you, leading them to inquire about your program costs, timelines, and start dates.

Remember these four steps and write them down. They are not only effective but also make you a caring salesperson. This method involves more pulling than pushing, leading to a better experience for your clients. They will enjoy working with you, and you’ll likely receive more referrals.

If you enjoyed this, please share it with a friend. It always helps when you share, and it benefits them too. Talk to you soon!