First, success in a major sale depends more than anything else on how the investigation is conducted during the call. There is a clear association between the number of questions asked and the success of a sale. Two traditional styles of questioning come into play here: open-ended and closed-ended questions.
There was a perception that open-ended questions were more important, since they made the prospect talk more. However, Huthwaite's studies did not reach any statistical results to support this statement.
One important point is that Rackham's team noticed that list of timeshare owners successful salespeople did not ask random questions; there was a distinct pattern in successful calls. Thus, consolidating the SPIN question sequence.
Situational Questions
Problem Inquiries
These are usually questions asked at the beginning of the visit and related to information about the lead. In the best case scenario, the salesperson has already gathered information about the customer or company, so they can ask more intelligent and articulate questions. Using this type of question too much can bore the buyer.
Situational Questions SPIN Method
Problem Questions
Problem Questions SPIN Method
Problem Questions: This category explores the lead's problems, difficulties, and dissatisfactions in areas where the seller's product/service can help.
Implication Inquiries
SPIN Method Implication Questions
Implication Questions: These are questions that help the customer understand the seriousness or urgency of their problem. And this type of question is extremely important in large sales.
Huthwaite has found in its research that top performers ask about 10 times more Need-to-Solve Questions per call compared to average-performing salespeople . Since larger sales have a longer buying cycle, Need-to-Solve Questions also train the customer to sell internally, in addition to reducing objections at the end of the negotiation. Some questions include: Why is this so important?, How would this help?, Would it be helpful if…? and Is there any other way I can help you?
Need for Solution Questions
Need-to-Solution Questions SPIN Method
Solution Need Questions: In this category, the prospect tells the salesperson the benefits that the desired object could offer.
Closing in Practice
We have just talked about the types of questions that can increase the success rate of making a sale, and some behavioral characteristics of a big sale.
And, all of this leads to the closing, at this point do closing techniques work in larger sales in the same way as in simple sales?