Also known as the Guru of strategic commercial management or the Father of Spin Selling, Neil Rackham is the creator of the SPIN method, author of the renowned book: Achieving Excellence in Sales SPIN Selling and founder of Huthwaite, a sales training company, elected for the 5th consecutive time one of the best sales training companies in the world by TrainingIndustry .
Sales methodology has been improving over the years, and this is nothing new to anyone. As society evolves its way of interacting with each other, the way of establishing commercial relationships also needs to evolve.
But what does a business relationship consist of? We need a list of timeshare owners person who wants to sell (Seller), a product or service (Object of Desire), a Budget for purchase (Money) and a person interested in the Object of Desire (Customer). The path to reaching a sale may change, but the essence of the process tends to remain the same.
For a company to survive in today's highly competitive and ever-changing market, it needs to sell! And "how to sell" ends up being the Achilles heel of companies. Whether your target audience is B2B or B2C, a business model that sells a product or service, winning over more and more customers is a common goal for everyone.
If your goal is to understand how to boost your sales and improve your sales funnel to achieve more assertive results, you're in the right place. Rackham managed to write the first sales book based on quantitative and qualitative research, taking his sales method from empiricism and bringing it as a science . He spent 7 years of research in 23 countries, following the best salespeople in different segments, totaling 35 thousand sales calls.
What is the SPIN Method?
Rackham in the book's introduction already presents us with an objective definition of what is to come throughout the 216 pages of his book: '' The SPIN method consists of a pattern of questions that salespeople use to uncover and develop customer needs ”.
In other words, successful salespeople have a series of behaviors that are linked to success, and Rackham analyzed all of them through behavioral analysis. In order to create a method that could be learned by anyone and adapted to various companies, he mapped out four types of questions that can increase the chances of closing a sale.
But first of all, it is important to point out one of the first discoveries: small sales and large sales require a different sequence of questions, since the prospect's decision-making process changes. This was a bold discovery, since all sales training was based on a traditional methodology regardless of whether you were selling a pen or a property.
It was then that Neil Rackham established a standard of questions for complex sales, the SPIN methodology. Which stands for: Situation, Problem, Implication and Need-Payoff . In a free translation into Portuguese, it would be: Situation, Problems, Implications and Need for Solution.