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SPINŽ selling is a proven sales methodology developed for sales of complex or high value products and services i.e. those sales, which involve the buyer in significant cost and potential risk. It is based on extensive behaviour research conducted by internationally recognised Huthwaite organisation
The Research by Huthwaite, has demonstrated that "The most effective sellers think in terms of buying not selling." Effective sellers are actually enabling the client to buy.
The Decision Cycle
Individuals who are successful at selling understand how clients make decisions. They also know what they need to do to influence the decision-making process.
Huthwaite has also identified that the buying process is made up of a series of discrete stages and that there are many pitfalls for professionals to fall in to.
Professionals who go wrong during one or more of these stages risk, at best missed opportunities, at worst they risk complete failure.
Understanding client needs.
There are two types of needs each psychologically different and each requiring a different approach.
| Type of Need |
Psychology
of Client |
Likely
Action |
Required action by professional |
| Implied Need |
Problem/ Dissatisfaction |
Not ready to act |
Develop to
explicit need |
| |
|
|
|
| Explicit Need |
Recognises Severity Importance of problem |
Desire to
Act |
Present
Benefit Statement |
Which is why SPIN,Ž focuses on four specific types of questioning to identify and develop client needs.
Situation Questions
Understanding the clients business situation.
Problem Questions
Finding out about the client's difficulties, dissatisfactions or problems with their current situation.
Implication Questions
Asking about the effects or implications of the client's situation or problems.
Need-Payoff Questions
Probing explicit needs, such that the client comes to realise the importance and value of solving the problem.
Presenting Benefits - The most persuasive selling skill
As the questioning model develops, the seller can begin to present the product/service benefits to give clients what they want.
|
Relation to Success |
Impact on Buyer |
|
Features |
|
|
Describe some Characteristic
Of product/service |
Low |
Price Concerns |
| Advantages |
|
|
Describe how a product or
feature can be used or can
help the client |
Moderate |
Objections |
| Benefits |
|
|
Describe how product feature
or advantage meets an explicit need expressed by client. |
Very High |
Support |
Source: Huthwaite International
SPINŽ Selling has been used to great effect in many of the world's best known
organisations. The technique focuses on those behaviours, most likely to lead to a successful result. The model continues to be validated by ongoing research.
SPINŽ does not use a scripted approach or pressurising techniques. Nor does it use closing tactics so often associated with selling. Rather it is a set of practical skills to persuade, to understand clients concerns and to maximise competitive strengths. As such professionals will be more comfortable using this approach and will become more effective at persuading clients and prospects to buy legal services.
Now with the support of Huthwaite, Ridley Fleming has adapted SPINŽ Selling to meet the very special needs of the legal profession.
So how can Firms avoid failure now and in the future?
Practices need to adopt a strategic and proactive approach to selling their services. They will need to equip Partners and Fee Earners with the appropriate skills to allow them to confidently seek out and build long lasting business relationships with their clients.
Proven methodologies such as SPINŽ will have a role to play in helping the non-sales professional in the legal sector to acquire the skills needed for a commercially orientated and client focused approach. Effective selling can use many influencing strategies. The key is in knowing which behaviour to use and when.
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