{"id":24831,"date":"2024-01-05T11:32:14","date_gmt":"2024-01-05T15:32:14","guid":{"rendered":"https:\/\/challenge-action.com\/spin-sales-technique\/"},"modified":"2025-03-17T16:17:31","modified_gmt":"2025-03-17T20:17:31","slug":"spin-sales-technique","status":"publish","type":"post","link":"https:\/\/challenge-action.com\/en\/spin-sales-technique\/","title":{"rendered":"SPIN sales technique"},"content":{"rendered":"\n<p>The SPIN sales technique originated in the USA, and is based on understanding the customer&#8217;s situation, highlighting the problem and its consequences, and then explaining the benefits of our solution. Unlike other methods, such as the <a href=\"https:\/\/challenge-action.com\/en\/cab-technique-de-vente-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">CAB technique<\/a>, the key point here is not to propose a solution before the customer has understood that he has a problem. It takes a little longer, but it&#8217;s more efficient.<\/p>\n\n<h2 class=\"wp-block-heading\">The SPIN technique<\/h2>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"461\" src=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente-1024x461.png\" alt=\"\" class=\"wp-image-26722\" srcset=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente-1024x461.png 1024w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente-300x135.png 300w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente-768x346.png 768w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente-1536x692.png 1536w, https:\/\/challenge-action.com\/wp-content\/uploads\/2024\/02\/SPIN-Technique-de-vente.png 1975w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<ul class=\"wp-block-list\">\n<li>Situation: understand the customer&#8217;s overall situation<\/li>\n\n\n\n<li>Problem: highlight the problem he doesn&#8217;t see<\/li>\n\n\n\n<li>Involvement: ask about the economic and psychological consequences of the problem<\/li>\n\n\n\n<li>Needs pay off: present the benefits of your solution<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Situation<\/h3>\n\n<p>The customer&#8217;s situation is discovered through key questions that you adapt to your customer in order to uncover his or her problem.<\/p>\n\n<p>For an individual, you can ask questions such as :<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Tell me about yourself<\/li>\n\n\n\n<li>What situation are you in?<\/li>\n\n\n\n<li>Which solution do you use?<\/li>\n\n\n\n<li>What are the advantages and disadvantages for you and your family?<\/li>\n<\/ul>\n\n<p>For a professional contact, you can ask the following questions:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>How is your company structured?<\/li>\n\n\n\n<li>What competition?<\/li>\n\n\n\n<li>What solutions are used?<\/li>\n\n\n\n<li>What are the advantages and disadvantages for your department and your employees?<\/li>\n<\/ul>\n\n<p>The most important thing in the SPIN method is to master these questions, which must be adapted to the business and the type of contact.<\/p>\n\n<h3 class=\"wp-block-heading\">Problem<\/h3>\n\n<p>The information on the customer&#8217;s situation enables you to target the customer&#8217;s problem, which you&#8217;ll be able to highlight at this stage. If you don&#8217;t, you&#8217;ll have to do it yourself, with the risk of your customer becoming frustrated at being told he&#8217;s got problems by someone else, and a salesperson at that!<\/p>\n\n<ul class=\"wp-block-list\">\n<li>What difficulties do you encounter?<\/li>\n\n\n\n<li>How long does the process take?<\/li>\n\n\n\n<li>How much does it cost?<\/li>\n\n\n\n<li>Are you completely satisfied with your current supplier?<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Involvement<\/h3>\n\n<p>Involvement aims to deepen the customer&#8217;s experience of inconvenience.<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Individual:<ul><li>What are the consequences of your frustrations? How do you feel at the end of the day? Does it keep you awake at night?<\/li><\/ul><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li>For a professional :<ul><li>How can you put a figure on lost revenue? What are the losses? What does this mean for your department?<\/li><\/ul><\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Need for gains<\/h3>\n\n<p>The earnings requirement calculates how much you can earn for your customer:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Do you agree that our solution will help you?<\/li>\n\n\n\n<li>How much will you earn?<\/li>\n\n\n\n<li>What impact will this have on your department?<\/li>\n\n\n\n<li>What&#8217;s the impact on the company&#8217;s bottom line?<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Here are a few examples of how the SPIN technique is used<\/h2>\n\n<p>I&#8217;m not presenting the technique in detail here &#8211; you can find it in <a href=\"https:\/\/boutique.challenge-action.com\/nos-formations\/?filtres=vente\">our online sales courses<\/a>&#8211; but a very simplified version so that you can better understand how it applies.<\/p>\n\n<p>An example from the beauty sector:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Situation: What is your current skincare routine?<\/li>\n\n\n\n<li>Problem: how does your skin feel at the end of the day? Tense? Dry?<\/li>\n\n\n\n<li>Involvement: do you know what this means for your skin? Did you know that skin is your most important asset and that it represents your age?<\/li>\n\n\n\n<li>Need to win: do you know how you can rejuvenate your skin with our product? Did you know that you can gain 10 years?<\/li>\n<\/ul>\n\n<p>Example of home insurance for tenants:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Situation: Is your apartment insured?<\/li>\n\n\n\n<li>Problem: you know you&#8217;re responsible even if your landlord has insured it?<\/li>\n\n\n\n<li>Implication: are you capable of paying $200,000 in the event of fire or water damage?<\/li>\n\n\n\n<li>Necessity of gain: You want to be 100% guaranteed for a very small sum every month.<\/li>\n<\/ul>\n\n<p>As you can see, in some simple sales you can ask a series of closed questions. It&#8217;s wrong, and even ridiculous, to say that in sales you should always ask <a href=\"https:\/\/www.ecoute-entraide.org\/entraidecontent\/uploads\/2021\/03\/Questions-ouvertes-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">open-ended questions<\/a>. Instead, you need to know how to alternate them depending on the type of sale.<\/p>\n\n<h2 class=\"wp-block-heading\">In conclusion<\/h2>\n\n<p>The SPIN technique is an excellent method that has proved its effectiveness in several studies. However, it has the disadvantage of turning the knife in the customer&#8217;s back, and risks leading him to start pushing away the salesperson who tells him he has problems. We prefer the <a href=\"https:\/\/challenge-action.com\/en\/sos-technique-de-vente-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS technique<\/a>, which is more subtle and also plays on the customer&#8217;s dreams.<\/p>\n\n<p>Jean-Pierre Mercier<\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/formations\/vente\/\">Our sales course<\/a><\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/formation-vente\/\">All our sales training courses<\/a><\/p>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The SPIN sales technique originated in the USA, and is based on understanding the customer&#8217;s situation, highlighting the problem and its consequences, and then explaining the benefits of our solution. Unlike other methods, such as the CAB technique, the key point here is not to propose a solution before the customer has understood that he [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":24320,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[],"class_list":["post-24831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-de-vente-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SPIN sales technique<\/title>\n<meta name=\"description\" content=\"The SPIN sales technique, widely used in North America, has proven its effectiveness, but is not without its dangers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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