Ok so you have called your prospect, set the appointment, the meeting is in 15 minutes at Starbucks….what do you say when you get in there??? A well prepared and planned presentation for ANY sales call is the most important part of sponsoring prospects or closing deals. Done effectively, you will eliminate most, if not all of the objections before they come up. Network Marketing and Selling is an art, and the leaders that are most successful have mastered the concept that their presentation is focused on how it can solve the other persons problem, or fulfill a burning desire they might have. In other words, any leader in a Network Marketing company or in a sales career projects his desire to serve, to share, to expose, to help…and NOT “sell”!
They focus on the other person, I assure you, not themselves. So how do YOU do that? How do you make the client or prospect feel like you’re not selling them? If you’re like most people, their presentation comes across like a salesperson that needs a commission, not to solve THEIR problem at hand. I found a book years ago called SPIN Selling by Neil Rakham, and it changed the way I sold forever! I sold technology products where the decision wasn’t simple, it was complicated, a pretty dramatic change would have to occur, so I had to do a great job of eliminating objections to close the deal. The same can be said in a home based business. The prospect “sees” more work, calling friends and family, rejection, fear of failure, what will other people think of me, etc so you have to identify their “pain” to eliminate those thoughts and keep them focused on the end result of their decision to make a change in direction. SPIN Selling will completely help you with a complicated transaction, or a life affecting decision that involves change.
Most people think by talking, they are controlling the client or prospect. Quite the opposite!! Check out this review below and I recommend you pick up this book to help you improve your skills at presenting your opportunity. Once you know “where you are in the presentation”, the rest comes easy!
What is SPIN?
The SPIN Selling model has been developed through research studies of 35,000 sales calls. The objective of the research was to answer a question that had been troubling many people in high-end business to business sales.
SPIN Selling was created by Neil Rackham.Neil Rakham’s SPIN Selling was successful under the support of IBM and Xerox and lots of Hi-tech skillers.
Marketing activities are generally go through four cycle stages: 1. Opening start-up phase; 2. The exchange phase of research; 3. The ability to show stage; 4. The sale of commitment stage. Only on completion of one stage should you enter into the next stage. However, It is the most important key of the second stage. The performance of this stage would decide your success or failure. The downfall of many network marketers is that they don’t know where they are in the presentation and go all over the place! SPIN Selling provides a effective system method.
SPIN selling method is actually Situation, Problem, Implication, and Need-Payoff. So SPIN Selling law refers to the process for marketing professionals to use the 4 Question Categories to walk you through your presentation. They are Situation (tell me about you), Problem Diagnosis (get them to identify their problems), Implication (THIS is where you find the “pain” and have them feel it and disclose it to you), and Need-Payoff (How your opportunity might solve the problem) so as to continuously push forward the marketing presentation process in a systematic, repeatable activity.
4 Steps of SPIN Selling
In big sales or emotional sales, minimize the small talk and focus on finding background detail that can be used to make sense of the buyer’s business situation. In other words, cut out the freakin fluff! You can be cordial and ask about the trophies on the desk, the pictures, etc, but don’t spend all day on it. You are there to present your solution to their problems so don’t waste either of your time on the small stuff. It’s really not as important as you think. Every other salesperson that has seen them has asked them the same question. Be cordial, ask a few rapport building questions, but move quickly out of this stage.
Ask questions to uncover problems which your product, service, or opportunity can address. If you are selling skincare, ask about their problems with their skin, health supplements, concerns they may have with their health, and so on. If you are selling life insurance, ask about how many dependents the person has, etc.
A trap here is to dive straight into presenting the benefits of what you are selling. You may know the problem, but they do not! Going straight to the sales pitch will just get you objections.
Instead of telling them the problem they have (which is also likely to raise objections), the goal is now to get them to see (and feel!) the problem. By asking questions which draw out the implications of the problem, they get to feel the pain that will drive them towards your product, service, or network marketing opportunity. This is the ‘hurt’ of Hurt and Rescue.
For example, the person selling skincare might ask about implications of untreated skin whilst the health supplement person could carefully ask what would happen to them if they continue to neglect their health needs. Of course with a Network Marketing Opportunity, the pain is usually lack of additional income. Really drive home the questions of whether they have enough retirement, kids in college, concerns about their career, or dreams they may have for their future.
Having hurt the target person with your implications, you now give them a straw to grasp at by asking how their pain could be resolved. With careful questions, you can get them to the state where they are asking for your product or opportunity even before you show it to them. This is a very neat ‘rescue’ of Hurt and Rescue, where they either rescue themselves or ask you to rescue them.
For example, with virtually any network marketing opportunity almost everyone knows they need more income to live their desired lifestyle. Ask questions like what would an extra $1000 a month do for you and your family? How would you feel if you had total time freedom to work from anywhere without having to report to someone? Have you ever dreamed of being financially free? You could ask questions that build a vision of their skin, their health, and their financial future being more secure in a year or less. The point being, you ask questions to get them to tell you why they should join your company, buy your product or service, and it feels MUCH less “salesy” to the person you are talking to.
Between Stage 3 and Stage 4 you Present your offering, whether its the opportunity or your product as the company has trained you to do. Ask questions early, it will get your prospect engaged, ask for “permission to share your opportunity” (I always ask “Do you mind if I share with you what we do?” after stage 3, and afterwards ask the Stage 4 Questions. I then typically close with “On a scale of 1 to 10 with 1 being “This is the dumbest thing I’ve ever seen or 10 I see it, I like it, I’m ready to get started…where do you see yourself?”
So that’s SPIN Selling in a nutshell, and its worked for me for a long time. I don’t know how you present, but if you don’t know “where you are” in your presentation, you lose control of your presentation because it has no direction, or you could come across as being a cheesy salesperson. Try using this process in your future appointments.