2010 Commercial Meeting Prework Quiz -spin Selling

1. Which stage is most important in the SPIN Selling technique?

Closing the sale

Demonstrating capability

Investigating

Obtaining Commitment

Preliminaries

On page 14 of SPIN Selling that "The Investigation Stage" is the the deciding factor in the "success in the larger sale".

Explanation

On page 14 of SPIN Selling that "The Investigation Stage" is the the deciding factor in the "success in the larger sale".

2. SPIN is an acronym for Situation questions, Problem questions, Implication questions, and Need-payoff questions. Which type of question do most unexperienced Sales people focus on?

Situation questions

Problem questions

Implication questions

Need-payoff questions

According to Rackham, on page 69, most inexperienced sales people focus on Situation Questions. However, as they become more experienced, seasoned sales vets will do their research BEFORE a sales call and only ask Situation questions that help them get into position to ask other, more important, types of questions.

Explanation

According to Rackham, on page 69, most inexperienced sales people focus on Situation Questions. However, as they become more experienced, seasoned sales vets will do their research BEFORE a sales call and only ask Situation questions that help them get into position to ask other, more important, types of questions.

3. Somtimes during a sales call the customer may object about the value of the product you are offering. This type of objection might sound like this. "We're very happy with our current supplier." Which reason is the likely cause for this type of objection?

The seller hasn't succeeded in building a strong need in the customer's mind.

The seller's solution doesn't fit the need of the customer.

The competitor has astutely solved the customer needs and has created a barrier to entry.

Page 135 explains that if the solution doesn't fit the need of the customer you will likely get an objection early in the call. If you get an objection about value it is likely due to lack of need building with the customer. If you are getting many value objections it may be helpful to cut down on the use of Features and concentrate more on asking Problem, Implication and Need-payoff questions to more effectively build the need in your customer's mind.

Explanation

Page 135 explains that if the solution doesn't fit the need of the customer you will likely get an objection early in the call. If you get an objection about value it is likely due to lack of need building with the customer. If you are getting many value objections it may be helpful to cut down on the use of Features and concentrate more on asking Problem, Implication and Need-payoff questions to more effectively build the need in your customer's mind.

4. There are behaviors a seller can use to demonstrate capability of a solution in meeting customer needs. These behaviors are often categorized into 2 types and are commonly called Features and Benefits. However, SPIN Selling makes a slightly different distinction in these behaviors and has created a third type. Below are the types and the definition according to Rackham. Which behavior has the most positive impact on a larger sales?

Features - describe facts, data or product characteristics.

Benefits - show how products or services meet Explicit Needs expressed by the customer.

Advantages - show how products, services or their Features can be used or can help the customer.

Please see Figure 5.3 on page 104 of SPIN Selling for an explanation.

Explanation

Please see Figure 5.3 on page 104 of SPIN Selling for an explanation.

5. When trying to avoid an objection to an offer, which behavior described in the previous 2 questions will most likely help a seller achieve support or approval from the customer, according to Rackham's research?

Features

Advantages

Benefits

In fact, according to Rackham listing Features will increase a customer's price sensitivity. Listing Advantages will most likely result in Objections. However, when you provide the benefits of a solution you will likely receive support. See page 120 for more details.

Explanation

In fact, according to Rackham listing Features will increase a customer's price sensitivity. Listing Advantages will most likely result in Objections. However, when you provide the benefits of a solution you will likely receive support. See page 120 for more details.

6. Please choose the two Problem questions.

How old is your extruder?

What effect does this have on output?

Is your existing machine hard to use?

What benefits do you see?

Do you have quality problems?

Answer A is a Situation Question, B is an Implication Question, D is a Need-Payoff Question. See chapter 4 for details.

Explanation

Answer A is a Situation Question, B is an Implication Question, D is a Need-Payoff Question. See chapter 4 for details.

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7. The author states that this Selling technique is most applicable to what type of sale?

Long sales cycle projects

Major sales

Complex Sales

Technical Sales

Neil Rackham states on page 6 that SPIN Selling is "for people whose business is the major sale--and who...have become dissatisfied with the effectiveness of traditional sales models.

Explanation

Neil Rackham states on page 6 that SPIN Selling is "for people whose business is the major sale--and who...have become dissatisfied with the effectiveness of traditional sales models.

8. Please choose the best definitions of Implication Questions and Need-Payoff Questions. There is one correct answer for each type.

Implication Questions are problem-centered and highlight the seriousness of problem to the customer.

Need-payoff Questions are solution-centered. They ask about the usefulness or value of solving a problem.

Implication Questions are problem-centered and highlight the implied needs a customer has.

Page 88 goes into a deeper explanation of the clear distinction between these types of questions.

Explanation

Page 88 goes into a deeper explanation of the clear distinction between these types of questions.

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9. According to SPIN Selling philosophy there are 2 outcomes that indicate a successful sales call. Please indicate which two are correct.

Order

Continuation

Advance

No-Sale

Commitment to Buy

On page 43 of SPIN Selling there are 4 possible sales call outcomes. These are obtaining A. An Order, B. An Advance, C. A Continuation, D. No-Sale.

An Advance is when the sale is moved into the next phase of the sales cycle. A continuation is when the sale is not dead but no definitive next action has been committed and the next action is "undefined". In 2010 we will judge all of our sales calls as SUCCESSFUL or UNSUCCESSFUL based on this criteria.

Explanation

On page 43 of SPIN Selling there are 4 possible sales call outcomes. These are obtaining A. An Order, B. An Advance, C. A Continuation, D. No-Sale.

An Advance is when the sale is moved into the next phase of the sales cycle. A continuation is when the sale is not dead but no definitive next action has been committed and the next action is "undefined". In 2010 we will judge all of our sales calls as SUCCESSFUL or UNSUCCESSFUL based on this criteria.

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10. Please choose the two Benefit Statements below (as compared to the 2 Advantage Statements).

Our stabilizer gives better heat stability than Ferro's stabilizer.

The feedable form will save you from adding a person at the blender.

You need immediate delivery...we can offer our product from stock.

This product will give you the faster line speed that you want.

Chapter 5 goes into detail about the differences between Advantage Statements and Benefit Statements.

Explanation

Chapter 5 goes into detail about the differences between Advantage Statements and Benefit Statements.

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