How can we use the SPIN Selling model in customer support calls?

Silvia Planella/ October 18, 2017/ blog

Even when you don’t make sales calls, you are always selling your brand

SPIN Selling model in Customer Support Calls

There is no denying that the customer’s experience can impact your sales revenue. Each time that a client talks with a member of your team, they are unconsciously evaluating your company and their relationship with it. That’s why sales techniques are always positively valued by employers in all business areas. At Arema Connect, outbound sales calls are not our core business; however, we believe that every time that the phone rings we are selling your company. Therefore, we train our agents to portrait the best image possible to your clients. One technique that we consider while training our agents is the SPIN Selling model.

What is the SPIN Selling model?

The SPIN selling model was created by Neil Rackham in 1988. After analyzing more than 35,000 sales calls, they learned that in successful sales calls it’s the buyer who does most of the talking and therefore, the salespeople are mostly asking questions and listening. By doing so, the salesperson is mostly building rapport with the buyer. This makes buyers feel more comfortable talking.

The SPIN Selling propose question related to four key areas:

  • Situation: It deals with the facts in relation to the buyers existing situation.
  • Problem: It asks about the buyer’s pain and focuses on it while clarifying the problem. It gives the salesperson the Implied Needs of the buyer.
  • Implication: It discusses the effects of the problem, before talking about the solutions, and develops the seriousness of the problem to increase the buyer’s motivation to change.
  • Need-payoff: It gets the buyer to explain their Explicit Needs and the benefits of the solutions offered. By getting the buyer to state the benefits, they are interiorising the benefits mentioned making it easier for the salesperson to close the sale.

How the SPIN Selling model can be used in customer support services?

As you can appreciate, the SPIN Selling model focuses on asking questions to generate a better understanding and offer them solutions that the product/service to be sold addresses.

In customer support, 90% of the time the customer knows their problem and are seeking a solution. However, 75% of the time their initial statement requires further interrogation. Take for example IT problems or property management related issues. The first step is to identify the situation in order to state the problem faced.

Customers will sometimes volunteer the implications of the problem encountered and detail how the issue is affecting their daily activities. Solutions proposed by the customer representative agent should prompt straight away benefits and by doing so, reinforce your customer’s perception of your company and team.

Meet our team to better understand how you can benefit from our expertise.