The Spin Selling Process
People tend to look for something when they need to use it to handle a given problem. This may sound like all you have to do is show the client the solution, but it rarely works that way. The simplicity of this concept hides the fact that no customers will ever present themselves in the same way. You will find that you need to understand a customer well before you give that solution.
Spin selling shall be your way in. This is a sales process discovered in 1988 that was meant to help salespeople to anticipate and handle difficult sales conditions. This is what makes you understand the client well enough to close the sale with ease. You get to as them certain questions to ease them towards the sale. Spin in full translates to Situation, Problem, Implication, and Need-Payoff.
Situation questions are what will help you see what the client is currently going through. Situation questions shall help you know what the buyer is facing. This shall also be hat you base your future conversations on. You get to ask exploratory questions such as what their needs are, their expectations, problem areas, and budget. This should paint a much clearer picture.
Problem questions are what make the client understand how your solution fits their problems. You need to see problems even the client is yet to. You need to let them have that sense of urgency. Problem questions help them see that sense of urgency in themselves, and also to confirm it for you.
Implication questions help the client see what those problems are bringing to their lives if they shall prsist You need at the end of this stage to let them have a sense of urgency regarding what they face, and how it affects their lives. There are even tools such as flowcharts that shall bring your point home much better. They need to see how wrong the situation can escalate to, and also how well your solution fits their needs and solves them well.
You can then apply the need-payoff questions stage only if you have done the previous ones well. You need to have shown how well the solution manages their problem thus far. This need-payoff part is not where you tell the client how this is a good decision to make, but rather where you let the client see it for themselves, and thus make that conclusion as if by themselves. This is how it shall make the most sense.
You should never at any stage be the one talking the most. Allow the client to make most of the conversation. Talking more than the client only manages to put them off.