Key Takeaways

  • Presenting to individuals requires a different set of skills and techniques than presenting to groups, so make sure you have a clear strategy for your presentation that takes the size of your audience into account.
  • When presenting to an individual, keep your prospect’s personality in mind and adapt your approach accordingly. Take their position and responsibilities in the company into account in the way you present your solution.
  • Selling to groups can be a more efficient presentation method, and sometimes it is required in your customer organization. When conducting a group presentation, take group dynamics into account, keeping in mind that people act differently in group situations than they do in one-on-one interactions
  • Closed-ended questions help keep the prospect engaged and should be balanced with open-ended questions, which help you probe further into the problem your product can solve.
  • SPIN selling is a four-step model that relies on the theory that successful selling is customer centered and offers customized solutions to your prospect’s problems.
  • There are four steps to a SPIN sales call: opening, investigation, demonstrating capability, and obtaining commitment.
  • The opening stage builds rapport and establishes a buyer centered purpose for your call.
  • The investigation stage is at the heart of the SPIN model. The goal of this stage is to ask questions that will uncover your buyer’s needs.
  • There are four types of investigation questions: Situation, Problem, Implication, and Need-payoff (SPIN).
  • There is almost no better way to bring your product to life than by using samples or demonstrations to get your prospect involved.
  • Your customer will expect you to bring a cost-benefit analysis or ROI analysis as a way to quantify your solution.


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The Power of Selling Copyright © 2021 by Dr. Michelle Clement is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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