A New SPIN On Selling
I have a new SPIN on selling. The original SPIN Selling, written by Neil Rackham and
published in 1988 is a terrific book. The book emphasizes the importance
of asking the right sales questions. I was so inspired by this book
I eventually wrote my own book emphasizing sales questions, "The
12 Best Questions To Ask Customers."
I'd like to use the word S.P.I.N. in a slightly different way.
I'd like to use the word as an acronym.
Putting the right S.P.I.N. into your business especially during
these turbulent times can change your attitude and improve your
Think of the word S.P.I.N. as four pieces to the selling puzzle.
S = Shrug it off
P = Preparation and practice
I = Initiative
N = New
Let's start with Shrug it off. Right now most
of the world's news is negative. In the USA the real estate market
is hurting, financial markets are in chaos, and just when you think
gas prices can't go any higher - they go higher. Shrug it off. That's
right, dismiss the bad news or it will eventually consume and overwhelm
If the news gets you down, do something that picks you back up.
If you're an entrepreneur or a professional sales representative
you can't afford to be down and negative when you're working with
your sales prospects and customers. Change your routine and put a new spin on selling to your sales prospects. Exercise
more. Read motivational books. Buy
a book of quotations.
And stay away from negative people because it's amazing how contagious
negativity can be.
Inject a little Preparation and Practice
into every selling day. For example, when you're planning sales
calls for the next day, you can prepare several questions in writing.
While you're driving to the account practice them. If you don't
practice what you're going to say before you get to the account
you end up practicing on your sales prospects and customers. Nothing
could be worse!
- You can also prepare and practice specific parts of your planned
- You can prepare and practice how you will present the benefits
of your products.
- You can prepare and practice how you'll deal with the price
- You can prepare and practice how you'll ask for the next appointment.
- You can even prepare and practice how you will ask for the business.
You know before you get to see your sales prospect if you've prepared
and practiced enough - and unfortunately so will your sales prospect.
My new SPIN on selling includes "Initiative."
The initiative I'm referring to is personal initiative. This word
covers all aspects of professional selling. When times are tough
it requires that you become tougher.
Doing things the way you've always done things will not differentiate
you from your competition. Take the initiative to learn more about
personal salesmanship and selling skills. Literally - hit the books.
Visit article directories such as www.ezinearticles.com and look
for the best articles to help you achieve greater selling success.
Take the initiative to pick up the telephone and schedule more
appointments. Take the initiative to allocate more face-to-face
time calling on sales prospects which represent new business opportunities
Take the initiative to cross sell and up-sell whenever possible.
Take the initiative to do everything imaginable to help your customers
solve their problems.
And take the initiative on every sales call to exceed your sales
prospect's and/or customer's expectations.
The final piece to my new SPIN on selling is the word “New.”
The two most popular words in the English language are "New"
and "Free." You can skip the free, but focus on what's
How do you personally respond to the question, "What's new?"
- Do you have new products?
- Do you have new management?
- Do you have new technology?
- Do you have new ways to solve old problems?
- Do you have new programs?
- Do you have anything that's new?
Focus on what's new, not what's problematic. Get excited when you're
talking about what's new to your sales prospects and customers.
If you're excited, they'll become excited.
Develop a new attitude about everything. Sure the stock
market is down. Novice investors are bailing out. Warren Buffett
is licking his chops because of all the buying opportunities he
The real estate market is down and everybody is thinking doom and
gloom - except for the very shrewd investors who enjoy bottom fishing
and buying properties at bargain basement prices.
It's not easy being positive when all the news is so negative.
You have the ultimate control over your thoughts. So choose optimism
over pessimism, positive over negative, sunny versus gloomy, and
winning over losing.
You’ll be glad you did and so will your customers.
Growing your business, increasing your sales, and making more money
is easy when you put a new SPIN on selling in your sales territory.
PS - Checkout
my 57 Sales Tips!
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