SPIN® Marketing

Business outcomes

• More effective and persuasive marketing messages tailored to address the customer's main interests at each stage of the decision-making process.
• Higher returns and lower cost per response from lead-generating promotions.
• Brochures and proposals that use the language of customer problems, concerns and needs for solutions – to give an improved enquiry-to-order ratio.
• Better competitive positioning through a thorough understanding of the target market's decision criteria.
• Product launches that 'hit the ground running', to maximise early return on investment.
• More effective corporate hospitality, producing planned and measured marketing outcomes.
• In summary: 'more bang for your marketing buck'.

Content

• The Buying Cycle – the psychological phases of complex, comparative buying behaviour.
• The SPIN® questioning model – the consultative selling technique used by the most effective sellers.
• Decision Guideline analysis – a methodology to evaluate the customer's buying criteria and optimise your competitive position around your key differentiators.
• Persuasive Case Analysis – using SPIN® to analyse the full spectrum of problems and implications your product or service can solve, and the payoffs the customer will gain from your solution.
• Customer Concerns – why they arise, how they block sales, and how the right marketing messages can pre-handle and neutralise them.
• Using Problems, Payoffs and Proof statements to stimulate interest, eliminate concerns and show the value of your offering.
• Product launches – how marketing can position new products as 'problem solvers', to minimise the learning curve and help the salesforce make full and immediate use of their SPIN® selling skills.
• Corporate hospitality – setting objectives, planning purposeful messages and discussions, and measuring success.

Training design and methodology

This programme has been designed to give the marketing function the same language, analysis techniques and need satisfaction skills as an effective sales team. Participants will be taught the strategic concepts in 'bite-size chunks' before being asked to apply them to their real world through a series of tasks and exercises.

The overriding objectives of this course are therefore to:
• ensure that the marketing function understands how the salesforce operates
• provide support for the salesforce by creating marketing messages in a common, shared, customer-focused language.

Participants should approach the event as a facilitated workshop in which their own discussions around the important concepts will be a key success factor.

Materials

Delegates will receive two booklets: one for pre-course reading and one containing the reference materials for he workshop. In addition they will be asked to carry out a number of structured exercises which will help them to transfer their learning from the workshop back into the real world of their marketplace.