EXERCISE 8-1 ASSESSING THE EFFECTIVENESS OF VARIOUS APPROACHES
Comment on each of the following sets of statements. Pick the one in each set that is most effective and
appropriate. Explain your choice.
A. Introduction Opening
1. Hi, I’m Larry Smith. Pleased to meet you.
2. Hello, Mr. Walworth, I am Larry Smith, a representative of SK Technologies. We have been
interested in your firm for some time.
3. Hello, Mr. Walworth, I’m Larry Smith. As you know, SK Technologies is the leading
manufacturer of machine components in the east.
4. Hello, I am a representative of SK Technologies and would like to introduce myself to you. I’m
Larry Smith.
Best one?
Discuss
B. Benefit Opening
1. Mr. Malley, your employees will have a much easier time cutting this new fabric.
Mr. Malley, this new fabric is somewhat more durable than nylon, and costs less.
Mr. Malley, there are two advantages to our product: price and quality. Allow me to explain.
Mr. Malley, this product will increase your product’s durability by 7 percent and decrease its cost
by 5 percent.
Best one?
Discuss
C. Referral Opening
1. Mr. Jones, Hank Joyner of Northern Manufacturing mentioned that our components might
dramatically reduce costs in your firm. Hank has been using our components for fifteen
years and he’s very enthusiastic.
2. Mr. Jones, Hank Joyner of Northern Manufacturing suggested that I contact you with regard
to our components. I have looked forward to meeting with you.
3. Mr. Jones, St. James Production Corp. recently switched to our components and they’ve
reduced costs by 15 percent. I think you can realize a similar gain in productivity.
4. Mr. Jones, the age of plated components has arrived. So many companies are satisfied with
our product that I can’t wait to tell you about them.
Best one?
Discuss
D.
1.
Product Opening
[Handing the prospect a new telephone model] How does this look to you?
2. [Holding a new telephone model] How would you like to take a closer look at this new
model?
3. [Handing the prospect a picture of a new telephone model] I see a lot of potential for this
phone in your heavy production locations.
4. [Handing the prospect a new telephone model. Saying nothing, just letting the prospect look
at it and play with it for several minutes] What do you think?
Best one?
Discuss
E.
1.
Question Opening
How is business, Mr. Smith?
2. Mr. Smith, does your firm use steel or nickel plated components?
3. Mr. Smith, are you familiar with SK Technologies, the manufacturer of machine
components?
4. Mr. Smith, have you seen our brochure outlining over 1,000 components useful to your firm?
Best one?
Discuss
F.
1.
Compliment Opening
Your company produces the finest machines in the field. With our product you will be able to
maintain that level of quality.
2. Ms. Bops, I recently read about your firm in Trade Weekly. I am enthusiastic about meeting you
and welcome the opportunity of showing you how our product meets, and even surpasses, your
high standards.
3. As a leader in sales and technology your firm is undoubtedly interested in our product.
4. The story of Bops Machines is truly impressive, Ms. Bops. You’ve built your firm with
intelligence and hard work, and you’ve grown to your present position through a philosophy that
reflects economy as well as quality. My company’s product will interest you.
Best one?
Discuss
EXERCISE 8-2 DISCOVERING NEEDS
Directions:
1. Secure a partner from the class
2. Determine which product/service you are responsible for: The team member whose last
name would be first, if alphabetized, will be selling a checking account to an individual.
The other team member will be selling a book bag to a college student.
3. Prepare a set of five (maximum) questions you will ask your partner to discover his/her
needs. Thus, if you are selling a checking account, you may want to ask questions like the
number of checks written per month, importance of bank hours, etc. You can not ask more
than 5 questions. After asking your five questions you should have enough knowledge to
then move into a sales presentation about your product or service. Write your 5 questions
down here.
1.
2.
3.
4.
5.
4. Before playing the role of a buyer, think carefully about your needs and desires. You’re free
to take on any personality and needs you want to. Write down your specific needs here.
5. The team member selling the checking account goes first. He/she should ask the five
questions to discover needs. After you discover the needs, DO NOT GO INTO ANY KIND
OF A SALES PITCH. This exercise is designed to only help you improve your needs
identification skills.
6. The “buyer” should provide feedback to the seller by filling out the form provided.
7. Now the team member selling the book bag is to ask his/her questions (using the same format
as step 5).
8. The “buyer” should provide feedback to the seller by filling out the form below.
EVALUATION FORM
Did the salesperson determine your needs?
What questions should have been asked to determine unknown needs?
What questions asked by the salesperson were unnecessary and could have been omitted?
Did the salesperson obtain enough information to eventually make an effective presentation and secure a
commitment from you?
EXERCISE 8-3 IDENTIFYING SPIN QUESTIONS
1. Read through the following sales call transcript and identify the different types of SPIN questions
that were used to uncover the prospect’s needs. Place your answer in the column marked
“Correct Category.” Remember, there are four basic types of questions:
Situations Questions – General data-gathering questions about background and current facts that
are very broad in nature.
Problem Questions – Questions about specific difficulties, problems, or dissatisfactions that the
prospect has.
Implication Questions – Questions that logically follow one or more problem questions that are
designed to help the prospect recognize the true ramifications of the problem.
Need Payoff Question – Questions which ask about the usefulness of solving a problem.
Situation: The seller is selling complete banquet services to the manager of a textile plant.
Correct
Category
Seller: Thanks for agreeing to see me today. I’m sure this is a busy
time of the year for you. As I understand it, you have to
ship out your products this month, June, in order for
garment makers to meet their deadlines for the spring
season. Right?
Buyer: That’s right. It takes a lot of lead time you know. The
garment makers have to meet the buyer’s deadlines, too.
Seller: Yeah, I know. Say, how often do you have plant get-
togethers, like picnics, parties and banquets?
Buyer: We have a summer picnic in June and a Christmas party in
December. Various groups within the plant have other get-
togethers but the plant as a whole only has two a year. We
just finished our picnic.
Seller: And, how many people usually come to them?
Buyer: About 2500 to the picnic and 1500 to the Christmas party.
The whole family is invited to the picnic–helps build
friendships and loyalty to our plant.
Seller: Who caters your get-togethers?
Buyer: We do! Our cafeteria staff has been has been doing it for
the last 15 years.
Seller: Are you happy with the arrangement?
Buyer: Yes and no. It’s cheaper, but sometimes the cafeteria staff
just can’t seem to add the special “pizzazz” or “sparkle”
we’re looking for. They try, but heaven knows they’re not
the most creative bunch.
Seller: Do you ever have trouble with suppliers? I mean, does
sometimes the meat not show up on time? Or the wrong
drinks gets shipped?
Buyer: I’ve never heard of drinks getting messed up. Sure, though,
some things do come in at the last minute
Seller: Does this lead to anxiety for your cafeteria staff?
Buyer:
Yes! And for me also! I put a lot of emphasis on these
functions going smoothly. I make my workers work hard
all year long. These get-togethers are a time to say
“Thanks” and “Keep up the good work” and “We’re a great
team.” When something almost backfires at the last minute
I hit the antacid tablets!
Seller: If I can show you a way to reduce that anxiety would you
be interested?
Buyer: Not if it’s going to cost me a bundle! Let’s face it, Tums or
Rolaids are cheap compared to paying somebody a lot of
money just to make sure that our horseradish gets here on
time.
Seller: You mentioned creativity a minute ago. I’m sure your staff
is outstanding in the way they handle the day-to day
cafeteria operation. But, didn’t you say they were a little
lacking in creativity for your big events?
Buyer: Yeah, that’s true.
Seller: Because of this lack, do you think that you are able to
maximize the utility of your get-togethers?
Buyer: What are you getting at?
Seller: Well, for example, does the theme for your get-togethers
always work? Do your employees get excited by it? Does it
cause them to act differently after the get-together?
Buyer: No, Usually not.
Seller: So what you seem to be saying is that the get-together may
not generate all of the long-term effects you’ve been
looking for. Right?
Buyer: Yes, I guess that’s true. I’m not sure the get-togethers have
always resulted in a better or happier employee who
produces more effectively or efficiently.
Seller: If I can show you a way to maximize the utility from your
get-togethers and increase your productivity afterwards,
would you be interested?
Buyer: Yes I would like to hear about how you can do that.
2. Evaluate the seller’s use of SPIN. Would you recommend any changes? (Be specific).
EXERCISE 8-4 IDENTIFYING FEATURES AND BENEFITS
Read the following paragraphs carefully. Underline all features and circle all benefits.
This refrigerator has three adjustable, non-tilt shelves. The crisper also has a glass door for easy viewing.
The door interior includes two egg storage shelves, two dairy compartments and three bottom shelves.
You never have to defrost the freezer since this model is completely frost-free. The freezer has one
adjustable and one fixed shelf. A door-operated interior light is helpful so you can always see what’s in
the refrigerator, even if your hands are full. The interior is blue and white with polyurethane insulation.
The cabinet is steel with a baked-on white enamel finish which will last a lifetime. Self-adjusting
leveling legs are included. The refrigerator is imported from Yugoslavia and lists for $399.95.
Dimensions are 23 5/8”x 23 1/2″ x 63” and it weighs 150 pounds.
This newly designed hammock is exceptionally relaxing for reading, cloud watching or napping in the
shade. Each one is handcrafted with care from top-quality twill cordage by skilled Tennessee weavers. It
is rated best by our lab for strength of construction, durability of materials and comfort. It is completely
hand-woven from soft, strong, flexible cotton rope that is manufactured to exceed military specifications.
Rope ends are dipped in hot wax to retard water absorption and prevent fraying. It’s made to offer full
body support and resist sagging – so comfortable for your back! Durable oak stretchers stabilize and help
to maintain a uniform width. Comes with heavy gauge, rust-resistant steel hanging hardware. Suggested
weight limit is 450 pounds. Size is 10’8” overall length, which is made to accommodate an 80” body
size. An optional hammock stand is available so you can easily locate your hammock anywhere you want
it.
These soaps are lovingly made by hand using the kettle method. They are the products of a home-based,
family business on the west coast where the greatest care is given to quality and purity. Each bar is
enriched with 200 I. U. of vitamin E, and is lightly scented with pure essential oils. These soaps retain
their natural glycerin, and have no coloring agents, preservatives, fillers, or any other chemicals. As a
result they are gentle to the skin and non-irritating. These quality soaps clean effectively with a rich,
creamy lather, and are long lasting. They are cruelty free and biodegradable – you can be proud that you
are helping to protect the environment. One variety is enriched with 100% Aloe Vera extract, known for
its healing properties. Another variety is gently abrasive, very good for oily skin. Several varieties are
superfatted with the addition of extra oil, like cocoa butter and almond oil, for superior moisturizing
properties. All bars are $1.65, or 12 for $1.55 each. Each bar is a minimum of 3 1/2 ounces, but being
handmade, there are slight variances.