From the course: The SPIN Selling Methodology

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Demonstrating capability to customers

Demonstrating capability to customers

From the course: The SPIN Selling Methodology

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Demonstrating capability to customers

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- The third stage of the spin sales process is demonstrating capability. Here's where we've revealed the scales to the prospect, showing them how heavily it's weighted in the buy direction. If you've completed all of your spin questioning correctly, then this bit should be easy. You should have everything you need from those questions. By this point, you should know what their current situation is, what problem or problems they're currently experiencing are, what the implications are of them not taking action, and what the potential payoffs would be if they do take action. So it's simple. Show them how your solution solves the problem or problems they're currently experiencing. Show them how your solution would stop those implications from happening. And show them how your solution can bring those lovely payoffs to them and their business. But that's, of course, easier said than done. So to make it simpler, use FAB. That stands for features, advantages, benefits, and it's a technique…

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