How do you apply SPIN selling to B2B when most sales are modified re-buys?
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Answer:
Since a modified rebuy is when an individual or organization purchase goods that have been purchased previously but involves changing of the supplier or other aspects of the order, you can still implement the SPIN questions in a way. Situation- find out what their current situation background is.... Is it something in the situation that triggered this rebuy? Problem- what were the difficulties when it was previously bought? Implication- what were the previous consequences from the difficulties involving the product? How were they affected? Needs-payoff- how can this modified rebuy add value to what the customer need Some? How useful and important is this product? Of course you can tweak this to better your situation, but this is just an idea :)
Zeneshia Zenon at Quora Visit the source
Other answers
SPIN has really very little to do with what you are selling. That's one of the fundamentals of the technique. As Zeneshia wrote, SPIN stands for Situation, Problem, Implication, Needs-payoff. Nothing said about " modified re-buys".That is what I like the most about SPIN. It takes away the conversation from what YOU are selling to what the customer needs and how she sees her problem. My first tip is to read more about SPIN selling. There are good books available with several examples (some about added-value re-selling).Again taking Zeneshia's answer as a very good first step, I can only encourage you to prepare the right questions you need to ask in each stage of SPIN. Test them with customers you know, your managers and colleagues. See how you feel and how can you expect your customer to react.I hope it helps.
Lucas Pedretti
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