BUSN 10190 SPIN SELL Assignment PDF

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BUSN10190 S.P.I.N. Presentation Method  

This in-class activity is worth 10% of your final grade It tests your ability to apply the S.P.I.N. Methodologies reviewed in class

For this assignment, you will assume the role of a salesperson for Dynamic Web Creations, a company that design and implements websites for businesses. Your prospect will be Sunny Day Landscaping. Sunny Day Landscaping:     

Provides landscaping services to residential and business customers Invests in radio advertising and signage but has a poor, one-page website Receives 5-star ratings from its customers Is owned and operated by Bruce Wilson (Additional details about the scenario are provided on the last page)

Imagine that you are meeting face-to-face with Bruce (Buyer) for the first time and have completed the Approach step. It is time for the Presentation step. Please answer the questions below: 1. S.P.I.N. is a presentation methodology. What does this acronym stand for? (terms only) S-Situation P- Problem I- Implication N- Need payof

2. In your own words, explain the benefit to salespeople of using the S.P.I.N. methodology when meeting with a prospect. It helps the salesperson to build a comfortable working relationship with the prospect in order to understand their needs or wants.

Also, it helps the salesperson to assist the prospect in identifying what their problem is and be able to find the best solution to fix the problem.

3. SITUATION QUESTIONS: Imagine you are meeting face-to-face with Bruce and wish to better understand his business and current website. Write 3 situation questions that you would ask Bruce that would be helpful to you as you seek to understand his business and how a better web site could help. 1. Who is your current service provider? 2. Does your current website directing enough customers to your business? 3. How much budget do you have for advertisement?

4. PROBLEM QUESTIONS: Now that Bruce has described his situation a bit more, you want him to acknowledge that the current website is a problem that needs to be fixed. List 1 probing problem question that you could ask Bruce to get him to talk about how the website is a problem for him.

1. What is the biggest problem you are facing so far since when you have been with your current service provider?

5. IMPLICATION QUESTION: Imagine that your problem questions prompted Bruce to acknowledge the following problem. He says: “I think our lousy website might give people the wrong impression about our business.” Write 1 carefully worded implication question that will get Bruce talking about the negative impact that this problem has on his business.

Does the low traffic from the website ever prevent you from achieving yours goals in the business?

6. IMPLICATION ANSWER: So far you have been asked to imagine what you would say as the salesperson. For this question, I want you to imagine what Bruce might say in response to the implication question you wrote down in question 5 above. Remember, implication questions encourage the prospect to identify the consequences and impact of the problem being discussed. Bruce might say: Yes, it does; the frequent low traffic has brought our sales rate down, because we are not getting enough customers as expected from the website for our business.

7. NEED PAYOFF QUESTION: write a probing “Need Payoff” question that you could ask Bruce to get him to consider how valuable a new website might be – and how it would help him solve the problem he’s identified and deliver specific benefits. We want Bruce to imagine how things would be different if the problem were gone. Write 1 probing “Need Payoff” question.

Do you think creating another website for you will significantly solve the problem and impact your sales growth?

Additional details about the scenario:

1. Assume you are a salesperson for a Hamilton-based company that designs and implements web sites 2. Assume that you have identified, researched and qualified a new prospect for your web site design services, and have learned the following about this prospective customer: a. The prospect’s company name is Sunny Day Landscaping, and they provide residential and commercial outdoor landscaping services in Hamilton. b. Sunny Day is a small but growing company and is owned and operated by Bruce Wilson. You have seen many of their crews working in the Hamilton area, which suggests the business is doing well, and you can see that their services are highly rated (5 stars) on customer review web sites. c. Sunny Day currently has a web site, but it is just a single page and is poorly done. By contrast, they are running a radio ad that is professional and effective, as is the Sunny Day company signage and sales literature that you have seen in the market. d. Sunny Day recently won a Hamilton Spectator award as Top Landscaping Company in the Hamilton area, and has been recognized by Homestars.com (a home improvement services review web site), as a “Top Pick” in the landscaping category. 3. The company you work for, Dynamic Web Creations, distinguishes itself by offering high quality web sites at affordable process, and has successfully designed and launched over 20 web sites in the past 2 years. The company has several happy customers in the home services industry and specializes in designing mobile web sites. Dynamic Web Creations was recently ranked by Digital Business Magazine as the #1 web site design company in Ontario for Value and Design Capabilities....