SPIN® Selling for
Many conversations that we as consultants have with clients and prospects offer potential for satisfying engagements, but far too often we fail to realize that potential. How can we manage these promising opportunities better so that they lead more frequently to interesting, income-producing projects?
SPIN® Selling is the world-renowned sales methodology that focuses on investigating, identifying, and clarifying one’s value in any sales situation. The “spin” in “SPIN” Selling has nothing to do with the common usage of the word in Washington, D.C. Rather, it references a questioning approach we may use to learn more from, and make deeper connections with, our clients and prospects. The benefit to us as consultants is a better understanding of the needs and problems that our clients and prospects are most likely to take action to change.
“Average sellers tend to provide a solution when they hear a problem. Excellent sellers continue to investigate with questions that make the problem broader and deeper, and turn it into a need so the prospect is ready to take action. They create demand!” – Dr. Pat Mustico
In this program, we will demonstrate how we may engage our clients and prospects in a purposeful and elegant way to improve our insight into their needs, and to better position us to propose our services in a way that commands top dollar. His session will address:
- The Buying Cycle™- Predictable phases through which decision makers progress when making buying decisions
- The SPIN® model - 4 types of questions successful consultants use to understand their prospects’ problems, needs, and desired solutions
- Value Drivers - Why buyers will pay more based on what you bring to the process
- Principles of Communication – Why customers place a higher value on what they say, conclude and request, rather than on what you say or offer.
Participants will leave this session with an overview of a proven business development approach that can be practiced and put to immediate use, and with a framework that consultants may rely upon to function both comfortably and intentionally in any business development situation.
Pat Mustico, PhD, has been a sales practitioner, sales leader, and sales consultant, for more than 20 years. A former U.S. Marine Corp infantry officer, sales professional, and PhD, Pat brings a well-rounded, results-driven perspective and approach to his clients.
Formerly Regional Vice President for North America at Huthwaite International (originators of the SPIN® methodology), Pat has real world experience in diagnosing sales challenges, developing sales transformation strategies, and implementing training programs that help companies achieve their strategic objectives. He specializes in applying sales training to real world applications so that adult learners use their new skills immediately.
Pat’s experience ranges from the largest companies in the world to small businesses, manufacturing to services, and highly regulated slow growth industries to explosive growth products and services. He has worked with companies in the banking, insurance, medical, telecommunications, manufacturing, and high technology industries, as well as the management consulting industry and related professional services.
Pat holds a PhD in Organization & Management from Capella University, an MPA from Troy University, and a BS from George Mason University.
5:30 pm: Cocktails and networking (cash bar)
6:45 pm: Buffet dinner and chapter meeting
8:00 pm: Evening Program
9:15 pm: Adjourn.
LOCATION: Hyatt Arlington is conveniently located in Arlington, VA hotel. Just minutes from Washington, DC and only steps to the Rosslyn Metro.
METRO: ROSSLYN (Exit East side. L on Fort Myer Dr., RT on Wilson)
DRIVING: Maps & Directions
PARKING: Hotel underground self-parking garage; enter on Nash Street, $20.00/day. Hotel valet $25.00. On street Pay-to-Park where available.