Marketing Communications

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Marketing Communications
Personified Promotion

Direct and indirect questioning can also be used in the same presentation, depending on the mode of
sales presentation adopted by the sales person.

THE S.P.I.N STRATEGY

In this logical sequence of question, a salesman directs a prospective buyer.

S-SITUATION QUESTION

Question about the buyer’s operating contexts of business situation. Facts-finding question.

P-PROBLEM QUESTION

Question about buyers’ problem with his present situation. To identify the dissatisfaction by the buyer
presents present competitors’ product is using.

I-IMPLICATIONS

Implications question about effect or implication of buyers problems. This question is used to bring out
implicit need of the customer.

N-NEED PAY OFF QUESTION.

This is a question that offers a solution to a customer problem-probing for explicit need.

QUESTIONING TECHNIQUES, CONTROL AND INFORMATION

The sales techniques for getting information are questioning techniques.
Questions - provide specific answers

• clarify information


• establish control

Questions are either direct or indirect, open or leading. Direct questions are used when you are happy
for the customer to know the purpose behind your question. Indirect questions are used when you fear
that the customer’s personal attitude to your question might prejudice his answer.

Leading questions expecting YES or NO or quantitative answers are manipulative and are largely used
later in the sales to lead the customer towards a “YES” decision. If the customer starts talking too much
or heading for the wrong direction, the salesman must use a question to interrupt him. Interrupting
with a leading question will bring a one-word answer and a pause, while he waits for your next question.