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SPIN Selling: a Customer-centric, Value-driven Approach to Selling Successfully
We are living in an information rich era, and modern customers don’t follow a linear sales funnel anymore. With more stakeholders involved, multiple communication channels, and changing economic conditions, it’s more important than ever to have a deeper understanding of buyers and their personas. Traditional sales techniques emphasizing product-driven solutions no longer work in today’s market conditions. To evolve, sales teams need to shift toward a customer-centric and value-driven approach.
This is where SPIN Selling by Neil Rackham comes in. It focuses on listening and understanding customer needs through targeted questioning. SPIN selling is a consultative sales approach used by Sales Professionals to close complex deals. Mastering SPIN selling means integrating these conversational techniques into everyday sales calls that persuades customers to commit. This selling process has proven effective across industries, particularly those with long sales cycles, many stakeholders, and complicated processes.
In this intensive and experiential 1-Day workshop, participants will be able to learn and apply the SPIN method of selling to their unique market conditions. The course is designed to be structured in content to allow the participants to gain the knowledge and skills in a step-by-step progressive approach. Learn to apply your new skills effectively through the facilitator’s demonstrations and role-plays.
This is where SPIN Selling by Neil Rackham comes in. It focuses on listening and understanding customer needs through targeted questioning. SPIN selling is a consultative sales approach used by Sales Professionals to close complex deals. Mastering SPIN selling means integrating these conversational techniques into everyday sales calls that persuades customers to commit. This selling process has proven effective across industries, particularly those with long sales cycles, many stakeholders, and complicated processes.
In this intensive and experiential 1-Day workshop, participants will be able to learn and apply the SPIN method of selling to their unique market conditions. The course is designed to be structured in content to allow the participants to gain the knowledge and skills in a step-by-step progressive approach. Learn to apply your new skills effectively through the facilitator’s demonstrations and role-plays.
Objective
At the end of the 1-day program, participants will be able to:
- Gain deeper insights into the SPIN Method of Selling
- Craft questions with purpose to gather insights into the customers and their challenges
- Develop Buyer Personas to gain a deeper understanding of their customers' profile
- Adopt a value-driven, customer-centric approach in selling
- Adapt SPIN techniques to different sales scenarios
- Use SPIN techniques to manage common objections and move the sales forward
Outline
Unit 1: Introduction to SPIN Selling
Unit 2: The SPIN Model Explained
Unit 3: Understanding and Identifying Buyer Personas
Unit 4: Customizing Your SPIN Approach
Unit 5: Handling Objections with SPIN
- Overview of SPIN Selling
- Key principles and methodology
- The Power of Questions in Selling
Unit 2: The SPIN Model Explained
- The SPIN Selling Framework
- Components & Purposes
- Examples of how to apply SPIN technique effectively
Unit 3: Understanding and Identifying Buyer Personas
- How Buyer Persona influence the effectiveness of SPIN selling
- Understand your customer deeper with Buyer Persona
- Who is your customer? How to gather insights and characteristics
- Creating Buyer Personas
Unit 4: Customizing Your SPIN Approach
- Tailoring questions to specific industries
- Building a question framework for your product/service
- Adapt SPIN techniques to different sales scenarios: Practise & Applications
Unit 5: Handling Objections with SPIN
- Common Objections and effective response with SPIN
- Using SPIN questions to uncover underlying issues
- The Sale begins when the customer says “No”: The Art of handling objections
Who should attend
- Sales Executives, Managers and Professionals who aspire to enhance their selling skills
- Business entrepreneurs looking to market their solutions convincingly to their target markets
- Leaders who aspire to be more effective in communications and persuasion to convince stakeholders in decision making
Methodology
- Bite-size knowledge sharing with skills practise.
- Demonstrations and Role-Plays
- Experiential workshop setting
- Activities are designed with real-work scenarios to facilitate learning transfer at the workplace
Testimonials
"Max has been an invaluable asset to both myself and my team over the years. His expertise in leadership skills, coaching, solution selling, and critical thinking has consistently delivered exceptional results. Max's training sessions are not only insightful but also highly practical, equipping us with the tools we need to excel in our roles. We have engaged him multiple times, and each experience has been transformative. I highly recommend Max to anyone looking to elevate their team's performance and capabilities." – Mr Gwee ZH, Sales Manager, Oriental Motor Asia Pacific Pte Ltd
" I'm glad to know of and engaged Maximus-the Xcellent Coach, whom is one of, if not, the most professional, enthusiastic coach whom shared a strong passion towards his role of bringing the best out of every individual. There was never a dull moment during his training session with his highly engaging training style and well balanced trainer/trainee exchanges approach. He continuously engages trainee to go through critical thinking by triggering the right questions, allows trainee to discover his/her potential with his coaching technique and always have the willingness imparting trainee with his wealth of knowledge. I really enjoyed my time during the group training and individual coaching session had with Max. Would highly recommend fellow professionals whom looking to further excel in work & life, to engage Maximus – the Xcellent Coach!" – Lucas Yeap (GM)
Maximus was assigned to cover some topics with our company as a trainer. He was more of a facilitator, taking a more dynamic approach to sharing his knowledge through interaction with and amongst the attendees. I have also had the chance to receive some coaching sessions from him and it allowed me to know myself better. He respects all opinions, listens attentively, and is able to provide insightful comments which are thought-provoking and guides us to grow as a person. His sessions are truly enjoyable and there is always something to take away. Don't take my word for it, attend his sessions yourself. Thank you Maximus! – David Goh
Maximus – a Trainer here with us with great knowledge. His training skills are great, all of us are able to understand his teaching and are able to take lots of understanding and value from his teachings as well. With his excellent coaching skill, I would strongly recommend Maximus. – Eugene Tan (Admin Manager)
I have attended countless seminars and courses throughout my professional and personal life. Maximus is definitely one of the very few trainers who has vast knowledge in the subject matter as well as the extraordinary ability to ensure the attendees are completely engaged from start to end of the session. I truly enjoyed being Maximus’s student. – Satish Shanmugam (Project Director)
" I'm glad to know of and engaged Maximus-the Xcellent Coach, whom is one of, if not, the most professional, enthusiastic coach whom shared a strong passion towards his role of bringing the best out of every individual. There was never a dull moment during his training session with his highly engaging training style and well balanced trainer/trainee exchanges approach. He continuously engages trainee to go through critical thinking by triggering the right questions, allows trainee to discover his/her potential with his coaching technique and always have the willingness imparting trainee with his wealth of knowledge. I really enjoyed my time during the group training and individual coaching session had with Max. Would highly recommend fellow professionals whom looking to further excel in work & life, to engage Maximus – the Xcellent Coach!" – Lucas Yeap (GM)
Maximus was assigned to cover some topics with our company as a trainer. He was more of a facilitator, taking a more dynamic approach to sharing his knowledge through interaction with and amongst the attendees. I have also had the chance to receive some coaching sessions from him and it allowed me to know myself better. He respects all opinions, listens attentively, and is able to provide insightful comments which are thought-provoking and guides us to grow as a person. His sessions are truly enjoyable and there is always something to take away. Don't take my word for it, attend his sessions yourself. Thank you Maximus! – David Goh
Maximus – a Trainer here with us with great knowledge. His training skills are great, all of us are able to understand his teaching and are able to take lots of understanding and value from his teachings as well. With his excellent coaching skill, I would strongly recommend Maximus. – Eugene Tan (Admin Manager)
I have attended countless seminars and courses throughout my professional and personal life. Maximus is definitely one of the very few trainers who has vast knowledge in the subject matter as well as the extraordinary ability to ensure the attendees are completely engaged from start to end of the session. I truly enjoyed being Maximus’s student. – Satish Shanmugam (Project Director)
Profile of Maximus Sia
- PERFORMANCE COACH (RESILIENCE, SALES, LEADERSHIP)
- Certified Associate Coach, ICI (International Assoc of Coaching Institutes)
- Certified NLP Master Practitioner (American Board ABNLP)
- Certified NLE Practitioner (IEA)(International Enneagram Assn)
- Master’s Degree, International Marketing (MScIM)
- WSQ DACE, ACTA
- SSG Certified Facilitator, Curriculum Developer, Assessor
- Associate Adult Educator (AAE) by IAL
Maximus Sia is a Trainer, Performance Coach in Resilience, Sales & Leadership and Public Speaker. He is a keen practitioner in Psychology, Neuro-Linguistic Programming (NLP), Professional Coaching and Human Development. His work focuses on helping Leaders develop resilience, through psychology and coaching. He incorporates his practise in his training delivery and coaching, to elevates his participants to a higher level. For the past 15 years, he has empowered over 50,000 participants to achieve excellence in work & Life.
In 2023, Maximus was certified by the International Association of Coaching Institutes (ICI) Germany, as an International Associate Coach. In 2022, he was certified by the International Enneagram Association as a Practitioner of Neuro-Linguistic Enneagram personality profiling. In 2020, he was certified by the worldwide-recognised American Board of Neuro-Linguistic Programming (AB-NLP), one of the largest and respected NLP boards in the world, as an International NLP Master Practitioner. Practising as a Sales Coach, his sales experience spans over 35 years.
He constantly received positive endorsements from his participants on his engaging facilitation & motivational style. Highly engaging and influential, Maximus is highly sought after for his expertise in Resilience, Sales & Leadership and Executive Coaching. To increase his range, Maximus facilitates more than 100 training modules, covering Leadership & People Management, Service Excellence, Business & Strategic Management, Capability Development and Executive Coaching.
Maximus conducts performance training in Singapore and Asia. His clientele includes Singapore Airlines (SIA), Singapore Police Force (SPF), Yamato Transport, Yamaha Motor Asia, SingTel, AIA Singapore, and more; Maximus was accredited as an Associate Adult Educator (AAE) by the Institute for Adult Learning (IAL) for playing a significant role in raising the quality of Continuing Education and Training (CET) in Singapore. He holds a Master Degree (MSc) in International Marketing from the University of Strathclyde, UK. Prior to his Performance Coaching career, Maximus was among the Top Performers in the challenging Financial Planning industry, achieving outstanding sales records spanning over 16 years. He was a multiple awards winner and a global convention qualifier to Paris, Japan, China, Australia, Korea and Asia.
