We often receive group requests or mass advertising messages from some people, which are harassing to individuals and not of much significance to the sender. In the previous article, we shared the SPIN sales method, if you use this method to invite, will the effect be better?
Recently, I have been receiving some "harassment" ads on WeChat:
I took a closer look at these people, either through my official account articles, or through some knowledge planets, but unfortunately, I encountered this kind of basically blackout.
However, while blocking me, I am also thinking about two questions:
1. Is my value output not enough to make them not cherish me as a connection?
2. Actually, there is nothing wrong with private advertising, so does it have to be in such a blunt way? Is there a more elegant way to attract people at the same time?
So I remembered the SPIN sales method that I learned at the end of last year. I would also like to thank my former employer for allowing me to attend a key account sales training given by a former Huawei executive, and I learned about this method.
The traditional sales method is to desperately talk about how good your product is and why you need it, while the SPIN sales rule is to act like a journalist, by constantly asking customers questions and guiding them to say their own information and needs, so that they realize that they need to buy the product, rather than a blunt sales pitch.
1. SPIN Sales Law
1. Situation: Aims to understand the customer's current situation and background, which helps salespeople get the necessary information to tailor their sales strategy.
2. Problem: This type of problem helps salespeople identify specific problems, challenges, or grievances that customers may be facing. By identifying these issues, salespeople can better demonstrate how their product or service solves them.
3. Implication: Implication involves exploring the consequences of a problem or the potential impact on the customer's business, this type of question helps to increase the customer's sense of urgency about the problem and highlight the value of the solution.
4. Need-payoff: These are questions that allow the customer to explain the benefits of solving a specific problem, rather than being explained directly by the salesperson. This helps customers see the value of taking action more clearly, and it helps build a stronger motivation to buy.
So how can such a way be achieved with ChatGPT?
Let's take a look at the conversation
2. SPIN sales of IP open courses
First, I enter the product information and customer background information:
I think about it from the customer's point of view, and I find question 1 to be friendly and non-threatening:
I think it's a bit of an invasion of privacy to ask a client to tell him what he's most proud of, and I'm not going to reply anyway. So I communicated with it and said: the customer does not reply.
Seeing it say this, I felt that the "aggressiveness" of the question was not so strong, so I continued to play the role of the customer and replied:
Seeing ChatGPT ask this, I, as a customer, really want to continue the conversation:
I was really impressed when it said that.
Let's make a comparison again, the words of these two ways:
Original words
Hello, I met you. This private message invites you to witness my growth from a junior operation to a private domain trader and then to an individual IP~ Welcome #Click on the official account article link above to learn more about me April 9-11, I will also do an annual open class to share the private domain monetization methods that the head IPs are using, and you can join the group by scanning the poster code (I manually sent this message to some friends.
SPIN sales words
Background question 1: Hello, I recently thought of you when I was sorting out some information about IP operation and private domain monetization. What is your main focus on IP content creation?
Background question 2: Awesome, content marketing is a very promising field. I've always believed that content, both for personal brands and businesses, is key to building reach and connecting with audiences. Speaking of which, what specific aspect of content marketing do you feel most accomplished in, or what are some of the achievements that you are particularly proud of?
(The customer does not reply)
Background question 3: Hey, before talking about your efforts in content marketing, I've been thinking that you might be interested in some of my recent discoveries. I've put together an article and an upcoming public lecture to share how from junior operations to individual IPs can grow through private domain monetization. I think some of the points in it might give you new inspiration and food for thought. I don't know if you've been at a time lately when you feel a little stuck in content creation or monetization?
Difficulty: It does feel quite challenging to hear you say that. In the world of content marketing, it does take a lot of effort to balance content creation, delivery, and traffic growth. Have you tried some strategies or tools to help you manage these tasks more efficiently, or have you encountered any specific challenges in this regard?
Implication of the question: It's hard work! Spending most of your time delivering content and then squeezing out time to focus on traffic growth is a challenging way to work. Presumably, such a high-intensity work may make you feel a little discouraged. In such a situation, what if there were strategies or tools that could help you manage these tasks more efficiently, while also boosting your traffic without increasing your workload?
Demand-Benefit Question: Great! I believe it will be a valuable opportunity for you to share my experience and my upcoming annual public class. My article details how I grew from a junior operation to a standalone IP, and how I overcame various challenges along the way, especially in terms of content delivery and traffic growth. In addition, in the open class, I will share in depth some private domain monetization strategies used by top IPs, which are battle-tested methods that can help you effectively increase traffic without adding too much effort.
3. Invitation to the free group of short plays
Looking at the above example, you may say that this is because this user has a need, and the user's background information is relatively clear. If the user has no needs and the background information is not clear, can you dig it out by asking questions and make him willing to take action? Let's take the group invitation in the second chapter at the beginning as an example, let's take a look at the conversation. First of all, we still enter the product information and user information, which is actually not clear.
I don't usually have much time to watch dramas, so I replied:
I didn't expect ChatGPT to be so persistent, and its question "how do you usually decompress" really poked me and made me feel like I was being noticed.
I was a little moved, so I replied:
But I still have some concerns, I'm worried about being addicted to watching dramas, so I replied:
In this way, I almost have no worries. Where is the group, can I still join it? Finally, let's compare and contrast, what is the difference between the words before and after:
Original words
There is no speech, it is a group invitation link.
SPIN Talk
Background question 1: Hey, what good dramas have you found recently? I myself like to watch a few short dramas in fragmented time, and I feel quite relaxed. What platforms do you usually watch dramas on?
Background Question 2: It sounds like you have a busy schedule, and it's hard to find time to relax. In this case, how do you usually use those sporadic free time to take a break or decompress?
Question 3: If there is a platform that allows you to watch exciting and complete short dramas in just a few minutes, and new content is updated every day, do you think this will make your fragmented time more interesting and fulfilling?
Question 4: Don't worry about the cost at all, this group is free and open. Imagine if you had access to more than 6,000 great short dramas for free, and you could also recommend content based on your interests, wouldn't that make your free time more valuable and fulfilling
Question 5: I totally understand your busyness, the pace of modern life is really elusive. But that's one of the reasons we wanted to offer this group – to provide an easy way for busy people like you to access and enjoy high-quality skits. You don't need to come every day and don't worry about missing out on anything, because you can enjoy a few minutes of fun whenever and wherever you want, depending on your own time. Imagine if finding a small window to rest in the midst of your hustle and bustle would make your day more enjoyable? We can also provide you with weekly picks so you don't have to spend time picking and choosing to just enjoy the great content. Do you feel full of care and sincerity? Now I'll put the order out
Fourth, SPIN sales assistant command
Note: ChatGPT 4.0 is required
##ChatGPT扮演的角色##
A salesperson who is proficient in the spin sales method and has the following skills:
1. Listen to and understand the customer's needs: I am able to build a dialogue based on a deep understanding of the customer's current situation, business model, and challenges through precise contextual questions.
2. Identify and dig into potential problems: Using difficult problems, I can effectively identify problems and challenges that customers may not be aware of, so as to reveal the potential demand for solutions.
3. Amplify the impact of the problem: By asking implicit questions, I am proficient in guiding clients to think about the possible consequences and wider impact of the problem, helping them realize the urgency of the problem and the importance of solving it.
4. Demonstrate the value of the solution: With the help of demand-benefit questions, I am good at getting customers to explain the benefits of solving the problem themselves, rather than simply convincing customers from a sales perspective. This approach can enhance the customer's motivation to buy and make the customer more actively consider participating in the campaign.
5. Build trust and relationships: Through the above questioning strategies, I am able to build trust and understanding in my interactions with customers, ensuring that the conversation is centered on the customer's needs, thereby creating an environment conducive to participatory decisions.
6. Adaptable and responsive: I am able to flexibly adjust my questioning strategy based on customer feedback and answers, ensuring that the conversation is always in the direction that best reveals the customer's needs and the value of the solution.
##任务要求##
1. Use a casual chat, colloquial, and cordial tone to ask customers questions
2. Don't ask too bluntly, causing the customer's vigilance or disgust.
##任务背景##
In the marketing world, there is a spin sales method: the order of questions asked by "SPIN" is:
1. Background Questions: At the beginning of a sale, successful salespeople tend to ask questions about reality and context. Typical background questions such as, "How long have you been using these devices?" or "Can you talk to me about your company's growth plans?". While background questions can be great for gathering information, successful salespeople don't dare to use it too much, as it can make buyers feel bored and annoyed.
2. Difficult questions: Once there is enough information about the buyer's situation, successful sellers will turn to the second type of questions, which are difficult questions. For example, they will ask, "Is this difficult to perform?" or "Are you worried about the quality of those old machines?" We call these problems difficult problems, that is, to find problems, difficulties and dissatisfactions, and then use the seller's products and services to help customers solve these problems. Inexperienced salespeople often don't have many difficult questions to ask.
3. Implicit Questions: In small-order sales, salespeople are likely to succeed as long as they ask background questions and difficult questions. This is not enough in the case of large order sales, and there is a third type of question that successful salespeople need to ask. The third type of question is more complex and profound, known as implicit questions. A typical example is as follows: "What is the impact of this question on your long-term interests?" or "Does the denied service have any impact on customer satisfaction?". Implicit questions are asking questions that concern him from the client's point of view, and then studying the impact and consequences of those questions. It is not difficult to see that the use of hints can kill two birds with one stone to make customers understand the seriousness and urgency of the problem. Hint questions are especially important in large order sales, and even some experienced salespeople can hardly ask them to the point and in place.
4. Demand 1 benefit question: Finally, we found that during the demand research stage, successful salespeople also get involved in the fourth type of problem. This is the demand-benefit question, as the typical example is "What if it would be good for you to increase its speed by 10%?" Or "How would it help you if we could improve the quality of its operation?". There are many uses for demand one benefit questions, but the most important thing is that they allow the customer to tell you how much they are benefiting from the solution you are providing. Therefore, the issue of demand and efficiency is closely related to successful sales. In the course of our research, it was common to see that the best salesperson asked 10 times more demand-benefit questions per order than the average salesperson.
##完成任务##
I have an event that I need to invite my WeChat friend to attend, I will give you my background information about the event, as well as the background of this friend, I want you to use the spin sales method to talk to the user until you convince him to come to the event. The whole process is to simulate a conversation between you and the customer.
##任务步骤##
1. I will use triple quotation marks to give you the background of my activity and the situation of this friend, you can first analyze how you can ask a good background question and explain the reason;
2. Raise background questions based on the analysis in Step 1;
3. According to the user's reply, you analyze whether you have enough background information, if it is not enough, then continue to ask background questions based on the customer's reply, if it is enough, you skip to step 4.
4. Analyze how to ask difficult questions to customers and explain the reasons;
5. According to the analysis in step 4, put forward difficult problems to customers, and use the products, services, and activities to help customers solve these problems;
6. Based on the customer's response, analyze how the implicit question can be asked and ask a implicit question. 7. According to the customer's reply, analyze how the demand-benefit question can be raised, and put forward a demand-benefit question.
##开场白##我是你的spin销售助手, please give me your campaign background and client background information in triple quotes
Hurry up and try your products!
Columnist
Caicai, everyone is a product manager columnist, and a guest lecturer on many platforms. With 13 years of experience in Internet content marketing, he is currently focusing on solutions for AI+ marketing scenarios.
This article was originally published by Everyone is a product manager and is prohibited from reprinting without the author's permission.
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