Over ten years of change have happened in the marketing landscape and I’m constantly learning new approaches, but there isn’t much that I use from college on a daily basis. The class I took that most influenced me was unexpected – Sales.
In this class I learned the principles of SPIN selling, which now inform my approach to marketing communications.
SPIN stands for:
Situation – Do your research on your customer and understand their background. Who are you talking to?
Problem – What problems are the customer experiencing?
Implication – What pain is the customer feeling due to these problems?
Need Payoff – How can your product or service help ease this pain.
Keeping the SPIN selling process in mind helps to keep the customer front and center (not the product or service I’m selling) when writing marketing material.