The secret to delivering the right result for a client is to get the right brief in the first place. But that can be difficult – unless you ask the right questions, right at the start. And often we don’t.
The reasons often have to do with self-interest. After all, it’s only human to want a quick solution.
If I am your manager and you come to me with a problem, I will want to fix it quickly. But if I take the time to listen and ask the right questions I won’t just be building better trust. I will also be reducing the chance that you will come back later with exactly the same problem.
So what are ‘the right questions’?
I usually suggest a simple model known by the initials SPICE. It’s based on ICE, a diagnostic tool used by GPs, which stands for Ideas, Concerns and Expectations.
So, for example, a GP might ask a patient:
- ‘What do you think is wrong?’ (Idea)
- ‘What do you think is causing your problem? What are you worried about?’ (Concern)
- ‘What would you like me to do about it?’ (Expectation)
The patient might answer:
- ‘I have a headache.’ (Idea)
- ‘I’m worried I might have a brain tumour.’ (Concern)
- ‘I need to know what this is – I don’t just want painkillers, I want everything possible done to find out what’s causing it.’ (Expectation)
By just asking about symptoms and not exploring what was concerning the patient, and what their expectations were, the GP might accurately diagnose the problem and prescribe the correct medication, but the patient could still leave the surgery questioning the diagnosis or fearing that something else more serious may be wrong with them.
Spicing up your sales
So how can we use this tool in sales?
Well, by adding ‘S’ and the ‘P’ to our mnemonic, we have a neat tool:
Situation – What is the bigger context? Who is the company you’re selling to? What do they do? What is the role of the person you’re selling too.
Problem – Why does the customer think they need your product or service? Don’t make assumptions about what someone needs, and don’t let the person you’re selling to make assumptions that they know what they need. Try to get to the root of their problem.
With SPICE – we now have the five questions to ask:
- Situation – What are the background facts?
- Problem – What is the issue you need help with?
- Ideas – What are your thoughts on what the solution might be?
- Concerns – What are you worried about?
- Expectations – What do you want from me?
Are you doing this already, or could you use the SPICE tool in your sales meetings?
David Solomon
Managing Director, Sun and Moon Training
@SunMoonDavid
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