BUSN 10246 Blended-Class Assignment: S.P.I.N. & S.E.L.L Presentation Method DUE DATE: This in-class activity is worth 10% of your final grade It tests your ability to apply the S.P.I.N. and S.E.L.L. Methodologies reviewed in class In groups of 3 students, please answer the questions below Be sure to review the PowerPoint presentation and class video posted in eLearn You can also refer to this supplementary video for additional info on S.P.I.N. selling For this assignment, you will assume the role of a salesperson for Dynamic Web Creations, a company that design and implements websites for businesses. Your prospect will be Lawn and Order Landscaping. Lawn and Order Landscaping: Provides landscaping services to residential and business customers Invests in radio advertising and signage but has a poor, one-page website Receives 5-star ratings from its customers Is owned and operated by Doug Deep (Additional details about the scenario are provided on the last page) Imagine that you are meeting face-to-face with Doug (Buyer) for the first time, and have completed the Approach step. It is time for the Presentation step. Please answer the questions below: 1. S.P.I.N. is a presentation methodology. What does this acronym stand for? (terms only)

2. In your own words, explain the benefit to salespeople of using the S.P.I.N. methodology when meeting with a prospect.

3. SITUATION QUESTIONS: Imagine you are meeting face-to-face with Doug, and wish to better understand his business and current website. Write 3 situation questions that you would ask Doug that would be helpful to you as you seek to understand his business and how a better web site could help.

4. PROBLEM QUESTIONS: Now that Doug has described his situation a bit more, you want him to acknowledge that the current website is a problem that needs to be fixed. List 1 probing problem question that you could ask Doug to get him to talk about how the website is a problem for him.

5. IMPLICATION QUESTION: Imagine that your problem questions prompted Doug to acknowledge the following problem. He says: I think our lousy website might give people the wrong impression about our business. Write 1 carefully worded implication question that will get Doug talking about the negative impact that this problem has on his business.

6. IMPLICATION ANSWER: So far you have been asked to imagine what you would say as the salesperson. For this question, I want you to imagine what Doug might say in response to the implication question you wrote down in question 5 above. Remember, implication questions encourage the prospect to identify the consequences and impact of the problem being discussed. Doug might say:

7. NEED PAYOFF QUESTION: write a probing Need Payoff question that you could ask Doug to get him to consider how valuable a new website might be and how it would help him solve the problem hes identified and deliver specific benefits. We want Doug to imagine how things would be different if the problem were gone. Write 1 probing Need Payoff question.

8. The S.E.L.L. Sequence Now its time to shift into the S.E.L.L. sequence. Briefly complete the three final steps of the sequence based upon the Feature that is provided below. Step 1: Share the FEATURE: Website is optimized for mobile devices. Step 2: Explain the ADVANTAGE (of the feature above).

Step 3. Lead to BENEFITS (of the advantage above)

Step 4: Let them TALK (How would you prompt them to react? How would you Trial Close?)

Additional details about the scenario:

Assume you are a salesperson for a Hamilton-based company that designs and implements web sites

Assume that you have identified, researched and qualified a new prospect for your web site design services, and have learned the following about this prospective customer: The prospects company name is Lawn and Order Landscaping, and they provide residential and commercial outdoor landscaping services in Hamilton. Lawn and Order is a small but growing company, and is owned and operated by Doug Deep. You have seen many of their crews working in the Hamilton area, which suggests the business is doing well, and you can see that their services are highly rated (5 stars) on customer review web sites. Lawn and Order currently has a web site, but it is just a single page and is poorly done. By contrast, they are running a radio ad that is professional and effective, as is the Lawn and Order company signage and sales literature that you have seen in the market. Lawn and Order recently won a Hamilton Spectator award as Top Landscaping Company in the Hamilton area, and has been recognized by Homestars.com (a home improvement services review web site), as a Top Pick in the landscaping category.

The company you work for, Dynamic Web Creations, distinguishes itself by offering high quality web sites at affordable process, and has successfully designed and launched over 20 web sites in the past 2 years. The company has several happy customers in the home services industry, and specializes in designing mobile web sites. Dynamic Web Creations was recently ranked by Digital Business Magazine as the #1 web site design company in Ontario for Value and Design Capabilities.