Avoiding the FAB Trap

Practitioners of SST^® know the steps well. The acronym is PIDO, which stands for Preliminaries, Investigating, Demonstrating Capability and Obtaining Commitment. While PIDO corresponds to Rackham's SPIN selling, it is completely compatible with other models emphasizing a needs assessment, seeking first to understand (Covey) or "opening" the sale (Gerber).

At the core are the middle two steps of Investigating and Demonstrating Capability. Step One, Preliminaries should be kept brief. Step Four, Obtaining Commitment is the ultimate reason for the call and where the financial incentives lie. When Steps Two and Three are done well, Obtaining Commitment is seamless and natural.

Steps Two and Three are the skill steps. It is where we focus when we teach SST. The Investigation is modeled after Rackham's SPIN. SST^®, however, not only uncovers business problems and their implications, but also identifies communication preferences of prospects. When we Demonstrate Capability, Step Three, we propose solutions in the preferred language of the prospect or client.

Whenever I describe SST^®, I feel that Step Three sounds more difficult than Step Two. Repeatedly, however, our evaluations show that people have more difficulty with Step Two, the SPIN Investigation.

As someone who not only teaches SST^®, but who uses it, I think I have an insight to offer. Perhaps you are falling prey to the FAB Trap. If you have had an experience like the one I am about to describe, you have.

Preparing for an important call, you dutifully prepare your SPIN questions on your SST^® Account Worksheet. Preliminaries are completed and you begin with your Situation questions. Your prospects look uncomfortable. When you move to Problem questions they start fidgeting.

Finally, one of your prospects interrupts the SPIN by saying something like, "We know our problems. That is why we are here. We would like to hear what you and XYZ, Inc. can do to help us solve them."

Boom. SPIN is over. You move into pitching FABs (Features, Advantages and Benefits) which is probably a more comfortable zone for both you and your client.

Sound familiar? It sometimes happens to me. It is the FAB Trap. If you fall for it, you can look worse than the guys who have Bitter Beer Face.

Here is a solution I propose. Sometimes it is necessary to do a "Mini Demonstration of Competency". The purpose is to gain permission to conduct the full SPIN. Give them some FAB and make the transition back to SPIN by saying something like, "XYZ has been able to help many firms like yours. Our solutions, however, look different because while similar, no two firms are exactly alike. It would help me if I could understand your firm more fully. Then, we can help you customize a solution." If you can, restart your SPIN with an issue or problem they volunteered. "Can you walk me through what happened the last time you had that problem?"

The FAB Trap is quite enticing. It feels comfortable. Most of us would rather talk than listen. However, listening is essential to understanding your prospect. The better you understand your prospects, the more sales successes you will enjoy. AJT