Leverage the SPANCO Method to increase sales

The SPANCO method is an acronym for Suspect, Prospect, Analysis, Negotiation, Conclusion, and Order.
SPANCO describes the process of transforming a prospect into a customer through the 6 phases of the
sales process. It is a very useful sales technique for mastering your sales process and increasing your
conversion rate.

What is the Spanco method?

Origin of the SPANCO method

Spanco is a sales method thought to have been invented by the Xerox
company .

It's a very easy technique to follow to steer your sales process before the end
goal: conversion. It is in a way a roadmap for the entire sales team so as not to
skip steps and better support your prospect in the sale.

At each step of the SPANCO method , you must take stock of your prospect's
situation and act accordingly. It also allows the establishment of performance
indicators at each stage to identify weaknesses in your sales process.

Indeed, if at the beginning you will have to learn a lot about your prospect to
answer all his questions ... In the end you will have to act rather like a real
advisor to create a bond of trust.

Definition of SPANCO
You'll understand SPANCO is an acronym for S uspect, P rospect, A nalysis, N
egotiation, C losing and O rder Ongoing.

In French, it could be translated as follows:

 Suspect : define the ideal target and build a qualified customer file
 Prospect : the lead is identified and must be contacted using suitable
prospecting methods to obtain an appointment.
 Analysis (approach) : The discovery and in-depth analysis of your prospect's
needs. This phase is crucial and prepares your future argument.
  Negotiation : it is the moment of the commercial offer, your argument must
make it possible to demonstrate that your solution is the best to meet the
prospect's need.
 Conclusion : It is now necessary to conclude the sale, you must explain to him
the last important modalities (deadlines, conditions of sale)
 Purchase order (order management): the contract is signed! But this is only
the beginning, you must finally follow the process until delivery and ensure
that your customer is satisfied.

The different phases of the SPANCO

method

Suspect: identify and qualify the prospect

This is the first step in your commercial approach. Before being a prospect, each
person is potentially "suspicious" of being interested in your product or service.

For example, at this point you may have:

 a list of e-mails obtained by subscribing to your newsletter on your site

 the directory of all the companies in your sector
 your personal contacts

You will agree, so you have a long list of suspects, yes, but not necessarily a
qualified list.

Your first job will be to conduct the survey to qualify this base.

You need to know your target inside out: who is really going to be interested in
your product? What are their needs, their concerns?

We can draw a parallel with the work of qualifying your ideal client via the buyer
persona. These fictitious people that you are going to imagine will help you
recognize your real targets and therefore prospects.
Prospect: use the right means of contact
The sales team was able to determine a list of contacts. The goal now is to get a
meeting with your prospect.

To do this, you must implement an effective prospecting strategy, bring value

from the first contact and use different methods:

 Phone calls
 a prospecting e-mail
 A connection
 Social selling

Analysis / approach: knowing how to listen to the prospect

Here, the Sales team begins its discussion with the prospect . This is the first
meeting.

During this meeting, the approach of salespeople must be as neutral as possible

and above all be done through active listening. The prospect has the freedom to
express his needs and problems in real time and this is what will allow you to
better meet his needs in the next phases.

During the exchange, a plan of actions to be taken can be suggested by your

sales team to your prospect to answer his problem: it is the moment to present
your company, product or service. Be careful to adapt the approach according to
the answers previously given by the prospect.

At the end of the interview, you can send content capable of answering any
doubts the prospect might have expressed. This could for example take the form
of a customer testimonial or a video demonstration of the product.

Negotiation: propose a “tailored” offer for the prospect

In the previous phase, you were able to dispel your prospect's doubts. He should
therefore be reassured, you know his needs and his obstacles to the purchase.
Remember that at this point your solution should become obvious to the
prospect.

How? 'Or' What ?

Thanks to your precise and tailor-made sales pitch .

This one must make the difference and show your strength compared to another
product.

Finally, if you feel, for example, that the issue of price is the weak point of your
pitch, why not offer an introductory offer to allow your prospect to test you over a
short period of time? Be creative and know how to adapt!

‍ Conclusion: be transparent about the conditions of the

sale
It is now up to you to complete the sale which will be manifested by the signing of
a quote or simply by a sale.

Even if your prospect is convinced , there are still a few details (and not the least)
on which you must agree and which are part of your commercial contract:

 terms and conditions

 the price
 the offer
 the delay

You can encourage the customer to continue (and sign, therefore) by accurately
describing the next steps in the buying process.

Purchase order: manage the relationship with your

customer
The order is placed ! Well done, but it's not over ...
Your role is to ensure the management of the order so that it meets the
customer's expectations. You are his only interlocutor, it is therefore up to you to
keep your commercial promise .

You need to follow the sale and not be shy about measuring customer
satisfaction at the end of it.

This is where the sales process ends but where the trusting relationship with your
customer begins.

Why use SPANCO?To structure your

commercial approach

SPANCO covers all stages of qualifying a prospect for sale. It is a real roadmap.

Thanks to this process, you can identify precisely what work should engage your
Sales team. For example :

 at this stage we must prospect while keeping in mind our target

 at this stage it will be necessary to mobilize this precise argument It is a real
tool to carry out your business meetings or to think your sales funnel on your
website. It gives you a real vision:

You can thus visualize the progress of your sales.

SPANCO is particularly useful and can be applied for any type of sale.

If on paper, each step corresponds to a state, sometimes there is not necessarily

a sales meeting for each step. Some steps are done implicitly or via your
website… But you need to make sure that you don't skip any steps! Are things
that clear to the customer? Could your client have been lost at some point?

So keep in mind not to go too fast.

SPANCO shows us the obvious and yet it is sometimes overlooked! So we
summarize what you need to do at each step:

So, have you identified the different phases of selling your product? Have you
prepared the right arguments for each phase?