SPIN Selling
A questioning sequence — Situation, Problem, Implication, Need-payoff — that leads buyers to articulate their own pain and the value of solving it; used well it is diagnosis, used badly it manufactures pain.
An everyday example
'What happens to your renewal rate when support tickets take a week?' followed by 'What would halving that be worth?'
What it can cost you
As buyer: agreeing to a pain you were led to inflate; as seller: interrogating instead of listening.
Warning signs
- I just described a problem I did not have this morning.
- The value of solving it was my estimate, prompted by their question.
One thing to do
As buyer, answer implication questions with your own numbers, not theirs. As seller, ask to understand and stop when the answer is 'this is not a problem for us'.
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