spin questioning - probing for prospect information during a sales call

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Investigating questioning

Situation1

Problem2

Implication3

Needs-payoff4

Chapter 7 - Probing: Identifying Beliefs, Goals & Needs

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1 Situation

• Gather facts• Develop

understanding of the context of the sale and collect background information

• The more Situation Questions asked in a sales call the less likely it was to succeed.

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2 Problem

• Investigate customer problems, dissatisfactions, difficulties & concerns

• Responses direct you to prospect’s needs

• Problem Questions require planning. Work backwards from the problems your products solve for a prospect to generate these questions.

• Uncover several problems before asking implication questions.

Rackman, Neil, SPIN selling

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3 Implication

• Link isolated problems by examining their effect on customer business and organization.

• The purpose of implication questions is to break down the problems and identify consequences of those problems

• Most powerful sales questions

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4 Needs-payoff

Help customers see the value and benefits of the solution for the need.

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1 Situation

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2 Problem

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2 Implication#

2 Needs-payoff

• How do you feel a faster machine will help you?

• You said a new machine would be really useful, Useful in reducing your

• training costs, or is there something else?

• Does your overtime expense increase when your equipment goes down?

• Are you experiencing high training costs because of the difficulty that your employees are having in operating your equipment?

• Are you satisfied with your present equipment?

• What are the disadvantages of the way you’re doing it now?

• How difficult is it to process orders with your present system?

• What reliability problems does your equipment have now?

• What equipment are you using now?

• How long have you had it?

• Is it purchased or leased?

• How many people use it?

Examples of Questions