SPIN questions
Situation, problem, implication, need-payoff: a question sequence for deep discovery.
Why it matters
SPIN moves from understanding the situation, to surfacing problems, to exploring their consequences, to getting the buyer to state the value of solving them.
Situation gathers facts, problem finds pain, implication expands its cost, and need-payoff lets the buyer describe the value in their own words.
How to apply it
- Keep situation questions short (research first)
- Spend time on implications
- Let buyers state the payoff
Common mistakes
- Interrogating with 20 situation questions
- Pitching before implications
Quick answers
What is SPIN questions?
Situation, problem, implication, need-payoff: a question sequence for deep discovery. SPIN moves from understanding the situation, to surfacing problems, to exploring their consequences, to getting the buyer to state the value of solving them.
How do I apply SPIN questions in sales?
Keep situation questions short (research first). Spend time on implications. Let buyers state the payoff.
What are common mistakes with SPIN questions?
Interrogating with 20 situation questions. Pitching before implications.