+

What
problem
are you
solving?
+
Key problems worth solving

Improve Increase
Coordination X-Efficiency

Create New Reduce

Information Transaction Costs
(Think: Friction)
+
Regulatory & Compliance

Automation & Digitization

Attracting & Retaining Talent

Accelerating Innovation

Voice of the Customer

Reducing Volatility
+
SPIN Selling: Sales Question Framework
+
Why is this important?
+
1. Mutual qualification
+
2. Establish expertise
+
3. Be in control
+
4. Emphasize collaboration
+
What you need to know
+
1. Situation Questions
+
Do your research first
+
2. Problem Questions
+
Never assume
+
Learn the history
+
Never disparage
+
3. Implication Questions
 +
Implied vs Explicit Needs

Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.
+
4. Need Payoff Questions
+
Remember the reasons people
buy…
+
5. Plan multiple calls
+
What to do next…
Situation Problem

Implication Need Payoff

+
SPIN Selling: More tactical stuff
+
1. Mutual qualification
+
2. Establish expertise
+
3. Be in control
+
4. Emphasize collaboration
Where we left off…

+
Situation Problem

Implication Need Payoff

+ 6. How far can you go WITHOUT
showing your product?
+
7. Say: “I think we can help…”
+
8. Say: “Let me think about
this…”
+
9. Emphasize collaboration
+
10. Customer homework
+
What to do next…
+
1. Determine if you’re talking to
a qualified buyer
+
2. Deep dive on problems
+
3. Demo  Product  Solution
+

What
problem
are you
solving?
+
SPIN Selling: Sales Question Framework