sellingSPINBY NEIL RACKHAM

60-SECOND BOOK BRIEFS

Neil Rackham gives us the secret formula of top salespeople in the book SPIN Selling.

S = Situation

This is all about finding out how the customer is

solving their pain points today.

PAIN

Do as much advance research as you can

so that your questions are on point and don’t

waste your potential customer’s time.  

P = Problem

FIND THE PROBLEM

If you can’t identify a

problem with the way your

customer does their business

today, there is no sale. 

At this point you want to ask

questions that highlight these

potential problems.

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I = Implication

In this third stage you ask questions that get the customer to identify the implications of not resolving the problems you identified in step #2.

Just be careful not to take it too far, because depressed customers don’t buy.

N = Need-payoff

Finally, you want to ask questions that will get the customer to consider how valuable a solution to the question you just identified would be. 

Now your potential customer is in the perfect state to consider your solution, and you can move in for the close.

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