SPIN Selling:

An Introduction
 DEFINITION

• “The seller uses Situation Questions to

establish a context leading to Problem
Questions so that the buyer reveals
Implied Needs which are developed by
Implication Questions which make the
buyer feel the problem more clearly and
acutely leading to Need-Payoff Questions
so that the buyer states Explicit Needs
allowing the seller to state Benefits which
are strongly related to sales success.”
• -- NEIL BACKHM
What is the Goal of Questioning?
What is the Goal of Questioning?

• To uncover needs

– Implicit needs

– Explicit needs
What is the Goal of Questioning?

• Implicit need – a
statement of a buyer’s
problem, dissatisfaction or
difficulty with a current
situation
What is the Goal of Questioning?

• Explicit need – a clear

statement of a buyer’s
want, desire or intention
to act
The Value Equation

Seriousness Cost
of the of the
problem Solution
The SPIN Technique

S
P
I
N
The SPIN Technique

Situation
Problem
Implication
Need payoff
 SITUATION
• Provides rough ideology ,fact and
figures
• How long have you been in business?
• How many children do you have?
• Other than you, who are the key
decision makers?
• What are your greatest challenges and
goals?
• What is your vision for your business?
 PROBLEM
• Ask questions to uncover problems which
your product can address.
• Where are your problem areas?
• What is your current problem?
• What kind of obstacles are you facing in
this area?
• If you are selling tractors, ask about
maintenance costs,
• If you are selling life insurance, ask about
how many dependents the person has.
 IMPLICATION

• ‘Hurt‘ of “Hurt and Rescue”

• Indirectly, these ques.. should be
asked
• Why is solving that problem
important?
• What would it mean for you?
• What are the implications of fixing
that problem (cost/time saving)?
 NEED -PAYOFF

• ‘Rescue' of “Hurt and Rescue”

• How can I help you reach your goals?
• Why is this important?
• How would that help? Where do you
see returns?
• How can my product or service help
them/you do it better? Would it be
useful if...?
 DEFINITION

• “The seller uses Situation Questions to establish

a context leading to Problem Questions so that
the buyer reveals Implied Needs which are
developed by Implication Questions which make
the buyer feel the problem more clearly and
acutely leading to Need-Payoff Questions so
that the buyer states Explicit Needs allowing
the seller to state Benefits which are strongly
related to sales success.”
-- NEIL RACKHAM
THANK YOU