2. HUTHWAITE ASIA PACIFIC AUSTRALIA T 1300 856 068 W www.huthwaite.com.au E info@huthwaite.com.au SINGAPORE T +65 6735 8566 W www.huthwaite.com.sg E info@huthwaite.com.sg
SPINÂź
Selling
IMPLICATION 3
IMPLICATION 2
IMPLICATION 1
Seriousness
of Problem
Cost of Solution
âto buyâ ânot to buyâ
Obtaining
Commitment
Demonstrating
Capability
Investigating
Opening
SITUATION
QUESTIONS
Questions that uncover background and
facts about clientâs operation/organisation
PROBLEM
QUESTIONS
Questions about the buyers problems,
difficulties or dissatisfaction
IMPLICATION
QUESTIONS
Questions about consequences or seriousness of a
clientâs problems (ie making the client feel the pain)
NEED PAY-OFF
QUESTIONS
Questions about the value, usefulness payoff or
importance to the client of solving a problem
P
S
N
I
Value Equation The Buying Cycleâą
Why are Benefits more Powerful?
Sample Questions:
Problem Questions
âHow concerned are you about...?â
âDoes it worry you that...?â
âHow difficult do you find it to...?â
âIs there a risk of...?â
âWhat sort of problems do you get with...?â
âHow happy are you with...?â
âAre you satisfied with the level of...?â
âIs it hard to cope with...?â
âHow well are you able to cope with...?â
âWhat sort of dissatisfaction do you have with...?â
âIsnât it worrying to have such a high level of...?â
âWhen does X reach intolerable levels?â
âCan your current equipment deal with all functions
you need?â
âOther clients tell me Y is a problem
- do you find that?â
Implication Questions
âHow often do you find X results in problems
with Y?â
âDoes that lead to difficulties with X?â
âDo you also find that can affect X?â
âWhat effect does that have on X?â
âWhen that happens does it sometimes also
cause X?â
âWhat sort of consequences does that lead to?â
âDoes that have any knock-on effects with X?â
âWhat implications does that have for X?â
âYou say you have problems with X - does that
also lead to Y?â
âAm I right that when X problem occurs,
it sometimes results in Y?â
Need Payoff Questions
Identifying
âAre you saying it would help if we could...?â
âSo, are you looking for some way of...?â
âAm I right that it would help if...?â
âAre you looking for a way of...?â
âWould you be interested in X...?â
âIf I could show you a better way of dealing with X,
would you be interested?â
âWould you like to be able to...?â
Clarifying
âWhy is X so important to you?â
âWhat sort of savings would X produce?â
âWhat do you regard as the main benefits of Y?â
âDo you think that would produce significant savings?â
âWould you see Y as a significant improvement?â
âHow important is it for you to improve X?â
Extending
âHow else could Y help you?â
âAre there are other ways in which Y could help?â
âWould Y also help you to achieve X?â