In SPIN Selling the authors use the concept of a scale to determine if there will be a sale.

On one side there is the “Cost of the Solution” and on the other, there is the “Seriousness of the Problem”.

The Cost of the Solution is everything the prospect must do to get the described value from the solution. This includes more than just the product price. There are often switching costs associated with bringing on a new vendor and also not monetary items like political standing or risk that come from proposing a new solution.

SPIN has four question types. Successful sellers tend to you more Implication and Need Pay-off questions than less successful sellers. The Implication and Need Pay-off questions have an impact on the prospect’s perception of the “Seriousness of the Problem”.

For the reflection:

  • What do you think is the problem you are solving?
  • What bad things will happen for/to the prospect if the problem is not solved (Implications).
  • What happens for/to the prospect if the problem is solved (Need Pay-off)?
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