Ask Implication Before You Demo
Use SPIN implication questions to expose the cost of an unresolved customer problem before presenting a solution.
The best discovery call slows down before it speeds up. The SPIN move Situation questions establish context, but too many make the call feel like an interrogation. Problem questions uncover friction, but friction alone is not a business case. Implication questions explore what happens if the problem continues: delayed decisions, wasted labor, revenue leakage, compliance exposure, customer churn, or executive distraction. Why it works Buyers often normalize workarounds. They may say a report is slow, a handoff is messy, or a vendor is hard to use, while treating the pain as ordinary. Implication questions break that normalization without lecturing. The…
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