Build a SPIN Question Ladder
Write a Situation, Problem, Implication, and Need-payoff sequence for one sales call.
Ava has a 30-minute discovery call with a Head of People who mentioned 'onboarding inconsistency.' She needs to avoid vague discovery and build a sequence that reveals business impact. SPIN ladder: Situation -> Problem -> Implication -> Need-payoff The common trap is asking broad questions like 'What are your challenges?' and then jumping to a demo when the buyer names a surface-level symptom. Situation Ask only for context that changes the next question: 'Which teams own onboarding today, and where does the process leave your HRIS?' This keeps background short and relevant. You are not collecting facts for their own…
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