Move the Buyer From 'Interesting' to 'Worth Changing'
Use SPIN implication and need-payoff questions to reduce no-decision risk after a field demo.
No-decision risk Elena's demo impressed the facilities lead, but the buyer has not named urgency, consequence, or a decision owner. 'Interesting' is not a buying signal unless it converts into a cost, owner, and next step. SPIN sequence Problem is not enough. Implication creates urgency. A buyer may agree that a problem exists and still choose no change. SPIN moves the conversation from what is happening to why it matters and what improvement is worth. Shortcut Send information and hope the buyer builds the case. A next step tied to buyer-owned value. The buyer's words create more momentum than the…
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