Ask Implication Questions Before You Pitch
Use SPIN question sequencing to uncover the business consequence behind a field-sales problem.
Do not rush from problem to product. SPIN In The Field SPIN is a question sequence: Situation, Problem, Implication, Need-payoff. Situation gives context. Problem finds friction. Implication connects the friction to business consequence. Need-payoff lets the buyer describe what improvement would be worth. Why Implication Changes The Visit A buyer can admit a problem and still do nothing. Implication questions turn mild inconvenience into a business case by exploring what the issue causes downstream. That is why a field observation matters. You can ask about the shelf, queue, route, backroom, register, or crew handoff in front of both of you.…
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