Ask Implication Before You Demo
Explain why implication questions should come before a product demo.
The move: make the consequence visible first. SPIN is not a script for asking more questions. It is a logic for helping a buyer move from facts to urgency. Situation questions tell you where the account is. Problem questions tell you what is uncomfortable. Implication questions test whether the discomfort is large enough to change behavior. Need-payoff questions then let the buyer describe the value of solving it. The reason implication comes before demo is simple: features do not create urgency by themselves. A feature only matters when attached to a consequence the buyer already recognizes. If the seller demonstrates…
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