The document discusses the SPIN model for sales questioning and its four stages: Situation, Problem, Implication, and Need-Payoff. It provides definitions and examples of questions for each stage. Situation questions gather neutral facts about the client's situation. Problem questions identify dissatisfactions and difficulties. Implication questions explore the consequences of not addressing problems. Need-payoff questions match solutions to the client's needs and value. Experienced salespeople use more problem, implication, and need-payoff questions which have the most impact.

1. Demonstrating capability
FEATURES. A. B
FEATURES
Definition:
Features are neutral facts, data, information or characteristics of
your product or services
Examples:
We have 52 offices across 5 continents
The quotation is valid for one month from date of receipt
Impact:
Best used in the middle of the sale
Best matches buyers demand about details
Will have a positive impact on technical people

2. Demonstrating capability
F. ADVANTAGES.B
ADVANTAGES
Definition:
Advantages show how the service/product helps the customer,
simplifies things for the customer
Examples:
... which means you will not have to worry about quick repair
& maintenance
... which means you that you’ll not have to go through the
hassles of importing the spares
Impact:
Best when used during the beginning and the middle
Less effective on the customer as the cycle progresses

3. Demonstrating capability
F. A. BENEFITS
Definition:
Shows how a service / product meets an explicit need expressed by the
customer
Examples:
Which means you will not have to wait & pay for the shipment of spares
If there is a breakdown our engineers will be able to fix your machinery quickly
saving you costly delays and productivity
Impact:
Should be used at every opportunity
Best used in response to need payoff questions

4. THE 4 STAGES OF A CALL
Getting Started
Getting Started
Positioning yourself to ask question
Positioning yourself to ask question
Opening
Opening
Asking the right question.
Asking the right question.
Investigating Identifying and understanding the
Identifying and understanding the
Investigating buyers needs and concerns
buyers needs and concerns
Demonstrating
Demonstrating Showing how you can help
Showing how you can help
Capability
Capability F.A.B.
F.A.B.
Gaining Agreement
4. Obtaining ASK for the sale
Commitment Leading to the next step/START OF A RELATIONSHIP

5. THE 4 STAGES OF A CALL
Getting Started
Opening
Opening
Getting Started
Positioning yourself to ask question
Positioning yourself to ask question
Asking the right question.
Asking the right question.
Investigating
Investigating Identifying and understanding
Identifying and understanding
the buyers needs and concerns
the buyers needs and concerns SPIN
Demonstrating
Demonstrating Showing how you can help
Showing how you can help
Capability
Capability F.A.B.
F.A.B.
Obtaining
Obtaining Gaining Agreement
Gaining Agreement
Commitment
Commitment ASK for the sale
ASK for the sale
Leading to the next step
Leading to the next step

6. What is SPIN model?
1. The Model is based on research of 35,000 sales calls by
Huthwaite (Neil Rackham) – sponsored by IBM & Xerox
2. Currently being successfully used by major companies around
the world
3. SPIN is a logical framework & not a rigid sequence
4. You can use it for your success in selling to corporates
3. There is no single correct order of questions – every situation
demands an approach that is appropriate to that situation.

7. SYNOPSIS OF
SPIN QUESTIONS
About facts
About facts
Situation Questions
Situation Questions Neutral
Neutral
Leaves out sentiment
Leaves out sentiment
Focuses on the situation
Focuses on the situation
About dissatisfaction and
About dissatisfaction and
Problem Questions
Problem Questions difficulties
difficulties
Tries to bring out concerns
Tries to bring out concerns
Identifies Implied need
Identifies Implied need
IImplication
mplication
About consequences and effects of the
About consequences and effects of the
problem
problem
Questions
Questions Increases the seriousness of the problem
Increases the seriousness of the problem
Spins of to effects (implication) on other area’s
Spins of to effects (implication) on other area’s
Need-Payoff
Need-Payoff About the solutions and their value
About the solutions and their value
Questions
Questions Offer solutions and match explicit need
Offer solutions and match explicit need

8. SITUATION QUESTIONS
(Sales Executive to Sales Co-coordinator of a
Commercial client).
Definition: Finding out facts about the client’s
existing situation.
Example: “My information tells me that you have considerable
Business Travel and VFR (traffic to Europe. Since we
have direct flights to Europe can you tell me more
about it?”
Impact: Least powerful, can put off the buyer!
Advice: Eliminate unnecessary Situation Questions by doing
your research, cold calls and home work’ in advance.

9. PROBLEM QUESTIONS.
Definition: Asking about problems, difficulties or dissatisfactions
that your client may be facing in the existing situation.
Example: What difficulties do you face in giving prompt and
efficient service to your business executive traveling
under short notice?
Impact: More powerful than ‘Situation Questions.’
Experienced Sales Executives ask more of these
questions as they help to pin point the client’s needs.
Advice: Think how your product/services can solve your
client’s problems – not in terms of the characteristics
of your product/services.

10. IMPLICATION QUESTIONS
Definition: Asking about the consequences or effects of your client not
addressing his problems, difficulties or dissatisfactions.
Example: What inconveniences your executives face while traveling on
business trips due insufficient frequency of other airlines?
What would it mean to your executives if they could change
their travel plans according to the ever changing business
requirements?
Impact: Most powerful of all SPIN questions – Successful Sales
Executives ask lots of ‘Implication Questions.’
Advice: These questions are the hardest to ask as they have to be
framed in such a way that the agent feels the impact and extent
of lost opportunity.

11. NEED-PAYOFF QUESTIONS.
Definition: Asking about the value or usefulness of a proposed solution.
Example: How do you think our higher frequency facilitate your
business travel? And what impact would that have on
your business?
How could it make your job easier so that you could focus
on other important issues?
Impact: Top Sales Executives use these questions extensively as
they leave a positive impact on the clients.
Advice: Use these questions to get your clients to tell you the benefits
that your solution has to offer!

12. THINK ABOUT THIS ...
"Most People Aim at Nothing in Life, and Hit it
with Amazing Accuracy“
"Prescription Before Diagnosis is Malpractice.“
"People Don't Buy Because They're Made to
Understand, They Buy Because They Feel
Understood."
The sale begins when the customer says…”Yes"