The document outlines a beginner's tutorial on SPIN selling, emphasizing the importance of carefully structured questions during a sales call. It categorizes questions into four types: situation questions to understand the client's context, problem questions to identify challenges, implication questions to elevate the importance of those challenges, and need-payoff questions to focus on the benefits of solutions. The document provides a suggested format for scripting these questions to effectively engage clients.

1. SPIN Your Sales Call
SPIN Selling Beginner Tutorial

2. Situation Questions
❏ Carefully ask with a specific focus or purpose.
❏ Questions to know about their business or their
profession. What’s their situation?
❏ Questions to find out facts, information, and
background data about their current situation.
❏ Important to ask a few and early in the cycle.
❏ Do homework and prepare before the call.

3. Problem Questions
❏ Questions to check for problems, difficulties,
or dissatisfactions.
❏ Questions that invite the customer to give a
hint about needs. What’s their problem?
❏ If you can’t uncover any problems to solve,
you don’t have a basis for a business
relationship.

4. Implication Questions
❏ Questions that take a problem that the buyer
feels to be small and build it up into a problem
large enough to justify action.
❏ Questions to increase the size of the problem
in the customer’s mind.
❏ Implied needs strongly predict success in
smaller sales.

5. Need-Payoff Questions
❏ Questions to build up the value or usefulness
of a proposed solution. They get the customer
telling you the benefits.
❏ Questions that focus the customer’s attention
on the solution rather than on the problem.
❏ To help create a positive problem-solving
atmosphere where attention is given to
solutions and actions.

6. Format Your SPIN Script
2 to 3 situation questions with a very specific
focus and purpose.
5 to 9 problem questions that must uncover
problems you can solve.
5 to 12 implication questions need to increase
the size of the problem in the customer’s mind.
4 to 5 need-payoff questions that pay attention to
solutions and actions in a positive setting.