One of the most well-known sales methodologies in the world is the SPIN Selling framework. It’s been around for over 30 years but it’s still being used by many organisations. Here’s an overview of SPIN Selling and what parts of it are still relevant today. Way back in 1988, Neil Rackham published a book titled, Spin Selling. In the book, Rackham took the lessons he learned from observing more than 30,000 actual sales calls conducted by sales experts over 12 years. One of his major findings was that by asking the right questions, at the right time, it was possible to increase the likelihood of closing a deal. In Spin Selling, Rackam fleshes out his theory by developing a question-based sales framework and providing practical applications to follow.

1. SPIN SELLINGEXPLAINED

2. The SPIN Selling framework takes its name
from the first letters of each of the four
types of questions of the system.

3. The answers to the questions in this stage form the
foundation of the sales relationship. The aim for the
salesperson is asking the right questions in order to
gain a better understanding of the nature of what the
company desires to accomplish and whether the
business is reaching its targets.
SITUATION QUESTIONS

4. Problems exist in every business. At this stage, the
goal of a salesperson is to help the prospect identify
the issues the company is experiencing and the more
obscure challenges which the prospect may not
immediately recognize.
PROBLEMS QUESTIONS

5. Situations are problems only if they result in a
potential and probably negative outcome. The purpose
behind the implication question is to allow a potential
customer to conclude that the problems uncovered in
the last step of the process are real and that they
have real consequences, or implications, if not
corrected quickly.
IMPLICATION QUESTIONS

6. In the final stage, the questions need to relate to the
benefit of providing a solution to either prevent a
potential problem or alleviate an existing issue. This
is critical to allow the potential buyer to suggest the
benefits of a solution on their own. This is because
while a prospect may feel certain a salesperson is on
their side, there is no one whom anyone trusts more
than themselves.
NEED-PAYOFF QUESTIONS

7. socoselling.com