The document discusses SPIN® 2.0 Selling, which is a questioning model developed by Huthwaite to uncover customer needs during sales calls. It uses four types of questions - Situation, Problem, Implication, and Need-payoff. The SPIN® 2.0 Selling program teaches skills to understand customer issues, help them see problems, demonstrate value, and manage sales processes. Huthwaite also offers public workshops and customized training to teach proven sales methodologies and help attain sales goals.

1. SPIN® 2.0 Selling
SPIN® Selling 2.0
The SPIN® 2.0 an acronym for a questioning model that sell-
ers use to uncover and develop the needs of customers. The
four types of questions—Situation, Problem, Implication, and
Need-payoff— form a powerful questioning model that you
can successfully use during the all-important investigating
stage of the sales call to help develop customer needs. We
know that the SPIN® 2.0 question types will work for you
because we developed them by watching successful sales-
people in action.
The SPIN® 2.0 Selling solution is a practical, hands-on pro-
gram developed from Huthwaite’s groundbreaking research
into effective selling. Based on today’s best-validated models
for business-to-business selling, the program uses an innova-
tive design that not only develops your skills but also provides
the tools you need for ongoing reinforcement.
SPIN® 2.0 Selling will provide you the skills necessary to:
• Uncover your customers’ business problems and take on a more consultative role
• Present your offerings with higher impact
• Get your customers to commit taking action in moving the sale forward
• Differentiate your offerings from your competition
• Make successful sales calls to your senior-executive-level clients
“By using Huthwaite principles, our sales team now un-covers new customer needs
that were before undeveloped. These needs have resulted in new revenue and
stronger relationships with our customers.”
— Jason Kissell
Executive Director , Advertising Strategy
Upon completion of the SPIN® 2.0 Selling program, you will be able to:
• Understand your customers’ real business issues
• Help your customer see the seriousness of their issues
• Amplify the value of a potential solution to your customer in a way that favors your offering
• Demonstrate how your offering clearly meets your customer’s stated needs
• Manage your sales processes more effectively
• Overcome the “no decision” dilemma your customer maybe facing
www.huthwaite.com ©2012 Huthwaite, Inc.

2. The Aberdeen Group’s Huthwaite’s Public
2011 research on sales Workshops
Huthwaite’s Public Workshops
training showed that impart the skills, tools and
Huthwaite customers strategies you need to gain the
competitive edge. These
out-performed all other dynamic workshops give you
firms surveyed in team and your sales people the
springboard to maximize sales
attainment of quota, skills, shorten sales cycles and
customer renewal rate close more business.
and lead conversion rate. Huthwaite Offerings
Delivery Options SPIN® Selling – Proven method-
This is a two day, participatory program with frequent ology to improve sales perfor-
opportunities to practice the skills and behaviors that lead mance
to sales success.
Winning Sales Strategies™ – Get
Here’s how you can take part in our programs: tools for analyzing competitive
• Attend one of our regularly scheduled public workshops account positions
(includes Integrated Learning Experience)
Buyer Focused Marketing™ –
• Have a customized on-site session delivered for your team Create customer demand by
(includes Integrated Learning Experience) resonating, motivating and
• Participate in our Train the Trainer program differentiating
Reinforcement and Integration with CRM Negotiating Skills™ – Using the
most sophisticated negotiating
Huthwaite’s Call Plan integrates seamlessly with
model ever devised, plan for
Salesforce.com and is available for free. The Call Plan and win-win results
Call Plan Template can be saved, shared, and exported. For
Desperately Seeking Prospects –
more information on downloading this app, go to:
Attain practical methods for
http://bit.ly/y10OCA selecting the right targets and
planning and executing
Huthwaite Dealmaker reinforces positive selling behaviors effective prospecting calls
by embedding them into daily use. Huthwaite Dealmaker
* Each offering above has a
works with most CRMs or as a standalone tool. Learn more one-day coaching component
here: http://bit.ly/rZxext
www.huthwaite.com ©2012 Huthwaite, Inc.