Doug Rice summarized his favorite points from Spin Selling here: http://t.co/LXmf1hY5.
Here are my favorite take always: “Great questions mirror the buying cycle of the customer. The problem with the questioning of the unsuccessful sales rep is that it reflects the sales process rather than the purchasing process. S.P.I.N. stands for “Situation questions,”
“Problem questions,” “Implication questions,” and “Need-payoff questions.” These questions reflect the process a customer goes through when making a purchasing decision. First, they take account of their present situation. Then, they realize that there is a problem is some area. Next, they think about the negative effects the problem could have on their business. Finally, they evaluate the benefits of solutions. Traditional questioning jumps straight to benefits, without even bothering to discover if those “benefits” are relevant to the customer. SPIN selling walks the customer through the purchasing process in a manner with which they are more comfortable…
The successful salespeople highlighted the purpose of the call, gained agreement from the prospect, and simply moved forward.”