The SPIN Framework

(Situation, Problem, Implication, Need-Payoff)

Four question types that move a buyer from 'we're fine' to 'we need this now.'

Definition

A research-backed questioning sequence for complex sales that moves a buyer from vague awareness of a problem to a felt need to solve it.

Step 1

Predict first

In one or two sentences, what do you think this concept means? Wrong is fine; the small struggle is what makes the answer stick.