Spin Selling: Why Questions Matter

By Huthwaite (Creators of Spin Selling):

Questions matter. There is no doubt about it. The SPIN® Model implies that questioning skills are the most important skills that a seller can develop. But why? There are three main reasons that questions matter so much in the selling environment:

• Questions allow the seller to control the flow of the conversation
• Questions produce answers that the seller needs in order to understand and develop needs
• Questions play into the Confirmation Bias

The first two are more or less self explanatory. The third may require a little explanation. There is a cognitive bias in behavioral psychology known as the Confirmation Bias. From it we derive what we call the “Boundary Conditions of Communication.”

People value what they say and their own conclusions more than what they are told People value what they ask for more than what is freely offered In other words, a customer will always value the conclusions he himself draws—with the assistance of guiding questions—more than those that are shoved down his throat. To tell a customer what he needs, and how you as a seller can help meet those needs, is to fail in the modern selling environment. A customer will always prefer to work out for himself what he needs, and what he requires from you to meet those needs. But he may require your humble assistance—asking the right questions—to help him see clearly for himself. So ask questions that are helpful and insightful. The customer is not looking to fill in the gaps in your knowledge. Rather, he wants help structuring his thinking; he wants your questions to lead him down the path of self-discovery.

Early in the relationship, the questions you ask are vitally important. They provide the framework for pattern recognition by the buyer. You must do most of the questioning and you’ll occasionally create value (using the client insight creators) with insights that keep the buyer engaged and grateful. You will have to ask some necessary questions to fully understand the customer’s situation, but realize that those questions may not inspire him!

Once the customer has had an “aha” moment (in which he recognizes something of value to him) and has stated a specific want or desire, he’ll begin to do most of the questioning. He will now be seeking advice and expertise, and you will able to create more and higher value in the context of the second Boundary Condition (People value what they ask for more than what is freely offered). It has been said that one knows one is genuinely a consultative seller when the customer begins responding to questions with a thoughtful pause and then a question of his own.

Having your FREE evaluation with a business coach is a $500 value. 

Print PDF

Do You Need One Of Our Coaches?

	Name
	Phone Number
	Best time/date to chat
	Time Zone
	Email Address
	What do you need? Free Advice Business Services Business Consultant Mentor Business Coach Executive Coach Negotiation/Conflict Management Coach Thought Leadership Coach Writing/Screen Play Writing Coach Emotional Intelligence Coach Life Coach Career Coach Spiritual Coach Relationship Coach
	Business Services For-profit Business Services Accounting Tax Services Incorporation Services Business Plan Services Business Startup Services Business Certification Employee Benefits Marketing Services HR Payroll Solutions Translation Services Web Development Graphic Design and Print Services Web Marketing Business Loans Virtual Admin Tax Preparation Legal Solutions
	Nonprofit Business Services 501c3 Services Marketing Services Web Development Non-Profit Startup Fundraising Services Accounting Solutions Grant Development Web Promotion Non-Profit Resources Non-Profit Business Coaching
	Describe your goals?
	Describe your progress toward your goals:
	Describe your current challenges:
	Describe your current weaknesses:
	Describe your current strengths:
	How do you envision 'The Howard Group' helping?