SPIN selling was developed by Neil Rackham and refers to asking targeted sales questions to guide prospects methodically through Situations, Problems, Implications, and Needs-Payoff.
SPIN aims to prompt customers to self-discover and articulate their own needs and the value of solutions under discussion. Answering a logical progression of SPIN questions also builds rapport through active listening and saved time.
The SPIN technique relies on calculated questioning and exploration versus traditional sequential presentation pitches. Handled skillfully, it advances sales opportunities by revealing motivations. However, strict adherence should not limit natural dialogue. SPIN selling hinges on incisive planning and improvisation.