{"id":10061,"date":"2020-07-02T16:56:00","date_gmt":"2020-07-02T20:56:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=10061"},"modified":"2020-07-10T20:10:53","modified_gmt":"2020-07-11T00:10:53","slug":"need-payoff-questions-spin-selling","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/need-payoff-questions-spin-selling\/","title":{"rendered":"Need Payoff Questions in Sales: Ask Questions, Sell Answers"},"content":{"rendered":"\n<p>What are need payoff questions? How can they help you be successful in sales?<\/p>\n\n\n\n<p>Need payoff questions are the &#8220;N&#8221; in the SPIN selling approach. They lead the customer to articulate the benefits of your product or solution. Need payoff questions contribute strongly to success in large sales.<\/p>\n\n\n\n<p>Need payoff questions are one approach to the SPIN <a href=\"https:\/\/www.shortform.com\/blog\/effective-sales-strategy\/\">selling strategy<\/a>, and you can use these types of questions to increase the value of your sales and interactions.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The SPIN Selling Approach<\/strong><\/h2>\n\n\n\n<p>Huthwaite researchers found that successful reps in large sales spend the most time on the investigating stage and handle it differently from the traditional approach.&nbsp;<\/p>\n\n\n\n<p>In <a href=\"https:\/\/www.shortform.com\/blog\/traditional-sales-zero-to-one\/\">traditional sales<\/a>, reps emphasize <a href=\"https:\/\/www.shortform.com\/blog\/mvp-features\/\">product features<\/a> and use standard techniques to address objections and close a sale. In contrast, successful reps ignore traditional techniques and instead focus on asking four different types of questions in a certain order, the SPIN sequence. Here\u2019s how to use this process:<\/p>\n\n\n\n<p><strong>1)<\/strong> <strong>S-Situation questions<\/strong>: Start by asking fact-finding and background questions, such as, \u201cWhat do you see as the company\u2019s biggest growth opportunities?\u201d Asking too many of these questions can impose on the customer\u2019s time and patience, so use them judiciously.<\/p>\n\n\n\n<p><strong>2) P-Problem questions: <\/strong>Once you understand the customer\u2019s situation, ask questions that explore problems or issues your product or solution can solve\u2014for instance, \u201cAre you concerned about meeting your clients\u2019 quality standards with your aging equipment?\u201d Less experienced reps don\u2019t ask enough of these questions.<\/p>\n\n\n\n<p><strong>3) I-Implication questions:<\/strong> Asking good situation and <a href=\"https:\/\/www.shortform.com\/blog\/problem-questions-spin-selling\/\">problem questions<\/a> may be enough to win a small, uncomplicated sale. However, you need to go further in large sales and ask more sophisticated questions that explore the implications or ramifications of a customer\u2019s problem\u2014for example, \u201cHow will this affect your fourth-quarter results?\u201d or \u201cWhat will this mean for your biggest customer?\u201d The point is to underscore a problem\u2019s significance, and create an urgency to address it. These are more difficult questions to frame, even for experienced salespeople.<\/p>\n\n\n\n<p><strong>4) N-Need payoff questions: <\/strong>These questions lead the customer to articulate the benefits of your product or solution. For example, you might ask, \u201cHow useful would it be if we could increase your output by 10%?\u201d or \u201cHow would being able to reduce errors help you?\u201d When the customer links the value of solving a problem with the capabilities of your product, he\u2019s more inclined to accept your product as the best solution. Need payoff questions contribute strongly to success in large sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Need Payoff Questions<\/strong><\/h2>\n\n\n\n<p>While <a href=\"https:\/\/www.shortform.com\/blog\/implication-questions-spin-selling\/\">implication questions<\/a> emphasize the magnitude of the problem, need payoff questions in SPIN selling emphasize the value of your solution.<\/p>\n\n\n\n<p>These are positive questions about the benefits of solving a problem using your solution. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How would this help you?<\/li><li>What would be the benefits of solving this problem?<\/li><li>What makes this solution appealing to you?<\/li><\/ul>\n\n\n\n<p>Research shows that:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In larger sales, need payoff questions contribute strongly to success.<\/li><li>By encouraging the customer to identify the benefits of your solution, these questions make your solution more appealing.<\/li><li>Influencers who make your case to the decision-maker respond well to need payoff questions.<\/li><li>Customers rate sales calls with a lot of these questions as helpful and positive.<\/li><li>Need payoff questions contribute strongly to success in large sales where a good ongoing relationship is important.<\/li><\/ul>\n\n\n\n<p>Need payoff questions in SPIN selling have two psychological effects:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>They shift the customer\u2019s attention to problem-solving or taking action.<\/li><li>They engage the customer in identifying the benefits, or payoff, of what you\u2019re offering. For example, if you asked, \u201cHow do you think a machine that\u2019s twice as fast would help you?\u201d, the customer might respond, \u201cIt would cut our overtime costs.\u201d<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Addressing Complex Problems<\/strong> With Need Payoff Questions<\/h3>\n\n\n\n<p>In small sales, it\u2019s usually easy for the customer to see how a product will solve her problem. For example, if her concern is protecting important company documents, a secure, fireproof cabinet is an obvious solution.<\/p>\n\n\n\n<p>But in larger sales, the problems\u2014for instance, poor productivity\u2014 are more complex. There may be multiple aspects, and your solution may address only one key aspect. You\u2019ll have trouble <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">making a sale<\/a> if the customer focuses on the aspects your solution doesn\u2019t address, and dismisses it altogether.<\/p>\n\n\n\n<p>Asking need payoffs is the best way to avoid this problem. When you ask questions that get the customer to tell you the ways your solution will help, you forestall objections. Also, when you treat the customer as an expert, he\u2019ll respond positively.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Selling Your Solution Internally<\/strong><\/h3>\n\n\n\n<p>In large sales, where multiple people are involved in a <a href=\"https:\/\/www.shortform.com\/blog\/buying-decision\/\">buying decision<\/a>, you have to depend on influencers to sell your solution to top management in your absence.<\/p>\n\n\n\n<p>Asking the influencer need payoff questions will help him remember and advocate for the benefits of your solution. When the influencer identifies the benefits to his company in a conversation with you, he\u2019s rehearsing for presenting them to his bosses. By participating in identifying the benefits, he\u2019ll feel more confident and enthusiastic about your solution.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Implication Versus Need Payoff Questions<\/strong><\/h2>\n\n\n\n<p>Implication questions and need payoff questions are similar in that they\u2019re both used to transform <a href=\"https:\/\/www.shortform.com\/blog\/implied-needs-spin-selling\/\">implied needs<\/a> into explicit needs. It can be difficult to tell the two types apart.&nbsp;<\/p>\n\n\n\n<p>It may help to <strong>think of implication questions as sad and need payoff questions as happy<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Implication questions are problem-focused; they make problems bigger\u2014they\u2019re sad or negative.<\/li><li>Need payoff questions are solution-oriented; they ask about the benefits of solving the problem\u2014they\u2019re positive or happy.<\/li><\/ul>\n\n\n\n<p>Here are some examples of each:<\/p>\n\n\n\n<p>Implication questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Does the slowness of this equipment create backups elsewhere in your production process?<\/li><li>What impact are your production problems having on your ability to deliver a quality product on time?<\/li><\/ul>\n\n\n\n<p>Need payoff questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Is this stage of the production process one that you\u2019d like to speed up?<\/li><li>How would speeding up this stage of the process help you?<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tips for Asking Need Payoff Questions<\/strong><\/h2>\n\n\n\n<p>Need payoff questions in SPIN selling are difficult for reps to get used to asking, despite the fact that, of all the <a href=\"https:\/\/www.shortform.com\/blog\/spin-selling-questions\/\">SPIN questions<\/a>, customers react to them most positively. Here are a few tips:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Don\u2019t ask need payoff questions before you\u2019ve developed the customer\u2019s problems<\/strong>. Sometimes reps start a sales call with questions like, \u201cIf I could show you a faster way to handle your billing, would you be interested?\u201d Feeling manipulated, the customer will respond defensively. You have to develop and magnify needs before asking need payoff questions.<\/li><li><strong>Don\u2019t ask need payoff questions for which you don\u2019t have the solution<\/strong>\u2014that is, questions about a need your product or service doesn\u2019t address. For instance, don\u2019t ask why the customer needs to produce double-sided copies if your company\u2019s machine only copies one side. You\u2019ll succeed only in making a need you can\u2019t address stronger.&nbsp;<\/li><li><strong>The time to ask a need payoff question is when the customer reveals a need you <em>can<\/em> meet<\/strong>. However, at that point, many reps jump right into talking about their solution instead of letting customers identify how having a solution would help them.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Practicing Need Payoff questions<\/strong><\/h2>\n\n\n\n<p>You can <a href=\"https:\/\/www.shortform.com\/blog\/improve-your-skills\/\">improve your skills<\/a> with practice and effort. Here\u2019s a simple practice exercise:<\/p>\n\n\n\n<p>1) Ask a friend or colleague to help you (he doesn\u2019t need to know anything about selling).<\/p>\n\n\n\n<p>2) Think of a need your friend has\u2014for instance, choosing a new car or vacation destination, or changing jobs.<\/p>\n\n\n\n<p>3) Ask need payoff questions to get the person talking about the benefits of addressing the need. For example, ask, \u201cWhy do you think it would be a good idea to get a new car?\u201d \u201cWhat features do you need that you don\u2019t have now?\u201d<\/p>\n\n\n\n<p>You may be surprised to find that just practicing this exercise with someone can build the other person\u2019s enthusiasm to the point of action. Need payoff questions in SPIN selling are that powerful.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Need Payoff Question Examples<\/h4>\n\n\n\n<p>Need payoff questions are more generic than implication questions, which are focused on a customer\u2019s business, so <strong>it\u2019s useful to have a supply of need payoff questions ready<\/strong>. Some need payoff question examples are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why is this important or why does it matter?<\/li><li>How would that help the situation?<\/li><li>Would it be useful if \u2026?<\/li><li>How else could this help you?<\/li><li>How much would it save if\u2026.?<\/li><\/ul>\n\n\n\n<p>Need payoff questions are only one facet of the SPIN strategy. While you&#8217;re practicing your skills in need payoff questions, remember to keep working on the other types of questions, too. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are need payoff questions? How can they help you be successful in sales? Need payoff questions are the &#8220;N&#8221; in the SPIN selling approach. They lead the customer to articulate the benefits of your product or solution. Need payoff questions contribute strongly to success in large sales. Need payoff questions are one approach to the SPIN selling strategy, and you can use these types of questions to increase the value of your sales and interactions.<\/p>\n","protected":false},"author":5,"featured_media":10066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[29,103],"tags":[91],"class_list":["post-10061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-career","category-sales","tag-spin-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Need Payoff Questions in Sales: Ask Questions, Sell Answers - Shortform Books<\/title>\n<meta name=\"description\" content=\"What are need payoff questions, and how do they work? SPIN selling means asking the right questions for customers. Read more to see how it works.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/need-payoff-questions-spin-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Need Payoff Questions in Sales: Ask Questions, Sell Answers\" \/>\n<meta property=\"og:description\" content=\"What are need payoff questions, and how do they work? SPIN selling means asking the right questions for customers. 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