The next time you're trying to identify a customer's needs, remember the acronym SPIN.
S. Situation. What is the customer's general background? This is important to know, as long as you don't spend so much time exploring it that your prospect grows bored or impatient.
P. Problem. What problem does the customer face? How does this problem affect performance or profitability?
I. Implications. Investigate further to be sure you understand the long-range impact of the customer's challenges.
N. Need. Find out what the customer really needs in order to move forward. This can help you design a solution that works for both of you.
