Customers Don’t Always Know What They Need
One of the biggest problems in sales and marketing is that many customers don’t clearly understand their own problems, or they can’t express what they truly need.
Sales conversations often jump straight into presenting solutions, without fully exploring what’s really bothering the customer. This leads to misunderstandings, missed opportunities, and sales that don’t close.
We may hear vague replies like“ We’re not ready,” or “This isn’t a priority now,” but the real issue is deeper: the customer doesn’t feel enough pain to take action.
Why the SPIN Model Helps
The SPIN selling model is designed to help sales professionals uncover these hidden pains.
Developed by Neil Rackham after studying more than 35,000 sales calls, SPIN is a structured questioning technique that guides the conversation through a logical flow.
This model helps customers recognize and verbalize their real needs. This is why SPIN remains one of the most powerful tools in consultative selling.
