🤩 Todays SPIN® Behaviour Challenge:

Most sales organizations treat their process like a holy grail. Managers inspect pipelines, and reps move deals to Stage 3 just to “stay off the radar.”

The Joke: 60% of buyers end in “No Decision” because they don’t know how to buy, and sellers are too busy following a “Seller’s Playbook” to help them navigate.

The SPIN® Shift: Navigating the Huthwaite Buying Cycle

• Changes Over Time (The Shifting Terrain): A buyer’s priorities aren’t static. What was a “Need” in January is a “Concern” in April. If you don’t adapt your questioning to these Changes Over Time, you’re answering questions no one is asking anymore.

• Recognition of Needs (The Uncharted Territory): 70-80% of meetings are boring because you’re solving problems they already know. Use tough, reflective questions to reveal the Navigational Drift—the risks they haven’t seen yet.

• Evaluation of Options (The Internal Lock): The “Lock” is the fear of being wrong. Notice the lock — and choose not to be governed by it. Use Implication (I) to show the cost of staying lost.

• Resolution of Concerns (The Decision): This is where the Emotional Experience peaks. They aren’t looking for features; they are looking for Strategic Certainty.

• The Logic: ROI that satisfies the CFO.

• The Emotion: The dream of a clear path forward.

The Hard Truth:

A real sales process isn’t for pipeline management; it is aggregated experience structured to help a buyer reach a goal. 

Value = (Business ROI + Emotional Peace of Mind) – Costs.

If your process focuses entirely on what you need, you’re the only April Fool 🐣 in the room. Stop managing stages and start building the dream together.

Change Behaviour. Change Results.™ 

What wants to emerge through your insight — if you get out of your own way?

Need inspiration — text “30 min” on my mobile +4526700356

All the best.

Anders 🤩

#SalesProcess #Huthwaite #SPINselling #BuyingCycle #EnterpriseIT #SalesLeadership #StrategicCertainty