🤩 Today’s SPIN® Behaviour Challenge

That’s not a metaphor. That’s the gap between a vendor and a Trusted Advisor.

And in 2026 — with AI reshaping every industry faster than most leadership teams can track — that gap is becoming a chasm.

The Problem Question Has Evolved

In the latest episode of our series “In Conversation with Neil Rackham”, Neil and Tony reveal something that stops you cold:

Future-oriented selling wasn’t born from AI. Neil says it was already a predictor of top performance before SPIN® was even formalised.

What’s changed is the urgency.

The old Problem question: “What challenges do you have?”

The 2026 Problem question: “What other challenges will this create for you?”

One ladder. One hole. Completely different conversations. And within the Problem Question category we label it the Implication question.

THE CHALLENGE: 

Sell the Future Problem

In your next discovery call, after you’ve explored a current challenge, ask this:

“As AI changes how your industry operates — where do you see the biggest blind spots emerging for your team?”

Then stop. Listen. Don’t pitch.

You’re not selling a solution. You’re becoming the person who help your customer see around corners.

That’s the 1 in 50.

Anyone can fix a problem. The rarest skill in sales is preventing one.

Listen to Neil and Tony’s fireplace conversation on the topic here:

https://www.huthwaiteinternational.com/blog/future-focused-problem-solving

Drop “FUTURE” in the comments if you’re playing the long game 👇​​​​​​​​​​​​​​​​

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

All the best.

Anders 🤩

#FutureFocused #Huthwaite #SPINselling #BuyingCycle #SalesLeadership