🤩Today’s SPIN® Behaviour Challenge

The business case your client ignores is the one you wrote for them.

You spent days on it. The numbers were solid. The ROI was compelling. They forwarded it to procurement and never mentioned it again.

Here’s why: it was your story, not theirs.

The Co-Creation Advantage

There’s a fundamental difference between presenting a business case and building one together.

When you present: you own the logic. They evaluate it — from a distance.

When you co-create: they own the logic. They defend it internally — because it came from them.

This is where SPIN® becomes a business case tool, not just a discovery tool.

Implication questions surface the costs they hadn’t quantified.

Need-Payoff questions let them name the value out loud — in their language, with their numbers.

You’re not calculating ROI. You’re excavating it.

The moment a client says “if we solve this, that’s easily €2M back in the business” — that’s not your business case anymore.

That’s theirs. And they’ll fight for it.

THE CHALLENGE

In your next discovery conversation, ask this instead of presenting numbers:

“If we solved this completely — how would you quantify the impact internally?”
Then be quiet. Let them build the case.

Your job is to ask the next question, not fill the silence.

The business case they write is the one they defend.

Drop “CO-CREATE” in the comments if you’re done pitching ROI and ready to excavate it 👇​​​​​​​​​​​​​​​​

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

All the best.

Anders 🤩

#Huthwaite #SPINselling #BuyingCycle #SalesLeadership #Co-creating