🤩 Today’s SPIN® Behaviour Challenge

A 17% uplift in sales volume. From four questions.

Sounds too good to be true.

Neil Rackham would agree with your scepticism — and he invented SPIN®.

It Was Never About the Questions Only

When Neil’s team ran the original research across Xerox, IBM, and Motorola, the framework was only part of the story.

Managers were trained to observe calls to a rigorous standard. They coached over multiple conversations. They tracked behaviour, met monthly, and refined skills throughout.

SPIN® gave them a shared language.

The coaching process gave them the results.

35,000 calls later, the data was conclusive.

Most organisations today do the opposite. They train the framework. Skip the coaching. Wonder why nothing changes.

A methodology without a development culture is just vocabulary.

See fireplace conversation with Tony and Neil here:

THE CHALLENGE

Think about the last time someone observed one of your calls — not to evaluate, but to develop.

If you can’t remember: that’s the gap.

This week, invite a manager or peer to debrief one call together. Not the outcome. The behaviour.

“Which questions advanced the client’s thinking — and which ones were just noise?”

That conversation is worth more than any training day.

Frameworks only work when the people using them are genuinely invested in developing the skills behind them.

Drop “COACH” in the comments if you’re building the culture — not just the methodology 👇​​​​​​​​​​​​​​​​

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

All the best.

Anders 🤩

#Huthwaite #SPINselling #BuyingCycle #SalesLeadership #ProofStatements

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