🤩 Today’s SPIN® Behaviour Challenge

Your client sat through six vendor presentations last week.

They remember one.

It wasn’t the most polished. It wasn’t the longest. It wasn’t the one with the best slides.

It was the one that made them feel something.

Boring is safe. Boring is also invisible.

The Memorability Gap

Neuroscience is unambiguous: people don’t remember information. They remember experiences that triggered emotion.

Yet most sales conversations are a parade of features, proof points, and case studies, delivered in a tone that suggests the seller is trying not to offend anyone.

The result? Forgettable by design.

Neil Rackham’s research found that the most impactful moment in any sales conversation isn’t when the seller presents — it’s when the client hears themselves say something they’ve never said out loud before.

That’s what a great Implication question does.

It doesn’t inform. It illuminates.

“If this stays unresolved for another quarter, what does that do to your credibility internally?”

That question lands differently than a brochure. 

Because suddenly the client isn’t evaluating your solution.

They’re feeling their own problem.

THE CHALLENGE

Before your next client conversation, write one question designed not to gather information — but to create a moment.

A question that reframes. That connects dots they haven’t connected. That makes them pause.

“What’s the cost of this problem that never makes it onto the spreadsheet?”

Memorable sellers don’t present differently. They question differently.

Nobody buys from the seller they forgot.

Drop “MEMORABLE” in the comments if you’re done being forgettable 👇​​​​​​​​​​​​​​​​

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

All the best.

Anders 🤩

#Huthwaite #SPINselling #BuyingCycle #SalesLeadership #SituationQuestions