🤩 Today’s SPIN® Behaviour Challenge

You nailed the presentation. The CTO loved it.

The CFO killed the deal.

Not because the solution was wrong. Because you spoke the wrong currency to the wrong person.

Every stakeholder has a different definition of value. Most sellers use one definition for all of them.

The Currency Map

In any complex enterprise deal, you’re not selling to a company. You’re selling to a collection of individuals — each with their own world, their own pressures, their own version of what success looks like.

The CFO trades in risk and return. They don’t want features. They want: what does this cost, what does it save, and what happens if we don’t act?

The CTO trades in architecture and reliability. They want: will this break what we have, and can we own it long-term?

The COO trades in friction and flow. They want: does this make my operation smoother or more complicated?

The End User trades in daily reality. They want: does this make my day easier or harder?

The Champion trades in internal credibility. They want: will backing this make me look smart — or exposed?

Huthwaite’s research found that top performers didn’t deliver one pitch to multiple stakeholders. They ran parallel SPIN® conversations — each calibrated to that person’s implicit currency.

Same solution. Five different Implication questions. Five different Need-Payoff outcomes.

THE CHALLENGE:

Take your most important live opportunity. List every stakeholder involved.

For each one, answer: “What is the one thing they personally need this decision to deliver?”

If you can’t answer that for every name on the list — you have blind spots that procurement will find before you do.

Map the currency before you make the pitch.

The deal that stalls isn’t missing a better proposal. It’s missing the right conversation with the right person, at the right time, around the right issues

Drop “CURRENCY” in the comments if you’re mapping stakeholders differently today 👇

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

All the best.

Anders 🤩

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