• Problem Questions: Achieve Objective of uncovering current satisfaction
  • Have High selling impact


Find out facts about the buyer’s existing situation.  How many people do you employ at this location?  How do you manage your time and contracts?  These are the least powerful of the SPIN questions; Negative relationship to success.  Most people ask too many and Need Balance.  Eliminate unnecessary situation questions by doing your homework in advance. Situation Questions: Achieve fact-finding Questions

Implication Questions

Ask about the consequences or effects of a buyer’s problems, difficulties or dissatisfactions.  What effect does that problem have on productivity?  Could that be impeding your ability to develop good relationships with your customers?  Implication questions are the most powerful of all SPIN questions top salespeople ask lots of implication questions.  These questions are also the hardest to ask.  Prepare for these questions by identifying and understanding the implications of various suspected needs prior to the sales call. Implication Questions: Achieve objective of developing and channeling dissatisfaction; Have high selling impact.

Need-Payoff Questions

Ask about the value or usefulness of the proposed solution.  They seek the buyer’s opinion as to what life would be like if the problem was solved.  How would better time and customer management help you?  Would you like to discuss how we could do that for you?  Versatile Questions used a great deal by top salespeople.  These questions help the buyer to understand the benefits of solving the problem.  Use these to tell the benefits. Need pay-off Questions: Achieve objections of rehearsing and selectivity channeling customer attention.

Funneling sequence of ADAPT

  1. Assessment Questions
  2. Discovery Questions- Questions probing information gained in assessments.  Seeking to uncover problems or dissatisfactions that could lead to suggested buyer needs
  3. Activation Questions- Shows the negative impact of a problem discovered in the discovery sequence.  It is designed to activate buyer’s interest in and desire to solve the problem
  4. Projection Questions- what life would be like without the problem?  The buyer establishes the value of firing and implementing a solution.
  5. Transition Questions-Open-end Questions for maximum information

Nonverbal Communications

  • Facial Expressions
  • Eye Movements
  • Placement and movement of hands, arms, heads, and legs
  • Body posture and orientation
  • Proxemics
  • Variation in Voice Characteristics

Verbal Communications

  • Speaking rate and pause duration
  • Pitch of frequency
  • Intensity and Loudness
  • Positioning and Differentiation


  1. How is Business treating you this year?
  2. Can you tell us how you feel about our relationship currently?
  3. What is your projected growth for 2015?
  4. Who are your key competitors?
  5. Why do we not have a larger share of your market?
  6. What experiences have you had in these cities?
  7. What is your decision-making process for buying __________-in certain cities?
  8. What have you tried to fix the problem with your current product type?
  9. What qualities do you look for in a product type?
  10. What is your budget?
  11. Who are the decision makers involved in the purchasing decision?
  12. Tell me more about…How did that affect you?
  13. Is there any reason we shouldn’t move forward with you buying more _____________?
  14. Do you have any other concerns with _________?
  15. What are __________ margins with ___________ and other main competitors such as _________? How much revenue does ___________collect from __________products, compared to the revenue they collect form our competitors.
  16. CEO-Married, Kids, Career Background, interests, etc.?
  17. Who they sell to; target market
  18. Service
  19. Sales Managers
  20. Line of Credit
  21. Social Media Presence
  22. Shareholding structure
  23. Executives
  24. Decision Makers/Structure/Process
  25. Taxes/Fees
  26. Locations
  27. Market Share
  28. Market
  29. People Involved
  30. Business Model
  31. Products
  32. Mission Statement
  33. Vision
  34. Website
  35. Marketing
  36. Community Involvement
  37. Biggest Accomplishment
  38. Key Problems Client is Facing
  39. Competition
  40. Ratings/Reviews
  41. Images
  42. Pricing
  43. Technology
  44. Client Success: Start with the relationship first as it is the most importnat. Defined when we can achieve incremental business that we can’t get  Global-Year Round.   We want to offer them fair payment terms and have automated systems through H2H, CRM, Accounts Receivables.Client Research TemplateInformation to know:
    • CEO
    • Who they sell to
    • Hotels
    • Services
    • Growth rate
    • Distribution
    • Shareholding structure
    • Executives
    • Decisions
    • Married
    • Kids
    • Year
    • Employees
    • Annual Turnover
    • Competitors
    • Products
    • What
    • Who
    • How
    • Why
    • How much?
    • Languages
    • Value Proposition
    • Market Snapshot
    • What information were we not able to find
    • Outbound/Inbound Travel
    • Booking tool to search for
    • How much B2B/B2C
    • Confidence in Message
    • Talk to the client (Cell phone)
    • I’m the CEO, it’s my responsibility to know the info and knowledge
    • Tipadvisor: Review websites
    • IATA-Worldwide
    • Mexico City; Cancun


    Review websites/distribution; target audience and business reach. Using NHS and other tools, review PLACES sold, searches, product featured and commercial areas of interest. Highlight opportunities for expansion from both a commercial and technical viewpoint. See also product not featured and possible reasons as to why.  You present the findings in client role-play, with the aim of secure more business.


  • Who and When
  • Cheapest Hotel/Rate/Rating?
  • Where do you want to go in 1 to 2 years
  • Does this match
  • Summarize Recap
  • Get a Commitment



Summary and Timelines




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