Not asking the right kind of questions?
Firstly work out a standard set of AREAS to probe in. Select no more than five.
S.P.I.N.
- Situation
- Problem
- Issues
- Needs
C.I.B.B.
- Current situation
- Ideal situation
- Barriers to progress
- Buying Criteria
Within each of those areas develop
- An opening question ~ to draw the customer into that area and get them talking
- A series of open questions to probe further after the first answer
Example ~ exploring current supplier arrangements as a Probe Area
1. Opening Question
- What are your current arrangements with regard to architectural hardware? [answer]
2. Probing Questions
- Sure it makes sense to have regular suppliers, let me ask you; What are some of the important aspects about your current arrangements? [answer containing three qualities]
- OK, I can understand why you mentioned those; which of those three are the most important to you? [answer]
- What makes that aspect so important to you? [answer]
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