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Rackham's payments industry followers have said the
The very point of sale system organizes questions into four categories:

1. Situation questions open the sale by address-
ing the current processing environment. Ask: What
do you like about your current processing system?
Given the opportunity, what would you most want
to change in your current processing system?

2. Problem questions further investigate pain
points to clarify the problem. Ask: Why do you
think a customer would go all the way to the check-
out lane and then decide to leave? What steps can
Find your perfect SPIN we take to improve your customer's checkout expe-
rience?
By Dale S. Laszig 3. Implication questions confirm the problem's im-
DSL Direct LLC, pact and your ability to solve it. Ask: Have you ever
lost a sale because you don't support a customer's
few years ago, I attended a panel discussion preferred payment method? Are your online cus-
and networking event where the event orga- tomers aware of your free shipping and return poli-
nizers were welcoming but advised I had cies?
A entered a "media-free zone." After agreeing
not to write about what would transpire, I transformed 4. Need-payoff questions close the sale by seeking
in subtle ways from reporter to networker. The next hour agreement on how your program addresses needs
was much like networking sessions I attend routinely and solves problems and obtaining a commitment.
while on assignment, except for the wine in my glass. In Ask: Do you have any other questions about how
the formal part of the meeting, panelists shared opinions our solution can help attract new customers and
and answered questions from the audience. I followed reduce shopping cart abandonment? When would
their comments, sipping wine, while my notebook and you like to begin implementation?
pen stayed under the table.
Under-promise, over-prepare
As I thanked the organizers on my way out, the host Most sales pros would agree the one question you don't ask
said, "Nothing proprietary was discussed, so I don't see is: Would you tell me a bit about your company? Research
any harm in your covering this event. Will you send us a a prospect's company and competitive environment ahead
link when you publish your article?" I was noncommittal, of the appointment. Walking in with this knowledge will
knowing there could be no story. I didn't try to explain facilitate a worthwhile conversation. It will also help
how peculiar this reversal felt to me. clarify your mission. Are you there to close a sale or open
Spin, spin, SPIN a meaningful discussion? If you genuinely care about
business owners and their day-to-day challenges, your
Writing the story would have been difficult without notes. words and deeds will reflect that empathy. At times, you
I suppose I could have retrieved the panelists' names might not be able to add value to existing systems, but
and bios from the program, interviewed the organizers merchants will respect you and remember you when a
about their backgrounds and what inspired the event, and need you can address arises.
searched my memory for comments that sparked the most
discussion and applause. However, I lacked the salient Is there such a thing as over-preparing? Maybe, but I'd
details reporters need to spin a good story. rather err on that side than come up short, because people
care deeply about how their companies and events are
Salespeople need a different kind of SPIN, according to portrayed. Looking back across the years, we're certain to
Neil Rackham, author of SPIN Selling: Situation, Problem, find sales we could have closed and stories we could have
Implication, Need-Payoff. Rackham's system is based on written. Planning is essential in the merchant services
his research of top salespeople around the world. "The trade, for reporters and merchant level salespeople
difference that's so evident in top people is that they can alike. Perfecting your SPIN can help you stay balanced,
translate strategy into effective sales behavior – they professional and productive.
know what to do in the call," he wrote. "They understand Dale S. Laszig, Senior Staff Writer at The Green Sheet and Managing
details, which may be why they put such emphasis on Director at DSL Direct LLC, is a payments industry journalist and content
planning and reviewing each call."
provider. She can be reached at dale@dsldirectllc.com and on Twitter
at @DSLdirect.

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