Robert’s Reviews > SPIN Selling: Situation Problem Implication Need-payoff > Status Update

"What we found was this. The most effective salespeople we studied opened each call in a different way. Sometimes they might use an opening benefit statement, but frequently they would use some other starting point. Less effective people were the ones who tended to open each call in the same way" pg. 142

"The fundamental selling disease - jumping in too soon with solutions"

Using questions to uncover problems and make them bigger. Then using questions to get people to state the ways your solutions will help them, thus reducing their objections.