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Sales Skills / Ask Better Questions, Sell More / Lesson 12
LESSON 12 · ASK BETTER QUESTIONS, SELL MORE

Build a SPIN Question Bank

Twenty practical ways to build a SPIN question bank, so great questions are ready whenever you need them.

Preparation makes questions flow. A bank of questions is a safety net.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from SPIN Selling (Neil Rackham), Gap Selling (Keenan), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: A question bank saves you time
TIP 1

A question bank saves you time

Having tested questions at hand makes every conversation sharper.

TRY THIS
Start your bank today.
Photo for the tip: Group by type
TIP 2

Group by type

Sort questions into situation, problem, implication and need-payoff.

TRY THIS
Create four lists.
Photo for the tip: Write five of each
TIP 3

Write five of each

A balanced set gives you flexibility.

TRY THIS
Aim for twenty.
Photo for the tip: Add industry-specific questions
TIP 4

Add industry-specific questions

Tailor to the sectors you serve.

TRY THIS
Interview a client.
Photo for the tip: Collect good questions from others
TIP 5

Collect good questions from others

Note excellent ones you hear in meetings or books.

TRY THIS
Keep a notebook.
Photo for the tip: Test and refine
TIP 6

Test and refine

Keep questions that produce rich answers, and drop weak ones.

TRY THIS
Review monthly.
Photo for the tip: Mark favourites
TIP 7

Mark favourites

Star the best five that you use most.

TRY THIS
Memorise them.
Photo for the tip: Organise by stage
TIP 8

Organise by stage

Label for first call, discovery, proposal and follow-up.

TRY THIS
Add a tag.
Photo for the tip: Keep it handy
TIP 9

Keep it handy

Store the bank on your phone or notebook.

TRY THIS
Access it quickly.
Photo for the tip: Update regularly
TIP 10

Update regularly

Fresh questions keep conversations new.

TRY THIS
Add two a week.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

SITUATION

“How do you handle this today?”

PROBLEM

“What is hardest about it?”

IMPLICATION

“What does that cost you?”

NEED-PAYOFF

“What would it mean to fix it?”

CHECK

“Have I got it right?”

THANKS

“Thank you for the detail.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Create a document for questions
DAY 2
Write five of each type
DAY 3
Sort by situation
DAY 4
Test them on calls
DAY 5
Mark favourites
DAY 6
Share with a colleague
DAY 7
Update monthly

Further reading

  • SPIN Selling (Neil Rackham)
  • Gap Selling (Keenan)
  • The Sandler Rules (David Mattson)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

← All Ask Better Questions, Sell More lessons
Next lesson: Use SPIN on a Small Sale →

More lessons in “Ask Better Questions, Sell More”

Keep going. Small steps every day make a big change.

← Previous: Need-Payoff Questions That Spark DesireNext: Use SPIN on a Small Sale →

  1. Stop Pitching, Start Asking
  2. The 70/30 Rule: Listen More
  3. Curiosity Is a Sales Skill
  4. Questions Show You Care
  5. Make Customers Talk About Their World
  6. Pitch Only After You Understand
  7. Questions Are Not Interrogations
  8. Situation Questions Without Boring People
  9. Problem Questions That Find the Pain
  10. Implication Questions That Show the Cost
  11. Need-Payoff Questions That Spark Desire
  12. Build a SPIN Question Bank
  13. Use SPIN on a Small Sale
  14. Common SPIN Mistakes
  15. Ask "Why Is That Important?"
  16. The Power of "Tell Me More"
  17. Find the Hidden Problem Behind the Problem
  18. Ask About the Cost of Doing Nothing
  19. Ask About Feelings, Not Just Facts
  20. Turn One Answer Into Three Questions
  21. The Pause That Gets the Truth
  22. Who Decides and Who Influences?
  23. How Do They Buy Today?
  24. What Does Success Look Like to Them?
  25. Find Their Budget Without Awkwardness
  26. Discover Their Deadline
  27. Ask About Past Experiences With Sellers
  28. Find Out What They Tried Before
  29. Research Before You Ask
  30. Write Your Top Five Questions
  31. Set the Agenda Together
  32. Take Notes Without Losing Eye Contact
  33. Summarise What You Heard
  34. End With a Clear Next Step
  35. Great Questions for Phone Calls
  36. Questions to Use in Email
  37. Questions for a Group Meeting
  38. Questions for Small Customers
  39. Questions for Big Customers
  40. Questions That Win Repeat Business
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