The Power of Merging SPIN and QBS: A Smarter Way to Sell

Over the years, I’ve worked with both SPIN Selling and Question-Based Selling (QBS). Both are powerful in their own right, but I noticed something important: when used separately, each leaves a gap. Customers either feel too interrogated (with SPIN) or too lightly engaged (with QBS).

That’s when I began experimenting with a merged method — combining SPIN’s structure with QBS’s flexibility. The result was a questioning style that is practical, convincing, and incredibly effective. Let me explain.

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What’s Missing When Used Separately

1. SPIN Alone

• Problem: SPIN is logical and research-based, but it can feel mechanical if not balanced with empathy.

• Example: A salesman selling software asks:

• “What system are you currently using?”

• “What problems are you facing with it?”

• “What are the implications of those problems?”

• “Would a new system help?”
  Technically correct, but the customer may feel pressured or even defensive, because there’s no soft touch, no credibility reference, no sense of “others like me have done this.”

2. QBS Alone

• Problem: QBS builds rapport beautifully, but it doesn’t always create urgency. Customers may feel comfortable but not compelled to act.

• Example: A salesman selling the same software says:

• “How do you normally evaluate software solutions?”

• “Companies like PepsiCo have upgraded recently — how do you see yourself in comparison?”
  Nice for reducing resistance, but without pressing on implications, the customer might smile, agree, and still postpone the purchase.

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Why the Merged Method Is Better

When I put the two together, the gaps closed. Here’s why the merged method works:

1. Balanced Start: You respect the customer’s status (QBS) while still gathering facts (SPIN).

2. Deeper Needs: You surface problems logically (SPIN) but reduce defensiveness with social proof (QBS).

3. Urgency + Trust: You highlight implications (SPIN) while building credibility and rapport (QBS).

4. Dual Motivation: Customers respond both to avoiding pain (SPIN) and gaining credibility/success (QBS).

5. Higher Conversion: Instead of choosing between “too clinical” or “too soft,” you get a questioning style that is both persuasive and human.

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The Complete Merged Method (Step by Step)

Here’s the flow I now teach and practice:

1. Assess Context (Situation + Status)
   
   

• Example: “What ERP are you using now, and how do you usually decide when to change systems?”

2. Uncover Needs (Problem + Status)
   
   

• Example: “What challenges do you face with the current ERP? Does it slow down approvals or reporting?”

3. Leverage Crowd Behavior (QBS)
   
   

• Example: “Several companies in your industry upgraded recently because of similar bottlenecks. Have you seen peers moving in that direction?”

4. Build Urgency (Implication)
   
   

• Example: “If reporting delays continue, how much impact will it have on compliance or decision-making speed?”

5. Highlight Solutions (Need-Payoff + Credibility)
   
   

• Example: “Would an automated ERP saving 30% time in reporting solve this? Company X already achieved that with us.”

6. Secure Commitment (Closing Blend)
   
   

• Example: “Shall we schedule a short demo so you can see how it fits your process?”

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Case Example: Selling a Coffee Machine

Imagine a corporate office resistant to buying a new machine.

• Situation/Status: “What coffee system do you use, and how many cups daily?”

• Problem: “How often does it break down?”

• Crowd Behavior: “Companies like Z Inc. switched to avoid such issues.”

• Implication: “If it breaks down during client meetings, what impact does that have?”

• Need-Payoff: “Would a reliable machine brewing in 15 seconds save staff time and improve morale?”

• Commitment: “Would you like us to install a demo unit for a week?”

The client sees both the pain of delay and the gain of upgrade — and feels safe knowing others already did it.

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Final Thoughts

SPIN and QBS alone are like one wing of a bird — useful, but not enough to fly high. When merged, they create a questioning style that is structured, flexible, credible, and persuasive.

This is the approach that makes customers not only listen but act — and that’s why I believe the Merged SPIN-QBS Method is the future of scientific selling.