: Explore the consequences of the identified problems to build urgency and help the customer understand the seriousness of the issue (e.g., "How does that affect your overall productivity?"). N – Need-Payoff Questions
You are on the right track. Neil Rackham’s SPIN Selling (published by Hachette UK) is widely regarded as the most important sales book of the 20th century. Unlike motivational fluff, Rackham’s work is based on 12 years of research observing 35,000 sales calls. spin selling.pdf