The last step in the sales process is…

Obtaining commitment!

So, what kind of commitment should we expect?

In complex sales, such as ours, fewer than 10 percent of customer contacts will lead to an order. But you should always aim for agreeing on a next step. Every time you get such a commitment is a win, because it brings you one step closer to the order.

At this point, you switch from open to closed questions:

HOWARD: So, have we agreed that I will arrange a meeting between my techies and yours next week?
CUSTOMER: Yes!
NARRATOR: Well done, Howard! Great SPIN meeting!
HOWARD: Oh, thank you very much! I’ve had a little bit of practice…

So my friends, my colleagues, this concludes this SPIN course. Thank you for listening. SPIN, same and simple, it is hard work. Much practice will make your process at SPIN selling that much easier. I wish you every success.

NARRATOR: And there he goes – Howard Goff, the SPIN legend! And from what I know, he is still SPIN-selling today…