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What are the SPIN selling questions?

• Situation: Establish buyer’s current situation.
• Problem: Identify problems the buyer faces that your product solves.
• Implication: Explore the causes and effects of those problems.
• Need-Payoff: Show why your product is worth it.

Did you know that 70% of purchasing decisions are made to solve a particular problem? Sounds like Sales 101, right? And yet if closing a sale were that easy, there wouldn’t be countless articles, books, and seminars on how to do it.

No two sales scenarios are alike, and neither are two customers. Sales orgs need to cut through the clutter and get to the heart of what a client really needs—and that’s where SPIN selling comes in.

What is SPIN selling?

Before diving into the specifics of SPIN selling, let’s establish the basics. This section will provide a brief overview of SPIN selling, including its purpose, history, and development.

SPIN Selling is a sales book written by Neil Rackham, first published in 1988. In this book, Rackham establishes the SPIN selling methodology, a sales technique created to help anticipate and navigate tough sales situations.

The SPIN sales method is built around four types of questions—these four categories give SPIN its name. SPIN stands for:

• Situation
• Problem
• Implication
• Need-Payoff

Simply put, the SPIN technique is a sequence of questions—not predefined questions to be quoted verbatim, but types of questions to be asked in a particular order. During a sales call, a salesperson opens with situation questions, progresses to problem questions, and so on. Each type of question fulfills a crucial function in the sales process, all building towards the need-payoff questions, which close the deal.

Learn about different sales methodologies and choose the one for your organization.

History and development of SPIN sales

In the 1970s, Neil Rackham set out to answer the million-dollar question for sales teams: What sets the best salespeople apart from the pack?

Twelve years later, Rackham and his team had their answer, and the SPIN selling method was created. Their findings—culled from over 35,000 sales calls, the largest study of its kind—disproved several widespread sales practices. Open-ended questions, for example, were shown to have no measurable effect on the success of a sale.

Instead, Rackham found that when it comes to asking the “right questions,” timing is everything: A good salesperson asks the right question at the right moment. To be the best, then, sales teams must ask a twofold question—what questions should we be asking and when? Fortunately, the answer isn’t as complicated as you might expect.

As Rackham analyzed successful sales calls, he found a common pattern of questioning—a pattern he would later dub SPIN. Rackham developed the SPIN selling method as a framework to guide salespeople through any sales call. By outlining categories of questions rather than hyper-specific questions, Rackham leaves room for flexibility. SPIN selling is designed to take away some of the ambiguity and difficulty in closing a sale and identify common themes that can help a sales rep create a real connection with a customer.

Since its publication in 1988, SPIN Selling has become one of the most popular guides for B2B sales worldwide.

SPIN selling questions

To successfully use the SPIN selling method, you’ll need a thorough understanding of the four types of SPIN questions and how they build over the course of a sales call. Whether you’re new to SPIN selling or simply looking to brush up on it, this section will break down each category, hitting the key points. (For a complete explanation, you should read Rackham’s book—after all, we can only fit so much in a blog post.)

Situation questions

Too often, sales reps are over-eager, jumping straight into a sales pitch without understanding anything about the client’s circumstances—from the start, the focus is entirely on the product. This approach, Neil Rackham explains, is fundamentally wrong: “The best selling isn’t at all about your products and what you can offer. It’s very much about the customers and their need.”

As the name suggests, situation questions help you understand the buyer’s current situation. The goal is to gather information. To get you started, we’ve provided some SPIN situation question examples:

• What do your (the client’s) current processes look like?
• What tools are you already using?
• How often do you use them?

By starting with situation questions, sales reps establish context that is crucial to the sales process. Situation questions help you know where your client is coming from, which gives you the information you need to adjust the rest of your questions accordingly. Exploratory questions such as ones about their needs, expectations, pain points, and budget help paint an overall picture of their current business climate—and help you situate your product within that picture.

Situation questions do not replace background research. Going into a sales call, you should already know the company’s size, have a general familiarity with their products, etc.—you can find this info online. Background research should inform your situation questions, helping you ask leading questions that are relevant and company-specific.

Problem questions

Selling your product means you have a solution to offer. Problem questions help illustrate the different problems your product solves for your client. This is best done without explicitly mentioning your product—save that for the final set of questions.

As with situation questions, problem questions should be leading. Rather than telling the client what their problems are, ask questions that lead them to identify their own problems. “We want to discover how [the client] sees the problem,” explains Rackham, “If the customer doesn’t feel they have a problem, they don’t have a problem.”

Let’s say, for example, you are selling a product management tool. The primary benefits are increased communication and efficiency—it keeps things organized, saving teams time as they work to develop a product. Your problem questions, in this case, would center around such benefits without addressing your product directly. Here are a few SPIN problem question examples:

• Do you feel that inter-team communication is as good as it can be?
• How does this impact stakeholder buy-in?

A crucial part of asking the right problem questions is anticipating obstacles they may not have even considered yet. 42% of salespeople report their biggest challenge is identifying a sense of urgency, so using your problem questions as a discovery phase is as much about finding answers for your client as it is finding answers for yourself as the sales rep.

Implication questions

Once you've targeted your client's top hurdles, this stage is designed to explore the implications of those problems. Showing your client the possible causes and effects of their most pressing pain points supports the sense of urgency you laid out in the problem questions step. Once again, avoid mentioning your product—at this point, the call is still about the customer and their needs.

Not all problems are created equal. Initially, your client may view the problems identified by your problem questions simply as inconveniences—minor problems that don’t need to be addressed. Implication questions hone in on these problems, showing the client why the problems need to be solved. For example, your implication questions might address issues such as:

• How much time is wasted on inefficient communication each week?
• How much more could your teams achieve each week without those time sinks?
• Have communication problems ever delayed product rollout?

Need-Payoff questions

This fourth set of questions, when done correctly, brings all the previous SPIN questions together. Need-Payoff questions hinge on how well the previous sets of questions went in illustrating the problem/solution relationship between your product and your client. Rather than just telling your client how your product or service can address their pain points, need-payoff questions lead your customer to those conclusions on their own.

If you’ve asked effective situation, problem, and implication questions, your client should already recognize their need for a solution—now it’s your job to make sure they choose your solution. Don’t be too direct, however. Remember that the need/payoff stage still revolves around questions. Instead of telling the client how your product can help them, ask questions that, as the client answers, show the value (or payoff) in choosing your product. Constructing effective need-payoff questions can be tricky. We’ve provided a few SPIN need-payoff question examples to point you in the right direction:

• Would a comprehensive product management tool increase stakeholder buy-in?
• Would that be valuable for your team?

Having the client connect the dots on how you can help them is a much stronger sales pitch than you simply telling them how you think you can help them.

One-sided conversations are sales killers

One-sided conversations don’t close sales—they kill them. And if you’ve ever had a friend or first (and maybe last) date who only talked about themselves, you can imagine how invisible a client can feel when a salesperson doesn’t ask them any questions. With the SPIN selling method as a guide, you can add authenticity to your sales process and be the type of salesperson that listens more than they talk.

To successfully use the SPIN sales method, you need to be responsive. Listen to the client’s answers and choose your subsequent questions accordingly. The SPIN framework isn’t meant to be rigid—take advantage of the flexibility, adapting your approach as the call progresses. For the best salespeople, the SPIN questions are second nature. They react to client input in-stride, moving seamlessly from situation questions to need/payoff.

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Double Dragon is an American-Canadian-Italian animated series based on the video game series of the same name that ran for 26 half-hour episodes from 1993 to 1994.^[1] It was produced by DIC Animation City, Bohbot Entertainment and Italian studio Reteitalia, S.p.A., in association with Spanish network Telecinco.^[2]

Overview[edit]

Never intentionally harm another. Do not battle if you can avoid it. Jimmy and Billy Lee are Dragon Masters now.

The premise of the show is that the protagonist brothers are separated at birth. Billy is raised by an elderly martial arts master known as the Oldest Dragon, and his brother Jimmy is raised by the evil Shadow Master as his second-in-command, the Shadow Boss. As a result, the Lee brothers oppose each other as adults; but when Jimmy is betrayed by the Shadow Master, he renounces his evil ways and joins his brother as a Dragon Warrior. During the course of the series, the brothers recruit allies in their war against the Shadow Master and his henchmen. The futile search for their father, John Lee, is a subplot throughout the series.

The plot of the pilot episode is loosely adapted from the NES version of the first Double Dragon game, with the episode's villains consisting of the mysterious Shadow Boss (Jimmy's initial alter-ego), and his henchmen Abobo and Willy (who were based on enemy characters from the game). By the end of the second episode, Abobo and Willy are sucked into the Shadow Mural, never to be seen again, while Jimmy abandons his evil ways and reconciles with his brother to fight against the series' true antagonist, the Shadow Master. All of the characters introduced from the second episode onward are original creations made for the show, although most of the villains are also used in the Tradewest-produced Double Dragon V: The Shadow Falls, a competitive fighting game released for home consoles.

Cast of characters[edit]

Double Dragons[edit]

In the series, the Lee brothers are martial-arts instructors and police consultants, who assume superheroic identities at moments of escalated violence. They usually transform out of those forms by crossing swords again and saying in unison, 'For Might! For Right! We are Double Dragons!', although several episodes show that heavy injury can deactivate their powers. Injury sustained by one is also taken by the other (although this characteristic is not always consistent); and if one has his powers deactivated by injury, so will the other. The brothers infrequently show an ability to sense when the other is in danger. They are the leaders of a small group of 'Dragon Warriors' endowed with superhuman powers based on the use of a smokeless, green 'dragon fire'.

• Billy Lee (voiced by Michael Donovan) - The more calm and collected half of the Lee brothers. He regularly wears a blue outfit, and a red dragon mask when he transforms.
• Jimmy Lee (voiced by Scott McNeil) - The more belligerent (and often sarcastic) half of the duo. He regularly wears a red outfit, and a blue dragon mask when he transforms.

Dragon Warriors[edit]

The Dragon Warriors are Billy and Jimmy's subordinates; they each have a distinct costume and powers.

• Kona 'Tsunami' (voiced by Garry Chalk) - A gargantuan Hawaiian Sumo Wrestler, trained in Chi by Su Lien; later made a Dragon Warrior who uses chi to fight. The first of the Dragon Warriors.
• Col. Neil 'Blaster' McReady (voiced by Alvin Sanders) - A retired U.S. Special Forces officer, who discovers his neighborhood is threatened by the Shadow Master's drug 'Oblivion', and assists the Double Dragons to destroy its production. The second of the Dragon Warriors.
• Vortex (voiced by Ian James Corlett) - A boy trained by John Lee, and later orphaned by the Shadow Warriors, finally made a Dragon Warrior. It was later revealed he was illiterate, by reason of living in the streets after the Shadow Warriors killed his parents. The third of the Dragon Warriors.
• Mike 'Chop' Pollard (voiced by Garry Chalk) - A former police officer who lost his right arm in a car accident and now works as mechanic, tricked by Shadow Master into making vehicles for the Shadow Warriors. Once he realizes his mistake, he makes the Dragon Cruiser for the Double Dragons, builds himself a robotic arm, and is made into a Dragon Warrior. The fourth of the Dragon Warriors.
• Kami - A vigilante martial artist capable of creating magical armor; initially desirous of petty revenge on the Shadow Master for her father's death, and later a disciple of Su Lien's.The Fifth of the Dragon Warriors.
• Daj (voiced by Ian James Corlett) - A mutant (half human, half feline) of the settlement of mutants known as 'Undertown'; an ally of the Double Dragons. The Sixth of the Dragon Warriors.

Junior Dragons[edit]

Billy and Jimmy's younger students, and supporting characters throughout the series.

• Michael (voiced Wesley Morris) - A boy who trains at the Dragon Dojo. He is the most seen of the Junior Dragons.
• Jason - A student featured predominately in an episode where the Shadow Master sold plasma weapons to young street gang members. Jason bought such a weapon to get revenge for his sister's injury, but later relied on his martial arts instead.
• Daryl - A kid who initially wanted to become a Shadow Warrior and helped to trick Billy and Jimmy into a trap. He switched sides when he saw the Shadow Master almost kill Billy.
• Danny - A video game enthusiast, and the son of an archaeologist who uncovers artifacts for the Double Dragons.

Friends and allies[edit]

• Oldest Dragon (voiced by French Tichner) - The original Master of the Dragon Dojo, who raised Billy Lee and reappears in subsequent episodes in spirit form, as an advisor.
• Marian Martin (voiced by Cathy Weseluck) - A police officer who helps the Double Dragons; a major character during the first season, but a comparatively minor role in the second season.
• Su Lien - A tai chi chuan instructor who assists the Double Dragons in their quests. The Shadow Master has tried to capture her to learn her secrets.
• Fireball - A young pyrokinetic imprisoned after taking part in a street gangs' war; paroled into the custody of the Dragon Dojo, and implied (though not shown) to later become a Dragon Warrior.
• Marika - The wife of John Lee and the mother of Billy and Jimmy, she is also the Shadow Master's half-sister. She willingly lets herself be trapped by her half-brother inside the Shadow Dojo to spare Jimmy's life. In one episode, Billy and Jimmy find her, but cannot save her from the Shadow Master's clutches.
• Megabyte - A skilled computer hacker, who helps the Dragon Masters to travel the information superhighway, using virtual reality technology.
• Sashiko - An Interpol agent against cyber crimes, and Kona's girlfriend, who introduces the Dragon Warriors to Megabyte.
• Dragon Spirit - A spirit who inhabited a sword. When the sword is destroyed by the Shadow Master, Chop uses the left over metal in the Dragon Chopper. The Spirit of the Sword then inhabits the chopper and helps the Dragon Warriors fight. His original name was Dao Lung and he once belonged to Chen Long.
• Chen Long - Chen Long was once a Dragon Warrior (literally, a dragon who was a warrior) who owned Dao Lung; presumed dead after his fight with the Shadow Monster, but later shown alive to fight it again.
• Jawbreaker (voiced by Michael Donovan) - An enormous and monstrous pink-skinned mutant who was once a Shadow Warrior, capable of biting through almost any solid matter. In 'Sight of Freedom', he turns against the Shadow Warriors after befriending the police commissioner's blind daughter.

Shadow Warriors[edit]

The Shadow Warriors are the main antagonists of the series, a criminal organization composed mostly of mutants. The Shadow Master says in 'Over the Line' that these mutants are created by 'high levels of EMF generated by (Metro City's) ancient underground power grid'. According to the same episode, the EMF gives the Black Flame its power (the source of the Shadow Master's own magic).

• Shadow Master (voiced by Jim Byrnes) - The leader of the Shadow Warriors. He has many powers which include shapeshifting and teleporting, and he is able to trap warriors who fail him in the Shadow Mural. He is the half-brother of Billy and Jimmy's mother.
• Shadow Boss (voiced by Scott McNeil) - The second-in-command of the Shadow Warriors, he is actually Jimmy Lee's initial alter-ego until he abandons the organization and becomes an ally to his brother by the end of the second episode. As the Shadow Boss, Jimmy draws his powers from the Black Flame, causing his entire body to be clad entirely in black in a manner similar to the Shadow Master himself. In 'Doom Claw', when the Shadow Khan causes the Dragon Warriors' greatest fears to manifest themselves, it is shown that Jimmy is haunted by his past self as the Shadow Boss.
• Shadow Prince (voiced by Michael Donovan) - The second Shadow Boss. In 'Over the Line', Billy is deceived into becoming the new Shadow Boss after suffering from memory loss, although he regains his memories with Jimmy's help and breaks free from the Shadow Master's influence, like his brother did in the past.
• Shadow Khan (voiced by Alec Willows) - Introduced in the beginning of the second season, he is a powerful sorcerer imprisoned in a shield by the Oldest Dragon. The Shadow Master uses the entrapped being to make himself more powerful, until Khan tricks Countdown into freeing him. He is able to control his victim's worst fears, and is followed by a set of 'Terror Warriors' of similar power. Ultimately buried alive by Billy and Jimmy.
• Shadow Mechanizer (voiced by Jim Byrnes) - A variation of the Shadow Master found in a virtual reality world. He appears in 'Virtual Reality Bytes' and 'Superhighway Warriors'.
• Icepick (voiced by Terry Klassen) - A Shadow Warrior whose body appears composed entirely of ice. He is armed with a katana and a pair of daggers, sheathed under his skin.
• Sickle (voiced by Scott McNeil) - A Shadow Warrior who specializes in disguises and is armed with two large red sickles.
• Trigger Happy (voiced by Terry Klassen) - A large purple-skinned Shadow Warrior, who uses a hand-mounted directed-energy blaster.
• Countdown (voiced by Alvin Sanders) - A big Shadow Warrior who often serves as the organization's middle man. He is armed with shoulder mounted rocket blasters. In 'Shadow Conned', the Shadow Khan manipulates Countdown into betraying the Shadow Master. As punishment for his betrayal, the Shadow Master traps Countdown in the shield that once imprisoned the Shadow Khan.
• Abobo (voiced by Blu Mankuma) - An immense blue thug with monstrous strength, who works for the Shadow Boss in the pilot episode ('The Shadow Falls'). He is sucked into the Shadow Mural at the beginning of the second episode and is never seen again for the rest of the series.
• Wild Willy (voiced by Garry Chalk) - A gunslinger who also works for the Shadow Boss. He is punished alongside Abobo in the second episode.
• Shadow Warriors - The Shadow Master's group of thugs. Their uniform consists of urban camouflage pants, gray body armor and a face guard covering the lower half of their faces. They are armed with energy blades generated by their gauntlets. Blade and Sekka from Double Dragon V: The Shadow Falls wear the standard Shadow Warriors uniform.

Others[edit]

• Hannibal - A huge dog-like monster appearing in only one episode, 'Judgment Day'.
• Little Brother - Daj's tame Western dragon; the mascot of Daj's underground Dragon Temple.
• Shadowmonster - A strange creature who appears in only one episode, 'The Return of the Shadowmonster'.

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Voice Cast[edit]

Additional voices[edit]

Episodes[edit]

Season 1[edit]

Season 2[edit]

Merchandise[edit]

In 1994, the tie-in video game Double Dragon V: The Shadow Falls, has been developed by Leland Interactive Media and published by Tradewest. The game was first ported to the Super NES, then it had a North America-only release for the Genesis, and the final port is the Jaguar which is the only console to have a Japan release of the game.

Tyco Toys produced a set of action figures. The figures included: Billy Lee, Jimmy Lee, Blaster, Vortex, Shadow Master, Sickle, and Trigger Happy. Three vehicles were also made: The (Dragon) Cycle, (Dragon) Cruiser, and Shadow Raven.

Home video releases[edit]

United States[edit]

In 1994, Buena Vista Home Video through the DIC Toon-Time Video label released three VHS tapes of the series. The Legend Begins and Deadly Mutants, released on June 7, 1994 contained 'The Shadow Falls' and 'The Legend Continues', and 'The Price of Oblivion' and 'Judgement Day' respectively, while 'The Shield of the Shadow Khan', released on November 11, 1994 featured the episodes 'Shadow Khan', 'Shadow Claw' and 'Doom Claw' edited into a Feature-Length format.

On August 13, 2019, Invincible Pictures released Double Dragon: The Animated Series on DVD in Region 1 for the very first time in the country.^[3]

United Kingdom[edit]

In June 2004, Anchor Bay UK released a single DVD containing four episodes.

Avenue Entertainment also released two DVDs containing two episodes each in July 2005.

References[edit]

1. ^Perlmutter, David (2018). The Encyclopedia of American Animated Television Shows. Rowman & Littlefield. p. 161. ISBN978-1538103739.
2. ^Erickson, Hal (2005). Television Cartoon Shows: An Illustrated Encyclopedia, 1949 Through 2003 (2nd ed.). McFarland & Co. pp. 279–280. ISBN978-1476665993.
3. ^Double Dragon The Animated Series

External links[edit]

• Double Dragon series director yoshihisa kishimoto HP
• Double Dragon Cartoon at Double Dragon Dojo
• Double Dragon at IMDb
• Double Dragon at TV.com

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