And they are probably about to close the deal.
: Shift the focus to the value and usefulness of a solution. They encourage the buyer to state explicit needs (e.g., "If we could reduce that delay by 20%, what would that mean for your bottom line?"). Key Concepts from the Book spin selling.pdf
Examine the "knock-on" effects and consequences of those problems. Need-Payoff And they are probably about to close the deal