10-1 Multiple Question Approach  Situation  Problem  Implication  Need-payoff questions  Remember product not mentioned in SPIN!

10-2 Electric Motors, Inc. Producer of heavy-duty electric motors.

10-3 SWOT Analysis  5% greater efficiency.  Requires less maintenance.  Will last 20 vs. 15 years Strengths  Costs 25% more.  Costs 10% more to install. Weaknesses

10-4 Electric Motors, Inc. Situation:  How many motors do you currently have operating?  200  How often do your maintenance people service the motors?  Every month.  How many people are on your maintenance crew?  50  What is the lifespan of your current motor?  15 years

10-5 Electric Motors, Inc. Problem:  Have maintenance costs gone up as wages have risen?  Yes!  Have operating costs gone up as electricity prices have risen?  Wow! Have they ever!  I’ll bet it’s expensive to replace these every 15 years – in installation expenses - right?  Yes

10-6 Electric Motors, Inc. Implication:  You’re spending a lot on electricity – have you considered trying to find a more efficient motor?  Yes, but they’re expensive compared to our current motor.  Yes, but what if these motors have lower maintenance?  Hmm, could be. But most are more expensive to install.  But what about the increase in lifespan of the motors?  Oh, I guess I was always concerned with up-front cost – I didn’t think about longer-term savings.

10-7 Electric Motors, Inc. Need-payoff:  If I’m understanding you correctly, what you need is a solution that will save you money – either from a lower purchase price, or one that will save you money over the life of the motor – is that right?  Yes, I guess that’s true.  And that’s easier and cheaper to maintain?  Yes.  Maybe one that requires so little maintenance that you could send some of your maintenance people to other departments?  Yes, I’d be a real hero around here!

10-8 Electric Motors, Inc. Lead in to Presentation:  I’d like to show you the specs on the Elmo I think you’re going to be pleased with the money you’ll save over the life of this motor!  Would that be of interest to you?

10-9 Super Service Contract, Inc. Provider of maintenance services.

10-10 SWOT Analysis  On call 24/7/365.  Reps trained by us.  Factory parts – meeting all specs, and 100% in stock.  Equip only 10 years of 20 year lifespan, but maintenance is more expensive with time. Strengths  Contract costs $10,000 per year.  Factory parts 10% more than generics.  Equipment usually reliable.  New equipment coming down in price. Weaknesses

10-11 Super Service Contract, Inc. Situation:  How many of your staff currently maintain equipment?  10 full time staff  Do they receive training on this type of equipment?  When they start – sort of spotty after that; mostly in- house.  How often does the equipment get serviced?  About twice a year unless there are problems.

10-12 Super Service Contract, Inc. Problem:  Has the frequency of down-time been pretty consistent?  It’s broken down twice this year – before it was about once a year.  Has your staff been able to handle repairs?  Yes, except when the frammeter blew a modulator, then we had to special order parts.  When do breakdowns generally happen?  Ha! Sunday night at about 9:00PM when the system kicks back in to get the building heated up for Monday morning.

10-13 Super Service Contract, Inc. Implication:  Whew! Does that cost a lot of overtime?  I’ll say!  Do you have the spare parts you need in those cases?  Sometimes – usually just the small parts.  What happens if the building doesn’t get warmed up by Monday morning?  The tenants, and my boss, are pretty annoyed.

10-14 Super Service Contract, Inc. Need-payoff:  If I’m understanding you correctly, the equipment has begun to require more maintenance, which has increased operating costs. Is that correct?  Yes.  So if I can show you how to save money on maintenance – and how to keep the tenants, and your boss, warm on Mondays – that would be of interest?  Yeah, I guess it would!  And would it also be nice to increase effective useful life of the equipment 3 to 5 years?  Yes, that would definitely make my boss happy!

10-15 Super Service Contract, Inc. Lead in to Presentation:  Would it be of interest to you to see how our service contract can accomplish these goals?