Think mindset first. Shifting your team's perspective is key—techniques follow belief. Focus on curiosity, not just process. Encourage open, deep listening where questions flow from genuine interest, not scripts. Help them reframe objections as unmet needs rather than barriers. Run immersive roleplays where feedback isn’t about right or wrong but exploring new angles. Growth happens when they feel safe experimenting, not pressured to perform. Empower them to own the conversation, not recite it. Sales mastery starts with the right headspace—everything else builds from there.

To coach my sales team to overcome challenges with SPIN selling techniques, I would start by reviewing the fundamentals of the SPIN methodology: Situation, Problem, Implication, and Need-Payoff. I would then work with each team member to identify specific areas where they struggle and provide personalized feedback and coaching. This might include role-playing exercises, scenario-based training, and real-time feedback on sales calls. I would also encourage the team to focus on asking open-ended questions to uncover customer needs and pain points, and to use the SPIN framework to structure their conversations and pitches.