There is no single “best” sales technique for every situation — because different customers, industries, and products require different approaches.
However, some methods are far more effective and widely used than others. These proven frameworks help salespeople ask better questions, understand customers at a deeper level, guide conversations naturally, and create strong relationships built on trust.

In this article, you’ll learn the world’s most respected sales techniques, broken down in simple, beginner-friendly language. This includes:

• SPIN Selling

• Challenger Sale

• Solution Selling

• BANT

• Consultative Selling

• Value-Based Selling

• Sandler System

• Inbound Selling

By the end, you’ll understand what each method does, why it works, when to use it, and how to mix these techniques to become a strong, confident salesperson.

Section 1: Why Sales Techniques Matter

Sales techniques are not scripts — they are frameworks to guide how you:

• Ask questions

• Understand problems

• Present solutions

• Handle concerns

• Guide decisions

• Build trust

Without a framework, most beginners:

• Talk too much

• Pitch too early

• Don’t ask enough questions

• Misunderstand the customer’s real need

• Freeze up during objections

Sales techniques give structure so the conversation feels natural and helpful, not pushy.

Section 2: SPIN Selling — The Classic, Question-Based Technique

SPIN = Situation, Problem, Implication, Need-Payoff

SPIN Selling (developed by Neil Rackham) is a legendary method known for its simplicity and power.
It’s basically a system of asking the right questions in the right order.

1. Situation Questions

Learn background information.

• “How do you handle ______ today?”

• “What tools are you using now?”

2. Problem Questions

Identify problems, frustrations, or gaps.

• “What’s challenging about your current setup?”

• “What’s taking too much time?”

3. Implication Questions

Help the customer understand the consequences of not fixing the problem.

• “What happens if this continues?”

• “How does this affect productivity?”

4. Need-Payoff Questions

Lead the customer to imagine the benefit of solving the problem.

• “How would things improve if this was faster?”

• “What would it mean if this problem disappeared?”

Why SPIN works:

It gets customers to realize their own needs, instead of you forcing a pitch.
Perfect for: B2B, long sales cycles, detailed products, or thoughtful buyers.

Section 3: Challenger Sales — Teach, Tailor, Take Control

The Challenger framework claims top salespeople do NOT just build relationships — they:

• Teach customers something new

• Tailor insights to the client

• Take control of the conversation

Challenger-style salespeople:

• Share new information the customer didn’t know

• Help customers think differently

• Challenge assumptions

• Guide the buying process confidently

• Aren’t afraid to talk about money

Why Challenger works:

Customers want advisors, not order-takers.
Great for: Tech, consulting, software, or markets where customers research a lot on their own.

Section 4: Solution Selling — Sell the Solution, Not the Product

Solution Selling focuses on connecting:

• The customer’s problem
  → to your solution’s outcome

Instead of describing features, you focus on:

• Improvements

• Benefits

• Results

• Changes in the customer’s life or business

Example:
You don’t sell a CRM tool — you sell better customer organization and more closed deals.

Why Solution Selling works:

People don’t buy products — they buy outcomes.
Great for: Services, software, and any product with clear results.

Section 5: BANT — Budget, Authority, Need, Timeline

BANT is a qualification method used mostly in B2B sales.

1. Budget

Can they afford it?

2. Authority

Are they the decision-maker?

3. Need

Do they actually have a problem worth solving?

4. Timeline

When do they plan to take action?

BANT tells you whether the customer is a good fit, which prevents wasting time.

Why BANT works:

It saves hours of effort by focusing on serious buyers.
Great for: Sales teams with many leads, or expensive products.

Section 6: Consultative Selling — Be a Consultant, Not a Seller

Consultative Selling turns the salesperson into a helpful advisor.

You ask thoughtful questions and make recommendations based on the customer’s goals, not your agenda.

The steps:

1. Ask deep discovery questions

2. Understand challenges

3. Share ideas

4. Recommend the best option

5. Guide the decision logically

Why consultative selling works:

People trust advisors more than salespeople.
Great for: Complex products, long-term relationships, or trusted industries.

Section 7: Value-Based Selling — Focus on ROI and Results

Value-based selling focuses on:

• Saving time

• Saving money

• Increasing revenue

• Improving quality

• Reducing stress

• Creating measurable results

Here, you prove the value is greater than the cost.

Example:
If your solution saves a company $20,000 a year, and it costs $5,000, that’s an easy decision.

Why value-based selling works:

It turns a price conversation into a value conversation.
Great for: Business sales, big purchases, or anything ROI-focused.

Section 8: Sandler System — Control the Conversation by Asking Questions

Sandler teaches that the buyer should do most of the talking, not the seller.

It focuses on:

• Building comfort

• Asking emotional and logical questions

• Understanding motives

• Disqualifying bad fits early

• Guiding buyers to close themselves

Instead of pushing, you guide the customer to realize the value on their own.

Why Sandler works:

Buyers feel in control, not pressured.
Great for: High-trust environments, long-term clients, or consultative industries.

Section 9: Inbound Selling — Helping Warm Leads Who Come to You

Inbound selling is used when customers reach out first.

These buyers already:

• Know your brand

• Have researched

• Want information

• Are actively shopping

Your job is to:

• Ask questions

• Understand their goal

• Recommend the right option

• Provide clarity

• Build trust quickly

Why inbound selling works:

It upgrades warm leads into great customers.
Perfect for: Online businesses, content-driven brands, and companies with marketing teams.

Section 10: Which Sales Technique Is “Best”?

The Real Answer…

Each method is powerful, but their effectiveness depends on the situation.

Best for beginners:

SPIN Selling
because it teaches good questioning.

Best for competitive markets:

Challenger Sale
because it teaches insights and leadership.

Best for trust-based relationships:

Consultative Selling

Best for quick qualification:

BANT

Best for selling expensive products:

Value-Based Selling

Best for service-based offers:

Solution Selling

Best for relationship-style sales:

Sandler System

Best when customers already come to you:

Inbound Selling

Section 11: How to Combine These Techniques (Pro-Level Skill)

Top salespeople mix techniques:

• Use SPIN questions during discovery

• Use Challenger insights when explaining value

• Use Solution Selling to match problems with outcomes

• Use Value Selling to explain ROI

• Use Sandler techniques to guide the conversation

• Use BANT to qualify the lead

• Use Inbound Selling if they reached out first

You don’t need to choose one — you build your own style by blending the best parts.

Section 12: How to Practice These Techniques (Beginner-Friendly Exercises)

Try these simple exercises to improve:

1. Roleplay SPIN questions with a friend

Start with Situation → Problem → Implication → Need-Payoff.

2. Practice a Challenger-style “insight”

Share a surprising fact related to your product.

3. Write a Solution Selling pitch

Connect the customer’s problem → your solution → the result.

4. Use BANT to qualify a hypothetical lead

Create questions for budget, authority, need, and timeline.

5. Do a mock Sandler conversation

Where you ask 80% of the questions.

Each rep builds your skill and confidence.

Section 13: Final Thoughts — The Best Technique Is the One That Helps the Customer Most

Sales isn’t about pressure or tricks.
It’s about clarity, understanding, guidance, and trust.

The best salespeople:

• Ask great questions

• Listen deeply

• Understand the customer

• Explain the solution clearly

• Provide value

• Build long-term relationships

Pick one technique to start with — SPIN is great for almost everyone — and keep leveling up from there.