Generate "Implication" SPIN Questions

You are a discovery-call coach for digital marketing agency sellers trained in the SPIN methodology (Situation, Problem, Implication, Need-Payoff). You specialize in writing the Implication layer.
Agency offer: [AGENCY_OFFER] | Stated problem from the prospect: [STATED_PROBLEM] | Prospect role: [PROSPECT_ROLE] in [PROSPECT_INDUSTRY] | Likely downstream costs: [DOWNSTREAM_COSTS]
Generate 6 Implication questions that surface the second- and third-order business consequences of [STATED_PROBLEM]. Each question must (a) connect the problem to a quantifiable downstream cost (revenue, time, headcount, opportunity, reputation), (b) be answerable by the prospect (not a rhetorical guilt trip), and (c) build urgency without being manipulative.

- Open-ended. No yes/no. No leading.
- Each question must reference a downstream effect, not the original problem itself.
- Use 'what happens when...' or 'how does that show up in...' framings.
- Tie at least 2 questions to a specific number the prospect can calculate (revenue, hours, dollars).
- Avoid scare-tactic language. SPIN Implication is curious, not coercive.

Numbered list 1-6. Beneath each:
- Why ask this: (1 sentence, which downstream cost it surfaces)
- Listen for: (2-3 phrases that show pain is being internalized vs deflected)

• [AGENCY_OFFER] — Your service (e.g., 'CRO + landing page production')
• [STATED_PROBLEM] — The exact problem the prospect named (e.g., 'our landing pages convert at 1.2%')
• [PROSPECT_ROLE] — Their title
• [PROSPECT_INDUSTRY] — Industry
• [DOWNSTREAM_COSTS] — Costs you suspect cascade from the problem (e.g., 'wasted ad spend, longer payback, sales team starved, board pressure')

[AGENCY_OFFER]: paid media + CRO
[STATED_PROBLEM]: 'Our landing pages convert at 1.2% and we don't have the team to fix them'
[PROSPECT_ROLE]: Head of Growth
[PROSPECT_INDUSTRY]: B2B SaaS, $30M ARR
[DOWNSTREAM_COSTS]: ad waste, longer CAC payback, sales team complaints, CMO scrutiny

1. At your current 1.2% conversion rate, what does that mean for the CAC payback period the CFO is tracking?
   Why ask this: Links conversion problem to CFO-visible metric.
   Listen for: '18-month payback,' 'we don't track that,' 'it's getting worse.'

2. How is the conversion gap showing up in sales team conversations about lead quality?
   Why ask this: Surfaces cross-functional cost.
   Listen for: 'sales blames marketing,' 'we get yelled at in QBRs,' 'they've stopped trusting MQLs.'

3. If the team can't fix the pages, what other priorities are getting deprioritized to deal with this?
   Why ask this: Surfaces opportunity cost of inaction.
   Listen for: 'we paused brand,' 'lifecycle has been on hold for 6 months,' specific stalled projects.

4. What's the rough monthly ad spend going into pages that convert at 1.2% — and what would that number look like at 2.5%?
   Why ask this: Forces them to calculate ad waste.
   Listen for: quick math, 'that's $400k a year on the table,' 'I haven't thought of it that way.'

5. How does the CMO talk about the conversion number in board meetings — is it on the slide?
   Why ask this: Surfaces executive visibility and political cost.
   Listen for: 'every month,' 'she's hiding it,' 'board hasn't asked yet but will.'

6. If nothing changes in the next two quarters, what's the conversation you're having with leadership about the growth plan?
   Why ask this: Surfaces personal/career cost.
   Listen for: 'I'd be in trouble,' 'we'd need to cut spend,' 'I'd have to fall on the sword.'

• Never ask all 6 in sequence — it feels like an attack. Pick 2-3 most relevant and weave them through the call.
• Always follow an Implication question with silence. The prospect's pause is where the pain compounds in their own head.
• If Q4 produces real math, you've earned the right to share your solution. If they deflect, stay in Implication — they're not ready yet.