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True or false? In selling high-value products or services: "closing" increases your chance of success; it is essential to describe the benefits of your product or service to the customer; objection handling is an important skill; and open questions are more effective than closed questions. All false, says Neil Rackham. He and his team studied more than 35,000 sales calls made by 10,000 sales people in 23 countries over 12 years. Their findings revealed that many of the methods developed for selling low-value goods just don't work for major sales. Rackham went on to introduce his SPIN-selling method, where SPIN describes the whole selling process - Situation questions, Problem questions, Implication questions, Need-payoff questions. SPIN-selling provides you with a set of simple and practical techniques which have been tried in many of today's leading companies with dramatic improvements to their sales performance.
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The V.P. of Sales met me at O'Hare airport and within minutes we were driving through the Chicago suburbs. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The V.P. of Sales met me at O'Hare airport and within minutes we were driving through the Chicago suburbs. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
31 of 32 people found the following review helpful
Format:Paperback
Originally published at the end of the Eighties, SPIN Selling details a questioning technique that prompts prospects to identify and explore the severity of business problems, and then understand how your solution would resolve their issues.
In contrast to the aggressive and combatitive approaches before it, SPIN Selling turned the sales call into a constructive experience for the prospect and greatly lowered the number of objections received by sales people. It was so effective that it became widely recognised as the Grandfather of all modern sales techniques.
This book can genuinely claim to be a classic sales text, though it is fair to say that newer methodologies, based on SPIN, have been developed that augment and extend the core of the SPIN model. For example, some newer methodologies offer an end-to-end guide to selling (e.g. how to generate and manage opportunities, understanding the prospect company structure, precall planning, predicting successful close probability, etc), all of which are extremely useful, but absent in "SPIN Selling". Furthermore, the business environment has change significantly since the publication of this book and therefore, some of the techniques suggested in this title require "tweaking" in order to be useful today.
If you are already familiar with consultative/solution selling techniques, then you will find little helpful content in "SPIN Selling" (as what you have already read/been trained in, will probably have stemmed from SPIN in the first place!) If you do not currently employ a question-based, problem solving approach to selling, then this book will unquestionably up your sales. However, a title like "New Solution Selling" (by Keith M Eades) would provide you with a similar approach that is better suited to the temperament of today's buyers, plus you would benefit significantly from a more complete methodology to guide your sales activities.
In contrast to the aggressive and combatitive approaches before it, SPIN Selling turned the sales call into a constructive experience for the prospect and greatly lowered the number of objections received by sales people. It was so effective that it became widely recognised as the Grandfather of all modern sales techniques.
This book can genuinely claim to be a classic sales text, though it is fair to say that newer methodologies, based on SPIN, have been developed that augment and extend the core of the SPIN model. For example, some newer methodologies offer an end-to-end guide to selling (e.g. how to generate and manage opportunities, understanding the prospect company structure, precall planning, predicting successful close probability, etc), all of which are extremely useful, but absent in "SPIN Selling". Furthermore, the business environment has change significantly since the publication of this book and therefore, some of the techniques suggested in this title require "tweaking" in order to be useful today.
If you are already familiar with consultative/solution selling techniques, then you will find little helpful content in "SPIN Selling" (as what you have already read/been trained in, will probably have stemmed from SPIN in the first place!) If you do not currently employ a question-based, problem solving approach to selling, then this book will unquestionably up your sales. However, a title like "New Solution Selling" (by Keith M Eades) would provide you with a similar approach that is better suited to the temperament of today's buyers, plus you would benefit significantly from a more complete methodology to guide your sales activities.
26 of 27 people found the following review helpful
Format:Paperback
What made this book unique for me, amongst dozens of other sales books in my collection, is that this is researched based - what Neil Rackham recommends has been proven to work by thousands of other salespeople.
For a psychologist, Rackham sounds like a pretty good salesperson himself, drawing on personal examples of how he has sold clients on research projects. However, the book presents the SPIN model as developed from observing thousands of sales calls in action. The results are convincing - success in major sales comes from following this model.
The SPIN techniques, which centre around a questioning model, go against a lot of coventional sales wisdom, but Rackham can demonstrate how and why his approach works. The book begins by differentiating large and small sales, which most other sales books and training programmes do not, then goes on to explain the research.
This leads to an explanation of the techniques and a great final chapter on 'Turning Theory into Practice'. In one sense, all you need to know from the research is that success largely depends on asking questions that uncover four areas: Situation, Problem, Implication and Need-payoff. But the book is worth so much more for everything else it contains.
For example, if you're in major sales, would you like to know the impact different methods of opening the call can have on the outcome? Or how about how your success rate will be affected by the number of times you ask for the order? What about how to sell benefits and overcome objections?
This all sounds like standard stuff, but the results the research came up with throw up surprising answers to all these questions. If you're in major sales and haven't read this book, there's a very good chance that you were trained in techniques that are actually HINDERING your ability to maximise your sales.
For that reason alone, buy this book and make sure you're not throwing away commission every time you make a call.
6 of 6 people found the following review helpful
Format:Audio CD
This work is just simply fantastic. The research that has been done by Huthwaite is second to none. If you are interested in larger sales this work explains a great deal and also helps put structure and reason behind the process for winning large scale sales. A fantastic work that has changed the way I approach selling. Highly recommended
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Most Recent Customer Reviews
gives you the correct fundamentals...
spin selling is the best book out there to help you become better at selling. it's a simple methodology to help the seller get more out of their conversations; through asking... Read more
Published 8 months ago by Gcrikey
A classic (and sales research based)
Sure, this is an older work regarding sales still it does a great job to point out the differences in approaches between large (complex) and small sales. Read more
Published 9 months ago by Caufrier Frederic
New Approach To Questioning in Sales
These CDs offer new (at least to someone with very little sales experience like myself) ideas for each stage of the selling process. Read more
Published 22 months ago by A. Hadzhidiev
Review of book purchase
The book arrived in good condition, as described and in a timely fashion. Very impressed
Published on 17 May 2010 by Mr. D. Batty
Really recommended
I'm new to sales, my background is engineering and statistics, and this book really hit the mark for me. Read more
Published on 20 Jan 2010 by T. Padgett
Highly recommended
A very well thought out analysis of the sales process. Vastly more useful that some of the "come on, get out there" nonsense that is associated with sales books.
Published on 30 Nov 2009 by James Clark
A Classic Text for Anyone involved in High-Value, Long Sales-Cycle...
Dating from the 1980s, Rackham's book can be considered as a classic for anyone involved in high-end, sophisticated deals that require long sales-cycles. Read more
Published on 5 May 2008 by R. Streeter
Worthwhile
SPIN-selling is definitely worth a read as although a little dated now the approach it describes is still valid in today's business climate
Published on 19 Nov 2007 by Roger Edward Jones
Review from a Sales Training expert for SPIN Selling
SPIN Selling was based on research done by Neil Rackham on thousands of salespeople in several countries over an extensive period of time. Read more
Published on 18 Feb 2006 by Gavin Ingham
Outdated
in the land of the blind, the one-eyed man is king...
For those few professional sales people who have yet to attend a structured sales training course I would certainly concur... Read more
Published on 9 Jan 2006 by "lepoisson2"
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