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Spin Selling Hardcover – 1988


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Product details

  • Hardcover
  • Publisher: McGraw-Hill (1988)
  • Language: English
  • ISBN-10: 0070511136
  • ISBN-13: 978-0070511132
  • Product Dimensions: 16 x 2 x 23.6 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (33 customer reviews)
  • Amazon Bestsellers Rank: 71,203 in Books (See Top 100 in Books)

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Product Description

Spin Selling Based on the largest research project ever undertaken in the field--over 35,000 sales calls over 12 years--S.P.I.N. Selling shows why major sales require a new and different set of skills from those that have always been used for small sales. Full description

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First Sentence
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

4.6 out of 5 stars
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Most Helpful Customer Reviews

39 of 40 people found the following review helpful By Edward Mclean on 27 April 2006
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.
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27 of 28 people found the following review helpful By C. M. Perkins on 27 July 2003
Format: Paperback Verified Purchase
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.
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4 of 4 people found the following review helpful By Gavin Ingham on 18 Feb 2006
Format: Paperback
SPIN Selling was based on research done by Neil Rackham on thousands of salespeople in several countries over an extensive period of time. The results of the research provided an insight into how the best salespeople operate. Like the discovery of NLP in the 1970's then SPIN techniques were already being used in the field, they just hadn't been broken down and named so they weren't being taught as such.

Even before SPIN most salespeople knew that they ought to ask questions and listen more ("Two ears, one mouth"!) but many perhaps did not know where to go with their questions to get the most effective results. Rackham for example explains how after speaking with many decision makers he discovered that simple Situation based questions can turn a decision maker off as they feel that they are educating the salesperson. Previously most salespeople may well have believed that these were building rapport!

In the SPIN methodology Rackham outlines how the salesperson should progress from Situation questions to Problem questions to Implication questions to Needs questions. This method is well explained and easily executable by someone with reasonable intelligence and a commitment to practising the techniques. The material will need tailoring for the individual and the industry however this would be expected with any methodology aimed at salespeople in general. Purchasing the SPIN Selling Fieldbook at the same time is worthwhile and will certainly help you to do this as it gets you to create your own questions and is full of tests and checks to ensure that you really have understoood the concepts and can apply them.
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