If you are in B2B selling of any description then this book will help. It is based on research and facts rather than adages and stories. The book explains how correct questioning can help you understand where you are in a sales cycle and how to drill down and define those elusive customer requirements. Once you have read the SPIN selling book I would also recommend the SPIN Selling Field Book - the follow up exercises in it will consolidate what you have read. Like all worthwhile achievements it takes a little practice so the exercises help you refine before you introduce this style with your real prospects/customers. Easy reading, interesting and useful. I also believes it complements the Strategic Selling and Conceptual Selling best sellers that encourage professional selling. Take the time to read these books!