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Product Description
Journal Of Marketing Management
Product Description
The international bestseller that revolutionized high-end selling!
Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is essential reading for anyone involved in selling or managing a sales force. Unquestionably the best-documented account of sales success ever collected and the result of the Huthwaite corporation's massive 12-year, $1-million dollar research into effective sales performance, this groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) strategy.
In SPIN Selling, Rackham, who has advised leading companies such as IBM and Honeywell delivers the first book to specifically examine selling high-value product and services. By following the simple, practical, and easy-to-apply techniques of SPIN, readers will be able to dramatically increase their sales volume from major accounts. Rackham answers key questions such as “What makes success in major sales” and “Why do techniques like closing work in small sales but fail in larger ones?”
You will learn why traditional sales methods which were developed for small consumer sales, just won't work for large sales and why conventional selling methods are doomed to fail in major sales. Packed with real-world examples, illuminating graphics, and informative case studies - and backed by hard research data - SPIN Selling is the million-dollar key to understanding and producing record-breaking high-end sales performance.
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
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
4.0 out of 5 stars
great, but hard to read,
By
This review is from: SPIN Selling (Hardcover)
written in a textbook style, so not necessarily an easy read. however, a usefull source but takes some practice, so id deffinitelly recomend buying a handbook as well. please keep in mind that this book deals with large sales, although it can be easilly applied to smaller sale
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Best Sales Book,
By
This review is from: SPIN Selling (Hardcover)
As a professional salesperson, sales manager, and CEO with over 25 years of experience and previously one of the top 5% of salespeople in a Fortune 500 corporation, I have attended practically every sales seminar offered and read every book that I could get my hands on. This book is a classic. It is the best book written for salespeople that have to sell a concept that is more complex than an impulse item. I use it for training all our new sales people and highly recommend it.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
A convincing Model on how to handle the Mjor-Account Sale,
By A Customer
This review is from: SPIN Selling (Hardcover)
Neil Rackham writes a book that summarizes the ground-shaking discoveries of his Company, Huthwaite. The Whole purpose of their research which lasted for a good Number of years was to discover what certain behaviors on the salesman's part helped In creating a successful purchase in the Major-Account sale, in which the item for Sale was usually expensive and requires a long after-sales relationship between buyer And seller.Mr. Rackham turns the conventional sales knowledge upside-down and he does so very convincingly. He divides the sale into 4 phases; The Preliminaries, Investigating, Demonstrating Capability and Obtaining Commitment. He lays great emphasis in The Investigation phase, and it is in this phase that the SPIN Model comes into action. SPIN is an acronym for the different types of questions that a seller must use in order to properly establish the last two phases of the sales call. Situation questions are simple straightforward questions about the buyer's company and current situation they are general questions that basically aim to establish context for the next questions. Problem questions are those which aim to pinpoint the exact problems of the buyer so that it becomes easier to uncover his implied needs. Implication questions take us a step further into examining the consequences of the buyers problem more closely and trying to make him more acutely aware of their ramifications so that we can start asking Need-Payoff questions which basically deal with the value and utility that the buyer perceives in a solution. The Need-Payoff questions lead to the development of Explicit need in which the buyer Has been led to clearly understand the context of his exact need to fix a particular Problem. Only after the SPIN questions have been successfully used to define Those explicit needs can a seller start demonstrating capability. With knowledge Of the needs of the buyer the seller can therefore more easily demonstrate solutions Which satisfy those explicit needs, i.e. the benefits of the product or service. Mr. Rackham describes the different phase in the different chapters of his book and provides very useful information to discredit many misconceptions that have long Been held holy by salesmen, such as the importance of closing, the true meaning of Benefit as opposed to advantage and feature, the relative value of openings and first Impressions and most of all the value of the investigating phase. An Essential book if you have anything to do with Sales.
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