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SPIN Selling Hardcover – May 22 1988

4.5 out of 5 stars 59 customer reviews

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  • SPIN Selling
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  • Little Red Book of Selling: 12.5 Principles of Sales Greatness
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Product Details

  • Hardcover: 216 pages
  • Publisher: McGraw-Hill Education; 1 edition (May 22 1988)
  • Language: English
  • ISBN-10: 0070511136
  • ISBN-13: 978-0070511132
  • Product Dimensions: 16 x 1.7 x 23.6 cm
  • Shipping Weight: 458 g
  • Average Customer Review: 4.5 out of 5 stars 59 customer reviews
  • Amazon Bestsellers Rank: #1,994 in Books (See Top 100 in Books)
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Product Description

Review

"Essential for everyone involved in selling or managing the sales function." -- Journal Of Marketing Management --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

"This book should be essential reading for everyone involved in selling or managing the sales function -- a welcome, well-researched treatise on selling"
--Journal of Marketing Management

"The first book to specifically examine the major sale -- the high value product or service -- by researching the successful sales calls as they happen in the field."
--Industry & Commerce

"This book is the result of over $1 million of extensive and painstaking research. It breaks new ground and cannot be ignored by anyone who is committed to selling as a profession."
--Sales Techniques

"The revolutionary findings, published here for the first time, will overturn a whole collection of hitherto accepted assumptions. The book also provides a set of simple and practical techniques (known as SPIN) which have already been tried in many leading companies, resulting in a dramatic increase in sales."
--Business Executive

"This is an interesting, lively, and readable treatment of the process by which major sales are closed. Like In Search of Excellence, the material has a curiously inspirational quality which is particularly compelling."
--Business Graduate

"Almost anyone could learn something from this book. Essentially, it is about success, and without this, no sales organization can survive. Buy a copy. We are sure you will find it invaluable."
--Sales and Marketing Management

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Top Customer Reviews

Format: 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.
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Format: Hardcover
This is a classic sales book going back about 20 years. In that time, customers really haven't changed, people still think of Sales as a bipolar relationship whereby you're meant to be 'friendly' whilst taking advantage of the customer. Whether it's a product to a business (eg. HP high-end servers) or to a consumer (eg. Kobe's latest basketball shoes), or it's actually a service (like a travel agent, or an airline), the mindset should be the same: offer tremendous value, and make sure the price comes well below that value.

Okay, before I get too deep in the marketing speak. Here Value is 'all the ways you can make the customers life easier/better by using your product.' This is awesome if you can put a dollar value amount on it.

So that's it, and the salesman's job is to rattle off enough features that turn into (in the customer's mind) 'value', right? Nope. Actually the popular approach of just listing features (or reading them to the customer!) doesn't really work. It's like you're speaking Swedish, and you're expecting your prospect to be able to do the translation himself. He doesn't want to, he wants to talk to someone who will do the translation for him'either you or.. one of your competitors.

It turns out that features are only really interesting on very simple, low-end products. Cheap products or commodities rely on features to differentiate themselves (or, shall we say, de-commoditize themselves?). Do you want the red pen or the blue one? Should it be re-fillable? Does it have a comfortable rubberized grip? Ok. Done. These are decisions that you can make in a few seconds, and don't need to consult anyone over.

But if you have any success at all in sales, you'll want to move on to bigger and better products, where the commissions are nice and fat.
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Format: Hardcover
Unlike most developers of sales training, Neil Rackham methodically backs up his claims with in-depth research. To build the flexible, adaptable SPIN model, Rackham has observed and analyzed a large number of high dollar value sales made around the world. Rackham convincingly demonstrates that successful salespeople marketing high dollar value products and services do not rely on the sales tactics geared towards low dollar value sales that are traditionally taught to salespeople. Successful salespeople typically go through four stages that Rackham has identified as: preliminaries, investigating, demonstrating capability, and obtaining commitment.
1. In analyzing "Preliminaries", Rackham first warns salespeople that although first impressions count, they are less important that too many of them imagine. Furthermore, Rackham recommends that salespeople get down to business quickly and avoid talking about solutions too soon. Raising areas of personal interest with buyers can sound suspicious. Talking about the benefit of a solution before understanding buyer's needs and building value to satisfy these needs, can also be an invitation for trouble. Unfortunately, Rackham does not remind his audience enough that this approach to preliminaries, though perfectly appropriate in the American culture, can be perceived as offensive in others. Salespeople doing business abroad beware.
2. In looking at the critical "Investigating", Rackham advises that salespeople not only use situation questions and problem questions but also implication questions and need-payoff questions. Salespeople usually ask the first two types of questions to uncover implied needs unless their customers or prospects tell them upfront that they have an explicit need for a specific solution to their problem(s).
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Format: 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.
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