SPIN Selling

Book 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.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Preface
  6. 1. Sales Behavior and Sales Success
    1. Success in the Larger Sale
    2. The Major Sale
    3. The Four Stages of a Sales Call
    4. Questions and Success
  7. 2. Obtaining Commitment: Closing the Sale
    1. What Is Closing?
    2. The Consensus on Closing
    3. Starting the Research
    4. Initial Research
    5. The Photo-Store Study
    6. Closing and Client Sophistication
    7. Closing and Post-Sale Satisfaction
    8. Why Is the Rest of the Army Out of Step?
    9. Obtaining the Right Commitment
    10. Obtaining Commitment: Four Successful Actions
  8. 3. Customer Needs in the Major Sale
    1. Different Needs in Small Sales and Large
    2. How Needs Develop
    3. Implied and Explicit Needs
    4. Buying Signals in the Major Sale
  9. 4. The SPIN Strategy
    1. Situation Questions
    2. Problem Questions
    3. Implication Questions
    4. Need-payoff Questions
    5. The Difference between Implication and Need-payoff Questions
    6. Back to Open and Closed Questions
    7. The SPIN Model
    8. How to Use SPIN Questions
  10. 5. Giving Benefits in Major Sales
    1. Features and Benefits: The Classic Ways to Demonstrate Capability
    2. The Relative Impacts of Features, Advantages, and Benefits
    3. Selling New Products
    4. Demonstrating Capability Effectively
  11. 6. Preventing Objections
    1. Features and Price Concerns
    2. Advantages and Objections
    3. Benefits and Support/Approval
  12. 7. Preliminaries: Opening the Call
    1. First Impressions
    2. Conventional Openings
    3. A Framework for Opening the Call
  13. 8. Turning Theory into Practice
    1. The Four Golden Rules for Learning Skills
    2. A Summary of the Call Stages
    3. A Strategy for Learning the SPIN Behaviors
    4. A Final Word
  14. Appendix A. Evaluating the SPIN Model
    1. Correlations and Causes
    2. Is Proof Possible?
    3. Enter Motorola Canada
    4. A New Evaluation Test
    5. Final Thoughts on Evaluation
  15. Appendix B. Closing-Attitude Scale
    1. Calculate Your Score
    2. What Do the Scores Mean?
  16. Index

Product information

  • Title: SPIN Selling
  • Author(s): Neil Rackham
  • Release date: May 1988
  • Publisher(s): McGraw-Hill
  • ISBN: 9781260027099