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The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources

Book Description

Put into practice today's winning strategy for achieving success in high-end sales!

The SPIN Selling Fieldbook is your guide to the method that has revolutionized big-ticket sales in the United States and globally. It's the method being used by one-half of all Fortune 500 companies to train their sales forces, and here's the interactive, hands-on field book that provides the practical tools you need to put this revolutionary method into action­­immediately. The SPIN Selling Fieldbook includes:

  • Individual diagnostic exercises
  • Illustrative case studies from leading companies
  • Practical planning suggestions
  • Provocative questionnaires
  • Practice sessions to prepare you for dealing with challenging selling situations

Written by the pioneering author of the original bestseller, SPIN Selling, this book is aimed at making implementation easy for companies that have not yet established SPIN techniques. It will also enable companies that are already using the method to reinforce SPIN methods in the field and in coaching sessions.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Introduction
  6. 1 Using the SPIN® Fieldbook
    1. Overview
      1. Why a “Fieldbook?”
      2. The SPIN® Model
      3. Getting the Most from This Fieldbook
  7. 2 Instant SPIN® Model
    1. About This Chapter
      1. The Origin of the SPIN® Model
      2. Basic Findings
      3. Situation Questions
      4. Problem Questions
      5. Implication Questions
      6. Need-payoff Questions
    2. Final Points on the SPIN® Model
  8. 3 Check It Out!
  9. 4 Four Stages of a Sales Call
    1. Overview
    2. The Most Important Stage in a Sale
      1. Questions, Questions, All Kinds of Questions
      2. Why the Investigating Stage Is So Important
    3. Opening the Call
      1. Don’t Introduce Your Solition Too Soon!
      2. The Purpose of Opening
      3. Opening Your Calls Effectively
    4. The SPIN® Questions and the Investigating Stage
    5. Demonstrating Capability
    6. Obtaining Commitment
      1. Obtaining the RIGHT Commitment
      2. Call Outcomes
      3. Planning Advances
  10. 5 Putting SPIN® to Work
    1. The Good News and the Bad News
      1. The Good News
      2. The Bad News
    2. The #1 Lesson—Planning
      1. Problem Solving Orientation
      2. Try It Out
      3. Your Turn
      4. Having the Right Mind Set
      5. A Simple Experiment
  11. 6 Focusing on Buyer Needs
    1. Overview
    2. How Needs Develop
    3. Developing Buyer Needs
    4. The Value Equation
    5. The Value Equation and the Larger Sale
    6. Making the Value Equation Work for Your Kind of Sale
    7. Beyond the Basics—Buyer Needs
      1. Strategies for Developing Needs Across Several Functions
      2. Sales May Start with an Explicit Need
  12. 7 Situation Questions
    1. Overview
    2. Using Situation Questions Effectively
    3. Selecting Appropriate Situation Questions
      1. Planning Situation Questions
    4. Phrasing Your Situation Questions
      1. Linking Your Questions
    5. When to Ask Situation Questions
      1. Low-Risk Situation Questions
      2. High-Risk Situation Questions
    6. Beyond the Basics—Situation Questions
      1. You Don’t Have to Use the SPIN® Questions in a Rigid Sequence
      2. Asking Smart Questions Is Better Than Show and Tell
      3. Gaining Time to Think
  13. 8 Problem Questions
    1. Overview
    2. Using Problem Questions Effectively
    3. Could Problem Questions Turn off the Buyer?
      1. What Buyers Actually Say
    4. When to Ask or Not Ask Problem Questions
    5. Assessing High Risks in Your Own Cases
    6. Putting Problem Questions to Work
    7. What Problems Do Your Products or Services Solve?
    8. Beyond the Basics—Problem Questions
      1. Use Follow-up Problem Questions
      2. Uncover Several Problems before Delving into Implications
      3. Try Seeing the Problem from Different Functional Perspectives
  14. 9 Implication Questions
    1. Overview
    2. Using Implication Questions Effectively
    3. What Goes into Good Implication Questions?
    4. You Already Know How to Use Implication Questions
      1. Background
      2. Your Task
    5. How Implication Questions Work
    6. Did You Notice?
    7. Planning Implication Questions
    8. Four Steps for Planning Effective Implication Questions
    9. How to Phrase Effective Implication Questions
    10. Implication Questions and the Complex Sale
    11. When to Ask Implication Questions and When to Avoid Them
    12. Low-Risk Implication Questions
    13. High-Risk Implication Questions
    14. Beyond the Basics—Implication Questions
      1. Ask Implication Questions as Much to Understand as to Persuade
      2. Implication Questions Can Link Various Departmental Problems into One Serious Company Problem
  15. 10 Need-payoff Questions
    1. Overview
    2. Using Need-payoff Questions Effectively
      1. How Need-payoff Questions Help You Sell
    3. Try Out the ICE Model
    4. How NOT to Ask Need-payoff Questions
      1. Helping Buyers Understand the Payoff of Your Solution
    5. Need-payoff Questions and the Complex Sale
      1. There Are No Perfect Solutions in a Complex Sale
    6. Need-payoff Questions Reduce Objections
    7. When to Ask Need-payoff Questions and When to Avoid Them
      1. Low-Risk Need-payoff Questions
      2. High-Risk Need-payoff Questions
    8. How to Phrase Effective Need-payoff Questions
    9. Beyond the Basics—Need-payoff Questions
      1. Need-payoff Questions Help Rehearse Internal Sponsors to Sell for You
  16. 11 Demonstrating Capability
    1. Overview
    2. Features, Advantages, and Benefits
    3. Advantages
    4. Defining Benefits
    5. True Benefits
    6. How Features, Advantages, and Benefits Affect Buyers
    7. Preventing Objections vs. Handling Objections
    8. Handling Value Objections
    9. Tipping the Value Equation toward a Buy Decision
    10. Benefits Meet Explicit Needs
    11. Stating Benefits
    12. Beyond the Basics—Demonstrating Capability
    13. Strategies for Handling Capability/Can’t Objections
    14. Strategies for Handling Capability/Can Objections
    15. Launching New Products or Services
  17. 12 Sharpening Your Skills
    1. What to Expect
    2. Get on the Buyer’s Side of the Table
      1. Shift from Persuading to Understanding
      2. Shift from a Product Focus to a Buyer Focus
    3. Invest in Planning
    4. Plan Your Calls
    5. How to Use the SPIN® Call Plan Form
    6. Give Yourself a Periodic Checkup
    7. Assessing the Call
    8. Analyze One of Your Own Calls
    9. Interpreting Your SPIN® Checkup
  18. 13 Getting Help and Helping Others
    1. Coaching from a Mentor
    2. Two-Way Coaching
      1. Help from Outside Organizations
  19. SPIN® Forms
  20. Index
  21. About the Author