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

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Using the SPIN® Fieldbook

Overview

I grew up in the jungles of Borneo in what’s now Eastern Malaysia. My father was setting up schools in rural areas where education was unknown. I remember going up river with him to a newly opened country school to deliver notebooks for the students to write in. When we came back a month later, there, untouched on the teacher’s table, were the notebooks we had left. The teacher explained to us, “These books are much too nice to spoil with children’s scribbles. I shall wait until they grow up and leave school. Then I’ll give them the notebooks.” It sounded logical enough to an 8-year-old like me. Books ...