SPIN Selling

SITUATION∙ PROBLEM∙ IMPLICATION∙ NEED-PAYOFF

by Neil Rackham

Number of pages: 197

Publisher: McGraw-Hill

BBB Library: Sales and Marketing

ISBN: 978-0070511132



About the Author

Neil Rackham is an author, consultant and academic. His writing focuses on “consultative selling,” an approach he pioneered and documented in his book SPIN Selling.

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Editorial Review

In SPIN Selling, Rackham examines selling high-value product and services. By following the simple, practical, and easy-to-apply techniques of SPIN, you will be able to dramatically increase your 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?”

Book Reviews

“SPIN Selling is a book that teaches you to ask good questions that quickly expose the need while presenting your company as an attractive solution to that need. If you’re selling to corporate buyers, you should read this book immediately.” — The Personal MBA

“One of the most intuitive books on the market for selling. SPIN Selling explains the science behind consultative selling, or rather, presenting an offer to a potential client, based systematically on the clients pain-points, using a powerful questioning process.” — Leonidas Marketing Blog

“The benefits of SPIN are clearly outlined in Rackham’s book. In a large sale, where decisions are usually made over an extended period of time without the salesperson present, the SPIN process gives the customer the opportunity to rehearse for the inevitable challenge of selling the product internally. Because a SPIN sale is based on explicit needs, which cry out for action, it is easier for a salesperson to conclude a call with a concrete step forward. Finally, because the customer comes up with the benefits and identifies the value of the solution, objections are prevented rather than having to be ‘handled.’” — Crucible Bookii

“In an effort to learn more about selling and sales I picked up SPIN Selling by Neil Rackham and Bob Kalomeer. The book is a fantastic read as it brings a pragmatic, well researched approach to sales conversations that can be immediately applied, not just to sales but to everyday life and consulting as well.” — Henry Lawson

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Wisdom to Share

The classic theories of selling teach that the most effective method for opening sales calls is to find ways to relate to the buyer's personal interests and to make initial benefit statements. Our research shows that these opening methods may be effective in small sales but that they have a doubtful success record in larger sales.

Successful sellers concentrate on objection prevention, not on objection handling.

Obviously there are many ways to open the call, but the common factor for most of good openings is that they lead the customer to agree that you should ask questions.

If you find that your calls often run out of time, it's worth asking yourself whether you're getting down to business quickly enough.

One of the most common faults in selling is talking about your solutions and capabilities too early in the call; offering solutions too soon causes objections and greatly reduces the chances that the call succeed.

Ask yourself whether your call opening establishes that you should be asking the questions. If it doesn't establish this, change the way you open calls so that the customer accepts that you'll be asking some questions before you talk about the capabilities you can offer.