SPIN Selling

Missing cover and copyright page.--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.ContentsPrefaceSales Behavior and Sales SuccessSuccess in the Larger SaleThe Major SaleThe Four Stages of a Sales CallQuestions and SuccessObtaining Commitment: Closing the SaleWhat Is Closing?The Consensus on ClosingStarting the ResearchInitial ResearchThe Photo-Store StudyClosing and Client SophisticationClosing and Post-Sale SatisfactionWhy Is the Rest of the Army Out of Step?Obtaining the Right CommitmentObtaining Commitment: Four Successful ActionsCustomer Needs in the Major SaleDifferent Needs in Small Sales and LargeHow Needs DevelopImplied and Explicit NeedsBuying Signals in the Major SaleThe SPIN StrategySituation QuestionsProblem QuestionsImplication QuestionsNeed-payoff QuestionsThe Difference between Implication and Need-payoff QuestionsBack to Open and Closed QuestionsThe SPIN ModelHow to Use SPIN QuestionsGiving Benefits in Major SalesFeatures and Benefits: The Classic Ways to Demonstrate CapabilityThe Relative Impacts of Features, Advantages, and BenefitsSelling New ProductsDemonstrating Capability EffectivelyPreventing ObjectionsFeatures and Price ConcernsAdvantages and ObjectionsBenefits and Support/ApprovalPreliminaries: Opening the CallFirst ImpressionsConventional OpeningsA Framework for Opening the CallTurning Theory into PracticeThe Four Golden Rules for Learning SkillsA Summary of the Call StagesA Strategy for Learning the SPIN BehaviorsA Final WordAppendix A. Evaluating the SPIN ModelCorrelations and CausesIs Proof Possible?Enter Motorola CanadaA New Evaluation TestFinal Thoughts on EvaluationAppendix B. Closing-Attitude ScaleCalculate Your ScoreWhat Do the Scores Mean?Index