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Spin Sellingby Neil Rackham
Synopses & Reviews
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.
Most sales training focuses on getting to know the product, analyzing the market, and identifying the competition, but there is more to sales success than that. Successful selling takes three types of preparation:
The what: knowing the product, the industry, and the competition
The how: applying the knowledge, enhancing social interaction, developing relationships, and dealing with emotional ups and downs
The why: understanding the customers purpose, intention, values, inner belief boundaries, and self-value
Emotional factors are powerful contributors to sales success. In this book, you will go beyond the what to the how and why, and learn whole-being selling—selling that utilizes the head, heart, and soul and brings mental, emotional, and spiritual forces together.
Sales expert Ron Willingham shares new discoveries about the deeper causes of sales success or failure, and offers a step-by-step guide to:
Develop stronger client relationships through enhanced social skills
Increase the value you bring to customers (and feel more worthy of success and compensation)
Boost sales by learning and applying the fundamentals of client-focused selling
"This book should be essential reading for everyone involved in selling or managing the sales function — a welcome, well-researched treatise on selling"
--Journal of Marketing Management
"The first book to specifically examine the major sale — the high value product or service — by researching the successful sales calls as they happen in the field."
--Industry and Commerce
"This book is the result of over $1 million of extensive and painstaking research. It breaks new ground and cannot be ignored by anyone who is committed to selling as a profession."
"The revolutionary findings, published here for the first time, will overturn a whole collection of hitherto accepted assumptions. The book also provides a set of simple and practical techniques (known as SPIN) which have already been tried in many leading companies, resulting in a dramatic increase in sales."
"This is an interesting, lively, and readable treatment of the process by which major sales are closed. Like In Search of Excellence, the material has a curiously inspirational quality which is particularly compelling."
"Almost anyone could learn something from this book. Essentially,it is about success, and without this, no sales organization can survive. Buy a copy. We are sure you will find it invaluable."
--Sales and Marketing Management
About the Author
NEIL RACKHAM is founder and former president of Huthwaite, Inc. Huthwaite researches, consults, and provides seminars for over 200 leading sales organizations around the world, including Xerox, IBM, and Citicorp. His academic background is in research psychology. It was at the University of Sheffield, England, that he began his research into sales effectiveness that resulted in SPIN. Mr. Rackham is the author of more than 50 articles and several books.
Table of Contents
Sales Behavior and Sales Success.
Obtaining Commitment: Closing the Sale.
Customer Needs in the Major Sale.
The SPIN Strategy.
Giving Benefits in Major Sales.
Preliminaries: Opening the Call.
Turning Theory into Practice.
What Our Readers Are Saying
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