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.
“A great read on the art of selling and what it takes to be successful. I highly recommend this book for anyone interested in increasing their success.” —Jerry Colangelo, CEO of USA Basketball and former owner of the Phoenix Suns and Arizona Diamondbacks
“No one knows the heart, head, and soul of selling as well as Ron Willingham. Authenticity is how everyone should approach selling today. I love the book.” —Pat Sullivan, CEO of Contatta, founder of ACT! and SalesLogix, and pioneer of CRM systems
“In an era when trust is so fragile, the professional sales person must be able to sell with both heart and head—demonstrating both vulnerability and competence. A well-balanced combination of EQ and IQ is the formula for success in todays world of sales. Ron Willingham puts theory into practical terms in his latest insightful masterpiece. Read it, study it, and apply it for your successful journey into mega-sales.” —Jeff Hughes, CEO of GAMA International
Based on the largest research project ever undertaken in the field--over 35,000 sales calls over 12 years--S.P.I.N. Selling shows why major sales require a new and different set of skills from those that have always been used for small sales.
"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
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 sellingselling 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
About the Author
is the author of 11 books, and more than 20 training courses that have been conducted in 130 nations, with more than 1.5 million graduates. In the early 1980s, his Integrity Selling course was the first to combine client-focused, needs-based selling concepts aimed at creating actual behavior change. He was the first chairperson of the National Speakers Associations Sales Trainers Group. After entering the training and development field in the mid-1960s, he worked with great thinkers in the human potential field including Dr. Maxwell Maltz, author of the bestselling book Psycho-Cybernetics
, and W. Clement Stone, author with Napoleon Hill of Success Through a Positive Mental Attitude.
His unique Authentic Salesperson course, upon which this book is based, was launched in 2011
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.