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SPIN Selling Hardcover – May 1, 1988

ISBN-13: 978-0070511132 ISBN-10: 0070511136 Edition: 1st

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Product Details

  • Hardcover: 197 pages
  • Publisher: McGraw-Hill; 1st edition (May 1, 1988)
  • Language: English
  • ISBN-10: 0070511136
  • ISBN-13: 978-0070511132
  • Product Dimensions: 9.1 x 6.1 x 0.8 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (205 customer reviews)
  • Amazon Best Sellers Rank: #2,476 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Essential for everyone involved in selling or managing the sales function." -- Journal Of Marketing Management --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

"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 & 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."
--Sales Techniques

"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."
--Business Executive

"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."
--Business Graduate

"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


More 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.

Customer Reviews

A very good and interesting book and very easy to read.
A. W. Tulp
Surprisingly, this will actually shorten the selling cycle and will result in better long-term customer relationships.
Carey Winters
Easily, one of the best books I've ever read on the subject of sales.
Ryan Hamaker

Most Helpful Customer Reviews

203 of 214 people found the following review helpful By A Customer on November 8, 1997
Format: Hardcover
I am a corporate sales professional. That means that I don't do "hit and run," one-time sales. Tom Hopkins and Zig Ziglar offer great tactics for those kind of salespeople, but they don't work for me.
Neil Rackham has hit one out of the park with Spin Selling. Turning everything I "thought" I knew about closing on its head, he provides the power tools for making the most of a sales call. The most important concept here is that you, as a sales rep. are not there when the real decisions get made. Therefore, you must arm your prospects with the tools to represent your company well in your absence.

Rackham does not disappoint. You will get all the tools you need to prepare your prospect to close the sale for you from this book. I give all of my salespeople Strategic Selling by Miller, Heiman, et. al. and Spin Selling as the ultimate combination of strategic and tactical approaches to corporate selling.

Stop throwing commissions away. If you consider yourself a true corporate sales professional, you have no business ignoring this book.
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184 of 197 people found the following review helpful By Jason Massey on May 26, 2000
Format: Hardcover
My bachelor's degree is in Computer Science, and I'm preparing to start my MBA studies within a year. I hope to start my own business one day and I knew I needed to generate revenues. But there was only one problem...
...I had no idea how to sell professionally.
I had already read a few books by Tom Hopkins, but felt he was targeting used-car salesmen types. It seems as though Hopkins' techniques relied on "closing" gimmicks when it came down to it. (I must say I did learn some good principles from Hopkins, but his gimmicky style is not for me.)
I was instantly attracted to SPIN SELLING when I saw that (1) it was based on extensive research, and (2) it dealt primarily with the large sale. Since I want to start my own corporation after my MBA, and want to have Fortune-500 companies as my customers, I realized SPIN SELLING was for me.
SPIN SELLING is simply a great handbook on large-sale tactics. Rackham shows how the "closing techniques" used in smaller sales severely damage the success of large sales. He then introduces the SPIN model (Situation, Problem, Implication, and Need-payoff).
Although before reading the book I never considered myself a "salesman", I realized afterwards that I was already using Rackham's techniques in other areas of my life -- and having a great deal of success. For example, as a professional IT consultant, I was using (unbeknownst to me) these tactics to legitimately perpetuate my client billings.
Selling is essentially obtaining another person's commitment. Commitments that deal with the purchase of good or services is only one type of commitment. Thus, you can use these tactics/techniques any time you're wanting to obtain another person's commitment.
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78 of 83 people found the following review helpful By A Customer on September 6, 2000
Format: Hardcover
Neil Rackham writes a book that summarizes the ground-shaking discoveries of his Company, Huthwaite. The Whole purpose of their research which lasted for a good Number of years was to discover what certain behaviors on the salesman's part helped In creating a successful purchase in the Major-Account sale, in which the item for Sale was usually expensive and requires a long after-sales relationship between buyer And seller.
Mr. Rackham turns the conventional sales knowledge upside-down and he does so very convincingly. He divides the sale into 4 phases; The Preliminaries, Investigating, Demonstrating Capability and Obtaining Commitment. He lays great emphasis in The Investigation phase, and it is in this phase that the SPIN Model comes into action.
SPIN is an acronym for the different types of questions that a seller must use in order to properly establish the last two phases of the sales call. Situation questions are simple straightforward questions about the buyer's company and current situation they are general questions that basically aim to establish context for the next questions. Problem questions are those which aim to pinpoint the exact problems of the buyer so that it becomes easier to uncover his implied needs. Implication questions take us a step further into examining the consequences of the buyers problem more closely and trying to make him more acutely aware of their ramifications so that we can start asking Need-Payoff questions which basically deal with the value and utility that the buyer perceives in a solution. The Need-Payoff questions lead to the development of Explicit need in which the buyer Has been led to clearly understand the context of his exact need to fix a particular Problem.
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72 of 78 people found the following review helpful By M. Laznik on February 18, 2007
Format: Paperback
Overall Impression of this Book

At 192 pages--47 of these in the appendices--the book is short and a quick and easy read. It does make useful distinctions between small and large sales and the differences in approach that should be used for each. The SPIN method of questioning makes logical sense and is a technique that can be applied to other forms of selling, such as landing a job or selling an idea to a group of coworkers or friends. Overall this book presented a convincing way to be successful in large sales. The one drawback is that the book claims that the SPIN technique is validated by studies of over 35,000 sales calls. The book's presentation of the data is less than convincing and incomplete. Bar diagrams are too simplistic and do not present significant amounts of underlying data, explanation of collection methods, or statistical measurements. The skeptic will likely have less confidence in the book as a result, doubting the usefulness of the information.

Chapter One: Sales Behavior and Sales Success

Selling cycle can be divided into five segments: the opening, investigating needs, giving benefits, objection handling and closing. (The four stages of a sales call are preliminaries, investigating, demonstrating capability and obtaining commitment.)

The author makes a distinction between effective sales methods depending on size of sale, small versus large.

In his research, the opening is perhaps effective in small sales, but not for larger ones. Investigating needs is the most important component of selling, for large sales. For small sales it is much less important. Giving benefits works well once needs are uncovered, but benefits are defined in a very particular way.
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