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Major Account Sales Strategy Hardcover – January 1, 1989

4.8 out of 5 stars 36 customer reviews

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About the Author

Neil Rackham is founder and former president of Huthwaite, Inc. Huthwaite researches, consults, and provides seminars for more than 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. Rackham is the author of more than 50 articles and several books.

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Product Details

  • Hardcover: 240 pages
  • Publisher: McGraw-Hill Education; 1 edition (January 1, 1989)
  • Language: English
  • ISBN-10: 0070511144
  • ISBN-13: 978-0070511149
  • Product Dimensions: 6.4 x 0.9 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #43,209 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Serge J. Van Steenkiste on May 1, 2002
Format: Hardcover
Unlike most developers of major account sales strategy, Neil Rackham methodically backs up his analysis of the buyer circle with in-depth research. To develop his major account sales strategy, Rackham has observed and analyzed a large number of high dollar value sales made around the world. Rackham convincingly shows that effective selling strategy is built on a thorough understanding of customers and the concerns they can have at each phase of a sale. Mastering that strategy, of course, requires, a lot of hard work and practice from salespersons determined to make the difference at the end of the day. Rackham successively reviews these phases that he has identified as: account entry strategy, recognition of needs, evaluation of options, resolution of concerns, sales negotiation, as well as implementation and account development.
1. In analyzing "Account Entry Strategy", Rackham successively explores the focus of receptivity, the focus of dissatisfaction, and the focus of power as well as the pitfalls associated with them. Because coaching, in our culture, has a positive connotation, few professionals will turn down the chance to demonstrate to a fellow professional their expertise and the usefulness of their connections. For that reason, successful salespeople identify, nurture, and leverage their sponsor(s) to ultimately get access to the different buying influences. Because of possible shifts in the account on the buyer side, Rackham rightly recommends that no salesperson rely on only one individual to penetrate an account. Rackham also reminds his audience about the critical importance of uncovering implied needs to turn them into expressed needs.
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Format: Hardcover Verified Purchase
What are the focus of receptivity, the focus of dissatisfaction, and the focus of power? If you don't know, a set of nasty surprises awaits you as a sales person. As you seek entry into accounts to which you are expected to sell, you will find it's a cold, cold world out there, more than ever. Entering a new account and successfully turning it around can take forever--or a shorter time if you work smarter, not harder.

Neil Rackham's book deals head-on with the issues of breaking into and selling to accounts that are "negative"--that is to say, buying from your competitor. But you can find the chinks to work your way in and find mutual benefits. Chances are, there is dissatisfaction in some area--with a competitor, with a technology, with a situation. The knowledgeable sales person can find the dissatisfied parties and influence them to take action. The result--sales for you and an improved situation for them.

I found the book particularly good at identifying stages of the sale, in ways different from the traditional Xerox-style selling. For example, the stages are broken down into an implementation-resolution cycle, where, after needs are recognized, option are evaluated, concerns are met (objections, in old-speak) and finally a decision is made. You, as the salesperson, are shepherding the process with the decision makers and influencers through this cycle. So it pays to know where you are sitting in each stage of the cycle in order to present the right information to your client.

This book is not hard to understand, and is well-organized. If ound it interesting and valuable reading, and think it belongs on any the major account manager's bookshelf.
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Format: Hardcover
When told by my boss that I should read the book, I initially resisted. I bought it before the days of Amazon.com - it took about a month for the bookstore to order it and get it in stock. Then I went to the store and picked it up. Once I opened it up, I found it facinating. I read it in 2 days and still tell others involved in selling what a terrific book it is. Neil Rackham doesn't preach about what a genius in the art of selling he is. Instead he takes you on an interesting tour of some of his consulting work with field sales people. He describes what works and what doesn't, contradicting some "conventional wisdom" along the way.
If you're involved in major account sales, read it. I think you'll be glad you did.

[ Phil Pickman -
The Comdyn Group ]
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Format: Hardcover
This book is in my top 5 all time best written sales books ever. Neils approach is unique, it stands the test of time. He talks about the buyers cycle as it relates to the sellers process. They need to be in alignment...if not, you will not get the sale. This book is a must read for anyone selling. A good compliment to SPIN and really any value based selling methodology including ROI Selling.
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Format: Hardcover
An excellent book. It is a very useful guide for all people involved with major sales (managing or selling). Unlike many books regarding sales it can help improvement in the following areas : 1. Organise concepts regarding sales 2. Avoid Critical mistakes 3. Adapt pattern of bahavior to a most positive one (with regards to major sales) 4. Better understand buyers 5. Understand the difference between major - small value sales. I strongly recommend it.
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