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Major Account Sales Strategy Hardcover – January 1, 1989
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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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Top Customer Reviews
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.Read more ›
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.
If you're involved in major account sales, read it. I think you'll be glad you did.
[ Phil Pickman -
The Comdyn Group ]
Most Recent Customer Reviews
Great reading to understand all the stages of the sales process. Really good insights, examples and cases to reflect upon different scenarios. Read morePublished 4 months ago by Cristian Guajardo Garcia
Great strategies and practical, effective advice one engaging major accounts.Published 5 months ago by dixontj
Very good hands on book with practical tips to help regardless of your industry.Published 6 months ago by Fred Bartholomew
The demands of someone selling something that is not already in the mainstream and does not have established channels has not been met before until this work.Published 7 months ago by Daniel O. Strongin
A major sales book. Very deep in knowledge, maybe to be a second or third step in the path to acquire formal knowledge of sales. Read morePublished 9 months ago by Jordan Butler Llanos