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Neil Rackham
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SPIN Selling Audio CD – Abridged, May 26, 2000

by Neil Rackham (Author), Bob Kalomeer (Narrator)
4.6 4.6 out of 5 stars 2,465 ratings
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How do some salespeople consistently outsell their competition? Why do closing techniques work in small sales but fail in larger ones? How can salespeople dramatically increase their sales volume from major accounts? If you're in sales--or if you manage a sales force--you need the SPIN strategy. Developed from 12 years of research into 35,000 sales calls, SPIN--Situation, Problem, Implication, Need-payoff--is already in use by many of the world's top sales forces. Now these revolutionary, easy-to-apply methods can be yours. With wit and authority, Neil Rackham explains why traditional sales models don't work for large sales. With supreme clarity, he unfolds the enormously successful SPIN strategy, using real-world examples and informative cases. You may find the techniques controversial; they often go against the grain of conventional sales training. In the end, the powerful evidence Rackham presents will convince and convert you.
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  1. Language
    English
  2. Publisher
    HighBridge Audio
  3. Publication date
    May 26, 2000
  4. Dimensions
    6.4 x 1.1 x 5.3 inches
  5. ISBN-10
    1565114205
  6. ISBN-13
    978-1565114203
  7. See all details
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Product details

  • Publisher ‏ : ‎ HighBridge Audio; Abridged edition (May 26, 2000)
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 1565114205
  • ISBN-13 ‏ : ‎ 978-1565114203
  • Item Weight ‏ : ‎ 6.4 ounces
  • Dimensions ‏ : ‎ 6.4 x 1.1 x 5.3 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 2,465 ratings

About the author

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Neil Rackham

Neil Rackham

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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.

Photo by Webstrategies (Own work) [CC BY-SA 4.0 (http://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons.

Customer reviews

4.6 out of 5 stars
2,465 global ratings

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Customers say

Customers find the book informative and useful for salespeople. They appreciate the insightful case studies and practical guidance provided by the research. The book provides a realistic view on improving sales strategies and techniques. It is easy to understand and provides specific techniques that salespeople can use. Customers find it an effective and worthwhile investment, providing immediate results. The pacing is described as straightforward and without fluff.

AI-generated from the text of customer reviews

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ReadabilityInformation qualitySales bookEase of readingValue for moneyEffectivenessPacingTimeframe
108 customers mention "Readability"108 positive0 negative

Customers find the book useful and a must-read for anyone in sales. They appreciate the great content and solid advice. The book is an outstanding program with objective, solid advice that amazes most readers.

"...The complaints I have are minor, and overall I found the book useful and will recommend it to my coworkers." Read more

"This book is amazing! If you like this book, you'll really love "Secrets of Question Based Selling" (2nd Edition!!!) - by Thomas Freese...." Read more

"...In conclusion, good book with good examples to put in practice" Read more

"No wonder its Amazon's Bestseller book ever in sales...." Read more

100 customers mention "Information quality"95 positive5 negative

Customers find the book informative and insightful, with real-world scenarios and case studies that provide practical guidance. They appreciate the thorough research and organic approach. The book helps them learn effective ideas and mindsets in a manner conducive to learning.

"Good book on selling. It is practical and easy to read. A must read for salespeople and their leaders/managers. Amazing" Read more

"I love this book ! as a digital marketing business owner this book helps a lot ! author Neil Rackham explained it so well !!..." Read more

"...should structure your sales calls, and not only that, but data to back up their claims and examples to on how to lead...." Read more

"...His Training is backed with extensive proof and facts and every single advice is backed by extensive research conducted by huthwaite...." Read more

60 customers mention "Sales book"60 positive0 negative

Customers find the book helpful for improving sales strategies. They say it provides valuable techniques and articulates the sales process used by top salesmen in high-value sales. The book is useful for anyone looking to improve their selling skills, especially for those involved in high-ticket sales. However, some readers feel the writing quality could be improved.

"Good book on selling. It is practical and easy to read. A must read for salespeople and their leaders/managers. Amazing" Read more

"...Realistic view on improving sales strategies. Focused on the role the Investigative phase of selling has on sales success." Read more

"...Rackham is a powerful and refreshing resource that revolutionizes traditional selling techniques with the simple yet effective SPIN model...." Read more

"...book opened my eyes to new possibilities and has helped me to approach sales in a more thoughtful, genuine way...." Read more

53 customers mention "Ease of reading"48 positive5 negative

Customers find the book easy to understand and read. They appreciate the simple words and straightforward style. The book provides insights and common language for a sales effort. It shows specific techniques that salespeople can use on their sales. The message is clearly laid out and compelling. Readers also mention the book compiles key steps based upon interviews with a sales expert and provides step-by-step action to help through each stage.

"Good book on selling. It is practical and easy to read. A must read for salespeople and their leaders/managers. Amazing" Read more

"...In this book is a solid layout of how you should structure your sales calls, and not only that, but data to back up their claims and examples to on..." Read more

"...SPIN Selling was written very practically, and I have never seen and could not have asked for more of an elegant and simple approach to learning..." Read more

"...creating a system that has worked for them, this book has compiled the key steps based upon interviews with a large number of successful sales..." Read more

12 customers mention "Value for money"10 positive2 negative

Customers appreciate the book's value for money. They say it's worth investing, has 190 pages, and is a fraction of the cost of a new book.

"...be research oriented, the book is around 190 Pages and it's worth the weight in gold." Read more

"...As a sales person quality books are worth their weight in gold...." Read more

"...Very different position today. Excellent book. Well worth the time and investment." Read more

"So valuable, this is one you deeply study and is one of the best sales books I've ever read with the secrets that so many people are looking for." Read more

7 customers mention "Effectiveness"7 positive0 negative

Customers find the book effective and logical. They say it helps them see immediate results and increase performance.

"So far good." Read more

"...Really, it's quite effective. The only thing more effective would be to drug your buyer before the meeting. I am working on that book." Read more

"...I’ve seen immediate results. Can’t recommend this enough." Read more

"...Make you sales team read this book and increase performance. A must read for sales people." Read more

6 customers mention "Pacing"6 positive0 negative

Customers appreciate the book's pacing. They find it straightforward and practical, even for dull subject matter. The author covers low-level questions that uncover latent needs.

"...He covers how good low level questions (situational) can uncover these latent needs, something SPIN misses entirely...." Read more

"...No sleazy techniques, no nonsense, no sweet talk, just a pure straight to the point technique that will change your life forever...." Read more

"Very practical, no nonsense and thoroughly researched approach to improving one’s sales...." Read more

"...Not to much blabla: straight to the points the author want to make...." Read more

6 customers mention "Timeframe"6 positive0 negative

Customers find the book timely and practical. They say it's a simple review of sales processes that is immediately applicable.

"SPIN is a great acronym, title and concept. The methodology I found quite timely and will undoubtedly increase my performance and meet the needs..." Read more

"No fluff, really practical and immediately applicable. One of the best technique books I've read. Immediately gave me things to try and improve." Read more

"Came in great time and have very little damage from previous use!" Read more

"Quick, simple, well-written review of sales processes...." Read more

A Refreshing Deep-Dive into the Art of Sales
4 out of 5 stars
A Refreshing Deep-Dive into the Art of Sales
"Spin Selling" by Neil Rackham is a powerful and refreshing resource that revolutionizes traditional selling techniques with the simple yet effective SPIN model. The book shines in applying these strategies to real-world scenarios, loaded with insightful case studies that provide practical guidance to master the art of sales. However, its focus is more suited to high-value B2B sales, and the repetitive emphasis on the SPIN concept can occasionally feel heavy-handed.Nevertheless, Rackham's innovative take on salesmanship makes this a must-read, especially for those in the B2B sector. Despite the repetition, the book succeeds in presenting complex ideas in an accessible, friendly manner. It's not just about selling—it's about helping the customer buy, making "Spin Selling" a solid addition to any salesperson's toolkit.
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Top reviews from the United States

  • Amazon Customer
    5.0 out of 5 stars Good book if u are into selling
    Reviewed in the United States on January 15, 2024
    Verified Purchase
    Good book on selling. It is practical and easy to read. A must read for salespeople and their leaders/managers. Amazing
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  • Happy Mom
    5.0 out of 5 stars Great book
    Reviewed in the United States on May 17, 2024
    Verified Purchase
    I love this book ! as a digital marketing business owner this book helps a lot ! author Neil Rackham explained it so well !! highly recommended for business people!
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  • O. Halabieh
    4.0 out of 5 stars SPIN Large Sales!
    Reviewed in the United States on July 28, 2013
    Verified Purchase
    The main premise of this book is best summarized by the author in the first chapter of the book: "The traditional selling models, methods, and techniques that most of us have been trained to use work best in small sales. In this book I'll be showing you that what works in small sales can hurt your success as the sales grow larger--and I'll be sharing with you our research findings that have uncovered new and better models for success in large sales...One of the simplest models of a sales call does seem to be applicable to any size of sale; almost every sales call you can think of, from the simplest to the most sophisticated, goes through four distinct stages 1. Preliminaries: These are the warming-up events that occur before the serious selling begins...2. Investigating: Almost every sale involves finding something out by asking questions...3. Demonstrating Capability: In most calls you will need to demonstrate to customers that you've something worthwhile to offer...4. Obtaining Commitment: Finally, a successful sales call will end with some sort of commitment from the customer...We decided that the focus of our research would be to develop new and positive questioning models that could replace the old ones, which were proving so unsatisfactory...We found that questions in the successful call tend to fall into a sequence we call SPIN. In summary the SPIN sequence of questions is: 1) Situation Questions: At the start of the call, successful people tend to ask data-gathering questions about facts and background.... 2) Problem Questions: Once sufficient information has been established about the buyer's situation, successful people tend to move to a second type of question... 3) Implication Questions: In smaller sales, sellers can be very successful if they just know how to ask good Situation and Problem Question...4) Need-payoff Questions:Finally, we found that very successful salespeople ask a fourth type of question during the Investigating stage... is that they get the customer to tell you the benefits that your solution could offer."

    Below are key excerpts from the book that I found particularly insightful:

    1- "The psychological effect of pressure seems to be this. If I'm asking you to make a very small decision, then--if I pressure you--it's easier for you to say yes than to have an argument. Consequently, with a small decision, the effect of pressure is positive. But this isn't so with large decisions. The bigger the decision, the more negatively people generally react to pressure."

    2- "By forcing the customer into a decision, closing techniques speed the sales transaction...Closing techniques may increase the chances of making a sale with low-priced products. With expensive products or services, they reduce the chances of making a sale."

    3- "The first step in successful closing is to set the right objectives. The starting point for obtaining a commitment is to know what level of commitment from the customer will be needed to make the call a success."

    4- "So what's the test of closing success? What's the result, or outcome, that allows us to say that one call has been successful while another has failed? The method we finally chose involved dividing the possible outcomes of the call into four areas: 1)Orders: Where the customer makes a firm commitment to buy... 2)Advances: Where an event takes place, either in the call or after it, that moves the sale forward toward a decision... 3)Continuations: Where the sale will continue but where no specific action has been agreed upon by the customer to move it forward...4)No-sales: Our final category is where the customer actively refuses a commitment."

    5- "Obtaining Commitment: Four Successful Actions 1. Giving attention to Investigating and Demonstrating Capability...2. Checking that key concerns are covered..3. Summarizing the Benefits... 4.Proposing a commitment"

    6- "The purpose of questions in the larger sale is to uncover Implied Needs and to develop them into Explicit Needs."

    7- "Demonstrating Capability Effectively: 1.Don't demonstrate capabilities too early in the call...2. Beware Advantages...3. Be careful with new products."

    8- "Making Your Preliminaries Effective: 1. Get down to business quickly...2. Don't talk about solutions too soon...3. Concentrate on questions."

    9- "The Four Golden Rules for Learning Skills Rule 1: Practice Only One Behavior at a Time Start by picking just one behavior to practice...Don't move on to the next until you're confident you've got the first behavior right.... Rule 2: Try the New Behavior at Least Three Times...Never judge whether a new behavior is effective until you've tried it at least three times...Rule 3: Quantity Before Quality...When you're practicing, concentrate on quantity: use a lot of the new behavior. Don't worry about quality issues, such as whether you're using it smoothly or whether there might be a better way to phrase it. Those things get in the way of effective skills learning. Use the new behavior often enough and the quality will look after itself...Rule 4: Practice in Safe Situations...Always try out new behaviors in safe situations until they feel comfortable. Don't use important sales to practice new skills."

    10- "The most important lessons come from the way you review the calls you make. After each call, ask yourself such questions as these: Did I achieve my objectives? If I were making the call again, what would I do differently? What have I learned that will influence future calls on this account? What have I learned that I can use elsewhere?"
    19 people found this helpful
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  • GK
    5.0 out of 5 stars A book you can actually put into action
    Reviewed in the United States on September 9, 2015
    Verified Purchase
    I feel like 99% of self-help books, be it self-help in work, love, friendships, what have you, are useless. They always have fluff chapters of 'act motivated and be motivated!' or 'think like a winner!' and various platitudes of that nature. You wind up finishing the book and realizing you read nothing but pseudo-motivational dribble that will wind up having zero impact on whatever you were looking to improve upon.

    Enter 'SPIN Selling' - this book delivers where all of those other books have failed. In this book is a solid layout of how you should structure your sales calls, and not only that, but data to back up their claims and examples to on how to lead. Read this book, take notes, and I guarantee if you weren't already aware of how to sell in this style, your selling WILL improve.

    I'm a novice to sales. Last year when I was interviewing for a sales position I was asked to put together a sales presentation and to sell a product. I was given the product brochure and 1 day to come up with something. Using 'SPIN Selling' as my guide, I put together a list of ideas and pitched them in my presentation. My interviewer was blown away. After I got the job, my manager told me he had never had someone deliver such a good presentation - everyone always focuses on selling the product, but they never try and sell the customer. Taking a note from this book, I asked the questions I needed to ask, developed them into problems for the buyer, and then walked them through the solution with their own words. It was a total and complete win.

    I was tempted to give this book 4 stars because it really does falter in a few areas. For one, some of the research is tenuous at best - <100 sales calls that they then base their report on. That's frankly not enough data to prove or disprove anything.

    Secondly, this book is very weak on opening/closing a sale, which are both obviously rather important. The book mentions briefly what you shouldn't do to open a call, but doesn't really expand on good ways to introduce yourself. Even worse, it has a whole chapter on closing, but doesn't give you specific advice on what to do! It gives you a whole lot of data on why you shouldn't constantly close, why the worst sellers are always trying to close, how it annoys customers, etc. It never actually says 'Here is the best way we found to bring a sale to the next level: A/B/C". It kind of boggles the mind because the book even shows a study where sales that had no closers in them had something like 20% the success rate - obviously a close is necessary, but the book skimps a bit on that aspect. I couldn't bring myself to give it less than 5 stars because the meat of the book is just so good.
    94 people found this helpful
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  • Ptrizzle
    5.0 out of 5 stars information - rich read
    Reviewed in the United States on September 19, 2024
    Verified Purchase
    The author backed up his theories with solid research and evidence. Realistic view on improving sales strategies. Focused on the role the Investigative phase of selling has on sales success.
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Top reviews from other countries

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  • Jennifer Sotério Xavier
    5.0 out of 5 stars Otimo livro.
    Reviewed in Brazil on August 26, 2022
    Verified Purchase
    Muito bom a leitura, recomendo para quem pratica venda consultiva.
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  • Tanveer Afzal
    5.0 out of 5 stars Best Sales Book Ever
    Reviewed in Canada on April 22, 2022
    Verified Purchase
    Completely transformed my outlook on sales. Can't wait to go through the follow-up handbook.
    Thank you Mr. Neil Rackham for the great contribution to a field which would get few researchers' attention.
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  • Daniel Martín
    5.0 out of 5 stars Muy muy bueno, clarificador y simple a la vez.
    Reviewed in Spain on February 6, 2021
    Verified Purchase
    Apoyado muchos estudios llevados a cabo desde diferentes puntos de vista, para no sacar conclusiones erróneas.

    El autor nos enseña una de esas filosofías o estrategias que probablemente no caduquen nunca, de esas que valen oro.

    Se me hizo corto leerlo, no quería que se acabase.

    Muy recomendable.
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  • Placeholder
    5.0 out of 5 stars Go for it...... Its worth every penny u spend
    Reviewed in India on January 24, 2019
    Verified Purchase
    The best book ever needed to understand the call process, which can give you the psychology involved in probing and how to prepare for a call. Must read book for people involved in sales and marketing. Go for it .....It's worth
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  • Guillaume D
    5.0 out of 5 stars Les fondamentaux de la vente de larges produits ou services
    Reviewed in France on April 15, 2019
    Verified Purchase
    La science a bien progressé depuis la publication de ce livre mais il reste une référence de part son bon sens, sa simplicité, et son approche scientifique de l'art de la vente industrielle. A recommander à tous ceux qui veulent éviter de perdre leur temps et celui de leurs clients.
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