The international best seller that revolutionized high-end selling!
Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is essential listening 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, one 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, listeners will be able to dramatically increase their sales volume from major accounts.
©2014 McGraw-Hill Education (P)2014 McGraw-Hill Education
Coming from a science background, I really appreciate the attention to proof and measurement that the author takes. Because of this emphasis on statistics, I am confident that this isn't just one successful salesperson's attempt to convey their own techniques. This book isn't about how to be charming or charismatic, let alone deceptive, but rather it's about what questions to ask the prospect and when, so they're naturally led to understand their needs, verbalize them, and make explicit connections about how your product is going to improve their lives. These realizations apparently give the greatest strength to your sales method. This book is going to be the basis for my sales calls as I move forward in selling my business.
I'm not a sales professional. I like the book because it was a good introduction. The book is about what makes successful "complex" sales, which involve multiple interactions between the buyer and the seller before a sale is made (like a new mainframe computer). Contrast this to simple sales, which involve only a single transaction (like a book).
Based on real research.
learned that in order to make selling useful, one has to have the buyer explicitly state the needs he/she needs fulfilled. talks about how to get the buyer to divulge these needs.
for trying to teach a very specific process of questioning for selling and needing to be able to remember and differentiate the different parts, author does a great job. amazing he could do that through an audio book. I sped it up to 1.25. and probably could have some more.
An abridged version and skilled narrator.
Look for an abridged version compiled specifically for audiobook format. If this is also narrated by Eli Wood, I suggest the listener preview the audio before buying. I found the narrator's sing-songy voice extremely difficult to follow.
Spin is an evidence based approach to selling, similar to "Challenger Sale" by Mathew Dixon. Most modern day sales books refer to spin selling so I thought it should be a must in my sales arsenal. The content is geared for the complex B to B sale of a high dollar amount. The authors talk about the fact that high priced and complex sales must be treated differently from those of low priced simple sales. The reason for the performance rating of two and one star off for my overall rating is that the reader (I believe the author) was much to quiet during the dictation. It is the only audiobook in my collection of about 25 that I had to have the volume up all the way and still had trouble hearing it.
Very well thought out content that has evidence behind every point made. In addition, the author did a great job telling case studies and real situations to exemplify the concepts in the book. He hit on many misconceptions that we have in the sales profession, such as, the close is the most important part of the sale, and that if a sales person is weak, they should work on their closing skills.
Difficult to hear. I loved the content but I had such a hard time with the volume.
The spin method, when put together was compelling.
A must read sales book for any professional, sales or not. I personally sell personal training to customers at prices between $300 and $1500. I felt that this book helped me identify my product as being just in between a simple sale and a complex sale. Thus, I feel that I can use several concepts in this book as part of my hybrid sales model. Don't overlook this book if you are in B to C sales, or network marketing, or small dollar amount sales. Despite it being geared toward the complex B to B high dollar sale, it teaches countless enduring truths about all types of sales.
I am not a natural salesperson
I've been through a number of sales training courses through my career which all focused on your elevator pitch, your value proposition, etc. all of which are designed to cheerleader your awesomeness
this never really worked
you get showered with objections to which old training simply says handle objections
that never worked because if somebody doesn't want what your selling, no amount of linguistic gymnastics is going to over come it
this content really clicked
you need to find problems, go hunting for problems and then and only then can you move forward... but before you get too premature, you need to make sure the prospect sees the problem as big enough to spend time and money solving
then, the sale is a foregone conclusion
no stupid closing techniques
I would have like many more sample questions for each stage as I learn better through example, but I think I can put these concepts to work immediately
This book finally helped me more accurately define what, to me, forever were "intangibles" of selling. Behaviors that I had acquired through years of trial and plenty of error. I can now word the methodology and convey these skills better as a sales manager. No detail is spared in Rackham's research of what selling methods work and why they work.
It was tough at first for me to hear anti hard close rhetoric because I've always been told to hammer away at the close. But to see that there's another logical way to go was enlightening. I'm implementing the techniques right now.
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