Spin Selling has the answers. Developed from 12 years of research into thousands of sales calls, the Spin strategy is already being used by many of the world's top sales forces. If you're in sales, or if you manage a sales force, you need these revolutionary, easy-to-apply techniques.
With wit and authority, Neil Rackham explains why traditional sales models don't work for large sales. He shows how conventional selling methods are doomed to fail in major sales. And he unfolds the enormously successful Spin strategy, using real-world examples and informative cases. The methods are controversial, and they often go against the grain of conventional sales training. But the powerful evidence Rackham presents will convince and convert you.
©1998 McGraw-Hill; (P)1998 HighBridge Company
"Essential for everyone involved in selling or managing the sales function." (Journal of Marketing Management)
Book is for advanced sellers, who's familiar with other selling techniques, who most likely know it already. A lot of theory, not many practical examples. It is always better to learn from examples used in context, not in this book though.
Also known as how to trick people. I'm sorry, I am open to learning new things but the book is written with no integrity and the narrator is pure torture. Don't waste your time, do something you love and tell others why you love it and believe in it. Life is too short.
This is an excellent book, with the sort of spot-on instriction I wish most sales people had been given. As it happens, only a small percentage of sales professionals know this material, and practice it methodically. The remainder, either set themselves up for failure, or give the profession a bad name by resorting to bribes and lies in order to "sell."
Luckily, during the more challenging economies, these "weeds" die off, as they are exposed as frauds, leaving the filed open to the serious and ethical players.
That time is here again, and if you are serious about your clients and serious about being respected and at the top of your industry, buy this. I bought the book when it came out, and all that I can say is, if applied - it works.
I would have given this review 5 stars, but deducted one. This is due to the annoying fact that someone at the publishers believe 21st Century material deserves a 1950's style narrator. I kept expecting him to tell me he would "be right back, after a word from our sponsors." Thankfully it's under 3 hours.
I don't know whether its the abridged format or whether this is true in the paper book as well, but I can't get through this whole audio book. I was looking for practical application of SPIN selling techniques and instead all I'm getting is the story of how the research evolved. If you are interested in the back-story of SPIN selling, this is the book for you. However if you are interested in gaining practical application ideas, this audio-book won't work.
I've always been someone that hated the concept of selling until Spin Selling.
This book frames selling in terms of solving a implied or explicit need and the process of getting the customer to that point. Very helpful.
This book is perfect if you're engaged in larger sales. Particularly if you're engaged in larger sales to an existing client base, where you'll have to sell again and again to the same people.
I'd never written a review here on Audible before listening to this book, that's how strongly I feel about it. If you're after a quick fix or clever closes for small ticket items, try Zig Zigler. If you're selling something a little more sophisticated, listen to Neil Rackham, and then listen to him again.
First off, this book is poorly named. I have an adversity to the stereotype "slick salesman" I think of when I read the name of this book. I believe it is because of the word SPIN. Spin brings up ideas of selling through situational lies, persuasion and manipulation. I would not have read this book it weren't recommended by a person who I regard as an excellent salesman and a person of high integrity.
So to the point, this book is not about unethical selling through persuasion or manipulation as the word "spin" from the title would imply, but rather flipping or "spinning" our perceptions of the right and wrong methods for selling products and services. It lumps selling into two major categories, small purchases and large purchases. The term small is defined by the author as not having a social or major economic impact on the buyer decides the purchase was a poor decision. The term large is conversely defined as having some type of sizeable social or economic impact on the buyer if the purchase was a good or a poor decision. Example of small Vs big being a $14.83 LED flashlight that was impulse purchased at Walmart Vs. a $24,995 Toyota Prius that was carefully researched prior to the purchase.
The book is dated, but is covering arguably timeless concepts of selling that would benefit anyone who sells services or products for a living.
a valuable read, although dated in parts, for those who beginning to understand that different types of sales require different skill sets.
Yes - it's a great refresher into knowing good questioning techniques to get to the heart of a customers' problem and their level of appetite to address it.
The name doesn't do the book justice - spin selling is ethical, as it is about helping customers fix real problems they are facing - by understanding what the problems are, and the impact they are having on an organisation.
Spin selling is not some quick or deceptive route to a deal at the expense of a customer, so don't let the name put you off from an otherwise good book.
I wouldn't say so. I listen to it in the car between client meetings, and helps me continually focus on improving my skills. It's the kind of audio book you could listen to quite a few times, particularly if you are new to B2B selling.
If you only use one sales training book, and are working in large (multi-session to close) sales, this should be it. Rather than just repeating the standard wisdom, Huthwaite did actual quantitative research into the sales process, coming up with conclusions they hadn't anticipated.
In short, a successful major account salesman puts relatively more effort into understanding the customer's problems through questions, leading the customer to develop solutions to those problems, and the direct business benefits of solving those problems. Rather than the cheesy "used car salesman" tricks which might work for small sales, a good major account seller actually adds value, and Spin Selling does a good job of articulating both why and how to do this.
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