SPIN Selling
by Neil Rackham
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Book Reviews of SPIN Selling
Book Review: Spinning for the Big Fish
Summary: 5 Stars
I read this book because I was referred to it by a top salesman of expensive equipment.
This book is easy to read, and it makes some cogent arguments for abandoning the conventional wisdom regarding sales, ie that a big ticket sale is handled in the same way as a small sale.
To my great joy, the model proposed by Rackham, and the Huthwaite Group, sits very well with me. The model looks at the SPIN process. S = Situation questions, P = the Problem the client is experiencing, I= the Implications of the problem, and N = the Needs Payoff for the client.
The undergirding idea that comes through every page is that if we look after the clients interests first, and assist the client to see the implications of their problem, then we are in a much better position to have our solution accepted.
Dealing with Objections, closes of various flavours, and other skills which succeed in small sales are driven, by evidence, out of the big ticket sale transaction.
I heartily recommend this book to anyone who is missing the mark in big ticket sales, or who is looking to increase their hits over misses.
Book Review: Provides a template for closing bigger sales
Summary: 5 Stars
As a sales and marketing trainer and coach for professionals, I discovered Neil Rackham's book while looking for a simple way of explaining the techniques that distinguish larger, more complicated sales from small quick sales.
This book provided exactly what I was looking for. SPIN is an easy way to remember to ask more questions--and more meaningful questions--and the discussion of how to raise the level of need from "implicit" to "explicit" and then sell to the "explicit" need was a brilliant way of explaining what the best professionals I've worked with have learned to do.
In my own book,The High Diving Board: How to Overcome Your Fears and Live Your Dreams, I used a simple 10-step template like this to help people overcome the fears that keep them from doing what they need to do to be successful.
Rackham supports his template with hard research, but anyone who watches top professionals sell their services can instantly recognize the accuracy of what he presents.
Book Review: Rethinking the Sales Force
Summary: 4 Stars
Over two decades have passed since Neil Rackham's revolutionary sales treatise spun the business world upside down. Since its publication, Rackham has gone on to become known as The Professor of Selling, reaching millions of eager sales people searching for a better way to practice their craft; this book lays a nice foundation.
Rackham's scientific research has produced a winning formula for helping sales people maximize their potential, using four probing questions when trying to close that high dollar deal---Situation, Problem, Implication & Need Payoff (SPIN). The clever acronym is a nice bonus, since it helps us remember what questions need to be addressed during the sales process.
For any sales professional seeking an effective strategy to implement, this book is a great place to start. The material covered is still quite relevent, and Rackham's engaging style of writing makes this all very easy to digest. Certainly, this book belongs in any sales professional's personal library; perhaps not at the top of the list, but very close, nonetheless.
Book Review: One of the classic sales books.
Summary: 4 Stars
I have read this book several times and have listened to it in audio format as well and it is clearly a must read book for anyone getting into selling. It is important to note that the book focuses on a single sales call which does not result in a close which is what complex selling it but it does not focus on the strategy and tactics to win the end deal. The author is not a salesperson so it is a third party studying salespeople. The 30000 sales calls in the study is a little miss leading because the author did not go on 30000 sales calls (do the math). I have not seen any better high level framework for a single sales call then SPIN. If you are looking for a strategy book Strategic Selling is great and covers the many different players in a deal. Solution Selling is good but a little to structured. The maverick selling method Selling includes strategy and highly complex selling by modeling the very top sellers. All these books are for the complex sale which requires buying involvement from several people in the target requiring a strategy to move the deal to closure.Book Review: The Ultimate Tactical Selling Handbook
Summary: 5 Stars
I am a corporate sales professional. That means that I don't do "hit and run," one-time sales. Tom Hopkins and Zig Ziglar offer great tactics for those kind of salespeople, but they don't work for me.
Neil Rackham has hit one out of the park with Spin Selling. Turning everything I "thought" I knew about closing on its head, he provides the power tools for making the most of a sales call. The most important concept here is that you, as a sales rep. are not there when the real decisions get made. Therefore, you must arm your prospects with the tools to represent your company well in your absence.
Rackham does not disappoint. You will get all the tools you need to prepare your prospect to close the sale for you from this book. I give all of my salespeople Strategic Selling by Miller, Heiman, et. al. and Spin Selling as the ultimate combination of strategic and tactical approaches to corporate selling.
Stop throwing commissions away. If you consider yourself a true corporate sales professional, you have no business ignoring this book.