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The author is not a salesperson so it is a third party studying salespeople. If you are looking for a strategy book Strategic Selling is great and covers the many different players in a deal.
The maverick selling method Selling includes strategy and highly complex selling by modeling the very top sellers. Solution Selling is good but a little to structured.
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. I have not seen any better high level framework for a single sales call then SPIN.
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. 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 30000 sales calls in the study is a little miss leading because the author did not go on 30000 sales calls (do the math).
Rackham articulates exactly how you should frame your sales meetings so that you are asking the absolutely perfect questions that lead to expressed (explicit) needs that your customers want to solve with your help. But if you want to impress your clients with your ability to create solutions that they love, then SPIN will definitely get you there.
Develop your own set of questions, and PRACTICE. Get the book, and also purchase the SPIN fieldbook.
I first learned about SPIN back in 1983 with my first job out of college. If you want to be a schlocky 'Herb Tarlick' type salesperson, then this isn't for you.
You will be glad you did. I can tell you that I've used it religously since then to help me close millions of dollars of business that I wouldn't have closed without the knowledge that SPIN provides.
Without asking the right questions, (and in the right order), you will get more objections than necessary, and you will lose sales opportunities.
[.]. Full of great advice for people who don't want to sell, but they have to. Not your typical sales technique book full of hype, this book tells you what to do in a meaningful way.
The material covered is still quite relevent, and Rackham's engaging style of writing makes this all very easy to digest. 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. Certainly, this book belongs in any sales professional's personal library; perhaps not at the top of the list, but very close, nonetheless. 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).
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. The model looks at the SPIN process. 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.
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