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Neil Rackham SPIN Selling Buy this title or join our Management Literature Club and have a chance to GET IT FREE! |
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"No man really becomes a fool until he stops asking questions" Charles P. Steinmetz
WARNING 1: This book is not intended for sales professionals that
make their sales in minutes. Its methods should only be applied in
situations where more that one person makes a purchasing decision (or when
buying decision made by one person, may be questioned by others in the
organization), and consequently the sales cycle tends to last days, weeks
or even months. In other words, a normal business-to-business sale.
Most think that larger sales are about client relationships. And they are absolutely right but there is always a technical side to it that applies to the actual sale, after the relationships are in place. Here is where most opportunities are screwed up. And here is where SPIN Selling makes the difference. Hence, WARNING 2: SPIN Selling does not cover building the relationships. It assumes that the client knows you, trusts you, and is prepared to sincerely answer your questions, however "Problematic" (second type of question in the SPIN sequence) and controversial they may be. If you jump in with your SPIN technique not observing this pre-requisite, you are certain to fail. SPIN is a powerful weapon; as with any weapon, misuse may lead to serious injuries. The important feature of a larger sale is that the benefit of the solution is not always obvious at the first sight. The task of a salesman therefore is to make sure that the customer understands and appreciates these benefits. It is best done when the customer makes the necessary conclusions himself. The SPIN questioning technique is intended to facilitate these conclusions. WARNING 3. To facilitate doesn't mean to force. When using SPIN technique, there is a temptation to manipulate the customer (powerful weapon!) into necessary conclusions. Don't do it! Remember that you ask questions to learn about customer's problems, not to get the answers that you want. If you have problem fighting this temptation, read E. Thomas Behr's Tao of Sales, Lao Tsu's timeless classic applied to selling. Unlike many other sales and marketing texts, SPIN Selling is written in a very good narrative style that keeps you interested all the way through from Preface to Appendices. However this easiness may be misleading in making one think that complex sales are easy. They are not; but SPIN Selling is there to convince you that making a complex sale is an art that can be learned. Other Eastbook.com reviews:
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