Neil Rackman breaks the sales call into four distinct stages which he calls premliminaries, investigating, demonstrating capability, and obtaining commitment. He discovered a difference between the traditional small sale and the complex large sale in that the most important stage was the investigation stage and not the obtaining commitment stage that most companies teach. It is not the objection handling or the closing skills that will get you the large complex sale in fact they were required less in a complex sale. This is a pillar to sales success in that you learn exactly how to use questions to understand a customer problems and needs and the impact a solution can have solving and satisfying them.
The best-documented account of sales success ever collected and the result of the Huthwaite corporation’s massive 12-year, $1-million dollar research into effective sales performance, this groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) investigation strategy.
You will learn why traditional sales methods which were developed for small consumer sales, just won’t work for large sales and why conventional selling methods are doomed to fail in major sales. Packed with real-world examples, illuminating graphics, and informative case studies – and backed by hard research data – SPIN Selling is the million-dollar key to understanding and producing record-breaking high-end sales performance.
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