Publisher: McGraw-Hill, 1988, 197 pages
What makes success in major sales? How do some salespeople consistently outsell their competition? Why do techniques like closing work in small sales but fail in larger ones? How can salespeople dramatically increase their sales volume from major accounts?
Now you can find answers to all these questions with the SPIN strategy.
The Huthwaite corporation’s 12-year, $1 million research into effective sales performance — published here for the first time in the United States — is the best-documented account of sales success ever collected. It has resulted in the unique sales strategy, SPIN — Situation, Problem, Implication, Need-payoff. The SPIN strategy is already used by many of the world’s top sales forces. Now, with the publication of this new book, these revolutionary, easy-to-apply methods can be yours.
The author explains with wit and authority why traditional sales models, which were developed for small consumer sales, just don’t work for large sales. He shows how conventional selling methods are doomed to fail in major sales. But most important of all, he unfolds with supreme clarity the enormously successful SPIN strategy.
No other method is so completely backed by hard research data. You may find the techniques controversial. They will often go against the grain of conventional sales training. But in the end, the powerful evidence presented here will convince and convert you.
The author helps you put SPIN into practice with clear graphics, real-world examples, and informative cases. If you are successful with small sales but are finding major accounts tough to handle, SPIN will show you what's going wrong and how to put it right. If the competition is chipping away at your market share, SPIN will give you inspired strategies to regain the advantage. If you're a sales manager and the people you manage aren't selling as they should, this book outlines the specific behaviors which will produce better sales performance.
One of the few well-reputed sales-techniques today (and well researched as well). Read it, even if sales is not your primary career.