SPIN®-Selling: 1st Edition (Paperback) book cover


1st Edition

By Neil Rackham


256 pages

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Paperback: 9780566076893
pub: 1995-11-23
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True or false? In selling high-value products or services: 'closing' increases your chance of success; it is essential to describe the benefits of your product or service to the customer; objection handling is an important skill; open questions are more effective than closed questions. All false, says this provocative book.

Neil Rackham and his team studied more than 35,000 sales calls made by 10,000 sales people in 23 countries over 12 years. Their findings revealed that many of the methods developed for selling low-value goods just don’t work for major sales. Rackham went on to introduce his SPIN®-Selling method. SPIN® describes the whole selling process:

  • Situation questions
  • Problem questions
  • Implication questions
  • Need-payoff questions

SPIN®-Selling provides you with a set of simple and practical techniques which have been tried in many of today’s leading companies with dramatic improvements to their sales performance.


'Totally compulsive … the ideas are not only interesting, but are shown to be effective … obligatory reading' - Sales and Marketing Management

'Breaks new ground and it cannot be ignored by anyone who is committed to selling as a profession.' - Sales Technique

'Essential reading for everyone involved in selling or managing the sales function.' - Journal of Marketing Management

Table of Contents

1. The Huthwaite research

2. Sales large and small

3. Investigating: questions and sales success

4. Customer needs in the major sale

5. Using questions to uncover implied needs

6. The SPIN® strategy

7. Giving benefits in major sales

8. Preventing objections

9. Preliminaries: opening the call

10. Obtaining commitment: closing the sale

11. Turning theory into practice

Appendix A Evaluating the SPIN® models

Appendix B Closing attitude scale

About the Author

Bestselling author Neil Rackham is a psychologist with over 25 years experience as a researcher and consultant to some of the world’s leading companies, including AT& T, Microsoft, IBM, Chase Manhatten and McKinsey. In the United States he is President of a leading consulting firm specialising in sales performance. Rackham is also the author of companion volumes Account Strategy for Major Sales and The Management of Major Sales, both published by Gower in hardback.

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