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SPIN Selling Hardcover – May 1, 1988

by Neil Rackham (Author)
4.6 4.6 out of 5 stars 2,394 ratings
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Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is essential reading for anyone involved in selling or managing a sales force. Unquestionably 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) strategy. In SPIN Selling, Rackham, who has advised leading companies such as IBM and Honeywell delivers the first book to specifically examine selling high value product and services. By following the simple, practical, and easy to apply techniques of SPIN, readers will be able to dramatically increase their sales volume from major accounts. Rackham answers key questions such as “What makes success in major sales” and “Why do techniques like closing work in small sales but fail in larger ones?” 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. Sales Behavior and Sales Success. Obtaining Commitment: Closing the Sale. Customer Needs in the Major Sale. The SPIN Strategy. Giving Benefits in Major Sales. Preventing Objections. Preliminaries: Opening the Call. Turning Theory into Practice.
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Previous page
  1. Print length
    216 pages
  2. Language
    English
  3. Publisher
    McGraw-Hill
  4. Publication date
    May 1, 1988
  5. Dimensions
    6.2 x 0.8 x 9.3 inches
  6. ISBN-10
    0070511136
  7. ISBN-13
    978-0070511132
  8. See all details
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Editorial Reviews

From the Back Cover

"This book should be essential reading for everyone involved in selling or managing the sales function -- a welcome, well-researched treatise on selling"
--Journal of Marketing Management

"The first book to specifically examine the major sale -- the high value product or service -- by researching the successful sales calls as they happen in the field."
--Industry & Commerce

"This book is the result of over $1 million of extensive and painstaking research. It breaks new ground and cannot be ignored by anyone who is committed to selling as a profession."
--Sales Techniques

"The revolutionary findings, published here for the first time, will overturn a whole collection of hitherto accepted assumptions. The book also provides a set of simple and practical techniques (known as SPIN) which have already been tried in many leading companies, resulting in a dramatic increase in sales."
--Business Executive

"This is an interesting, lively, and readable treatment of the process by which major sales are closed. Like In Search of Excellence, the material has a curiously inspirational quality which is particularly compelling."
--Business Graduate

"Almost anyone could learn something from this book. Essentially,it is about success, and without this, no sales organization can survive. Buy a copy. We are sure you will find it invaluable."
--Sales and Marketing Management

Product details

  • Publisher ‏ : ‎ McGraw-Hill; First Edition (May 1, 1988)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 216 pages
  • ISBN-10 ‏ : ‎ 0070511136
  • ISBN-13 ‏ : ‎ 978-0070511132
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 6.2 x 0.8 x 9.3 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 2,394 ratings

About the author

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Neil Rackham

Neil Rackham

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Neil Rackham is founder and former president of Huthwaite, Inc. Huthwaite researches, consults, and provides seminars for over 200 leading sales organizations around the world, including Xerox, IBM, and Citicorp. His academic background is in research psychology. It was at the University of Sheffield, England, that he began his research into sales effectiveness that resulted in SPIN. Mr. Rackham is the author of more than 50 articles and several books.

Photo by Webstrategies (Own work) [CC BY-SA 4.0 (http://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons.

Customer reviews

4.6 out of 5 stars
4.6 out of 5
2,394 global ratings
A Refreshing Deep-Dive into the Art of Sales
4 Stars
A Refreshing Deep-Dive into the Art of Sales
"Spin Selling" by Neil Rackham is a powerful and refreshing resource that revolutionizes traditional selling techniques with the simple yet effective SPIN model. The book shines in applying these strategies to real-world scenarios, loaded with insightful case studies that provide practical guidance to master the art of sales. However, its focus is more suited to high-value B2B sales, and the repetitive emphasis on the SPIN concept can occasionally feel heavy-handed.Nevertheless, Rackham's innovative take on salesmanship makes this a must-read, especially for those in the B2B sector. Despite the repetition, the book succeeds in presenting complex ideas in an accessible, friendly manner. It's not just about selling—it's about helping the customer buy, making "Spin Selling" a solid addition to any salesperson's toolkit.
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Top reviews from the United States

Amazon Customer
5.0 out of 5 stars Good book if u are into selling
Reviewed in the United States on January 15, 2024
Verified Purchase
Good book on selling. It is practical and easy to read. A must read for salespeople and their leaders/managers. Amazing
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Paul Atkinson
5.0 out of 5 stars Bought it for Course Careers sales class and love it.
Reviewed in the United States on March 7, 2023
Verified Purchase
Of the three books in the course, this one really stood out to me. "How to Win Friends and Influence People" is a classic, and "Fanatical Prospecting" has some great insights, but this book truly changed my perspective on sales. As someone who has always been turned off by cheesy car salesman tactics, I appreciated that this book offers a more authentic approach.

The author's question-based sales technique is a game-changer. It's empowering to realize that anyone can learn to sell effectively without resorting to sleazy tactics. This book opened my eyes to new possibilities and has helped me to approach sales in a more thoughtful, genuine way. Whether you're a seasoned salesperson or a beginner, I highly recommend giving this book a read. It just might revolutionize the way you think about sales!
11 people found this helpful
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Myles V. Saulibio
4.0 out of 5 stars A Refreshing Deep-Dive into the Art of Sales
Reviewed in the United States on July 28, 2023
Verified Purchase
"Spin Selling" by Neil Rackham is a powerful and refreshing resource that revolutionizes traditional selling techniques with the simple yet effective SPIN model. The book shines in applying these strategies to real-world scenarios, loaded with insightful case studies that provide practical guidance to master the art of sales. However, its focus is more suited to high-value B2B sales, and the repetitive emphasis on the SPIN concept can occasionally feel heavy-handed.

Nevertheless, Rackham's innovative take on salesmanship makes this a must-read, especially for those in the B2B sector. Despite the repetition, the book succeeds in presenting complex ideas in an accessible, friendly manner. It's not just about selling—it's about helping the customer buy, making "Spin Selling" a solid addition to any salesperson's toolkit.
Customer image
Myles V. Saulibio
4.0 out of 5 stars A Refreshing Deep-Dive into the Art of Sales
Reviewed in the United States on July 28, 2023
"Spin Selling" by Neil Rackham is a powerful and refreshing resource that revolutionizes traditional selling techniques with the simple yet effective SPIN model. The book shines in applying these strategies to real-world scenarios, loaded with insightful case studies that provide practical guidance to master the art of sales. However, its focus is more suited to high-value B2B sales, and the repetitive emphasis on the SPIN concept can occasionally feel heavy-handed.

Nevertheless, Rackham's innovative take on salesmanship makes this a must-read, especially for those in the B2B sector. Despite the repetition, the book succeeds in presenting complex ideas in an accessible, friendly manner. It's not just about selling—it's about helping the customer buy, making "Spin Selling" a solid addition to any salesperson's toolkit.
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Customer image
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GK
5.0 out of 5 stars A book you can actually put into action
Reviewed in the United States on September 9, 2015
Verified Purchase
I feel like 99% of self-help books, be it self-help in work, love, friendships, what have you, are useless. They always have fluff chapters of 'act motivated and be motivated!' or 'think like a winner!' and various platitudes of that nature. You wind up finishing the book and realizing you read nothing but pseudo-motivational dribble that will wind up having zero impact on whatever you were looking to improve upon.

Enter 'SPIN Selling' - this book delivers where all of those other books have failed. In this book is a solid layout of how you should structure your sales calls, and not only that, but data to back up their claims and examples to on how to lead. Read this book, take notes, and I guarantee if you weren't already aware of how to sell in this style, your selling WILL improve.

I'm a novice to sales. Last year when I was interviewing for a sales position I was asked to put together a sales presentation and to sell a product. I was given the product brochure and 1 day to come up with something. Using 'SPIN Selling' as my guide, I put together a list of ideas and pitched them in my presentation. My interviewer was blown away. After I got the job, my manager told me he had never had someone deliver such a good presentation - everyone always focuses on selling the product, but they never try and sell the customer. Taking a note from this book, I asked the questions I needed to ask, developed them into problems for the buyer, and then walked them through the solution with their own words. It was a total and complete win.

I was tempted to give this book 4 stars because it really does falter in a few areas. For one, some of the research is tenuous at best - <100 sales calls that they then base their report on. That's frankly not enough data to prove or disprove anything.

Secondly, this book is very weak on opening/closing a sale, which are both obviously rather important. The book mentions briefly what you shouldn't do to open a call, but doesn't really expand on good ways to introduce yourself. Even worse, it has a whole chapter on closing, but doesn't give you specific advice on what to do! It gives you a whole lot of data on why you shouldn't constantly close, why the worst sellers are always trying to close, how it annoys customers, etc. It never actually says 'Here is the best way we found to bring a sale to the next level: A/B/C". It kind of boggles the mind because the book even shows a study where sales that had no closers in them had something like 20% the success rate - obviously a close is necessary, but the book skimps a bit on that aspect. I couldn't bring myself to give it less than 5 stars because the meat of the book is just so good.
94 people found this helpful
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Jeremey Donovan
5.0 out of 5 stars Outstanding Sales Framework!
Reviewed in the United States on April 9, 2015
Verified Purchase
Great framework summarized as follows:

1. Pre-call planning:
a. Pre-determine your principal call objective. Data gathering and relationship building are necessary but not sufficient. Strong objectives must advance the sale.
b. Do your homework in order to minimize fact-gathering questions
c. “Before the call, write down at least three potential problems which the buyer may have and which your products or services can solve.”

2. Preliminaries
a. In a large sales, first impressions do not matter all that much.
b. Especially with senior people, do not dwell much on nonbusiness areas if at all
c. Avoid talking about your products and services until late in the call
d. Just establish who you are, why you are there, and gain permission to ask question.

3. Investigating (by asking open-ended or closed-ended questions)
a. Situation: Ask a very limited number of fact-finding questions. Just enough to setup/uncover a problem. For instance, “What system/process are you using at present?”
b. Problem: “The purpose of Problem Questions is to uncover Implied Needs.”
c. Implication: The purpose of Implication Questions is to increase the size of the problem in the customer’s mind. For instance, “If x is happening, could that lead to an even worse y?”
d. Need-payoff: Need-payoff questions are positive, solution-centered questions designed to have the customer express an Explicit Need. “How would you find (related benefit) useful?” Note: “The worst point to ask a Need-payoff Question is when the customer raises a need you can’t meet.”
4. Demonstrating capability:
a. “Make Benefits showing how your product/service meets Explicit Needs which have been expressed.”
b. “Benefits… involve showing how you can meet an Explicit Need… Unless the customer first says, ‘I want it,’ you can’t give a Benefit.”
c. “In larger sales, Features have a negative effect when used early in the call and a neutral effect when used later.”

5. Obtaining commitment
a. “Larger sales contain a number of intermediate steps that we call Advances.”
b. Use a very limited number of closing questions on only after ___’
c. “Sellers who were most effective… would… ask the buyer whether there were any further… concerns that needed to be addressed.”
d. “Successful salespeople pull the threads together by summarizing key points [especially benefits] of the discussion before moving to the commitment.”
e. Suggest as a next step “the highest realistic commitment that the customer is able to give.”

Other great tidbits:
- “Successful sellers concentrate on objection prevention, not on objection handling.”
- “In a multi-call sale, the most important discussions and deliberations go on when the seller isn’t present.”
- In large sales, costs to the buyer include money, effort, and reputation
- “The most important lessons come from the way you review the calls you make. … Ask … Did I achieve my objectives? What would I do differently?”
107 people found this helpful
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Top reviews from other countries

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liam
5.0 out of 5 stars Must read
Reviewed in Canada on July 23, 2023
Verified Purchase
I HATE sales. I feel like the stereotypical used car salesmen even though the product in my company is quality and worthwhile. I always felt out of my comfort zone selling. This is the book you need to change that. It’s not about tricking people or being overly aggressive. It’s about listening and getting them to show you their problems.
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Jennifer Sotério Xavier
5.0 out of 5 stars Otimo livro.
Reviewed in Brazil on August 26, 2022
Verified Purchase
Muito bom a leitura, recomendo para quem pratica venda consultiva.
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aife
5.0 out of 5 stars Simply the best
Reviewed in Germany on July 26, 2023
Verified Purchase
Instead of reading three sales books, read this one three times and implement it.
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Daniel Martín
5.0 out of 5 stars Muy muy bueno, clarificador y simple a la vez.
Reviewed in Spain on February 6, 2021
Verified Purchase
Apoyado muchos estudios llevados a cabo desde diferentes puntos de vista, para no sacar conclusiones erróneas.

El autor nos enseña una de esas filosofías o estrategias que probablemente no caduquen nunca, de esas que valen oro.

Se me hizo corto leerlo, no quería que se acabase.

Muy recomendable.
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Kindle Customer
5.0 out of 5 stars Go for it...... Its worth every penny u spend
Reviewed in India on January 24, 2019
Verified Purchase
The best book ever needed to understand the call process, which can give you the psychology involved in probing and how to prepare for a call. Must read book for people involved in sales and marketing. Go for it .....It's worth
One person found this helpful
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