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Strategies and tools that guarantee big-ticket sales!
Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.
This Book.The SPIN Model.Check It Out.Putting Spin in Context.Putting Spin to Work.Buyer Needs.Situation Questions.Problem Questions.Implication Questions.Need-Payoff Questions.Demonstrating Capability.Increasing Your Impact.Putting It All Together.Beyond Spin.Forms and Other Tools.
We've started to answer the second question already. This Fieldbook is designed as a series of practical exercises to help you translate the ideas into plans for action. We've taken an approach based on actual experience helping thousands of salespeople, and so the methods here have been reality-tested. But how about the first question: what will this teach you? What are the underlying ideas that we're communicating? Where do they come from? How do you know that they will work? The underlying theory of successful selling that we're teaching in this book is based on something called the SPIN® model.
You'll read more about this model in the next chapter. In case you haven't met the SPIN® model before, here is a brief introduction:
Will you get a 17 percent improvement? Unfortunately, that's an unanswerable question. It's like saying that a group of a thousand people lost an average of 17 pounds by going on an exercise and diet program. It shows that the program brings results, but it doesn't necessarily mean that you would automatically lose 17 pounds if you went on the same diet. How well such a program would work for you would depend on your present weight, your present dietary and exercise habits, your determination, and even your genetic makeup. You might lose 30 pounds or you might even gain some. The same is true of using these exercises to improve your selling. Your improvement will depend on your present level of selling skills, how adaptable you are to changing your selling habits, and -- above all -- on your willingness to learn. And, like diet and exercise programs, it will also depend on whether you adopt a systematic and sensible strategy for change. We know, for example, that the crash dieter who starves will almost certainly be less successful than the person who takes things at a slower pace and loses weight gradually. Exactly the same is true when it comes to changing your selling habits. If you try to read this book in a single day and then apply all its lessons in your next sales call, you'll be just like the crash dieter. You'll have tried to change too fast and you'll probably fail.
So, if you shouldn't take this book like a crash diet, how should you use it in order to get the most value? Here are four suggestions:
I first had this lesson taught to me twenty years ago when I had the opportunity to go through a sales training class with a group of top performers from Xerox. At one point in the class there was an opportunity for participants to choose any skill they wanted to practice further. I'd seen less tenured Xerox people go through the same class, and they usually chose to practice one of the "advanced" skills taught on the program, such as price negotiation. So I was surprised that most of the top performers instead chose "basic" skills, like questioning. I wouldn't be surprised now that I've worked with so many world-class salespeople. They don't neglect the fundamentals and neither should you.
The purpose of this Fieldbook is to help you learn and apply the SPIN® concepts and skills, both in your office and out "in the field." Our intent is for you to be able to use the Fieldbook exercises, tools, and the plans you develop -- out there where they matter, on actual sales calls with your clients and customers. But enough introduction. This is a practical book and we haven't yet met a single exercise. We'll set that right in the chapters that follow.
Posted March 29, 2013
If you want to take your training to the next level then you should get this book. It has great exercises and thought provoking tolls that assist a person in the field.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 10, 2002
The SPIN Selling Field Book is a seminar on how to stop talking and to start asking the right questions and listening. This is a hard to develop skill and Rackhan gives you the step by step to do it for your business, service or product. Getting to the I and N questions of implication and neeed-payoff is time well spent; these are the questions all CXO's ask and now you are in their world.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.