- Tapa blanda: 256 páginas
- Editor: Routledge; Edición: 1 (23 de noviembre de 1995)
- Idioma: Inglés
- ISBN-10: 0566076896
- ISBN-13: 978-0566076893
- Valoración media de los clientes: 5.0 de un máximo de 5 estrellas Ver todas las opiniones (2 opiniones de clientes)
- Clasificación en los más vendidos de Amazon: nº24.391 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
- Ver el Índice completo
SPIN®-Selling (Inglés) Tapa blanda – 23 nov 1995
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Descripción del producto
'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
Reseña del editor
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.Ver Descripción del producto
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Principales opiniones de clientes
Before the sale as such, must be selling oneself....
There is a before and after reading this book....
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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.
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.”
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?”
Xerox adopted this technique 25 years or so ago. I learned it there and use it to this day. When I don't use it I usually regret it and/or lose the sale.
I have met lot's of people who are defensive about their particular system which I have never understood. Maybe people in general don't want to imagine that their technique could be improved. They usually tell me that they have learned so and so's system and tweaked it and it works. If what you are doing is making you wildly successful then great. But if not, then why not read about how the wildly successful sales pro's do it? Nothing to lose and much to gain.
Neil Rackham has hit one out of the park with SPIN Selling. Once you understand his methodology and what SPIN stand for (Situation, Problem, Implication, Need Pay-off) , I truly believe you can sell the shoes off of someone’s feet. He arms you with many techniques to use on a sales call. On major concept he has is that you, as a sales rep. will never be there when the real decisions gets made. That’s why, you must arm your prospects/champion with the tools to represent your company and sell for you internally when you are not there.
This is a very easy book to not only read and understand but it is also very easy to go back and reference. The only other book I have felt has made a major impact is Strategic Selling. With these two books you will have everything you need to sell in a corporate environment. Honestly SPIN selling can help you sell in any sort of environment B2B, B2C, even C2C. This is a must read for any sales professional looking to improve their skill sets!
I found it pretty annoying that in Chapter 7 the author wrote (as in other parts of the book): "but even in the mere 15 years I've been studying selling, I've noticed a distinct change" -- this book was written THIRTY years ago -- twice as long as this "distinct change" he's noted. Later in the chapter, he writes about the Opening Benefits Statement: "I haven't seen the detailed research, so I can't comment on its validity." Seeing how much business has changed in 1988, I wonder why the book has not been updated.