SPIN Selling Buchzusammenfassung - das Wichtigste aus SPIN Selling

Einleitung anhören

00:00

Zusammenfassung von SPIN Selling

Name: SPIN Selling
Rating: 4.1 (139 reviews)
Author: Neil Rackham

Neil Rackham

The Best-Validated Sales Method Available Today

4.1 (139 Bewertungen)

18 Min.

Kurz zusammengefasst

SPIN Selling by Neil Rackham is a sales guide that introduces the Situational, Problem, Implication, and Need-payoff questions as a framework for effective selling. It provides practical advice for asking questions that uncover customer needs and preferences, and for tailoring solutions to meet those needs.

Themen

Vertrieb

Inhaltsübersicht

SPIN Selling
in 8 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 8

What’s in it for me? Learn how to better handle big and small sales and seal deals.

Practice makes perfect. After some 12 years of research and 35,000 sales calls, there’s no question that the author has perfected the ultimate sales technique; and now you can benefit from it!

The key to sealing the deal in any sales call is SPIN, an acronym that describes questions that explore the situation, problem, implication and the need-payoff of any sales situation.

Of course, asking the right questions is just one part of making a successful sale, but you won’t close any deal if you don’t set yourself up for success from the start.

These blinks examine not only the path to SPIN but also other elements of a successful sale, from putting less stress on a killer opener to how to avoid objections. All in all, SPIN will get you where you need to be, which is closing more deals and energizing your business.

In these blinks, you’ll discover

why your funny opener will never win you a major sale;
why it’s up to you to tell your client what her explicit needs are; and
how to tell the difference between a feature and a benefit.

A successful sales pitch has four main stages. Research your questions and get the answers you need.

Working in sales is not all about winning million-dollar deals every day, as any salesperson can attest. Instead, the daily grind of making call after call is often less than inspiring.

Traditional sales techniques are lazy, often following the same approach. A salesperson opens a call relating to a client’s interests; investigates the client’s needs through open-ended questions; outlines the benefits of the product; handles potential objections; and then, closes the deal.

In this way, a magazine subscription could be sold with just one call. “You like sports? Sports Magazine is for you! Oh, you don’t know how to read? Don’t worry, there are loads of pictures in the latest issue that I’ll be sending you right away.”

While this might be fine for small sales, the bigger fish are harder to catch. Say you’re a manager looking to replace a key supplier for your company. Such a decision requires months of discussions and vigilance against the savvy tricks of a hungry salesperson!

All sales, whether big or small, move through four basic stages: preliminaries, investigations, demonstration of capabilities and finally, commitment.

Let’s say you are selling computers. To your prospective client, you explain that you work for HP (preliminaries), you detail the technical characteristics of your processors (demonstration) and try to get an agreement for the purchase of 10 new laptops (commitment).

But consider how much more straightforward the transaction would be if you could just get a negative answer from your prospective client to the question: “Are you satisfied with your current IT system?”

Of the four sales stages, the one that definitely makes or breaks a deal is your investigations. It’s this phase in which a salesperson can really reach out to a prospective client and make a connection.

Closing well will bring you some success, but it’s not the cornerstone of a successful sales strategy.

Closing a deal is the moment when you get a client to commit to purchasing your product. Any salesperson will tell you that closing well is something that keeps even the most seasoned seller up at night!

A typical example of a closing technique, for example, would be asking a question like, “Would you prefer a delivery on Monday or on Friday?” even before a client has explicitly agreed to buy. This sort of approach can be successful when selling lower-priced products, such as printers or vacuum cleaners.

A prospective client may not know exactly what they need. It’s up to you to help them find out.

Forget about closing, or about making the same sales calls over and over. Making a sale actually depends on knowing your client’s needs, which are often quite complex.

Needs may begin as small issues which develop into real problems, that then give way to a strong desire for a solution. But needs develop differently in small-sale situations as opposed to large-sale situations.

The SPIN strategy outlines four key sales areas: situation, problem, implication and need-payoff.

To truly understand your client’s needs, there are four critical areas with which you’ll have to engage.

The handy acronym SPIN can help you remember: situation, problem, implication and need-payoff.

Your opening line shouldn’t be too chatty nor too formal or robotic. Consider tone and setting.

If you master the SPIN strategy, you’ll excel in each phase of a sale. But let’s first examine the crucial steps that happen during a sales call before you put SPIN into effect.

Salespeople are told time and time again that the first words out of your mouth to a prospective client are critical. Yet the truth is, your opening will neither make nor break a sale.

Features are just facts. Benefits are the elements of your offer that make your client’s life better.

Following your appropriate opening lines and a good application of the SPIN technique, you then shift to the demonstrating step, where you focus on outlining your product’s benefits.

Sounds simple enough, right? It is, as long as you aren’t confusing your product’s benefits with its actual features.

Don’t give your client the chance to throw objections in your path. Prevent them in the first place!

Salespeople often misunderstand a client’s objections. Sometimes, objections are seen as a sign of actual interest in an offer, and so aren’t viewed necessarily as problem.

The way to handle objections is a big topic in many sales training courses, and salespeople are typically taught to re-word a client’s objection in a way that can then be addressed, for instance.

Incorporating SPIN into your own sales strategy isn’t done overnight. Practice makes perfect!

Now’s the time to start implementing the SPIN strategy into your overall sales approach.

If this seems daunting, don’t give up. The best way to incorporate SPIN into your sales practice is by taking it one step at a time.

Du möchtest die gesamte Zusammenfassung von SPIN Selling sehen?

Kernaussagen in SPIN Selling

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in SPIN Selling?

SPIN Selling (1988) distills the author’s 12 years of research and 35,000 sales calls into a coherent and applicable sales strategy that is guaranteed to bring success to any diligent salesperson. You’ll learn why traditional sales methods are limited while exploring the benefits of the SPIN strategy when approaching small and large sales opportunities.

Bewertung von SPIN Selling

Spin Selling (1988) offers a groundbreaking sales method that prioritizes customer needs. Here's why you should read it:

It introduces the SPIN framework (Situation, Problem, Implication, Need-Payoff) for effective sales conversations.
The book is based on extensive research and real-world sales situations, making it a valuable resource.
It focuses on building long-term relationships with customers, fostering trust and loyalty.

Transform your sales approach and achieve greater success with Spin Selling.

Wer SPIN Selling lesen sollte

Salespeople
Sales managers and executives
Decision makers who deal with salespeople on a daily basis

Über den Autor

Considered one of the founders of modern sales theory, Neil Rackham is the founder and former president of Huthwaite, a sales performance improvement company that offers seminars as well as other training for sales organizations.

Kategorien mit SPIN Selling

Marketing & Vertrieb

Ähnliche Zusammenfassungen wie SPIN Selling

The New Strategic Selling

Robert B. Miller

The Unique Sales System Proven Successful By the World’s Best Companies

13 min

4.0

The Challenger Sale

Matthew Dixon and Brent Adamson

Taking Control of the Customer Conversation

18 min

4.4

The Ultimate Sales Machine

Chet Holmes

Turbocharge Your Business with Relentless Focus on 12 Key Strategies

27 min

4.1

The Psychology of Selling

Brian Tracy

Increase your sales faster and easier than you ever thought possible

Eliminate the Fear, Failure, and Rejection from Cold Calling

15 min

3.7

The Science of Selling

David Hoffeld

Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

Getting Up to Speed Quickly in Today’s Ever-Changing Sales World

18 min

3.7

Fanatical Prospecting

Jeb Blount

The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling

The Surprising Truth About Moving Others

16 min

4.5

The JOLT Effect

Matthew Dixon and Ted McKenna

How High Performers Overcome Customer Indecision

Getting People to Think Your Idea Is Their Idea

The stoic thinking of a Philosopher-King

10 min

4.2

Passive Income, Aggressive Retirement

Rachel Richards

The Secret to Freedom, Flexibility, and Financial Independence (& How to Get Started!)

Make Easier Decisions, Stop Second-Guessing, and Bring More Joy to Your Life

Truth and Lies About Why We Buy

19 min

4.2

Never Split the Difference

Chris Voss and Tahl Raz

Negotiating As If Your Life Depended On It

19 min

4.5

Predictable Revenue

Aaron Ross & Marylou Tyler

Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com

17 min

4.2

Sales Management. Simplified.

Mike Weinberg

The Straight Truth About Getting Exceptional Results From Your Sales Team

What We Should Know about the People We Don’t Know

Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price

The Official Unrepentant, Ass-Kicking, No-Kidding, Change-Your-Life Sidekick to Unfu*k Yourself

12 min

4.4

The Six Pillars of Self-Esteem

Nathaniel Branden

The Definitive Work on Self-Esteem by the Leading Pioneer in the Field

Discover the Secret to Getting Through to Absolutely Anyone

17 min

4.2

Elite Sales Strategies

Anthony Iannarino

A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative

A Guide for Occupants

29 min

4.5

Follow Up and Close the Sale

Jeff Shore

Make Easy (and Effective) Follow-Up Your Winning Habit

Rules for Focused Success in a Distracted World

How Little Things Can Make a Big Difference

The New Psychology of Success

15 min

4.5

Blue Ocean Shift

W. Chan Kim and Renée Mauborgne

Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth

How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal

18 min

4.6

New Sales. Simplified.

Mike Weinberg

The Essential Handbook for Prospecting and New Business Development

The Power of Self-Discipline

17 min

4.2

Emotional Intelligence

15 Secrets Successful People Know About Time Management

Kevin Kruse

The Productivity Habits of 7 Billionaires, 13 Olympic Athletes, 29 Straight-A Students, and 239 Entrepreneurs.

20 min

4.5

Getting Past Your Past

Francine Shapiro

Take Control of Your Life with Self-Help Techniques from EMDR Therapy

The Power of Diverse Thinking

The Secret to Charging Full Speed Toward Every Opportunity

16 min

3.2

Nonviolent Communication

Marshall B. Rosenberg

A Language of Life

24 min

4.5

The 7 Habits of Highly Effective People

Stephen R. Covey

Powerful Lessons in Personal Change

23 min

4.7

Writing for Busy Readers

Todd Rogers & Jessica Lasky-Fink

Communicate More Effectively in the Real World

How to Bridge the Distance Between Business Strategy and Design

The Science and Secrets Behind 7 Words That Motivate, Engage, and Influence

Toss Plan B Overboard and Unleash Your Full Potential

13 min

4.3

Coaching Salespeople into Sales Champions

Keith Rosen

A Tactical Playbook for Managers and Executives

How to Reclaim Your Creativity in a Hyper-connected Work Culture

The Four Types of Human Behavior and How to Effectively Communicate with Each in Business (and in Life)

The Secret to Love That Lasts

20 min

4.5

The Biggest Ideas in the Universe

Sean Carroll

Space, Time, and Motion

How to Get Everything You Want – Faster Than You Ever Thought Possible

21 min

4.7

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.