SPIN Selling Buchzusammenfassung - das Wichtigste aus SPIN Selling
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Zusammenfassung von SPIN Selling

Neil Rackham

The Best-Validated Sales Method Available Today

4.1 (139 Bewertungen)
18 Min.

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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.


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    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.

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    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.

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    SPIN Selling FAQs 

    What is the main message of Spin Selling?

    Spin Selling introduces a research-based sales approach that emphasizes understanding customer needs.

    How long does it take to read Spin Selling?

    Reading Spin Selling typically takes around 6 hours, while the Blinkist summary can be read in just 15 minutes.

    Is Spin Selling a good book? Is it worth reading?

    Spin Selling is a valuable read for sales professionals seeking a research-based approach to improve their sales skills.

    Who is the author of Spin Selling?

    The author of Spin Selling is Neil Rackham.

    How many chapters are in Spin Selling?

    Spin Selling by Neil Rackham has 7 chapters:
    1. The SPIN Strategy
    2. Obtaining Commitment: Closing the Sale
    3. Customer Needs in the Major Sale
    4. The SPIN Selling System
    5. Giving Benefits in Major Sales
    6. Preventing Objections
    7. Preliminaries: Opening the Call

    How many pages are in Spin Selling?

    Spin Selling has 197 pages.

    When was Spin Selling published?

    Spin Selling was published in 1988.

    What to read after SPIN Selling?

    If you're wondering what to read next after SPIN Selling, here are some recommendations we suggest:
    • The New Strategic Selling by Robert B. Miller
    • The Challenger Sale by Matthew Dixon and Brent Adamson
    • The Ultimate Sales Machine by Chet Holmes
    • The Psychology of Selling by Brian Tracy
    • Smart Calling by Art Sobczak
    • The Science of Selling by David Hoffeld
    • Agile Selling by Jill Konrath
    • Fanatical Prospecting by Jeb Blount
    • To Sell Is Human by Daniel H. Pink
    • The JOLT Effect by Matthew Dixon and Ted McKenna