SPIN فروش

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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.

Contents

Preface

Sales Behavior and Sales Success

Success in the Larger Sale
The Major Sale
The Four Stages of a Sales Call
Questions and Success

Obtaining Commitment: Closing the Sale

What Is Closing?
The Consensus on Closing
Starting the Research
Initial Research
The Photo-Store Study
Closing and Client Sophistication
Closing and Post-Sale Satisfaction
Why Is the Rest of the Army Out of Step?
Obtaining the Right Commitment
Obtaining Commitment: Four Successful Actions

Customer Needs in the Major Sale

Different Needs in Small Sales and Large
How Needs Develop
Implied and Explicit Needs
Buying Signals in the Major Sale

The SPIN Strategy

Situation Questions
Problem Questions
Implication Questions
Need-payoff Questions
The Difference between Implication and Need-payoff Questions
Back to Open and Closed Questions
The SPIN Model
How to Use SPIN Questions

Giving Benefits in Major Sales

Features and Benefits: The Classic Ways to Demonstrate Capability
The Relative Impacts of Features, Advantages, and Benefits
Selling New Products
Demonstrating Capability Effectively

Preventing Objections

Features and Price Concerns
Advantages and Objections
Benefits and Support/Approval

Preliminaries: Opening the Call

First Impressions
Conventional Openings
A Framework for Opening the Call

Turning Theory into Practice

The Four Golden Rules for Learning Skills
A Summary of the Call Stages
A Strategy for Learning the SPIN Behaviors
A Final Word

Appendix A. Evaluating the SPIN Model

Correlations and Causes
Is Proof Possible?
Enter Motorola Canada
A New Evaluation Test
Final Thoughts on Evaluation

Appendix B. Closing-Attitude Scale

Calculate Your Score
What Do the Scores Mean?

Index