About the Author
by Neil Rackham
The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources
- Cover
- Title Page
- Copyright Page
- Contents
- Introduction
- 1 Using the SPIN® Fieldbook
- 2 Instant SPIN® Model
- 3 Check It Out!
- 4 Four Stages of a Sales Call
- 5 Putting SPIN® to Work
- 6 Focusing on Buyer Needs
- 7 Situation Questions
- 8 Problem Questions
- 9 Implication Questions
- Overview
- Using Implication Questions Effectively
- What Goes into Good Implication Questions?
- You Already Know How to Use Implication Questions
- How Implication Questions Work
- Did You Notice?
- Planning Implication Questions
- Four Steps for Planning Effective Implication Questions
- How to Phrase Effective Implication Questions
- Implication Questions and the Complex Sale
- When to Ask Implication Questions and When to Avoid Them
- Low-Risk Implication Questions
- High-Risk Implication Questions
- Beyond the Basics—Implication Questions
- 10 Need-payoff Questions
- Overview
- Using Need-payoff Questions Effectively
- Try Out the ICE Model
- How NOT to Ask Need-payoff Questions
- Need-payoff Questions and the Complex Sale
- Need-payoff Questions Reduce Objections
- When to Ask Need-payoff Questions and When to Avoid Them
- How to Phrase Effective Need-payoff Questions
- Beyond the Basics—Need-payoff Questions
- 11 Demonstrating Capability
- Overview
- Features, Advantages, and Benefits
- Advantages
- Defining Benefits
- True Benefits
- How Features, Advantages, and Benefits Affect Buyers
- Preventing Objections vs. Handling Objections
- Handling Value Objections
- Tipping the Value Equation toward a Buy Decision
- Benefits Meet Explicit Needs
- Stating Benefits
- Beyond the Basics—Demonstrating Capability
- Strategies for Handling Capability/Can’t Objections
- Strategies for Handling Capability/Can Objections
- Launching New Products or Services
- 12 Sharpening Your Skills
- 13 Getting Help and Helping Others
- SPIN® Forms
- Index
- About the Author
About the Author
Neil Rackham is the founder and president of Huthwaite, Inc., a leading sales consulting, training, and research firm. His book SPIN® Selling has sold more than 150,000 copies. Mr. Rackham is recognized as a pioneer in sales force effectiveness and success, and is widely credited with bringing research and analytical methods to the field of sales force improvement.
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