SPIN Selling

Book Description

The international bestseller that revolutionized high-end selling!

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.

Customer Reviews:

Sales Dawgs------READ THIS BOOK .......2007-10-13

There are literally 1000's of sales books out there, but this is like no other. Its not so much a 'how to' book, but more like 'The Millionaire Next Door' for sales. Here is what the top producers do, here are the facts, do whatever you want, we don't care. Not fancy closes, secret words to put in your presentation, nothing like that. It truly is like no other sales book and I have listened to the audio version 3 times since I bought it and have picked up something new everytime.

A classic and one of the very best.......2007-09-02

SPIN is a classic, one of the books that revolutionized professional selling. It amazes me to read some of the negative reviews of this book posted here. Some of this I attribute to lack of knowledge of the history of our "profession," which bears few hallmarks of being a profession yet. Can you get a four year college degree in SELLING, the one thing every business must do well to survive, let alone prosper? Except for programs at a small handful of universities around the country, the answer is NO. Do we have peer-reviewed journals in our profession? NO. Do we have accepted standards and professional certification? NO.

What Neil Rackham, a behavioral researcher, did for selling was huge. He applied the techniques of research and analysis to our profession. Until then, no one could say definitively that "always be closing" was bad advice. But in business to business selling, in high-tech selling to educated professionals, the "ABC's of selling" is only one of many pieces of bad information that passed for "wisdom" before Rackham showed them up for what they were. Such sales tactics are the reason salespeople have been saddled with negative stereotypes.

Some reviewers condemn Rackham by saying that companies cited, such as Kodak, IBM, and Xerox have suffered business reversals since this book came out. Sorry folks, but good salespeople using good selling techniques will not, alone, save your company. MANY companies that were at the top of their industries in the 1970s and 1980s are either out of business or have suffered serious reversals in the years since. That is a different issue altogether, and if you are looking for explanations try STRATEGY books like "Good to Great" by Jim Collins or "Strategy" by Michael Porter. Someone on this site said that IBM's loss of computer business to other PC makers was evidence of the failure of SPIN...totally ridiculous. IBM passed on the operating system that became DOS, which in turn became the engine fueling MicroSoft's ascent to the heights. In hardware manufacturing IBM ignored lots of evidence that a paradigm shift was underway and PCs were becoming commodity items.

The negative reviewers are looking for a silver bullet in many cases: SPIN will not transform you into a president's club winner by reading it. It is how you apply and practice it that will enable your success. Becoming expert in the use of this simple framework requires work and thought. What Rackham showed us is that the WORDS we use are important, along with HOW WE USE THEM. We must understand THEIR goals and focus on being part of THEIR success if we are to be successful in a sustainable, long-term partnership. Also that we must not be manipulative or treat other people (aka "customers" or "prospects") in ways we would not want to be treated ourselves. The acronym "SPIN" was coined before Washington politicians gave the word the negatie connotation it now has.

SPIN is not the only good refenence book for salespeople, but it is a landmark book, the result of research that has not, to my knowlege, been replicated since. It should be a held in great esteem by any sales professional. Rackham's concept of an "Advance" as an objective way to measure the progress of a sales call is, alone, worth the price of this book.

By the way, I have been in sales for 30 years, as a salesperson, sales manager, and director of training for a Fortune 500 company. I still have a lot to learn. But one thing I do know: there is tremendous value in this book for any salesperson with an open mind and the desire to continue growing, learning and improving as a sales professional.

Highly effective technique in high-touch Sales.......2007-07-19

This book is a simple guide to improve your effectiveness as a sales professional in high-value direct enterprise sales situations. Regardless of culture and language, people on the other side of the table from a sales person have an instinctive judgment to mis-trust any characteristic that seems contrived or unnatural. Genuineness is a pre-requisite. Therefore, like with any sales theory, rote learning and implementation of the theory is futile. Having said that, internalizing the fundamental premise of this book in my everyday life as a sales-person has been rewarding over the years and across geographies, cultures, languages and types of product/service being sold.

SPIN selling goes well with approaches that talk about Values-Based Selling, Solution Selling and Rackham's own Major Account Sales Strategy.

Huthwaite (Rackham) has done a phenomenal job of monetizing this simple concept by way of selling sales training and books. However, you may find the book too "salesy" at times. It is common idiom with any good speech, presentation or book; first you tell them what you are going to tell them, then you tell them, then you tell them what you told them. The book does a great job of steps 1 and 3, but leaves you wanting more in step 2.

The basic concepts about stages of a sales call, focus on customer needs and benefits, situation-problem-implication-need-payoff line of questioning, objection handling/prevention, sound closing techniques and post-sales are well articulated. The promise of increasing effectiveness in "major sales" is largely fulfilled. However, the emphasis on "it's based on research" goes unsubstantiated for the most part. You find the author insisting that "it's based on research" and providing simplistic graphs "based on research" than actually providing rigorous insights into the research. It also does not help that business theory is presented as a first person narrative. Blurs that fine line between theory-based opinion and opinion-based theory.

All said, the technique is highly effective and serves as a great foundation for approaching sales calls at various stages in the cycle. I've found myself going back to this book multiple times over the years. Always a good sign for books that you want to own rather than just read once.

How to Ask the Questions that Lead to Sales Success.......2007-06-30

The sales guru Zig Ziglar once said "People don't care how much you know until they know how much you care." To me, that means that you've got to understand people before you can persuade them. If you're to understand someone, they have to talk to you. And the best way to get them to talk is to ask questions. But are there some questions that are more highly correlated with successful selling than others?

Published in 1988 and still one of the best researched sales books on the market, SPIN Selling by Neil Rackham has the answer: Yes, some questions do increase your chances of sales success more than others. More importantly, these client interviews- what SPIN Selling calls the Investigation stage- have the greatest effect on the outcome of the sale. The book outlines the four types of questions that salespeople ask during the Investigation stage:

Situation: What is going on here? How do things work?

Problem (Pain Points): What are the problems you are experiencing?

Implication (Implied Needs): What effect do these problems have on results (cost, quality, delivery, customer service)?

Need-Payoff (Explicit Needs): What improvement in results could you make by resolving these problems with these specific capabilities (perceived value)? Are there other benefits? How important are these benefits to you?

(From page 91) "The SPIN model taps into the psychology of the buying process: buyers' needs move from Implicit to Explicit. The questions provide a roadmap for the seller guiding the call through the steps of need development until Explicit Needs have been reached. The more Explicit Needs you can obtain from buyers, the more likely the call will succeed."

Following the model gets customers to tell you how what you're selling helps them. It makes you partners instead of opponents in the value discovery process. And by helping clients develop the benefits in their own words, you avoid objections and make it easier for clients to sell internally for you.

Ultimate Sales Model for Business to Business Selling.......2007-06-25

I speak around the world on lead generation and SPIN Selling" to give you a roadmap on how to master business to business selling.

There is no other resource I can think of where you can "easily perfect" your selling approach and strategy.

Neil gives you step-by-step plan that anyone can follow in their quest to excel at selling their products or services.

The one caveat is I would adopt the "SPIN" Model to "SPAIN" with the "A" emphasizing "Agitate" to put more focus on what the problem is costing your prospect without your specific solution.

I would also add that the SPIN Field Book is a great resource.

Joe Heller, Trust Cycle Selling

Little Red Book of Selling: 12.5 Principles of Sales Greatness

Average customer rating:

Uniquely Creative
Little Red Book with BIG ideas!
One of the best Sales Training books ever
The Little Red Book of Selling
A small, fun-to-read book that will improve your career

Little Red Book of Selling: 12.5 Principles of Sales Greatness
Jeffrey Gitomer
Manufacturer: Bard Press
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

ASIN: 1885167601

Book Description

Salespeople hate to read. That's why Little Red Book of Selling is short, sweet, and to the point. It's packed with answers that people are searching for in order to help them make sales for the moment--and the rest of their lives.

Customer Reviews:

Uniquely Creative.......2006-12-13

The red book of selling is a very unique sales book. My first Gitolmer book and I have to say that I am in awe at the way information was laid out and the way in which the book was presented. He gets a 9/10 for creativity and design.

The information in the book is no less. I felt very `pumped up' after reading it. It may be Gitolmer's inspirational yet witty writing style that I could relate to.

The content isn't deep however the coverage is quite comprehensive. Overall a very good sales book, one that I will definitely re-read over the years.

Little Red Book with BIG ideas!.......2006-12-11

Great book! Motivational with enough sales techniques to improve any seller's performance. As a sales manager in the competitive world of wireless I'm always seeking a better and faster way to get performance from my team. This book gives practical ideas that can be implemented right away to increase sales. For example page 145 begins the section on how to create an irresistable voicemail message that will make you stand out from your competitors and get the sale. We tried it with very good results.

I also like this book because it's written with the working salesperson's time schedule in mind. Easy to read. Easy to carry. The cloth cover makes it durable in the field. No flimsy soft cover to worry about here. A good thing because you'll be referring to it often during your sales career.

If you're serious about selling success add "Little Red Book of Selling" to your sales library. Act on the priciples and ideas and you too will discover why people hate to be sold but they love to buy.

One of the best Sales Training books ever.......2006-12-02

I buy this book for every sales person I hire. Its a bench mark of what every sales person has to do to be a success. Jeffrey goes through all the steps required for any sales person to be truely great in this profession.
If you are thinking about going into sales read this book. He will tell you what it will take for you to be successful.

The Little Red Book of Selling.......2006-11-03

The book is exciting and entertaining. But nothing different from the usual. Also, the techniques presented are too vague and lack a systematic approach. If interested on such topics SPIN selling by Huthwaite is probably the best book on the subject.

A small, fun-to-read book that will improve your career.......2006-10-10

If you had to choose one skill that you would consider the most important for an entrepreneur to possess, what would you choose? I'm sure many different opinions exist. But if you ask me, the most important skill for an entrepreneur to possess is the ability to sell him or herself -- to present him/herself in a way that attracts others.

Whether you're literally selling a product door-to-door or just socializing at a party, it doesn't matter. You're always selling, and the more skilled you become at selling, the more successful you'll be as an entrepreneur. Now, just between you and me, I'm not that great at selling yet. But I want to become great. So what should I do? Right! I should learn from someone who is already great.

I'm going to recommend someone to you in a moment, but first let me ask you a question. Have you ever wanted to learn a new skill and wished there was a quick, easy, painless way to do it? If so, we have a lot in common, and I know of a special book that should be on the top of your to-read list. It's called The Little Red Book of Selling, and it's written by Jeffery Gitomer.

Jeffery Gitomer is known as one of the best salesmen in the world, and his writing shows it. This small, fun-to-read book will have your mind buzzing with excitement over the cool tips you'll discover within. Each page is plastered with fresh, practical, powerful information that you can apply to see immediate results. Here are a few of the ideas Mr. Gitomer presents:

-The Two Most Important Words in Selling

-What to Do When You Can't Seem to Get a Sale

-How to Use Humor to Make Sales Easy

-The 21.5 Best Places to Network (and the secrets to doing it successfully)

-How to Know When You're Wasting Your Time

-Much More...

It was just last weekend that a collegue suggested that I read The Little Red Book of Selling - and I'm glad he did! By now my recommendation to you should be obvious. Pick up a copy of your own -- every entrepreneur should.

Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)

Average customer rating:

Little Gold Book of Yes! Attitude
Excellent Book in Gitomer's latest
Not Impressed
I have to admit... it's helpful
Yes Attitude

Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
Jeffrey Gitomer
Manufacturer: FT Press
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

ASIN: 0131986473

Customer Reviews:

Little Gold Book of Yes! Attitude.......2007-10-13

This book will draw attention to you as you laugh out loud, nod your head and look for a pen to underscore sections, take tests and rate your own attitude. It is a fast, fun read. Gitomer puts into perspective your relationships - those that are good and valuable and those you might want to shed for better ones. It will also encourage serious soul searching while breaking up the weighty thoughts with plenty of comic relief.

Excellent Book in Gitomer's latest .......2007-09-27

I think this is a great book for anybody that needs an attitude adjustment or not. It is just a very good book with exercises in the book to help you realize what you are doing that could be setting you back or negative. Or what you are not doing that can help you improve and be more positive. It makes you think and ponder. Most people think they have a positive attitude. You may be surprised after taking his evalution tests whether you are. This book helps you go from a positive attitude to a Yes Attitude which is even better. Read the book it is definitely worth your time. And then say YES!

Not Impressed.......2007-08-29

Maybe 5 pages out of the whole book ENCOURAGED you to BECOME Positive with a YES attitude. The rest of the book was FLUFF.

He writes books...that's his job. He needs to sell books to buy the Beemer.

Did this book help me become MORE Positive?..... NO

Did it tell me how to become MORE Positive?..... NO.

So I went ahead and bought the "Magic of Thinking BIG" from Amazon instead.

ONE STAR because I liked the cover of the book.
Very overpriced and does NOT deliver.

I have to admit... it's helpful.......2007-08-14

Honestly, I wanted to dislike this book. It seemed shallow and more like a powerpoint presentation than a book.

Let's start: too simplistic, dumbed-down. Obvious. A rehash of what I already know. A huckster pushing a product...

But I have to admit that I just found it useful. I actually started to read it for 15 minutes a day in the morning - every weekday. And I actually found that it did help my attitude, that it did help me move forward and respond more positively to those around me. That it did help me take an extra moment when I am about to say something negative... and think it over.

I've started adopting various ideas from the book... and they help.

I'm almost embarrassed by liking this book. But it has been worth 10x the cover price to me.

In the end - well, I just will say "thanks".

Yes Attitude.......2007-08-11

This book was awesome. Very easy to read and FULL of inspirational things to think about and actions to take. I bought this book for all my employees to remind them to keep their "Yes" attitudes!

The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less

Average customer rating:

MJ the master of the sale . . . but he's much more than that
3 seconds or less...
An excellent addition to any marketer's library
Every Marketing Professional Should Own This Book
This book is an "Irresistible Offer"

The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less
Mark Joyner
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

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ASIN: 0471738948

Book Description

Your customers are going to give you three seconds to make the sale.

Do you know what to say in those three seconds?

The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business-a method that is simultaneously socially responsible and far more effective than "old" marketing. This new way is The Irresistible Offer.

"The Irresistible Offer is the missing link in many marketing books."
—Joe Sugarman, Chairman, BluBlocker Corporation

"The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process."
—John Du Cane, CEO, Dragon Door Publications, Inc.

"As the world's fastest reader (Guinness Book certified) I've read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point."
—Howard Berg, "The World's Fastest Reader"

"I've read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years."
—Dr. Joe Vitale, author of The Attractor Factor

"If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business."
—Randy Gilbert, a.k.a. "Dr. Proactive" host of The Inside Success Show

Download Description

Your customers are going to give you three seconds to make the sale. Do you know what to say in those three seconds? The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business-a method that is simultaneously socially responsible and far more effective than ""old"" marketing. This new way is The Irresistible Offer. ""The Irresistible Offer is the missing link in many marketing books."" Joe Sugarman, Chairman, BluBlocker Corporation ""The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process."" John Du Cane, CEO, Dragon Door Publications, Inc. ""As the world's fastest reader (Guinness Book certified) I've read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point.""Howard Berg, ""The World's Fastest Reader"" ""I've read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years."" Dr. Joe Vitale, author of The Attractor Factor ""If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business."" Randy Gilbert, a.k.a. ""Dr. Proactive"" host of The Inside Success Show

Customer Reviews:

MJ the master of the sale . . . but he's much more than that .......2007-10-11

Mark Joyner, whether teaching you how to market via word of mouth, how to improve your personal performance via simpleology courses, or just giving you general insight into life, is successful for one reason: honesty. His honesty and integrity allows him to see that which others who try to manipulate and control miss. And isn't that the secret to success? How many people ever desire to come back to a business, company, even person or individual who is phony? One who attempts to draw you in with deception and then does the bait and switch. Warren Buffett--he of multi-billions, the great investor--said that a major factor in choosing companies to invest in is based on whether or not you like the company enough (read people) to work there. Well, Mark Joyner is one of those people many enjoy working with. Because of his honest, straight forward approach.

The Irresistible Offer is certainly that: honest. Even though it has its flaws--excessive examples, repetition, and at times, opaque theory--it is a book that truly displays the genius and great insight of its author. And you've got to believe (all you The Secret people) that if you seek the truth, the truth will seek you. Herein lies Joyner's gift.

I once read a sales letter of Joyner's that hit to the core, issues I had been having in acquiring all-things-marketing to get my business going. He mentioned how marketers are charging hundreds of dollars for a "box full of 'secrets' that is nothing more than some low-quality audio recordings and poorly edited transcripts?" And how important it is that "A transformation of spirit without a direction and a clear plan might bring you happiness for a while, but if that happiness is not reinforced by real change in the real world, it is always short lived"? Personally, I have chosen to avoid many schemes, internet marketers, and plans or bonus-encrusted list blasts because "quality and value is more important to" me, as Joyner states.

The book certainly has its more general philosophies, but it also gets into enough specifics on Word of Mouth and how to use it in your business to give the reader his money's worth . . . and then some. Great ROI, wouldn't you say Mark? Get it. It's worth every penny.

3 seconds or less..........2007-08-15

Well, I'm not one to believe hype and I still don't think it can be done in 3 seconds or less, but I am amazed at the tricks that I did pick up. Worth more than a 3 second perusal.

An excellent addition to any marketer's library.......2007-06-28

I am a professional PR and marketing man. I constantly strive to hone my skills by reading trade articles and books about the subject. If you hope to become adroit at marketing, you must do the same.

The Irresistible Offer is an excellent book that teaches the nuts and bolts of putting together a product and brand message. It explains how you can refine your product's message into a 3-second touchstone that conveys the features and benefits of your product to prospective customers at a glance.

The psychology and theory behind this book is excellent. I would recommend it as an addition to any marketer's library.

-Craig Nybo, author of Total Human: The Complete Strength Training System

Every Marketing Professional Should Own This Book.......2007-06-27

This book is a must read if you are in marketing or advertising. This book not only explains how to create an irresistible offer, but it also shows you how to use intensifyers to get customers to take action. Overall, one of the most useful marketing books I have ever read.

This book is an "Irresistible Offer".......2007-06-21

The title itself is an excellent example of "the irresistible offer." The "3 seconds or less" refers to the amount of time you have with a prospect to get and capture their attention. However, the way the title of the book is written, you could interpret it to mean it will only take you 3 seconds or less to learn how to sell your product. Now that's great copywriting! And for anyone who wants to succeed in business, this book is a great reference. Buy it. Read it. Apply the lessons. And succeed. Even after nearly 30 years in advertising, I learned from this book.

Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)

Average customer rating:

Don't believe the other reviews
A really easy read
Keep Asking the Question
Perfect for the Sales Rookie
This is NOT your average how-to guide!

Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
Jeffrey Gitomer
Manufacturer: FT Press
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Customer Service | Industries & Professions | Business & Investing | Subjects | Books

Motivational | Management & Leadership | Business & Investing | Subjects | Books

ASIN: 0131735365

Customer Reviews:

Don't believe the other reviews.......2007-10-16

This book consists primarily of motivational ideas that are much better presented elsewhere. If you want sales motivation--success check out Brian Tracy. The sales ideas are weak and not original. For good sales information see Spin Selling, Question Based Selling, or Brian Tracy on Selling. If you've never read a book on sales or success you might like this one, but having read piles of books on sales and related subjects I say this is one of the worst. There are no original thoughts here!

A really easy read.......2007-10-06

As a salesman once upon a time myself i know how little time 'good' salespeople get to read books, digest the information, work out how and when to use a technique and adapt their presentations when they have worked a full day and are expected to go out the next.

If i have just discribed YOU and you are pounding the highways then this is the book for you.

I was reading a comment left buy Dave Lakhani who put it so very well that i'd do worse than to repeat it. "You can pick this book up and open it at any page". This is exaclty my experience of the book which is why all salespeople looking to learn easy step by step new techniques should buy this book and have it next to them in the car to read a page or two before sitting an appointment.

Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.net

Keep Asking the Question.......2007-08-21

As always a Fan I have follow Jeffery Gitomer's advice for years and have done well out of it. Does repeat a bit but, then we all need to be reminded of why we are in sales and how to make the most out of it. Alway value first, ask questions the answers are here.Read This!
Darren Teale Perth Western Autralia www.darrenteale.com.au

Perfect for the Sales Rookie.......2007-08-03

Anyone just entering the field of sales will benefit from the practical advice in this book. Forget about the thousands of textbook style sales books and pickm this one up.

This is NOT your average how-to guide! .......2007-06-11

"Every major sales answer you need to know is in this book." -From the Book.

Take a look inside this book and you'll see that this is no ordinary how-to guide. This guy is brilliant in that he has went off the beaten path of how a book is supposed to look. The book is approximately 5x8 in size, and is covered in red fabric and comes with a handy built in bookmark. I love the use of color throughout the book. The author has chosen to color important words and phrases throughout, to make them stand out in your mind, and there are some tasteful illustrations that enhance the messages conveyed.

I know so many sales people who don't like to read. If that's you, well, then you'll LOVE this book because not only is it an easy book to read and understand, but the style is totally fun. You may even forget you're reading and all the while you'll come away with a new perspective on selling!

I was hooked and knew I had to have this book from the beginning. I love the unconventional style of the book. Now, besides the great job he did on the look of the book, there is some extremely good information contained within these red walls. 99.5 real world answers are contained within 6.5 chapters. Loads of great advice on things like setting goals and How to do your best every day, prospecting, and even how to write a thank you note.

This book has more than earned it's spot on my bookshelf!

Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales

Average customer rating:

Great advice (if you can assimilate it)
excellent, customer oriented common sense
should be a textbook for sales classes
Eye-opener and Instant Results Obtained

Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales
Linda Richardson
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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ASIN: 0070525587

Book Description

In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.

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Customer Reviews:

Great advice (if you can assimilate it).......2001-05-25

The problem with any "how to sell" book like this is, until you can integrate the advice given here so that it comes naturally to you, you will sound as mechanical and forced as some of the "tellers" Richardson criticizes. I used to sell big-tiicket business-to-business, and I can say the advice here is timeless: engage your customer, identify what your customer's needs are and position your product so that the customer realizes that your product meets their needs. Of course, if the customer doesn't need your product, then maybe you need to learn some of those "hard-ball sales" techniques (or find a better product!). No amount of customer empathy, listening, or product positioning will help you overcome a customer-product mismatch. Which brings me to a point: although Richardson argues against this, I think playing hardball has a place in negotiations; remember, the party you are negotiating with doesn't always have to feel warm and cozy inside in the process. A true persuader will know when to be soft and fluffy and when to apply the pressure.

Also, the whole paradigm-replacement languuage ("we are moving into a new age of selling...") is corny. The advice Richardson is giving is not new or revolutionary, as she claims. But she has succeeded in organizing a lot of really good sales principles in a clear and coherent way which can easily be appreciated by readers.

I read this book together with Richardson's "Selling by Phone" and frankly, one is just a rehash of the other. Richardson copied entire paragraphs from one in writing the other. So save your money and buy just one of the two. But if you are an accidental salesperson, or even if by trade you are not a salesperson but you are occasionally called upon to negotiate (maybe you are a lawyer or a manager) Richardson's books will be a refreshing introduction to the discipline of negotiation and persuasion.

excellent, customer oriented common sense.......2000-07-08

After reading plenty of those "say what I say, exactly as I say it" sales books, none of which I found truly helpful out in the field, this book was like a breath of fresh air. Easy to read and easy to adapt to personal styles it is a treasure trove of good advise. If you actually care about your customers and want them to return to you on a regular basis, this is the book for you.

should be a textbook for sales classes.......2000-06-09

From my many varied experiences, I realize that I just don't like selling, but when I was trying to bone up on my sales skills, I found this book to be the most useful. It is heads and shoulders above other books on the subject and it was so intersting that I probably read it cover to cover in a day or two. The advice is extremely practical and you are learning great principles of selling. You are not learning a bunch of closing dialogues that only work for the person who invented them. Easily digested, the principles allow you to adjust your approach in mid-sale because you are asking questions whose answers will tell you what you need to do or say next (positioning.) Tons of great info here. It should really be a textbook for sales classes.

Eye-opener and Instant Results Obtained.......2000-04-01

I manage a distributor sales force throughout the U.S. and Canada. After reading this book (actually WHILE reading this book) I applied the information and witnessed immediate success, as did my sales reps. The information is direct, common sense, well presented, easy reading and entertaining. It is not full of 'theory', but actual 'meat' that can be applied each day after reading even a chapter or two the night before. I am buying books for each of my reps and feel it is one of the best gifts I could ever give them. Well done!

Selling 101: What Every Successful Sales Professional Needs to Know

Average customer rating:

Timeless Advice
Practical sales advice for all levels
Deceived by photo...
The basic smart course in sales techniques
Decent sales starter or refresher

Selling 101: What Every Successful Sales Professional Needs to Know
Zig Ziglar
Manufacturer: Thomas Nelson
ProductGroup: Book
Binding: Hardcover

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ASIN: 0785264817

Book Description

Here in a short, compact and concise format is the basics of how to persuade more people more effectively, more ethically, and more often. Ziglar draws from his fundamental selling experiences and shows that while the fundamentals of selling may remain constant, sales people must continue learning, living, and looking: learning from the past without living there; living in the present by seizing each vital moment of every single day; and looking to the future with hope, optimism, and education. His tips will not only keep your clients happy and add to your income, but will also teach you ideas and principles that will, most importantly, add to the quality of your life. Content drawn from Ziglar on Selling.

Customer Reviews:

Timeless Advice.......2007-08-03

Zig has been providing great advice to sales people for decades and this book is no exception. Pick it up, read it, and make more money.

Practical sales advice for all levels.......2007-06-08

This book provides practical sales advice for all levels. The man is a guru so you should read knowing that the path has been walked already.

Deceived by photo..........2007-05-10

I thought I was purchasing a nice, hardcover sales book.. it's TINY... info is okay, just a really small book.. buyer beware.

The basic smart course in sales techniques.......2006-09-01

Seldom is a book as aptly named as Selling 101. This is a true primer on the ABC's of selling. Author and sales expert Zig Ziglar walks you through the sales process, teaching you how to find prospects, overcome "call reluctance," pose the right questions and ask for the order. He touches on all of the fundamentals, using examples from his experiences to illustrate his main points. His brief, concise prose is easy to understand and even easier to incorporate into your sales practices. The seasoned sales professional will not find anything new in this basic textbook, but we recommend it to anyone who is new to selling, particularly if you lack a mentor to give you this kind of guidance. This handy manual will provide know-how that is usually gained only by experience in the field.

Decent sales starter or refresher.......2006-08-18

Good short book if you are looking for something basic. There is certainly nothing dynamic, but Ziglar hits several points right on and gives a nice overview.

Selling Today: Creating Customer Value, Ninth Edition

Average customer rating:

Selling Today: Creating Customer Value, Ninth Edition
Gerald L. Manning , and Barry L. Reece
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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ASIN: 0131009524

Book Description

Selling Today: Creating Customer Value, one of the most popular sales information books on the market, offers readers a blend of time-proven fundamentals and new practices needed to succeed in today's information economy. It emphasizes the need for salespeople to be guided by the new principle of personal selling: establishing partnerships that are maintained by customer value, created by the salesperson. This edition stresses the need for sales professionals to cope with new forces shaping the world of sales and marketing, and emphasizes the strategies for long-term success. It provides comprehensive coverage of consultative selling, strategic selling, partnering, and value-added selling. Sales force automation is also a major theme. For sales and marketing professionals.

Average customer rating:

The Ultimate Step-by-Step Selling Guide
Better than the standard Spin Selling Book
Practice makes perfect.
Nice book, but too easy after reading SPIN Selling
Indispensable part of the salesman's library

The SPIN Selling Fieldbook
Neil Rackham
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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ASIN: 0070522359

Book Description

Strategies and tools that guarantee big-ticket sales!

Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.

Customer Reviews:

The Ultimate Step-by-Step Selling Guide.......2007-06-25

I speak around the world on lead generation and marketing strategy. Neil did an outstanding job crafting "The SPIN Selling Fieldbook" to give you a roadmap on how to master complex sales strategy.

There is no other resource I can think of where you can "easily perfect" your approach and positioning sales strategy.

Neil gives you step-by-step plan that anyone can follow in their quest to excel at marketing their products or services.

The SPIN Selling Fieldbook gives you valuable "hands on" tools. I recommend the "SPIN Selling Fieldbook."

It is an invaluable resource that any salesperson or sales executive should have in their personal library.

Joe Heller, Trust Cycle Selling

Better than the standard Spin Selling Book.......2007-06-09

This field book is better than the original book was. If you are going to buy just one of the two you should probably just buy the field book. It allows you to apply the ideas very quickly.

Practice makes perfect........2006-11-14

Usually is not enough to read a book to have the knowledge, you need to practice, and that is what this book helps to, giving you ideas on how to put SPIN method into practice.

Nice book, but too easy after reading SPIN Selling.......2006-08-09

I bought this book together with SPIN Selling. I read the Fieldbook after reading SPIN Selling. If you've already read SPIN Selling, this book is not going to tell you much new things.

If you would read the Fieldbook instead of SPIN Selling, then I think the Fieldbook is not thorough enough, at least if you compare it to SPIN Selling.

In general I think the audience of this book is perhaps college students, or clever highschool students, but not really experienced salespeople. Maybe that's also because of the cartoons every now and then which make the book look like it's meant for younger people.

What I expected when I bought both books was that the Fieldbook offerd some transcriptions of salescalls, and an explanation of why certain aspects are wrong and how this could be improved using SPIN Selling. This was not really the case, it was more like a simple summary of SPIN Selling. So not really the Fieldbook I expected.

Anyway, the book is not bad, but I would not recommend to buy both SPIN Selling and the Fieldbook together. Also, if you're a serious and experienced salesperson I would recommend SPIN Selling. If you're new to sales or if you're still in college, I would recommend the Fieldbook.

Indispensable part of the salesman's library.......2006-07-19

This book is a practical guide for implementing the principles learned in the original book about 'Spin selling', however it is not necessary to have read the other book to make good use of this one. I think the SPIN methodology is a most valuable contribution from Mr. Rackham to the field of large sales and this book gives sound help to implement it.

Marketing Metrics: 50+ Metrics Every Executive Should Master

Average customer rating:

Good Primer for Marketing People
Carry This Book with You
Is it Really About Metrics..But There's More To it Than That
Looks great
Whatever is most important can, indeed must be measured...accurately and consistently.

Marketing Metrics: 50+ Metrics Every Executive Should Master
Paul W. Farris , Neil T. Bendle , Phillip E. Pfeifer , and David J. Reibstein
Manufacturer: Wharton School Publishing
ProductGroup: Book
Binding: Hardcover

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ASIN: 0131873709

Customer Reviews:

Good Primer for Marketing People.......2007-10-10

This is a good fundamental description of different marketing measurments. These metrics used to be taught to people in the business as they worked their way up the ranks. Unfortunately, today there is virtually no marketing training being done at most organizations. This book can help those people who want to know how to look at a marketing from a more analytical basis and do a better job at managing the marketing for their company. I have already given it to two clients to help them do their job better.

Carry This Book with You.......2007-10-01

If a marketer really wants to be a good business person, then they should carry this book with them. I dislike hearing recent graduates say "Buy One Get One Free" when asked for promotion ideas. If you understand the financial consequences of that type of promotion then it's OK to suggest it. But the point is this book helps you think about the many types of measurements. At one point in my career I had three Product Managers work for me. This book would have been one that I insisted they read.

Is it Really About Metrics..But There's More To it Than That.......2007-09-05

I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.

I also liked the newly released book, "Value Acceleration" by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage

Looks great.......2007-07-05

It's still early to rate as I just got the book, but it's definitely valuable.

Whatever is most important can, indeed must be measured...accurately and consistently........2007-05-09

Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.

To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.

Although I believe this volume can be of substantial value to executives in almost all organizations (regardless of size or nature), I think it will be of greatest benefit to those - probably in larger companies -- who have an urgent need for accurate and consistent measurement of, for example, the dynamics behind their market share; the profitability of producing, pricing, selling, distributing, and servicing what they offer; and the ROI of marketing initiatives within the framework of enterprise financial metrics.

Those who share my high regard for this volume are urged to check out Enterprise Architecture As Strategy: Creating a Foundation for Business Execution by Jeanne W. Ross, Peter Weill, and David Robertson as well as Ram Charan's Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't, Lynda Gratton's Hot Spots: Why Some Teams, Workplaces, and Organizations Buzz with Energy - And Others Don't, Robert J. Herbold's Seduced by Success: How the Best Companies Survive the 9 Traps of Winning, Jack Alexander's Performance Dashboards and Analysis for Value Creation, and Michael Useem's The Go Point: When It's Time to Decide--Knowing What to Do and When to Do It.

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