Competent conversation building techniques from the famous consultant of Google, Mastercard and Johnson & Johnson, which can replace several expensive trainings on large-scale sales techniques.
In large-scale sales, when large transactions and expensive goods are involved, the seller’s task is to build a trusting business relationship with the buyer. For this relationship to take place, close communication and several business meetings are necessary.
Neil Rackham has been practicing and studying large-scale sales for many years. Having analyzed 35 thousand negotiations, he came to the conclusion that in large-scale sales, successful sellers always ask specially formulated questions in the right order, leading the person to an independent choice. This method works flawlessly. He divides all questions into four types: situational, problematic, extractive and guiding. The English word 'SPIN' is an acronym for these types of questions.
The book is based on years of research by Huthwaite. The research aimed to compare the principles of successful work in large and small sales. The results were a sensation: it turned out that many of the skills and techniques that contribute to successful sales of inexpensive goods are not only ineffective for large sales, but actually hinder them.
Book Features
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The SPIN methodology is based on the largest study of effective sales ever conducted in the world.
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More than half of the Fortune 100 companies use the SPIN methodology to train their salespeople.
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In the late 1980s, Neil Rackham had difficulty finding a publisher for this book in the United States - the manuscript was categorically rejected, explaining that the principles set forth in it 'contrary to generally accepted ones.' Perhaps it was this “contradiction” (or more precisely, a fresh perspective, detachment from outdated templates and possession of precise figures and indisputable evidence) that eventually made the book a worldwide bestseller.
Who is this book for?
For all sales managers, sales agents and executives.
