EBOOK - SPIN Selling - Full Edition (Neil Rackham)

Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is a must-listen 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, one-million-dollar research into effective sales performance, this groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) strategy.

In SPIN Selling, Rackham 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, listeners 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 that 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 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 

Prefaceix 

1.SalesBehaviorandSalesSuccess1 

SuccessintheLargerSale4 

TheMajorSale6 

TheFourStagesofaSalesCall11 

QuestionsandSuccess14 

2.ObtainingCommitment:ClosingtheSale19 

WhatIsClosing?21 

TheConsensusonClosing21 

StartingtheResearch22 

InitialResearch23 

ThePhoto-StoreStudy30 

ClosingandClientSophistication34 

ClosingandPost-SaleSatisfaction35 

WhyIstheRestoftheArmyOutofStep?37 

ObtainingtheRightCommitment41 

ObtainingCommitment:FourSuccessfulActions48 

Contents 

CustomerNeedsintheMajorSale53 

DifferentNeedsinSmallSalesandLarge54 

HowNeedsDevelop55 

ImpliedandExplicitNeeds57 

BuyingSignalsintheMajorSale62 

TheSPINStrategy  67 

SituationQuestions67 

ProblemQuestions69 

ImplicationQuestions73 

Need-payoffQuestions81 

TheDifferencebetweenImplicationandNeed-payoffQuestions  88 

BacktoOpenandClosedQuestions90 

TheSPINModel91 

HowtoUseSPINQuestions94 

GivingBenefitsinMajorSales  99 

FeaturesandBenefits:TheClassicWaystoDemonstrateCapability  99 

TheRelativeImpactsofFeatures,Advantages,andBenefits106 

SellingNewProducts111 

DemonstratingCapabilityEffectively115 

PreventingObjections117 

FeaturesandPriceConcerns119 

AdvantagesandObjections124 

BenefitsandSupport/Approval133 

Preliminaries:OpeningtheCall137 

FirstImpressions138 

ConventionalOpenings139 

AFrameworkforOpeningtheCall143 

TurningTheoryintoPractice147 

TheFourGoldenRulesforLearningSkills148 

ASummaryoftheCallStages152 

AStrategyforLearningtheSPINBehaviors155 

AFinalWord159 

Contents  vii 

AppendixA.EvaluatingtheSPINModel161 

CorrelationsandCauses163 

IsProofPossible?168 

EnterMotorolaCanada173 

ANewEvaluationTest180 

FinalThoughtsonEvaluation186 

AppendixB.Closing-AttitudeScale187 

CalculateYourScore191 

WhatDotheScoresMean?191 

Index193 

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EBOOK - SPIN Selling (Neil Rackham).

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Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is a must-listen 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, one-million-dollar research into effective sales performance, this groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) strategy.

In SPIN Selling, Rackham 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, listeners 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 that 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 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 

Prefaceix 

1.SalesBehaviorandSalesSuccess1 

SuccessintheLargerSale4 

TheMajorSale6 

TheFourStagesofaSalesCall11 

QuestionsandSuccess14 

2.ObtainingCommitment:ClosingtheSale19 

WhatIsClosing?21 

TheConsensusonClosing21 

StartingtheResearch22 

InitialResearch23 

ThePhoto-StoreStudy30 

ClosingandClientSophistication34 

ClosingandPost-SaleSatisfaction35 

WhyIstheRestoftheArmyOutofStep?37 

ObtainingtheRightCommitment41 

ObtainingCommitment:FourSuccessfulActions48 

Contents 

CustomerNeedsintheMajorSale53 

DifferentNeedsinSmallSalesandLarge54 

HowNeedsDevelop55 

ImpliedandExplicitNeeds57 

BuyingSignalsintheMajorSale62 

TheSPINStrategy  67 

SituationQuestions67 

ProblemQuestions69 

ImplicationQuestions73 

Need-payoffQuestions81 

TheDifferencebetweenImplicationandNeed-payoffQuestions  88 

BacktoOpenandClosedQuestions90 

TheSPINModel91 

HowtoUseSPINQuestions94 

GivingBenefitsinMajorSales  99 

FeaturesandBenefits:TheClassicWaystoDemonstrateCapability  99 

TheRelativeImpactsofFeatures,Advantages,andBenefits106 

SellingNewProducts111 

DemonstratingCapabilityEffectively115 

PreventingObjections117 

FeaturesandPriceConcerns119 

AdvantagesandObjections124 

BenefitsandSupport/Approval133 

Preliminaries:OpeningtheCall137 

FirstImpressions138 

ConventionalOpenings139 

AFrameworkforOpeningtheCall143 

TurningTheoryintoPractice147 

TheFourGoldenRulesforLearningSkills148 

ASummaryoftheCallStages152 

AStrategyforLearningtheSPINBehaviors155 

AFinalWord159 

Contents  vii 

AppendixA.EvaluatingtheSPINModel161 

CorrelationsandCauses163 

IsProofPossible?168 

EnterMotorolaCanada173 

ANewEvaluationTest180 

FinalThoughtsonEvaluation186 

AppendixB.Closing-AttitudeScale187 

CalculateYourScore191 

WhatDotheScoresMean?191 

Index193 

LINK 1 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)

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EBOOK - SPIN Selling (Neil Rackham).

LINK DOWNLOAD (TÀI LIỆU VIP MEMBER)

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