SPIN Selling

Category: Marketing & Sales
Author: Neil Rackham
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by q7xvh97o2pDhNrh   2022-10-19
That's a great summary. Personally, I'd add just one more before the pitch:

(D) Uncover how amazing their future would be, if they could resolve what's stopping them

You want them to be articulating the implications of a solution — i.e., the benefits — so that they really feel the need. Then you don't even have to pitch that hard; you just gently offer your solution to resolve the need they're actively feeling. (As a bonus, you also get to hear the benefits in their words. That lets you use those words to refine your sales pitch for the next prospect.)

Anyway, these 4 steps are really just a Twitter-ified version of SPIN Selling by Neil Rackham [1] — a book which, despite its age and its title, is a very good sales book.

(The reason its so good is because it's one of the only ones that uses actual data. They studied many actually successful salespeople, identified the patterns and formed hypotheses about what works, then taught that to new/struggling salespeople to validate their hypotheses. The SPIN acronym is the mnemonic for what they found.)

[1]: https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/00705111...

by pitt1980   2017-12-11
Spin Selling by Neil Rackham presents a useful theoretical framework for selling


There are many sales books that present scripts, in general I think they are useful to read for generating ideas, I would suggest never using a script that doesn't feel comfortable for you to say, I would suggest also thinking about fitting any script you use back into the larger theoretical framework from the above book

personally, I like the scripts presented in Stephen Schiffman's books, https://www.amazon.com/Stephan-Schiffman/e/B001H9PRO2/ref=sr...

mainly on the ground that none of them make me cringe to say (specifically the '250 sales questions' and the 'Cold Calling' books), what makes you cringe is likely to be a little different from what makes me cringe, so your mileage will probably vary

there are a lot of books in this general genre, check out https://www.amazon.com/Brian-Tracy/e/B001H6OMRI/ref=sr_ntt_s... and https://www.amazon.com/Zig-Ziglar/e/B000AP7VIY/ref=sr_ntt_sr...

I do think these books present lots of good material for brainstorming, but some percentage of both these books I couldn't say to someone without cringing (I would suggest listening to that voice in your head, if it'd make you cringe, it's likely to make whoever you're saying it to cringe as well)


fwiw, these books tend to be exceptionally easy reads, so I suggest checking them out, taking what you find useful, and leaving what you don't