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SPIN Selling: Situation Problem Implication Need-payoff
by
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, ...more
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, ...more
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Hardcover, 197 pages
Published
May 22nd 1988
by McGraw-Hill Education
(first published 1988)
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Start your review of SPIN Selling: Situation Problem Implication Need-payoff

There were a lot of awesome discoveries in the 80s, including, but not limited to, Big League Chew, the fact that long-haired men wrenching out soul-baring metal guitar solos would lead to multiplatinum album sales and the removal of countless bras so that they could be flung onstage, and the revelation that the process of selling majorly expensive goods or services was different from the process of selling, say, a PEZ dispenser.
It is the concluding item on the aforementioned list that is, unfo ...more
It is the concluding item on the aforementioned list that is, unfo ...more

Full Review: What is Spin Selling?
One of the most intuitive books on the market for selling. SPIN Selling explains the science behind consultative selling, or rather, presenting an offer to a potential client, based systematically on the clients pain-points, using a powerful questioning process.
The subtitle of the book describes quite well what’s inside; “The Best-Validated Sales Method Available Today. Developed From Research Studies Of 35,000 Sales Calls. Used By The Top Sales Forces Across Th ...more
One of the most intuitive books on the market for selling. SPIN Selling explains the science behind consultative selling, or rather, presenting an offer to a potential client, based systematically on the clients pain-points, using a powerful questioning process.
The subtitle of the book describes quite well what’s inside; “The Best-Validated Sales Method Available Today. Developed From Research Studies Of 35,000 Sales Calls. Used By The Top Sales Forces Across Th ...more

This is not going to be a normal review, these will be more of my notes to remember what I just read and become increasingly familiar with a new lexicon / jargon that is business speak.
One quick annoyance, one quick whoa cool moment, then bullet points. This book costs $30 and you are done reading it in an hour. Why are business books so expensive and yet written at about a 3rd grade reading level?
First though one thing I found rather interesting in reading this book is that it emphasizes the ri ...more
One quick annoyance, one quick whoa cool moment, then bullet points. This book costs $30 and you are done reading it in an hour. Why are business books so expensive and yet written at about a 3rd grade reading level?
First though one thing I found rather interesting in reading this book is that it emphasizes the ri ...more

Whether you like it or not, all business involves sales in some capacity. Written in 1988, Rackham describes his findings from observing 35,000 sales calls over a period of 12 years. He outlines the sales format that most often led to long-term success (Situation --> Problem --> Implication --> Need-Payoff). The recommendations are authentic, powerful and helpful; this book is a must-read for anyone in business!

It was such a drag to read this book that I am surprised that it only took me 2 months (including skimming through the last chapter cuz omg).
This could be easily summarized into an A4 article and loose none of the insights.
It took 100 pages to make an introduction to how cool they are. Only then they start talking about SPIN. Spin is asking different questions instead of only situational questions. Here it is.
The key takeaway so far is that the sale can be short term (a chocolate bar for 2 eur) ...more
This could be easily summarized into an A4 article and loose none of the insights.
It took 100 pages to make an introduction to how cool they are. Only then they start talking about SPIN. Spin is asking different questions instead of only situational questions. Here it is.
The key takeaway so far is that the sale can be short term (a chocolate bar for 2 eur) ...more

Apr 02, 2016
Chad Warner
rated it
really liked it
Recommends it for:
salespeople
Recommended to Chad by:
Brent Weaver
An enlightening approach to large sales that require multiple interactions. Success in such sales requires a different methodology than small sales that usually take one interaction. In a large sale, you must build the customer's perceived value of your solution, and the most effective way of doing that is to ask the right questions.
The book is based on 10 years of observing and analyzing over 35,000 sales transactions. As the author explains, "We've put thousands of sales calls under the micros ...more
The book is based on 10 years of observing and analyzing over 35,000 sales transactions. As the author explains, "We've put thousands of sales calls under the micros ...more

The first thing you have to realize about “SPIN Selling” by Neil Rackham is that it’s a book for selling to large accounts, written before anybody else was writing books about selling to large accounts. Yes Virginia, selling to large accounts is different than selling to smaller ones. To begin with, you cannot close the sale in one day, as a result opening the discussion by trying to closing technique is counterproductive.
Besides, in major sales, the salespeople usually are not in the room when ...more
Besides, in major sales, the salespeople usually are not in the room when ...more

Since I'm in the process of developing a new technology based company, this book provided excellent advice and strategies for selling my type of product. Thanks to Rick Larson and Joe Liblin for recommending it to me.
...more

This is the first sales book (not that I've read many) that I didn't want to throw across the room. Rackham's main advice boils down to, "Don't be a jerk." Why does this warrant a book? It runs counter to the training given to salespeople in large companies. For instance, Rackham found that using closing techniques a la the "Always Be Closing" mantra from "Glengarry Glen Ross" actually reduces sales when selling a high-priced item or service. It works for small-amount sales basically because the
...more

I'm very skeptical when it comes to business frameworks but this one is very solid, practical and useful - the great manual which shows how a big size sales should be done. One the one hand the book explains how deeply problems and their implications should be examined during the sales meeting, on the other hand, shows why many things which you heard about sales aren't applicable everywhere.
If you work in the B2B sales, that framework would be very useful for you. ...more
If you work in the B2B sales, that framework would be very useful for you. ...more

I took my time while reading this one. Carefully studying various parts of it, making notes, reading chapters or sections over and over. It's somewhat surprising and intriguing that although published 32 years ago (!), this book is stunningly accurate while describing some of the fundamentals of sales.
An absolute must-read for anybody in B2B sales, minor or major. Just read it. ...more
An absolute must-read for anybody in B2B sales, minor or major. Just read it. ...more

If you are in a business where you sell anything that's a high value or complex sale(i.e something that is of a significant price and typically requires multiple meetings to sell), then you have to absolutely read this book.
The first distinction is that small sales and complex sales are very different. Many sales book are written with smaller sales in mind. What works when you're selling a 100$ product is completely different than what works when you're selling a 10,000$ or 100,000$ product. Thi ...more
The first distinction is that small sales and complex sales are very different. Many sales book are written with smaller sales in mind. What works when you're selling a 100$ product is completely different than what works when you're selling a 10,000$ or 100,000$ product. Thi ...more

Probably the only book ever entirely based on actual research and focused in larger sales. There are general techniques in selling—closing, handling objections, etc.—that work perfectly in small sales, but fail miserably in large ones.
The author dissect the sales process into 4 categories: preliminaries, investigating, demonstrating capabilities, and obtaining commitment or closing.
He shows how, in larger sales, closing is NOT the most important part of the process but Investigating.
Said that, ...more
The author dissect the sales process into 4 categories: preliminaries, investigating, demonstrating capabilities, and obtaining commitment or closing.
He shows how, in larger sales, closing is NOT the most important part of the process but Investigating.
Said that, ...more

Aside form The Book Of Mormon, This book has had perhaps the greatest impact on my career and my role as a father.
Definitely on my personal list of classics...
This book was first recommended to me by a colleague by the name of Matt Fowler.
As a side note, Matt's decision to hire me was one of the most significant career events of my life.
This is by far the best book I have ever read on question based problem solving.
If you read this book, you will probably want to purchase the SPIN Selling Field ...more
Definitely on my personal list of classics...
This book was first recommended to me by a colleague by the name of Matt Fowler.
As a side note, Matt's decision to hire me was one of the most significant career events of my life.
This is by far the best book I have ever read on question based problem solving.
If you read this book, you will probably want to purchase the SPIN Selling Field ...more

Yes, this is a sales book. But it is a sales book about not being a creepy salesman. The basic jist is that small sales involve shysterism -- and give salespeople a bad name.
Consider what it used to be like to buy a TV at Circuit City, where the salespeople operated on commission -- high-pressure, low enjoyment.
But then there is the whole category of large sales, such as selling a large IT system or consulting engagement -- where the “salesperson” is going to meet with the customer many times ...more
Consider what it used to be like to buy a TV at Circuit City, where the salespeople operated on commission -- high-pressure, low enjoyment.
But then there is the whole category of large sales, such as selling a large IT system or consulting engagement -- where the “salesperson” is going to meet with the customer many times ...more

For people who are keen to improve their skills in selling, this is one book that I will highly recommend. This is because, the content of the book comes from comprehensive research by the author's company. And like all wise researchers, the author advises the reader to take some of his pointers with a pinch of salt, because he is not able to say conclusively "This is it! Follow this and you'll sell". Rather, he tells you that "This is what we found and PROBABLY will be helpful, but because we c
...more

We are all in sales to some degree, and this book can help you when it comes time to communicate a big idea, yourself during an interview, and of course an actual sales meeting. For over eight years I was in B2B sales, and this book was the bible for my profession. Rackham doesn't just give the typical superlative-driven mantras about your winning tone and demeanor, he gives an empirically-based study on large dollar sales. As the reader, you will walk away with a process, a framework for questi
...more

amazing. i hear it's one of few that's backed by research and numbers instead of just anecdotes. learn this and you're set to sell.
...more

I have spent many unnecessary minutes on books written on a blemished premise. They usually start with their own story of how they failed and then miraculously "invented" a way to make billions. The result is usually a book that is 200 pages in length but in truth should have been just 20 pages long. SPIN Selling is no such book.
SPIN Selling is a sales methodology book for those who work in companies that make large B2B sales. If the value of your product or service is small, you can carry on wi ...more
SPIN Selling is a sales methodology book for those who work in companies that make large B2B sales. If the value of your product or service is small, you can carry on wi ...more

He brilliantly separates the sales into simple and complicated. The complicated requires a longer initial period and aftercare; therefore requring different strategies.
Simple sales are ok with value props and going how it will benefit you. That works fine for a product ranging from $10-1000, where your spontaneity dominates your buying decision. Examples given are watches or utility electronics. However, when the buying decision becomes complicated, either because it's too expensive, involves m ...more
Simple sales are ok with value props and going how it will benefit you. That works fine for a product ranging from $10-1000, where your spontaneity dominates your buying decision. Examples given are watches or utility electronics. However, when the buying decision becomes complicated, either because it's too expensive, involves m ...more

I simply think that consumerism is bad and we do not need books teaching people how to psychologically manipulate people into buying more things. Also like even assuming I supported sales and was invested in this beyond having to read it for class you can make nonfiction engaging, but Rackham very much did not. Suppose this work does provide value in that you know what to watch out for when someone tries to pressure you into buying something but. I am definitely not the intended audience for thi
...more

My favorite introduction to high-end, solution-based selling. If you put "stereotypical used car salesman" on one end of the spectrum (one-time, win/lose, asymmetric information, no reputation), this is the other end of the spectrum.
Some of the later books (Major Account Sales, especially) develop this concept better, and there has been a lot of work around team-based sales organizations since this book was written, but it's still fundamental. ...more
Some of the later books (Major Account Sales, especially) develop this concept better, and there has been a lot of work around team-based sales organizations since this book was written, but it's still fundamental. ...more

One of Moliere's characters says in "Le Bourgeois gentilhomme": "Good heavens! For more than forty years I have been speaking prose without knowing it.". That's how I've felt when reading this book. This book sums up about half of my objections toward classical sales training approaches. If I've trained you you will find it pleasantly familiar. Treat is as a synthesis opportunity.
If you are selling high ticket items, products or services in a B2B environment - this is a book for you. Do your rev ...more
If you are selling high ticket items, products or services in a B2B environment - this is a book for you. Do your rev ...more

must read for deep tech sales

Neil Rackham’s classic book, SPIN Selling, is a sales how-to book. By closely examining over 35,000 sales calls, he shows a correlation between asking questions and the successful sale. He calls the model S.P.I.N. This acronym represents four different types of questions: Situational Questions (i.e. "How old is this unit?"), Problem Questions (i.e. "Is your machine hard to use?"), Implication Questions (i.e. "Could that lead to increased costs?"), and Need-payoff Questions (i.e. "Why is it impor
...more
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“The building of perceived value is probably the single most important selling skill in larger sales.”
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“Success in the larger sale depends, more than anything else, on how the Investigating stage of the call is handled.”
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