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SPIN Selling: Situation Problem Implication Need-payoff

3.95  ·  Rating details ·  7,742 ratings  ·  233 reviews
What makes success in major sales? How do some salespeople consistently outsell their competition? Why do techniques like closing work in small sales but fail in larger ones? How can salespeople dramatically increase their sales volume from major accounts?Now you can find answers to all these questions with the SPIN strategy.
Hardcover, 197 pages
Published May 22nd 1988 by McGraw-Hill Education (first published 1988)
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3.95  · 
Rating details
 ·  7,742 ratings  ·  233 reviews

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Sean Gibson
Feb 03, 2017 rated it really liked it
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
Leonidas Kaplan
Oct 11, 2012 rated it it was amazing
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
SJ Loria
Jan 01, 2013 rated it liked it
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
Nov 06, 2011 rated it it was amazing
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!
Jun 10, 2011 rated it really liked it
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
Jan 28, 2017 rated it did not like it
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)
Bill Sutton
Jan 01, 2014 rated it it was amazing
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.
May 27, 2014 rated it really liked it
Shelves: sales
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
Jacek Bartczak
Mar 23, 2019 rated it it was amazing
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.
Shashwat Singh
Sep 10, 2015 rated it it was amazing
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
Isaac Perdomo
Jun 02, 2018 rated it it was amazing
Shelves: favorites, sales
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,
Sep 03, 2008 rated it it was amazing
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
Andrew K.
Jun 16, 2012 rated it really liked it
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
Chung Chin
Dec 12, 2012 rated it it was amazing
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
Wesley Wade
May 21, 2014 rated it it was amazing
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
Jul 12, 2016 rated it it was amazing
This is truly the *only* sales book out there that relies on actual data and methods that are scientifically valid. We got everyone in the company a copy of this book. It’s also the only book that I go back to daily since I read it.

Very well written and impressively well researched. I found most non-fiction books lacking in structure, but SS is organized in a very logical and easy to follow way. It’s nothing but a testament to Rackham’s strengths as a thinker and a researcher.
May 04, 2008 rated it did not like it
Do yourself a favor and trade it in for The Solution Selling Fieldbook.

This process is disengenuous and antiquated and people now see through it.
Sean Harry
Jun 14, 2014 rated it it was amazing
I recommend this book frequently! I love the methodology he uses for asking questions that keep going deeper. This is a great method for selling anything -- including your own skills and abilities!
Mar 06, 2014 rated it it was amazing
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.
Федор Кривов
Dec 05, 2016 rated it it was amazing
Отличная книга от предпринимателя и исследователя в одном лице.
Развенчиваются многие мифы в продажах, есть система, которую можно успешно применять для B2B :)
Chad Warner
Apr 02, 2016 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
Vasiliy Sikorskiy
Я мало читал книг по продажам. На эту поглядывал уже лет пять и вот только сейчас сел и прочитал. Если одним предложением, то книга построила в моей голове понятный и ПРИЯТНЫЙ фреймворк продаж. Хорошим отличием является ее структурность, постоянные связи одной части с предыдущими, понятная статистика. Возможно, из минусов, это то, что она все-таки в большей степени про крупные, не эмоциональные продажи. Хотя где-то автор говорит о том, что их исследование называет крупной продажей чек $109. Книг ...more
Jan 07, 2019 rated it it was amazing
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
Ryan Lackey
Jan 24, 2018 rated it it was amazing  ·  review of another edition
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.
Bartosz Majewski
Mar 03, 2019 rated it it was amazing
Shelves: business
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
Daniel TheCreator
Mar 25, 2019 rated it really liked it
Scientific proven tips to increase sales dramatically.
The tips are aimed at high ticket sales, where you have several meetings etc.
May 16, 2013 rated it it was amazing
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
Jun 19, 2012 rated it it was ok
his book was highly recommended, and I can't for the life of me understand why--it's dated, poorly written, and Mr. Rackham needs a new editor. This is more a book about Mr. Rackham and his research (complete with dot matrix charts and graphs!) than it is a book about new ways to bring customers into your organization.

Maybe I'm just a skeptic, but a book that relies solely on a single source of data should be viewed skeptically. More so when the single source is the author and when the author s
Tony Rossel
Mar 05, 2019 rated it it was amazing
This review has been hidden because it contains spoilers. To view it, click here.
Mar 30, 2010 rated it it was amazing
excellent introduction to the science and art of selling. for those of you (like myself) who career seemingly has NOTHING AT ALL to do with the art of the sell, and/or whose exposure to salesmen are limited to cars, or stores in the mall, or phone solicitors, or the guys in the movie Glengarry Glen Ross, this book will come as a welcome surprise.
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