For entrepreneurs who don’t have a track record in sales and marketing, this can be daunting. That’s why, in my opinion, the book SPIN Selling by Neil Rackham is a must-read. This book outlines a technique based on 35,000 sales calls made by 10,000 people in 23 countries over 12 years and is considered to be the gold standard in sales technique.
The author, Neil Rackham, is a psychologist with over 25 years of experience as a consultant to some of the world’s largest companies, including IBM, Microsoft, and AT&T. He developed this method based on extensive research, which he outlines in the first third of the book. For example, he shows that there is no difference in whether a salesperson uses open or closed questions. Instead, what matters is what the emphasis of the questions are.
Rackham outlines the distinction in buying behaviour between different kinds of buyers and the associated needs that go with it. He also explains the notion of implied versus explicit needs.
The SPIN method outlined in the book is surprisingly simple and composed of four steps of questioning:
- Situation questions: Establish situational facts which can’t be uncovered through background research.
- Problem questions: Ask the client what could be better. What would they like to see improved? What just isn’t working the way they want it to?
- Implication questions: Clarify what the implications are of inaction. So if the client does nothing, what would that mean?
- Needs questions: Ask questions around what kind of solution would help resolve the problem (where the seller can provide that said solution.)
By asking the right questions in the right sequence, in the right way, the buyer sells themselves on the need for the solution of the seller. The seller then only needs to apply the correct closing statements to advance.
In the second half of the book, Rackham outlines in great detail everything from how to open a cold call to properly using benefit-led statements, preventing objections through to closing the sale. Everything he writes is backed by unparalleled research, and businesses adopting his methodologies have seen a quantifiable increase in sales.
In short, whether you’re an entrepreneur, business owner, or working in a commercial capacity, SPIN Selling is a must-read book that will help you take your sales skills to the next level. So don’t wait any longer to start selling effectively. Pick up a copy of SPIN Selling today and start closing more deals.
