If you’re in sales, sales management or an executive in a company which handles large ticket items, I have a book for you. Perhaps you already own it, if not, buy it today. Spin Selling by Neil Rackham, published by McGraw Hill.
There are five key elements in the sales process that all sales managers and sales trainers will tell you are essential in every sales presentation.
- Opening the call. The classic theories of selling teach the most effective method is to find ways to relate to the buyer’s personal interests. Not so, says Rackham, at least not on large sales.
- Investigating needs. Open and closed questions – that’s the answer. All sales training programs for the past 50 years have preached that: Rackham has found a better way.
- Benefits. When you have discovered the need, sell the benefit – you’ve heard it for years. Neil Rackham explains that works for small sales but forget it with the large sale.
- Overcoming objections. Hours, possibly days are spent training sales people the techniques of overcoming objections. Rackham shows you how to develop your abilities in objection prevention.
- Closing techniques. Remember the old adage – when you ask a closing question, shut up, the first person who talks looses. That one always puzzled me anyway. I always thought everybody won in a good sale. Mr. Rackham tells his readers how to close the big ones and he explains the old techniques may work on the small sales but not the biggies.
This is a fascinating book; it’s different and it is good reading; well researched from studying salespeople on 35,000 sales calls all over the world. Buy it, you’ll like it.