The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises, and Resources
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Most sales advice was built for quick, small transactions, and it tends to fall apart when the deal is large, the buyer is cautious and many people must agree. This practical companion to SPIN selling offers a structured way to approach those bigger sales. Its central framework guides salespeople through four kinds of questions: about the buyer's situation, the problems they face, the implications of those problems, and the value of solving them. Rooted in extensive research into how successful sellers actually work, the book explains why familiar techniques often fail with major accounts and shows what to use instead. Throughout are exercises, tools and worked examples meant to be used on the job, helping readers prepare for and carry out high-value conversations with clients.
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