“SPIN Selling” by Neil Rackham
Not all sales are the same: tactics that result in a successful sale to an individual will often fail if used to sell to a company.
SPIN Selling will teach you a process designed to help you successfully sell high-value products and services to business buyers.
Making a large sale to a company has more to do with building respect and trust than tricky closing techniques. Backed by 12 years of research, Neil Rackham’s SPIN Selling process details how to win the trust of a corporate purchaser: (1) understand the buyer’s current situation; (2) understand the buyer’s problems; (3) identify the implications of those problems; and (4) help the buyer internalize how much they need your help, and the ultimate payoff of working with you.
Ultimately, SPIN Selling is a book that teaches you to ask good questions that quickly expose the need while presenting your company as an attractive solution to that need. If you’re selling to corporate buyers, you should read this book immediately.
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