am 28. April 2000
I read this book when it was first published (in 1988) and havesince re-read it several times. What is to me remarkable is that it"holds up" so well over time. Obviously, as the reprintingsindicate, it has been immensely helpful to salespersons as well as to those who train them and to those who supervise them.
With the recent and accelerated development of online merchandising, however, I wondered, "Has the SPIN System lost any relevance?" So I re-read the book again. My answer is "Yes" and "No."
"Yes" in that online merchandising relies so heavily (almost exclusively) on technology to provide information and then to process orders. By the time most prospective buyers visit a website, they have already examined their situation (S), identified a problem (P), considered the implications of that problem (I), and determined the desired need-payoff (N). However, the core principles of SPIN Selling are nonetheless invaluable to those who design the systems by which to expedite online merchandising. For example, the principles can assist with the formulation of feedback mechanisms which enable the prospective buyer to sharpen the focus on her or his specific Situation, Problem, Implication, and Need-payoff. The reality is that "customized" commodities are still commodities, of course, but a buyer's perception of them may be otherwise.
But "No" in that so many so-called "Big Ticket" purchases necessarily involve a salesperson. Moreover, there is usually a direct correlation between the amount of the purchase and the length of the sales cycle. In addition, many of these purchases also involve a "circle of influence" which complicates the situation even more. Use of the SPIN System, therefore, must be sufficiently flexible to accommodate a sometimes wide variety of different (perhaps contradictory) perspectives on the given Situation, Problem, Implication, and Need-payoff. My own rather extensive experience suggests that it is and it does.
The latest re-reading also suggested to me, in ways and to an extent previous readings hadn't, that the principles of SPIN Selling (with only minor modifications) can be effectively applied to situations in which nothing is for sale. For example, during the hiring process, when a promotion is being negotiated, or after a major crisis has occurred and must be resolved. Yes, yes, I know. There are excellent reasons why Rackham's book bears the title it does. The title is certainly appropriate. All I presume to suggest is that, for me at least, the principles of SPIN Selling have applications wholly unrelated to the selling process...unless we extend the meaning of "selling" to include persuasion in almost any context.
This is a business "classic." Like all other such classics, it deserves to be re-read periodically, both to remind us of what we may have forgotten and to reveal to us what we may have failed to understand before. Within a turbulent global marketplace, moreover, the principles of SPIN Selling have achieved a matrix of relevancies which perhaps even Rackham could not have anticipated in 1988.
am 6. März 2009
Vor und nach Neil Rackham's Buch gab es niemand, der sich so tief mit dem Thema befasst hat. Das ist zwar traurig, aber sein Buch ist immerhin ausgesprochen lesenswert. Seine SPIN-Selling Methode der Bedarfsanalyse ist leicht verständlich, wenngleich es nicht so leicht ist, sein eigenes Verhalten entsprechend zu verändern. Schön ist auch, Sie müssen nicht glauben, dass diese Methode funktioniert. Es ist wissenschaftlich bewiesen. Mehr und besser zu fragen bedeutet, mehr über den Kunden zu wissen und diesen besser zu verstehen. Dann werden Sie auch mehr verkaufen, mit weniger Einwänden und mehr Erfolg. Gehen Sie es an. Viel Spass beim Lesen.
am 11. Februar 2013
Neil Rackham's Buch ist Standardlektüre für den komplexen Vertrieb. Komplex bedeutet hierbei lange Verkaufszyklen, Gremienentscheidungen und politische Einflüsse im Verkaufsprozess. Grundlage für dieses Buch sind Beobachtungen von Verkäuferverhalten und nicht etwa die Theorie eines begnadeten Ex-Verkäufers, wie man es sonst so oft sieht. Daher kommt das Buch auch ohne Eigenlob ganz sachlich daher. Das macht das Buch auch so glaubwürdig. Es geht darum durch Fragetechnik den tatsächlichen Bedarf der Kunden herauszuarbeiten und anschliessend erst die eigenen Leistungen darauf abgestimmt zu präsentieren. Wir alle kennen dieses Gefühl, wenn der Verkäufer zu früh und zu viel redet ohne den Gesamtzusammenhang verstanden zu haben. Das ist der Nährboden für Verkäufervorurteile. SPIN ist anders, alt und bewährt und wird dennoch jene verunsichern, die bisher aus vollem Rohr Argument für Argument auf den Kunden abfeuern und sich wundern, wenn Ablehnung entsteht. Neil Rackham zeigt auch, daß durch solide Vertriebsarbeit eher Einwandsvermeidung erreicht wird und Einwandsbehandlung nur noch einen Teil der Arbeit ausmacht. Nun kann man fragen, ob das Buch noch zeitgemäß ist in Zeiten hoher Vorinformation des Kunden. Antwort: das kommt auf die Komplexität an. Spin Selling ist tatsächlich auf den B2B Bereich ausgelegt und ist dort nach wie vor etabliertes Grundgerüst für den erfolgreichen Vertriebsmanager. Denn SPIN ist nicht eine feste Abfolge von Fragen, sondern mögliche Frageformen um beim Kunden den tatsächlichen Bedarf zu ergründen und Lösungen anzubieten.
am 30. Dezember 2012
Leicht verständliches Englisch. Ausgezeichnetes Buch mit einem Verkaufsmodel das auch für den europäischen Raum angewendet werden kann. Sehr strukturieter Aufbau und schlüssige Erklärungen wie man zu den einzelnen Stufen kommt.
am 23. August 1998
Neil Rackham had done what seemed impossible. Actually going on interviews and having his researchers go on interviews with salespeople and quantify their efforts and successes . Not only did they observe but they were able to quantify what occured by observing the types of questions and the response they created. Dr. Rackham's model of SPIN-Situation, Problem, Implication, Need-Payoff questions are directional, and effective. The SPIN Selling book contains the theory while the SPIN Fieldbook gives expression to those theories. Dr. Rackham is a psychologist I believe and observes selling as a behavior and a skill. David Sandler in his book, "You can't teach a kid how to read a bicycle at a seminar," developed his "Sandler Selling System" also with a psychologist who specialized in Transactional Analysis I believe is the story. The two books side by side belong in every library and as a resource to understanding the selling model. I read SPIN first. Took several readings to internalize but worth the time and effort. No hit and run tactics here, but not for the low dollar item. Profitable relationships can be built with this model. Good Luck.
am 14. Februar 1999
Each person operates primarily by habit, unexamined for its effectiveness in achieving the purpose. In selling, this can mean that one bad habit can kill off most of the benefits of hundreds of good habits and numbers of good decisions. A great way to realize what your habits are, and when they require changing is to have a conceptual map of what needs to be done. In this way, you can ask yourself where you are on the map, and then know what action is needed next. Almost everyone will succeed in such a situation. SPIN SELLING is an unusually good map of the steps needed to do a good, effective, and appropriate job of selling. You can read this book, and ignore almost all of the other books in the field. I keep a copy of the key points from the book taped to my desk, to help me check my thinking about what my prospective customers need next from me in order to make an informed, intelligent decision about our consulting services. I strongly urge you to buy this book, reexamine your current habits, and adopt new, more appropiate habits for thinking and action. That will be a 2,000 percent solution for you to accomplish much more with your sales efforts.
am 21. Dezember 1998
This is what sales is all about. Spin selling is one of the best books avialable in the sales inustry. Its a must read book if you want to exceed in your career.
am 30. März 1999
SPIN SELLING provides the steps to help us become more successful and effective in selling. It is a great self-reminder checklist for wherever you are in the selling process. I also use another process to help me generate new creative approaches. Both of these can be combined for even greater effectiveness. This process may be found in THE 2,000 PERCENT SOLUTION and includes the following steps. 1) Understand the importance of measuring 2) Measure everything that can be measured about your key activities to make sure you identify root causes of winning or losing sales 3) Identify the future best practice for your industry 4) Go beyond today's best practices to implement the future best practices for selling now 5) Figure out the ideal best practices (without resource, money, time or people constraints) and 6) Begin to approach that 7) Match the people, incentives and tasks, and 8) Repeat the process for even better ideas. I highly recommend that you buy SPIN SELLING and THE 2,000 PERCENT SOLUTION, look at what you do now and use these steps to climb to a more effective level more easily and effortlessly. You will be surprised at the time and money saved and while increasing the results 20 fold.
am 8. November 1997
I am a corporate sales professional. That means that I don't do "hit and run," one-time sales. Tom Hopkins and Zig Ziglar offer great tactics for those kind of salespeople, but they don't work for me.
Neil Rackham has hit one out of the park with Spin Selling. Turning everything I "thought" I knew about closing on its head, he provides the power tools for making the most of a sales call. The most important concept here is that you, as a sales rep. are not there when the real decisions get made. Therefore, you must arm your prospects with the tools to represent your company well in your absence.
Rackham does not disappoint. You will get all the tools you need to prepare your prospect to close the sale for you from this book. I give all of my salespeople Strategic Selling by Miller, Heiman, et. al. and Spin Selling as the ultimate combination of strategic and tactical approaches to corporate selling.
Stop throwing commissions away. If you consider yourself a true corporate sales professional, you have no business ignoring this book.
am 10. November 1998
I began my sales career by applying manipulative tactics learned from sales literature focusing (unknowingly) on small sales and individuals' opinions.These methods simply did not work for larger sales, had no concrete evidence to validate them and did not feel right. Unfortunately, there are no sales degrees available at Universities today. This is as close as one will get to a higher education in sales and sales mechanics. Based on statistical data, obtained from years of research by professionals( not retired sales reps retelling their own exploits), this book will change your sales career for the better. I have embraced and internalized this logical breakdown of the successful sales call, and suggest others do the same.