Table of Contents

1 The Huthwaite research, 2 Sales large and small, 3 Investigating: questions and sales success, 4 Customer needs in the major sale, 5 Using questions to uncover implied needs, 6 The SPIN® strategy, 7 Giving benefits in major sales, 8 Preventing objections, 9 Preliminaries: opening the call, 10 Obtaining commitment: closing the sale, 11 Turning theory into practice

About the Author

Bestselling author Neil Rackham is a psychologist with over 25 years experience as a researcher and consultant to some of the world's leading companies, including AT& T, Microsoft, IBM, Chase Manhatten and McKinsey. In the United States he is President of a leading consulting firm specialising in sales performance. Rackham is also the author of companion volumes Account Strategy for Major Sales and The Management of Major Sales, both published by Gower in hardback.

Reviews

'totally compulsive ... the ideas are not only interesting, but are shown to be effective ... obligatory reading' Sales and Marketing Management 'It breaks new ground and it cannot be ignored by anyone who is committed to selling as a profession.' Sales Technique 'essential reading for everyone involved in selling or managing the sales function.' Journal of Marketing Management