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Spin Selling

Spin Selling

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Published by f_tabenda
SPIN SELLING
SPIN SELLING

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Published by: f_tabenda on Jun 15, 2010
Copyright:Attribution Non-commercial

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04/27/2015

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Contents
Preface ix
1. Sales Behavior and Sales Success 1
Success in the Larger Sale 4The Major Sale 6The Four Stages of a Sales Call 11Questions and Success 14
2. Obtaining Commitment: Closing the Sale 19
What Is Closing? 21The Consensus on Closing 21Starting the Research 22Initial Research 23The Photo-Store Study 30Closing and Client Sophistication 34Closing and Post-Sale Satisfaction 35Why Is the Rest of the Army Out of Step? 37Obtaining the
Right 
Commitment 41Obtaining Commitment: Four Successful Actions 48
 
Contents
Customer Needs in the Major Sale 53
Different Needs in Small Sales and Large 54How Needs Develop 55Implied and Explicit Needs 57Buying Signals in the Major Sale 62
The SPIN Strategy
Situation Questions 67Problem Questions 69Implication Questions 73Need-payoff Questions 81The Difference between Implication and Need-payoff QuestionsBack to Open and Closed Questions 90The SPIN Model 91How to Use SPIN Questions 94
Giving Benefits in Major Sales
Features and Benefits: The Classic Ways to Demonstrate CapabilityThe Relative Impacts of Features, Advantages, and Benefits 106Selling New Products 111Demonstrating Capability Effectively 115
Preventing Objections 117
Features and Price Concerns 119Advantages and Objections 124Benefits and Support/Approval 133
Preliminaries: Opening the Call 137
First Impressions 138Conventional Openings 139A Framework for Opening the Call 143
Turning Theory into Practice 147
The Four Golden Rules for Learning Skills 148A Summary of the Call Stages 152A Strategy for Learning the SPIN Behaviors 155A Final Word 159
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Contents
vii
Appendix A. Evaluating the SPIN Model 161
Correlations and Causes 163Is Proof Possible? 168Enter Motorola Canada 173A New Evaluation Test 180Final Thoughts on Evaluation 186
Appendix B. Closing-Attitude Scale 187
Calculate Your Score 191What Do the Scores Mean? 191Index 193

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