SPIN SELLING by Neil Rackham, published by Gower, has entered the lexicon of sales success. Its one of those classic books that if you haven't read; serious sales people no longer take you seriously.

I have to say, this is for good reason. Why, because it has entered the hall of fame of great sales books, and more importantly of sales methodologies.

It's the only book on sales, or sales methodology, that I, as a sales professional, have come across, that has used scientifically researched and supported arguments to suggest why you should sell in the authors recommended style.

Further it is the only sales book, that I have read, that honestly reflects my experience as a sales person. When I first went out on the road I asked my prospects an inordinate number, of what the author describes as, "Situational" questions, (this is the S. for the first part of the SPIN CYCLE). At the time I couldn't work out why people were so boarded with me. The author has eloquently pointed out to me, why they were so boarded. If only I had taken the time out to read this little gem before I went out on the road, I would have saved a lot of heart ache and pain, and made myself lots more money!!

Again the author is disarmingly honest in the prologue, noting that the book had a lot of rejections from publishers, as it was seen as too technical and heavy for ordinary sales people. What I will say is that it can be somewhat technical at times, but its worth pouring over, to get a proper handle on it. Because if you do, you will hear a lot more yes's from your clients, and see the money roll in, as you taste sales success!

He makes no qualms about pointing out that the methodology is specifically aimed at the higher value sale, and not at the lower end of the market. So if you have sales that involve higher value products or services, then this book is a must read.

My favourite chapter is on closing. He banishes the myths surrounding the effectiveness of the old "Tricks" and closes that have been taught to sales people for generations. These closing techniques were never questioned, although to me they never really seemed to make sense. For example I remember taught by a highly respected sales guru, that in order for a sale to be successful you had to ask for the business five times, by using a variety of closes throughout the course of the sale. The logic being that the customer resistance would be broken by the fifth close!!! He blows away this myth once and for all.

In summary this book is for anyone interested in, a career in sales, becoming a more professional sales person, interested in building relationships with customers, and making a lot of money. If you use the SPIN SELLING model you will achieve all these outcomes.

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