I just finished reading Spin Selling by Neil Rackham. I have wanted to read this book for ages. The author studied the characteristics of big and small ticket sales as well as the behaviors associated with those that were successful selling each. For instance, in small ticket sales, particularly when selling to a consumer, often the sale can occur in one call. Meanwhile, in larger sales, the sale takes many meetings with many client decision makers and influencers. What I found to be insightful was the observation that tactics that make one successful in small ticket sales, such as pushing features, actually diminish chances of success in larger sales. Because larger sales require multiple meetings, most of which do not involve a close or rejection, the key is to keep the discussions advancing. The authors noted that the successful big ticket salespeople acted very different: they asked more questions. First they established the existing problems, then probed for implied needs, then need-payoff, then commitment to proceed. Often tech sales are complex just by virtue of the fact they are new. Well worth the read if you have the time. For a short summary, check out this page by Eric Woflram How to do SPIN Selling®.
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Eliot Burdett
Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.
He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.
Latest posts by Eliot Burdett (see all)
- 20 Of Our Favorite Books About Sales Management and Sales Leadership – October 20, 2023
- How To Make Progress On Your Sales Goal Without A Sales Leader – September 15, 2021
- Augment Your Recruiting Strategy During “The Great Resignation” – July 26, 2021
