by Neil Rackham
Rackham's research-based approach to complex B2B sales argues that traditional closing tactics fail in larger deals. The SPIN framework — Situation, Problem, Implication, Need-payoff — helps salespeople uncover genuine buyer needs.
In this collection, SPIN Selling is cited by 1 other book.
It’s picked up by The 1-Page Marketing Plan.
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Dib recommends Neil Rackham's SPIN Selling directly in the endnotes: "For a comprehensive study of modern selling strategies I highly recommend SPIN Selling by Neil Rackham."
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