By

Neil rackham Presented by:-

Nishant anand
Roll-87,sec-V B
 About the author
• Neil Rackham is known throughout the world as a
speaker, writer, and seminal thinker on sales and
marketing issues.
 Neil rackham born in england. grew up in the jungle of
borneo .he got the degree in experimental psychological
from sheffield university.
 Rackham has worked closely with sales forces for
companies such as IBM,XEROX and citi group.
 The book review....
• Mr. Rackham suggests that by using the SPIN
questions will "get your customers to feel a genuine
need for your product." It is certainly appropriate to
use effective questioning to better understand your
customers’ needs. At the same time, if you increase
your level of trust with customers (trust factor),
you're much more likely to uncover the "true needs"
that are important to them.
• SPIN Selling is especially pertinent to those sellers
whose primary focus is non-commodity (more
complex) sales.
 Contd…..
• he states that almost every sales call progresses through
four distinct stages:
• Preliminaries – the warming up events at the start of the
call
• Investigating – finding out facts, information, and needs
• Demonstrating Capability – showing that you’ve got
something worthwhile to offer
• Obtaining Commitment – gaining an agreement to
proceed to a further stage of the sale
 The SPIN model includes:

• Situation Questions – Used to identify the customer's

current situation. What equipment do you use now?
How long have you been in this position? 

• Problem Questions – Used to identify dissatisfaction,

issues and problems. Are you satisfied with your
current equipment? Do you have reliability problems?
 Contd…..
• Implication Questions – Used to identify the
consequences, ramifications or impact of customer
problems. How have the reliability problems impacted
your maintenance costs? Has this impacted your overall
profitability.
 Praise for this book
• This book should be essential reading for everyone
involved in selling or managing sales functions-a
welcome,well researched treatised on selling.

journal of marketing selling

• The first book to specifically examine the major sale-
the high value product or service-by researching
successful sales calls as they happen in the field.

- Industry and commerce