Neil Rackman - Spin Selling

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1、ContentsPrefaceix1.SalesBehaviorandSalesSuccess1SuccessintheLargerSale4TheMajorSale6TheFourStagesofaSalesCall11QuestionsandSuccess142.ObtainingCommitment:ClosingtheSale19WhatIsClosing?21TheConsensusonClosing21StartingtheResearch22InitialResearch23ThePhoto-StoreStudy

2、30ClosingandClientSophistication34ClosingandPost-SaleSatisfaction35WhyIstheRestoftheArmyOutofStep?37ObtainingtheRightCommitment41ObtainingCommitment:FourSuccessfulActions48ContentsCustomerNeedsintheMajorSale53DifferentNeedsinSmallSalesandLarge54HowNeedsDevelop55Impl

3、iedandExplicitNeeds57BuyingSignalsintheMajorSale62TheSPINStrategy67SituationQuestions67ProblemQuestions69ImplicationQuestions73Need-payoffQuestions81TheDifferencebetweenImplicationandNeed-payoffQuestions88BacktoOpenandClosedQuestions90TheSPINModel91HowtoUseSPINQuest

4、ions94GivingBenefitsinMajorSales99FeaturesandBenefits:TheClassicWaystoDemonstrateCapability99TheRelativeImpactsofFeatures,Advantages,andBenefits106SellingNewProducts111DemonstratingCapabilityEffectively115PreventingObjections117FeaturesandPriceConcerns119Advantagesa

5、ndObjections124BenefitsandSupport/Approval133Preliminaries:OpeningtheCall137FirstImpressions138ConventionalOpenings139AFrameworkforOpeningtheCall143TurningTheoryintoPractice147TheFourGoldenRulesforLearningSkills148ASummaryoftheCallStages152AStrategyforLearningtheSPI

6、NBehaviors155AFinalWord159ContentsviiAppendixA.EvaluatingtheSPINModel161CorrelationsandCauses163IsProofPossible?168EnterMotorolaCanada173ANewEvaluationTest180FinalThoughtsonEvaluation186AppendixB.Closing-AttitudeScale187CalculateYourScore191WhatDotheScoresMean?191In

7、dex193PrefaceThisisyetanotherbookabouthowtosellmoresuccessfully.Sowhatmakesitdifferentfromthemorethan1000salesbooksalreadypublished?Twothings:1.It'saboutthelargersale.Almostallexistingbooksonsellinghaveusedmodelsandmethodsthatweredevelopedinlow-value,one-callsales.I

8、nthe1920s,E.K.Strongcarriedoutpioneeringstudiesofsmallsalesthatintroducedsuchnewideastosellingasfeaturesandbenefits,closingtechniques,obje