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In today’s email (1,143 Words | 4 Min 41 Sec read):
Today’s Read
The Premise: Why SPIN Matters
Neil Rackham’s SPIN Selling flips traditional sales techniques on their head. Instead of focusing on closing tactics or flashy presentations, Rackham says: “Ask better questions.”
Why? Because in large, complex sales, buyers don’t respond well to pushy approaches. They want to trust you, feel understood, and know you’re solving a real problem—not just selling something. Get the book here.
Why SPIN Selling Was Revolutionary
Most sales techniques before SPIN Selling treated all sales as the same. Rackham, however, discovered a critical difference: small sales and large sales follow different rules.
Small sales: Buyers make quick decisions, often impulsive or emotional. Closing tactics like “limited-time offers” can work here.
Large sales: Buyers are more analytical and risk-averse. The stakes are higher (think enterprise software, not sneakers), and decision-making involves committees, budgets, and long-term consequences.
Rackham explains that these differences require a shift in strategy. What works for selling a $10 item won’t work for a $10,000 deal. This insight reframes how we approach selling altogether.
