Title: Research-based insight into major account sales
Product review: If you only use one sales training book, and are working in large (multi-session to close) sales, this should be it. Rather than just repeating the standard wisdom, Huthwaite did actual quantitative research into the sales process, coming up with conclusions they hadn't anticipated.In short, a successful major account salesman puts relatively more effort into understanding the customer's problems through questions, leading the customer to develop solutions to those problems, and the direct business benefits of solving those problems. Rather than the cheesy "used car salesman" tricks which might work for small sales, a good major account seller actually adds value, and Spin Selling does a good job of articulating both why and how to do this.
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