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| Preface | |
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| Sales Behavior and Sales Success | |
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| Success in the Larger Sale | |
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| The Major Sale | |
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| The Four Stages of a Sales Call | |
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| Questions and Success | |
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| Obtaining Commitment: Closing the Sale | |
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| What Is Closing? | |
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| The Consensus on Closing | |
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| Starting the Research | |
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| Initial Research | |
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| The Photo-Store Study | |
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| Closing and Client Sophistication | |
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| Closing and Post-Sale Satisfaction | |
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| Why Is the Rest of the Army Out of Step? | |
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| Obtaining the Right Commitment | |
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| Obtaining Commitment: Four Successful Actions | |
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| Customer Needs in the Major Sale | |
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| Different Needs in Small Sales and Large | |
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| How Needs Develop | |
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| Implied and Explicit Needs | |
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| Buying Signals in the Major Sale | |
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| The SPIN Strategy | |
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| Situation Questions | |
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| Problem Questions | |
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| Implication Questions | |
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| Need-payoff Questions | |
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| The Difference between Implication and Need-payoff Questions | |
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| Back to Open and Closed Questions | |
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| The SPIN Model | |
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| How to Use SPIN Questions | |
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| Giving Benefits in Major Sales | |
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| Features and Benefits: The Classic Ways to Demonstrate Capability | |
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| The Relative Impacts of Features, Advantages, and Benefits | |
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| Selling New Products | |
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| Demonstrating Capability Effectively | |
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| Preventing Objections | |
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| Features and Price Concerns | |
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| Advantages and Objections | |
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| Benefits and Support/Approval | |
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| Preliminaries: Opening the Call | |
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| First Impressions | |
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| Conventional Openings | |
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| A Framework for Opening the Call | |
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| Turning Theory into Practice | |
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| The Four Golden Rules for Learning Skills | |
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| A Summary of the Call Stages | |
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| A Strategy for Learning the SPIN Behaviors | |
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| A Final Word | |
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| Evaluating the SPIN Model | |
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| Correlations and Causes | |
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| Is Proof Possible? | |
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| Enter Motorola Canada | |
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| A New Evaluation Test | |
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| Final Thoughts on Evaluation | |
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| Closing-Attitude Scale | |
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| Calculate Your Score | |
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| What Do the Scores Mean? | |
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| Index | |