Summary:
The book introduces the SPIN (Situation, Problem, Implication, Need-payoff) technique, a research-based sales method that emphasizes asking the right questions to understand and address the specific needs of the customer. It challenges traditional sales strategies and provides a structured approach to conducting sales conversations and closing deals effectively.
Key points:
1. SPIN Framework: This is a sales strategy involving Situation, Problem, Implication, and Need-payoff questions to understand customer needs and highlight the value of the offered solution.
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