Instead, Rackham found that when it comes to asking the “right questions,” timing is everything: A good salesperson asks the right question at the right moment. Open-ended questions, for example, proved to have no measurable effect on the success of a sale. Their findings-culled from over 35,000 sales calls, the largest study of its kind-disproved several widespread sales practices. Twelve years later, Rackham and his team had their answer, and the SPIN selling method was created. In the 1970s, Neil Rackham set out to answer the million-dollar question for sales teams: What sets the best salespeople apart from the pack?
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