From the Back Cover This book should be essential reading for everyone involved in selling or managing the sales function -- a welcome, well-researched treatise on selling --Journal of Marketing Management The first book to specifically examine the major sale -- the high value product or service -- by researching the successful sales calls as they happen in the field. --Industry & Commerce This book is the result of over $1 million of extensive and painstaking research. It breaks new ground and cannot be ignored by anyone who is committed to selling as a profession. --Sales Techniques The revolutionary findings, published here for the first time, will overturn a whole collection of hitherto accepted assumptions. The book also provides a set of simple and practical techniques (known as SPIN) which have already been tried in many leading companies, resulting in a dramatic increase in sales. --Business Executive This is an interesting, lively, and readable treatment of the process by which major sales are closed. Like In Search of Excellence, the material has a curiously inspirational quality which is particularly compelling. --Business Graduate Almost anyone could learn something from this book. Essentially, it is about success, and without this, no sales organization can survive. Buy a copy. We are sure you will find it invaluable. --Sales and Marketing Management