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The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources by Neil Rackham

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       4

Four Stages of a Sales Call

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Overview

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1. Opening—the preliminaries, including introductions and beginning the conversation.

2. Investigating—uncovering, clarifying, and developing the buyer’s needs.

3. Demonstrating Capability—establishing how your solution meets buyer needs.

4. Obtaining Commitment—securing agreement to an action that moves the sale forward toward purchase.

Research evidence shows that the Investigating stage is the most crucial to success in large or complex sales.

Almost all sales, from the simplest to the most sophisticated, ...

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