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

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       5

Putting SPIN® to Work

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The Good News and the Bad News

More than a million people across the world have been trained to use the SPIN® model to help them sell more effectively. As you’d expect from such a large number, there have been spectacular stories of success, a few tales of woe, and a whole bunch of insights into what it takes to make the SPIN® model work effectively. In this chapter we’ll review some lessons from those who have gone before you in the hope that their experience can make the implementation path easier for you.

If we had a cross section of all these people together in one place and we asked them to sum up their experiences, ...

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