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 I began my sales career by applying manipulative tactics learned from sales literature focusing (unknowingly) on small sales and individuals' opinions.These methods simply did not work for larger sales, had no concrete evidence to validate them and did not feel right. Unfortunately, there are no sales degrees available at Universities today. This is as close as one will get to a higher education in sales and sales mechanics. Based on statistical data, obtained from years of research by professionals( not retired sales reps retelling their own exploits), this book will change your sales career for the better. I have embraced and internalized this logical breakdown of the successful sales call, and suggest others do the same.
The only possible drawbacks I noticed were that unless phrased carefully, the "rubbing salt into the wound" segment of the problem/implication questions can be taken the wrong way by some customers. Further, a lot of customers (at least in my industry) are probably already acutely aware of the problems they have and their implications. It is still a good read, though. The book is definitely aimed at sellers of high-dollar, high value-add items and not at booksellers or used car salespeople. As the title of this review indicates, the book was great on the questioning tactics of a sales call, but it does not address the strategic aspects of which customers to target, how to get to know the players at each account, etc. For the other half of the sales picture, I would highly recommend "Strategic Selling" and perhaps even "Conceptual Selling" by Miller and Heiman. Those two books were the two best I have read on selling, but Spin Selling is definitely recommended as an addition to the complex product salesperson's library.
His Training is backed with extensive proof and facts and every single advice is backed by extensive research conducted by huthwaite. very impressed. "Situation - Problem - Implication and Need-Payoff", these are the four types of Questioning you will learn and the Value and relative importance of each and in what order to be used effectively. the biggest lesson for me is the Difference of a "Implied Need" compared to "Explicit Need" and how it all boils down to uncovering "Explicit Needs" and to communicate with customers about "Benefits". this book also clears a very common mistake a lot of us do, to look at a product or solution's advantages and convey that as Benefit to customer. As per the author a "Benefit" is one that solves a Customer's "Explicit Need". don't be discouraged by any review that writes off the book's style of writing to be research oriented, the book is around 190 Pages and it's worth the weight in gold.
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This was one of the better sales books I have read. It brings up a new perspective of questioning the customer. Rackham shows the reader how to take a seemingly small customer problem and develop it into a situation that needs immediate attention by the customer (i.e. he needs to buy your product). It dispels a lot of the common myths about selling - don't use all of those stupid closes that only sometimes work with inexpensive commodity items, etc. He also hammers home how to advance each sale by obtaining commitment of some sort - not necessarily a sale, but some commitment of furthering the sales process. 
Spin Selling neglects the importance of personal chemistry in the business of selling. It implies a fear approach to the prospect in telling him what he is missing by not using your product, and the possible consequence. The reality is that, in the competitive market place, most products are similar in function and costs. His current vender is not necessary worse than you are in supplying a good product and excellent services. The account goes to the person who comes across as a trustworthy individual who can take his words to the bank, but not the one who makes the purchaser uncomfortable. Not building the proper relationship first, the prospect will thank you for making him realize the importance of buying the product and call his favorate vendor, your competitor as you walk out with an "advance".
