This book is relevant for all b2b sales professionals who sell offerings requiring long selling cycles and multiple customer interactions.

As a sales and marketing trainer and coach for professionals, I discovered Neil Rackham's book while looking for a simple way of explaining the techniques that distinguish larger, more complicated sales from small quick sales.

This book provided exactly what I was looking for. SPIN is an easy way to remember to ask more questions--and more meaningful questions--and the discussion of how to raise the level of need from "implicit" to "explicit" and then sell to the "explicit" need was a brilliant way of explaining what the best professionals I've worked with have learned to do.

In my own book,The High Diving Board: How to Overcome Your Fears and Live Your Dreams, I used a simple 10-step template like this to help people overcome the fears that keep them from doing what they need to do to be successful.

Rackham supports his template with hard research, but anyone who watches top professionals sell their services can instantly recognize the accuracy of what he presents.

I've read over 200 books on sales and marketing in my career and SPIN Selling is without question one of the best out there. No tactics, techniques or processes (those never work) like other sales books. Excellent for relationship selling. I am seeing the author Neil Rackham in one of his very rare live appearances in December of 08 (www.MoveAhead1.com) and highly recommend that everyone reading this gets tickets to see a true sales giant.

Being involved in complex sales processes for years, I found the SPIN concept elegant and very effective at the same time. It is one of the best books written in the area of major sales. Absolutely a classic!

When I first read "Spin Selling", shortly after its introduction, I found it enlightening. At the time I had been in office automation sales for 10 years and management for 5 years, and the book solidified many of my thoughts and theories on selling. Since then, I have read a lot of other selling books but none really deal with the underlying theory of selling as well as Neil Rackham's book does. Even now as I am self employed, I still re-read the book occationally to brush up. For those who feel that the author hasn't the field expereince to be credible, obviously they have never coached or mentored someone in complex sales. And for those reviewers who blame Kodak's current lack of succsess to SPIN, they might find it shocking that Microsoft uses SPIN too.