To Sell Well, ‘Spin Sell’ – Sales Training for B2B Companies

Selling is all about delivering value to the customer.  In B2B (Business-to-Business) sales, this fundamental is too often forgotten.  Instead, salespeople:

1. Tell customers how great their (the salesperson’s) company is

2. Tell customers all the features of their great products

3. Try to win the business by schmoozing, buying lunches or buying drinks

None of these methods work.  What we all forget is that the customer has a problem and needs a solution.  The job of the salesperson is to determine the customer’s exact problem, to sell that problem (so the customer understands how painful it really is), and then to clearly demonstrate how the salesperson’s products or services solve the painful problem.

The essential book about B2B Sales Training is Neil Rackham’s Spin Selling.  In the attached presentation, I combine Rackham’s ideas with some of my own to offer you a B2B Sales Training 101.

I hope that you find it useful as it refreshes all of our memories about how to sell well.

Spin Selling and B2B Sales Training 101


About David Shedd

David has been a President - CEO - COO of an up to $350M group of manufacturing, distribution, specialty retail and services companies, having led 22 different businesses from turnarounds to start-ups to fast growth companies.
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