I've been selling for more than two decades and I've had a lot of success. What I did not have was any clue as to what worked or why it worked. I just thought I was lucky and that I worked hard, but I never knew what I did tactically that helped gain a competitive edge. The main problem that created was I was always stressed. I did not feel like my success was in my control. Then one day a competitor gave me a huge tip. She told me that the best book on selling she ever read was Spin Selling. I had heard of it but never read it. That night I went to a local bookstore and bought the book. I read it cover to cover in two days. Then I bought the The Field Guide to Spin Selling and found myself highlighting half the book! Suddenly I understood what I was doing right ... and how to keep doing it. I also saw some things I was doing wrong and just let those go. The result? I sold more than ever AND I became a much better sales coach. You may think the research is old, don't! The book is not about research from the '90s. It's about human nature and what makes buyers buy.
- Lori Turec