May 12, 2008

Book Short: A SPIN Selling Companion

Book Short:  A SPIN Selling Companion At Return Path, we’re big believers in the SPIN Selling methodology popularized by Neil Rackham. It just makes sense. Spend more time listening than talking on a sales call, uncover your prospect’s true needs and get him or her to articulate the need for YOUR product. Though it doesn’t reference SPIN Selling, Why People Don’t Buy Things, by Kim Wallace and Harry Washburn is a nice companion read. Rooted in psychology and cognitive science, Why People Don’t Buy Things presents a very practical sales methodology called Buying Path Selling. Understand how your prospect is […]


July 18, 2006

Listen Up!

Listen Up! I’ve always felt that the ability to listen (and the related ability to ask smart questions) is highly underrated in business, while presentation and speaking skills tend to be overrated. We practice the art of SPIN Selling at Return Path, which is a sales methodology based on asking questions and listening rather than constantly pounding features and benefits.  And boy, does it work.  When done well, sales close much more quickly and prospects/clients are much more engaged because they really understand the need that they have for our services. The same principles apply to management and leadership as […]


July 3, 2006

Book Shorts: Sales, Sales, Sales, Sales, Sales

Book Shorts:  Sales, Sales, Sales, Sales, Sales Jeffrey Gitomer’s Little Red Book of Selling and Little Red Book of Sales Answers were great refreshers in sales basics for you as CEO (and head of sales, and sales manager, and sales rep).  The books were a bit “self-help” flavor for my taste as a reader, but they were excellent on content, and I have two long pages of notes of “back to basics” items I need to remind myself and my team about. Anyone at Return Path in sales/account-project management/marketing — your copy is on the way, hopefully by way of […]


November 18, 2004

Everyone’s a Marketer, Part II

Everyone’s a Marketer, Part II In Part I of this posting, I talked about how everyone’s job function is increasingly touching customers and therefore, in our networked world, everyone needs to think like a marketer.  This posting has the same theme but a different spin.  From the perspective of the individual person (in a company, and in life), marketing is central to success, although the definition of your target market needs to change with the circumstances. Interviewing for a job?  How good a job have you done building the brand of you (your list of accomplishments)?  How good is your […]