Rackham brings unconventional wisdom to the table with this well-written book. The focus is on the much-neglected Probing or Questioning phase of the sales process. Rackham has designed an easily-remembered model using the acronym SPIN: Situation Questions, Problem Questions, Implication Questions, and Need-Payoff Questions.
Ara Norwood is a multi-faceted and results-oriented professional. Spanning a multiplicity of disciplines including leadership, management, innovation, strategy, service, sales, business ethics, and entrepreneurship. Ara is also a historian, having special expertise on the era of the founding of our republic.