This book established several attitude changing concepts for me. I started my career reading the books like Secret of Closing Sales by Zig Ziglar or How I Raised Myself from Failure to Success in Selling by Frank Bettger and then tried desperately for years to apply the "Closing" principles they taught. SPIN Selling helped me to understand why those techniques can't work in this industry because those techniques can only work in smaller ticket sales. For one thing, the larger the sale, the more people involved in the decision and on average there is something like 3.2 people involved in the decision that you will never meet. Therefore, our job is not only to sell the person we meet, but also to equip him/her with what they need to sell the people you won't meet.
Be forwarned that this book is not very entertaining because much of it is largely statistical based on the tracking thousands of sales calls. However, it is very applicable because many of the sales calls were office equipment sales calls.
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