Great article, John. This helped me understand how it fits into the selling model. I’ve also picked up the SPIN Selling Workbook which I hear is a good compliment to the title book. Cheers, Laurence
Thanks for writing about this. You first introduced me to SPIN and since then, I use the approach myself and I also highly recommend it to my clients. Thanks for reminding us of this valuable approach!
Thanks John – good article and a very succinct explanation of why SPIN is more relevant than ever.
Your comments about needing additional components to address other aspects of the sales process are completely correct and Huthwaite now has a SPIN Solution suite of offerings that do so – not sure if you have visited our site lately http://www.huthwaite.com but you will see them highlighted there.
I took your advice and went to your website for an update. I did see that you now offer a more end-to-end solution set. What I could not find was how to access that information. How is this more complete sales program delivered and what does it cover? I would be happy to post more information on my blog once I know more about it.
We see this time and time again, especially in the B2B space. Typically B2B C-Level teams rarely have a marketing lead, hence why marketing becomes an afterthought. This almost always leads to a tactical spin cycle when it is time to tell the world how great the product or service is. That’s why we hear cries for help, rather than requests for advice.
Our agency has learned the valuable skill of asking “why” as well, because too often, as marketers, we want to appease our new accounts and do what they want, rather than taking the time to find solutions that actually grow their business. “Why” is the most powerful, yet least used question in marketing.
“As entrepreneurs, executives and business owners, our choices affect far more than ourselves.” This is so true and John is right in times like this is can difficult to choose the narrative that is best for us and the people we love. Good article John
Great article John,
It has really brought to the fore how important an actual SYSTEM is in Marketing.
Thanks for “sharing the good oil”, I appreciate your generosity in sharing your knowledge.
Extremely impressed by the content, this is really insightful. This article really helps to understand marketing in a simple way. Thank you for sharing it.
The other side of the coin is that some companies don’t just have the right offer that attracts enough people. If the marketing agency would first work on the offer then results might be a lot better.
This was very helpful, thanks! I just jumped on to a couple of networking groups on MeetUp and it turns out they were BNI groups, which were a complete mystery to me. You’ve provided some great specific ‘screening’ criteria here. I especially liked your’ honest assessment and conclusion that your business was ‘difficult’ to refer. My IT consulting business may be too niche in the same way, and you’ve helped me to focus so that I can make a quick decision on whether to continue on this path. Well done, sir!
G’day John,
I enjoyed reading your blog and I’ve subscribed to your newsletter. The books you have suggested: some I have read and the others I will look into.
I’ll check back periodically to see if you have any new content. Look after yourself.
Great article, John. This helped me understand how it fits into the selling model. I’ve also picked up the SPIN Selling Workbook which I hear is a good compliment to the title book. Cheers, Laurence
Thanks for writing about this. You first introduced me to SPIN and since then, I use the approach myself and I also highly recommend it to my clients. Thanks for reminding us of this valuable approach!
Thanks John – good article and a very succinct explanation of why SPIN is more relevant than ever.
Your comments about needing additional components to address other aspects of the sales process are completely correct and Huthwaite now has a SPIN Solution suite of offerings that do so – not sure if you have visited our site lately http://www.huthwaite.com but you will see them highlighted there.
Regards
John Golden
CEO Huthwaite
Thanks for your comments John.
I took your advice and went to your website for an update. I did see that you now offer a more end-to-end solution set. What I could not find was how to access that information. How is this more complete sales program delivered and what does it cover? I would be happy to post more information on my blog once I know more about it.
Cheers
John Watson
Thanks, John! This saves the business owner significant time, expense and trial and error. Much appreciated.
John, your insights are dead on.
We see this time and time again, especially in the B2B space. Typically B2B C-Level teams rarely have a marketing lead, hence why marketing becomes an afterthought. This almost always leads to a tactical spin cycle when it is time to tell the world how great the product or service is. That’s why we hear cries for help, rather than requests for advice.
Our agency has learned the valuable skill of asking “why” as well, because too often, as marketers, we want to appease our new accounts and do what they want, rather than taking the time to find solutions that actually grow their business. “Why” is the most powerful, yet least used question in marketing.
Great post.
Excellent article John, I appreciate your perspective and insights greatly.
Thanks very much Jade. I’m so glad you got value from it.
Great post John, I’m going to share this with my social groups.
Thanks very much Brian
Great content John. Very informative.
Looking forward to receiving this content each month!
“As entrepreneurs, executives and business owners, our choices affect far more than ourselves.” This is so true and John is right in times like this is can difficult to choose the narrative that is best for us and the people we love. Good article John
Thanks John. I’m glad you liked the article and I appreciate you taking the time to comment.
Great article John. Thanks so much for sharing the pros and cons of BNI in such a clear and concise way.
I enjoyed my time with BNI. I think it is a worthwhile thing for business owners to participate in.
Great article John,
It has really brought to the fore how important an actual SYSTEM is in Marketing.
Thanks for “sharing the good oil”, I appreciate your generosity in sharing your knowledge.
I’m glad you liked the article and I appreciate you taking the time to comment.
Loved this! Thanks for sharing, extremely powerful!
Thanks for commenting, I’m glad you found the article helpful.
Very specific and informative! Thanks for sharing this helpful content! Regards
Thanks for commenting Amy. I’m glad you liked the article.
I love the post
I want to know ways of being in leadership and communication skills.
I’m pleased you enjoyed the article. It’s a fascinating topic that can change the way we work and live our lives. Thanks for sharing.
Extremely impressed by the content, this is really insightful. This article really helps to understand marketing in a simple way. Thank you for sharing it.
Hi Matthew, I’m pleased you found the content valuable. Thanks for commenting.
Thanks the text is very well structured and it gives a lot of solutions for each point.
Hello, Nice Post.
great article John, thanks for it
I really liked being a member. Thanks for bugging me to join for so long.
Nice writeup, I have also written post on performance marketing company in India
I want to say thank you, John, your work is really helpful.
Thanks for your feedback. It is greatly appreciated.
I enjoyed reading this. Especially the part where it says that Heidi Cohen says there are 72 defenitions of marketing. I find that interesting
Great post.
Great content! Keep up the good work!
It is the first time for me to read business lessons. I appreciate the author of these powerful busness and life lessons. Thank you.
The other side of the coin is that some companies don’t just have the right offer that attracts enough people. If the marketing agency would first work on the offer then results might be a lot better.
I agree with you. As providers we need to understand the root problems before leaping to solution.
Great article. Made my decision about BNI very clear. Thank you 👍
You’re welcome. I’m glad you found it helpful.
This was very helpful, thanks! I just jumped on to a couple of networking groups on MeetUp and it turns out they were BNI groups, which were a complete mystery to me. You’ve provided some great specific ‘screening’ criteria here. I especially liked your’ honest assessment and conclusion that your business was ‘difficult’ to refer. My IT consulting business may be too niche in the same way, and you’ve helped me to focus so that I can make a quick decision on whether to continue on this path. Well done, sir!
Hi Rick, I’m glad you found this article helpful in moving forward confidently. Thanks for taking the time to comment.
G’day John,
I enjoyed reading your blog and I’ve subscribed to your newsletter. The books you have suggested: some I have read and the others I will look into.
I’ll check back periodically to see if you have any new content. Look after yourself.
Cheers from Australia
Conway Bown
http://www.ipas.com.au
It was an amazing moment of learning. I appreciate the author.