We recently reviewed SPIN Selling, the seminal work by Neil Rackham. My colleague Andrew Urteaga, Principal at SBI, and I discuss the sales methodology in detail. Listen as we discuss how it stacks up in today’s marketplace, and also within your modern day sales strategy.


The SPIN selling process was developed following careful observations of 35,000 sales calls. During his research, it became clear that the quantity of the questions asked was key. But is it still relevant in today’s sales process?


During the episode, we will tackle several important topics, such as:


  • Whether or not SPIN selling strategies apply to today’s market.
  • How to differentiate yourself from the competition using market research.
  • 5 steps to defining your sales strategy.
  • The difference between active and latent demand.
  • The modern buyer’s journey, and how B2B sales should align to it.
  • Customizing your sales process to align with your overall sales strategy.


Listen to our observations about this influential sales technique. We’ll help our audience determine if the strategies laid out by Neil still apply today. And if not, we’ll explain how to adapt to today’s ever changing environment. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.


Andrew Urteaga

Helps motivate clients to design and implement new sales and marketing strategies so that they stay on track to make their number.

Clients describe Andrew as an industry thought leader. He has deep experience as an executive, having served in multiple positions as a sales leader, with a track record of outstanding performance in F500 companies.


Prior to joining SBI, Andrew held the position of VP of Sales at Avis Budget Group where he was responsible for sales and marketing leadership. He also held a variety of positions with Cintas Corporation, a Fortune 500 multi-national company, including key quota carrying positions in the sales force from sales rep through to executive leadership.


Andrew’s work has included everything from lead generation, campaign planning and sales process to designing complete sales management coaching programs and new compensation plans.

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