Neil Rackham

SPIN Selling

Founder of Huthwaite International and originator of SPIN Selling, a consultative sales framework built on a 12-year research programme analysing over 35,000 sales interactions. His 1988 book *SPIN Selling* challenged conventional sales wisdom by showing that techniques effective in small transactions fail in complex, high-value sales. The SPIN model — Situation, Problem, Implication, Need-Payoff — remains a foundational reference in B2B sales training.