Everything from

McGraw-Hill

1 resource from McGraw-Hill we point founders to, and the questions each answers.

📖 Book
✓ Link checked Paid Intermediate

Why we picked it The research-backed classic on consultative selling, the antidote to 'pushy salesperson' instincts. Its Situation-Problem-Implication-Need framework is exactly how founders should run calls.

SPIN Selling

From McGraw-Hill by Neil Rackham book (~200 pages)

  • Ask Situation, Problem, Implication, and Need-payoff questions in sequence.
  • In complex/high-value sales, listening beats pitching.
  • Make the cost of the unsolved problem vivid before proposing a solution.
  • Closing hard works for small deals; discovery wins the big ones.
Open amazon.com →
Answers I'm a technical founder and I hate selling, do I really have to do sales myself? How do I run a sales call without sounding like a pushy salesperson? How do I handle objections and prospects who go silent on me? What sales process should I follow if I've never sold anything before? How is founder-led sales different for Indian founders selling to global (US) buyers? How do I run good discovery calls in India when the person keeps saying yes to be polite but never converts? I keep getting warm interest and 'this is great' but no one pays. How do I turn the first yes into money? What should my very first sales pitch actually say, and how long should it be? How do I sell confidently when I am the founder and also the youngest or least experienced person in the room? When my product is technical and I am selling to non-technical buyers, how do I demo it without confusing them? How do I actually run a pricing conversation on a sales call without freezing when they ask 'what does it cost'?
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