What sales myths did the SPIN method debunk?

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At its launch, the SPIN method questioned whether sales teams should rely on what the sales world took for granted.

“Let's begin this book with some honest advice. Don't trust what star salespeople say. Our research indicates there's a big difference between what effective salespeople say they do and what we've seen them do when we go on dates with them. If you want to learn how experts sell, then travel with them and see them in action; don't trust what they tell you afterward.”

The research, its results, and its methodology broke the mold and forced a revolutionary change in the world of sales.

One of the reasons the SPIN method is so popular is because it has refuted, with solid data, several commonly used sales techniques.

Teams that adopted the SPIN method were able to use research engineer database and data findings, not sales myths, to guide them toward better practices.

Below are three key beliefs that SPIN research identified as misconceptions when it comes to high-end sales:


Misconception #1: Always try to close the deal
Closing the deal is always the main goal in sales, right? After all, sales reps have quotas to meet and revenue to bring in.

However, research into the SPIN method found that if reps constantly push to close the deal, especially high-end deals, this aggressiveness has the opposite effect than intended. In fact, this tactic can cause the rep to lose the deal altogether.

Research has found that the average number of closing attempts a sales rep makes during a sales call does not positively affect the closing rate. In the book's words: