Develop advanced sales techniques to uncover needs, handle objections, and close bigger, complex deals.
Most teams grind for growth, but the best ones systemise it. In this step, you’ll see why a structured approach always beats random tactics. You’ll follow Random Rick, Specialist Steve, and Solid Sarah to understand how a system-driven growth approach can double revenue without doubling workload.
SPIN Selling challenges outdated methods of salesmanship traditionally focused on small transactions. Rackham’s research, which involved analysing over 35,000 sales calls, highlights that techniques like aggressive closing and objection handling can be counterproductive in larger sales. Instead, the book presents SPIN, a question-based framework, as the key to succeeding in high-value sales.
Rackham outlines several issues with conventional sales approaches, especially in major accounts:
Rackham’s SPIN model is based on four types of questions that align with the buyer’s decision-making process:
Rackham’s research identifies critical factors that distinguish successful major sales:
The SPIN model is designed to help sellers:
SPIN Selling is essential for sales professionals looking to refine their approach to major accounts and transform conversations into high-value, long-term partnerships. The book’s evidence-based insights offer actionable steps for mastering the art of strategic, consultative selling.
If your marketing and sales teams are too busy firefighting — fixing tools, chasing data, and dealing with messy handovers — you’ll never have time to focus on real growth. The Growth Operations Programme fixes your operations first, so you can finally work on scaling up.
Solid Growth helps B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 13 years of hands-on experience — helping teams move from firefighting to predictable, repeatable revenue growth.
15 years experience
1,500 marketers trained since 2015
Exited 6 companies
My name is Ewoud Uphof, a marketing strategist with 15 years of experience. I've been fascinated by growth since 2010, and I created this guide out of a passion for sharing what I've learned. These guides are a way for me to give back to the marketing community and are also linked to my video course, which covers these topics in even greater depth.
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Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
Free up a full day every week to focus on growth. We'll fix the systems, tools, and workflows holding your team back.
Master Compound Growth at your own pace—perfect for individual marketers and consultants who want a structured, repeatable way to grow.
Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
A structured, hands-on programme designed for teams that want to fix bottlenecks, systemise execution, and scale growth predictably.
Develop advanced sales techniques to uncover needs, handle objections, and close bigger, complex deals.
Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
Free up a full day every week to focus on growth. We'll fix the systems, tools, and workflows holding your team back.