The third major discovery came in the 1970s, when researchers began to take an interest in the idea that the techniques and skills that work in small sales may be very different from those that work in larger and more complex ones. I was fortunate to be an integral part of this revolution. In the 1970s, I directed a huge research program involving 10,000 salespeople in twenty-three countries. We observed the salespeople in more than 35,000 sales calls and analyzed what made some of them more successful than others in complex sales. From this twelve-year program, we published a series of books, starting with SPIN Selling. This marked the beginning of the era of consultative selling, as we call it today. It was an important discovery because it introduced much more advanced models of how to sell complex products and services and, like the previous discoveries, brought about a significant increase in sales productivity.
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