Huthwaite International is the home of SPIN® Selling

Built on global research, delivered by behaviour change experts and validated by your sales success

Huthwaite Sales Academy

Huthwaite combines research-based sales, negotiation and communication models with collaborative learning, delivered by experts in sustainable behaviour change. We’ll help you make the very best of your people and processes, so you can improve results now and sustain that performance into the future.

Training

SPIN Selling

Enables sales professionals to build a persuasive case around specific problems and provide effective solutions for customers. SPIN Selling helps sales professionals to;

Learn more ➞

Training

SPIN Coaching

Equips coaches to deliver a positive compound effect that can supercharge the skills of your SPIN Selling trained sales team. SPIN Coaching helps sales managers and businesses to;

Learn more ➞

Training

SPIN Marketing

Helps marketers build value to ensure message, media and sales conversations are complimentary and joined up. SPIN Marketing helps marketing professionals to;

Learn more ➞

Training

Essential Negotiation Skills header image

SPIN Opportunity Management

Ensures you maximise major sales opportunities by focusing on the journey the customer makes in arriving at a major decision. SPIN Opportunity Management helps sales professionals to;

Learn more ➞

Training

Negotiation Skills

Effective negotiation strategies and best practice that result in more profitable deals and positively develop business relations. Negotiation Skills help your team to;

Learn more ➞

Training

SPIN Persuasive Proposals and Presentations header image

Communication Skills

Essential verbal behaviour skills that positively effect the success of business interactions with customers, colleagues, in meetings and within teams. Communication Skills helps your team to;

Learn more ➞

Develop your SPIN Selling training plan

Start transforming your sales team with SPIN sales training. Develop your personalised training plan today.

Develop my training plan

How do we support people to change their behaviour?

Everything we do is about lasting impact. Our Change Behaviour, Change Results model is evidenced by people ‘doing things differently and doing different things’. Each behaviour change journey is designed around your unique business environment - we work consultatively with you to agree the best approach. Start your unique journey to behaviour change today.

Learning Journey

Behaviour change is achieved by following our three stage learning journey structure, which is applied to all our delivery methods. The journey includes knowledge acquisition, skills and practice and workplace transfer stages.

Learn more ➞

Collaborative Learning

The Huthwaite Collaborative learning approach supports the whole learning journey via an interactive platform that encourages people to learn from and with each other and stimulates real behaviour change.

Learn more ➞

Coaching

We help organisations to develop and skills by encouraging a culture of reinforcement and coaching - working with you to create practical solutions that deliver permanent behaviour change.

Learn more ➞

Since we’ve had SPIN® training our conversion rate has improved from 10% to 23%

Sales Manager, Scientifica

Sales, negotiation and communication insights.

Your destination for the latest thinking on sales, negotiation and learning and development ideas - brought to you by Huthwaite's global thought leaders and industry experts.

Article

The top myths in sales strategy

Knowing what is true and what is perceived wisdom can make a huge difference to your sales success. Learn the definitive research behind the top myths in sales.

Read more ➞

Article

Effective virtual negotiation

We may think that technology can fix everything, but while it can facilitate some activities, it can equally add complications that must be managed carefully for virtual negotiations to be successful.

Read more ➞

Article

How to avoid Zoom drain

Zoomed out? You’re not the only one. The use of video conferencing has skyrocketed. This new means of communicating has been a lifeline for many experiencing business meeting challenges post crisis. But, like anything, too much of a good thing can lead to fatigue. It’s this fatigue that’s causing headaches for businesses all over the world – often undetected.

Read more ➞

Article

The ten commandments of negotiation

Huthwaite has conducted the largest body of directly observed research into live commercial and contract negotiations. Many clients attribute improved revenue and margins to our Negotiation Skills programmes, which develop the face-to-face skills of concluding more effective deals. But what are the headlines? Learn the commandments of negotiation.

Read more ➞

Article

The three big mistakes that salespeople make and how to avoid them

There’s always some level of uncertainty in the world of sales but external changes can make it challenging to know where to focus, what to do and what not to do. Neil Rackham, author of SPIN Selling, consultant, academic and founder of Huthwaite International, discusses the three big mistakes that salespeople make when times are hard and how to avoid them.

Read more ➞

Article

Verbal behaviours for effective collaboration

Discover the behaviours that can help create a climate of collaboration between people and enable us to challenge effectively.

Read more ➞

Article

Recession proof sales tips to boost business growth

Selling in a global pandemic is no easy task, not least when businesses have been battling against the odds for almost a year. However skilled sales people are taking a proven approach to tackling the challenging sales climate, and – perhaps surprisingly for some - it doesn’t involve shouting about the bells and whistles of their product or service.

Read more ➞

Article

Is communication common sense or a learnable skill?

'My people skills are fine; it’s others who are difficult' You’ve undoubtedly heard statements like this many times and, I suspect, mostly disagreed with them - though you are, of course, too polite to say so. So why is it so difficult? What makes the simple day-to-day task of dealing with other people so full of traps and obstacles that turn a straightforward conversation into a tedious, confused or downright argumentative one?

Read more ➞

Article

The big mistakes that can make negotiations fail

A study from Huthwaite International, specialists in sales and negotiation, has revealed the five most common errors negotiators are making that can risk both parties walking away from the table dissatisfied, unhappy, and in some cases, without a deal at all. From failing to do substantial research, to becoming irritating and making too many counter proposals, David Freedman, Director of Sales at Huthwaite International, examines the bad habits negotiators need to drop in order to strike the ultimate deal.

Read more ➞

Huthwaite International is the home of SPIN® Selling

Huthwaite Sales Academy

SPIN Selling

SPIN Coaching

SPIN Marketing

SPIN Opportunity Management

Negotiation Skills

Communication Skills

Develop your SPIN Selling training plan

How do we support people to change their behaviour?

Learning Journey

Collaborative Learning

Coaching

Since we’ve had SPIN® training our conversion rate has improved from 10% to 23%

Sales Manager, Scientifica

Sales, negotiation and communication insights.

Your destination for the latest thinking on sales, negotiation and learning and development ideas - brought to you by Huthwaite's global thought leaders and industry experts.

The top myths in sales strategy

Effective virtual negotiation

How to avoid Zoom drain

The ten commandments of negotiation

The three big mistakes that salespeople make and how to avoid them

Verbal behaviours for effective collaboration

Recession proof sales tips to boost business growth

Is communication common sense or a learnable skill?

The big mistakes that can make negotiations fail

Not found what you’re looking for?

Global Headquarters

Follow us