Change Behaviour. Change Results™.

Small shifts. Big results. Lasting change.

Improvement starts with a behavioural shift

Decades of research into what top performers actually do reveal that sustainable success depends on changing how people behave - not just what they know. Huthwaite's evidence-based methodologies transform the way your teams sell, negotiate and communicate creating lasting business impact in-person and online.

Research-proven behavioural science for real-world results

Uniquely, we’ve researched and studied the effective behavioural skills that together, ensure salespeople, negotiators and communicators across the world are consistently successful.

Sales

Huthwaite offers a sales methodology (SPIN) skills and tools to structure customer focused, value driven and consultative sales conversations, that give:

More sales at higher margins
higher levels of customer satisfaction, loyalty and retention
shorter sales cycles.

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Negotiation

Huthwaite's negotiation skills models include strategies, tactics and comprehensive negotiation planning tools that consistently reinforce behaviours that lead to:

Confident, effective negotiators
more profitable deals
mutually agreeable outcomes and improved relations.

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Communication

Huthwaite helps organisations to adopt, analyse and measure the core verbal behaviour skills that effective communicators use that can help with:

skills for influence and persuasion
leading projects and people
effective collaboration and meetings.

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Learning effectiveness podcast with Professor Robert Brinkerhoff

Our Head of Learning Innovation Robin Hoyle, explores how top performing businesses can effectively embed training, with author, learning evaluator and workplace learning expert Professor Robert Brinkerhoff.

Watch now

Trusted to deliver learning real outcomes

Case study: Medtronic

Huthwaite has supported us with their extensive experience of inside sales models within organisations to successfully adapt to new markets and win acceptance from our clients and colleagues.

See the full case study

Sharing our expertise throughout the world

Huthwaite people are true behaviour change experts - they know exactly which behaviours drive success and how to embed them.

Their approach goes beyond training to deliver measurable, lasting change that transforms performance and delivers commercial impact.

Shaun has been a L&D professional for 25 years, specialising in sales, negotiation and communication skills.

Together with our experienced project teams, Laura delivers successful global training interventions, with lasting impact.

Robin has over 30 years’ experience in behavioural change and motivation and in 2021 was named one of the 15 most influential people in L&D.

Jo works collaboratively with organisations to provide behaviour change solutions that meet commercial goals and align with learning strategy.

Richard leads multinational and global behaviour change projects across various sectors together with our experienced project teams.

Dorota is a behaviour change expert, facilitator and executive coach with over 25 years of experience.

Built on science.
Proven in practice

We’ve spent five decades studying what successful sellers, negotiators and communicators do. Together with our clients, we develop then embed those behaviours so teams can replicate that success.

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Why leading companies choose to work with Huthwaite International

As world-renowned behaviour change experts, we bring decades of experience helping organisations drive measurable performance improvements across diverse industries.

What sets Huthwaite apart is our proven approach to behaviour change. We don’t just teach theory – our programmes are designed so participants practise and embed new skills, ensuring they confidently apply what they learn back in the workplace. This focus on real-world implementation means our clients see tangible, lasting impact from every engagement.

How does Huthwaite International tailor its programmes to meet the unique needs of different industries or organisations?

Huthwaite International expert consultants can adapt content, scenarios, and delivery methods to reflect real-world situations relevant to participants and the organisations in which they work, ensuring training is practical and directly applicable to their roles and industry sectors.

What measurable results have clients seen after implementing Huthwaite International’s training in their teams?

Clients using Huthwaite’s SPIN methodology report a significant increase in sales advances. By focusing on behaviour change and embedding SPIN conversations, teams consistently achieve more meaningful customer commitments and improved sales outcomes that can be tracked and measured.

Negotiators who have been trained by Huthwaite also gain confidence when they apply our proven framework and are able to drive more consistent, successful negotiation outcomes including higher profit margins, better terms, and have the skills to avoid unnecessary concessions.

How do we define behaviour change?

Behaviour change is evidenced by people doing things differently and doing different things.

This short, easily remembered and repeated phrase describes what we mean when people demonstrate a different behaviour resulting from a learning intervention.

What exactly do we mean by behaviour change?

Behaviour change is evidenced by a person demonstrating repeatedly new behaviour and activity in their workplace that can be observed and measured. We essentially acknowledge and recognise these types of behaviour:

Verbal – what we say
Process – what we do

Our approach to achieving behaviour change is through our three-stage learning journey structure, Acquire knowledge - Skills & practice - Workplace transfer, which is applied to all our delivery methods, in the classroom, virtually or digitally.

How do we deliver behaviour change?

We have four core options for the delivery of behaviour change to a participant. All have the knowledge acquisition/skills and practice and workplace transfer stages included in some form.

The approach adopted depends largely on who will have the main responsibility for achieving behavioural change, particularly in the crucial workplace transfer stage. This could be:

an individual participant working autonomously
Huthwaite supporting the individual throughout the learning journey
the organisation supporting the individual throughout the journey (coach/manager support)
or a combination of all three - joint responsibility

We work consultatively with our clients to agree the best approach to adopt.

Read the blog

Download Making Learning Stick to find out:

How to launch and lead skills improvement programmes
how to monitor and support team progress
how to embed and sustain behaviour change.

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Choose your course

View the research-backed programmes in our Sales Academy.

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Change Behaviour. Change Results™.

Improvement starts with a behavioural shift