Our clients want high performing sales and negotiation teams. They want to see behavioural improvement and they want it to be sustainable. We are one of only a few companies in the world capable of robust delivery across all three goals.

Our training programmes are built on a foundation of vast, science-led research and analysis. As a result we know what is required to achieve and sustain behaviour change. We have world-renowned methodologies to align clients to our behaviour change definitions. And we have a flexible approach to help ensure successful behavioural change appropriate to each client environment.

These components, along with our expert team, combine to help our clients achieve their goals.

It is a model we call Change Behaviour. Change Results.™

Change Behaviour. Change Results.™

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


Huthwaite offers a sales methodology (SPIN), tools and skills 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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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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Huthwaite helps organisations to adopt, analyse and measure the core verbal behaviour skills that effective communicators use that can help with:

  • Influence and Persuasion
  • leading projects and people
  • collaboration and meetings.

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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 which is applied to all our delivery methods, in the classroom, virtually or digitally.

Knowledge acquisition

ensures participants achieve the context and underpinning knowledge required to progress onto the skills development and behaviour change stages of their learning journey.

Skills and practice

ensures participants begin to apply and practice their skills development and behaviour change supported by a Huthwaite subject matter expert and facilitator.

Workplace transfer

ensures participants continue the application of skills development and behaviour change in their workplace. All three stages are crucial; however, the workplace transfer is where the real return on investment manifests itself.

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.

What's the best way to learn new skills and change behaviours?

Huthwaite use learning journeys. These involve different phases and inputs. Each designed to be the most effective way of achieving a learning goal.

Each input is then followed by an opportunity to practice, gain feedback and apply the new skills to a realistic situation.