Global reach
Select your region below
Global experts delivering training across Europe
Our sales expertise transcends borders, empowering companies on the global stage.
We are the world leader in our ability to deliver consistent sales transformation projects at scale with our clients.
Explore the transformative power of our sales, negotiation and communication training, and equip your team for unparalleled success.
Tailored training globally
The scope of our international delivery is vast. In total we’ve worked in 109 countries and in 35 languages. We’ve worked across 69 countries for one global telecoms company alone. That’s a huge reassurance for our clients and a level of experience they find invaluable.
Global footprint | 109 countries | 35 languages and counting
35% of clients work with us for 5+ years, on numerous skills improvement programmes tailored to their needs
50 years' experience
designing, creating and delivering training to SMEs and global organisations alike
Encompassing different languages and cultures to deliver true behaviour change globally
Delivering expert training around the world
SPIN Selling
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Why use Huthwaite for your international training?
We are the founders of SPIN Selling – the world-renowned methodology developed through decades of research. Our expert trainers deliver the authentic methodology with unmatched insight and proven results around the world, from SME's to multi-national organisations.
Our focus is on helping global teams to achieve excellence, by employing tailored strategies based on this research – meaning we can meet the unique needs of your teams across the globe.
We explore your language, cultural and learning needs to create a bespoke strategy that's aligned with your requirements.
Sharing our knowledge throughout Europe
Our trainers have a proven track record of tailoring their strategies to deliver success and empower sales teams across the globe.
Optimise your sales team’s performance with the expertise of our global sales professionals and receive unparalleled insights and strategies.
Marco, our Regional Director for Netherlands & Germany, leads global projects in all industries.
Marco Weijers
Regional Director – Netherlands and Germany
Marco has been Huthwaite’s Regional Director for Netherlands and Germany since 2003. His current role is underpinned by an impressive 20-year career in sales and sales management at leading companies in the field of medical supplies and technology.
Now primarily responsible for business development in the Netherlands and Germany, Marco and his team successfully deliver the full Huthwaite suite of programmes throughout those countries.
One of our Regional Directors, Anders leads multinational behaviour change projects across various sectors.
Anders Hjort
Regional Development Director
As Regional Development Director and behaviour change expert at Huthwaite International, Anders takes a robust approach to change management, ensuring stakeholder buy-in, participant support, and clear communication of project goals for the highest chance of success and he understands how to bridge the gap between the different cultures across a breadth of different industries.
Dorota is a behaviour change expert, facilitator and executive coach with over 25 years of experience.
Dorota Porażka
Facilitator – Poland
Dorota is a behaviour change expert, facilitator and executive coach with over 25 years of experience in business. Her sector experience is vast, and she has worked throughout Europe in a multitude of industries.
With over 15 years' experience in L&D, Bobby's approach is to create a supportive environment.
Bobby Singh
Facilitator – United Kingdom
Bobby has been a business development professional for over 15 years and part of Huthwaite's extended training faculty since 2017. His approach to learning is to create a relaxed, supportive environment to encourage empowerment. His ultimate goal is to make good people and organisations better.
Ines has 15 years+ experience in training, programme design, and sales and learning development.
Ines Ochin
Facilitator – France
A sales consultant with more than 15 years’ experience in corporate training, programme design, and sales and learning development, Ines is passionate about sales, negotiation and coaching. She loves helping individuals and companies to reach their objectives through collaborative training programmes, coaching and feedback.
Bertrand is skilled facilitator that focuses on business development for B2B clients.
Bertrand D'Hulst
Facilitator – France
With over 35 years’ experience, Bertrand is an experienced trainer. He is skilled at delivering classroom and conferences sessions on business development for B2B and retail clients to increase turnover, improve sales management and coaching, and improve the behavioural skills of sellers.
Saskia has over 25 years of experience in B2B and is a driving force in sales training and facilitation.
Saskia Haafkes
Facilitator – France
Saskia Haafkes, an entrepreneurial leader with over 25 years of experience in B2B, is a driving force in the world of sales training and facilitation. Her career spans diverse roles reflecting her holistic grasp of the sales landscape.
Andrew has more than 40 years’ experience in international sales and sales management.
Andrew Eaves
Facilitator – Spain
Andrew has more than 40 years’ experience in international sales and sales management and enjoys the excitement of the sales process. He continues studying and applying sales methodology in complex B2B sales and has personally trained more than 10,000 salespeople all over the world.
Marko is a respected consultant that has a relationship with Huthwaite that spans over 20+ years.
Marko Hänninen
Facilitator – Finland
Marko has a relationship with Huthwaite that spans over 20+ years and runs a consulting and training team in Finland, while also working as a senior consultant. He has a dedicated and strong internationally oriented consulting team with several senior consultants, who have significant sales management experience from various different industries.
Marianne brings over 20 years of sales and coaching experience to Huthwaite.
Marianne Bredgaard Karlsson
Facilitator – Denmark
Marianne is an accomplished business leader with over two decades of experience in sales, coaching, and organisational development. With a strong business acumen and profound leadership insight, she has built a solid track record in driving organisational change and developing high-performing teams.
Per has experience working in many areas, from administration to strategy to implementation and sales.
Per Hussmann
Facilitator – Denmark
Per has experience working in many areas, from administration to development and strategy to implementation and sales. He is passionate about the evolvement of employees at all levels of an organisation. His main focus is helping participants on their learning journey towards effective negotiation, improved presentation skills, leadership and communication.
Louis specialises in sales skills development using his real-world experience to bring training to life.
Louis Grosjean
Head of Learning & Skills
Part of the Huthwaite trainer team for over 12 years, Louis specialises in sales skills development using his real-world experience to bring training to life in the classroom to promote skills transfer for the individual and ROI for the organisation.
In addition to engaging, managing and delivering projects in Switzerland, Louis also works as member of the wider team for multinational clients. He is a strong advocate of SPIN® selling, and enjoys conveying its messages to large and small audiences alike, through his real-world experience of business.
Ana has almost 30 years of commercial management experience and corporate training.
Ana Tereza Maçarico
Facilitator – Portugal
Ana has almost 30 years of commercial management experience, and her extensive business acumen in leading strategy, culture, organisational change and productivity is utilised to help scope and design solutions with organisations that support their wider business objectives to ensure best return on investment.
Adrian has had senior-level corporate leadership roles in global business over 30+ years.
Adrian Foster
Facilitator – United Kingdom
Adrian has had senior-level corporate leadership roles in global business over 30+ years. He’s delivered many training courses, coaching executives across Europe and the USA and has developed sales training modules based around the Huthwaite SPIN® method.
János supports clients achieve key results and higher shared value with their stakeholders.
János Csebfalvi
Facilitator – Hungary
János supports people in their development to achieve their key results and to create higher shared value with their stakeholders.
With his 20+ years of experience around the globe, he catalyses knowledge, skills, experience, people, strategies, processes, projects, and entities through face-to-face or small to large group dialogues.
Nicki has a successful track record in business diagnostic, gap analysis, training design and delivery.
Nikki Lee
Facilitator – United Kingdom
Nicki has a successful track record in business diagnostic, gap analysis and training design and delivery in both a wide range of public and private organisations.
Nicki’s career spans over 20 years in learning and development and consultancy.
Ian’s training credentials include consultative strategic selling, coaching and negotiation.
Ian Froggatt
Facilitator – United Kingdom
Ian’s training credentials include consultative and strategic selling, coaching, sales leadership as well as negotiation. He is familiar with delivering to a multitude of sectors and is passionate about helping participants achieve sustained behaviour change. Ian has trained new starters and juniors through to senior sales management and C-suite teams.
Steve has over 30 years of multinational commercial business experience.
Steve Dawes
Facilitator – United Kingdom
Steve has over 30 years of multinational commercial business experience. He has a deep knowledge that is valued by organisations and widely drawn upon to align training delivery with clients’ business strategy.
For over 20 years, John has helped organisations achieve strategic sales objectives through L&D initiatives.
John Read
Facilitator – United Kingdom
Clients value John's strong background in sales, sales management, project management and learning and development which enables him to create tailored solutions that resonate with their unique needs and deliver the outcomes they desire.
Deane’s experience is derived from 20 years of consulting, selling and delivering.
Deane Hitchens-Orr
Facilitator – United Kingdom
Deane’s experience is derived from 20 years of consulting, selling and delivering to a wide range of multinationals from a variety of business sectors. During that time, he’s engaged with a multitude of professional services. His core subjects focus on sales processes, strategic account management, negotiations skills and presentation effectiveness.
When delivering programmes, Patrick leverages over 20 years in B2B frontline sales.
Patrick Cooke
Facilitator – United Kingdom
When delivering programmes, Patrick leverages over two decades in B2B front-line sales and sales management, along with extensive experience in corporate IT sales, which include both software start-ups and major blue-chips, such as Oracle and IBM.
Mike’s high-energy delivery gives participants enthusiasm for new behaviours.
Mike Kelly
Facilitator – United Kingdom
Mike is passionate about creating a learning environment that is fun, interactive and inspiring with the key goal that participants convert acquired knowledge into repeatable skills, driving a high degree of client centricity and enhanced results.
Ian has designed and delivered programmes globally and has extensive experience.
Ian Newall
Facilitator – United Kingdom
As a consultant, Ian has worked with a wide range of clients, from small businesses through to global clients. He has designed and delivered a variety of training programmes and has extensive experience in coaching sellers and sales managers.
Martin has combined his expertise and real-world insights to develop & deliver training across the world.
Martin Peter Wright
Facilitator – United Kingdom
An experienced business leader, learning expert and former sales director, Martin has combined his expertise and real-world insights to develop and deliver sales, negotiation and leadership training to people and organisations in 33 countries on six continents.
Julian is an experienced Business Development Manager with extensive knowledge spanning 15+ years.
Julian Farrell
Facilitator – United Kingdom
Julian’s training experience includes consultative selling & account management, as well as negotiation. He is familiar with delivering to a multitude of sectors and geographies and has trained individuals at all stages of their career, from new starters through to experienced sales and negotiation professionals.
With 30 years' experience in Sales, Neil brings a wealth of experience in complex sales.
Neil Watson
Facilitator – United Kingdom
With over 30 years industry experience in Sales, Neil brings a wealth of practical experience in complex sales, negotiation, account management and Sales Training at an international level.
During his career Neil has managed the sales capability development of a major international business across Europe, Africa, Middle East and Russia for both direct and channel partners.
With 15+ years of experience in L&D, Katie provides an innovative and energetic learner experience.
Katie Adgie
Learning Development Consultant
Katie is a highly experienced learning facilitator with over 15 years in L&D. Her experience of creating, developing and embedding learning journeys has given her valuable insight and expertise in successfully managing the requirements of an organisation, alongside the individual learner needs.
A self-confessed L&D fanatic, Katie shares her extensive knowledge and passion with participants, providing an innovative and energetic learner experience in both virtual and face-to-face training environments.
Shaun has been a L&D professional for 25 years, specialising in sales, negotiation and communication skills.
Shaun James
Head of Learning & Skills
Shaun has been a Learning and Development professional for 25 years, specialising in sales, negotiation and communication skills. His current role is as our Head of Learning and Skills, where he has responsibility for the quality of delivery across the international network of trainers.
Robin has over 30 years’ experience in L&D and in 2021 was named one of the 15 most influential people in L&D.
Robin Hoyle
Head of Learning Innovation
Robin has over 30 years’ experience in L&D, having worked internationally designing programmes, running development sessions for people at all levels in most sectors and building innovative learning interventions. He has designed award-winning corporate development programmes in the UK, seamlessly integrating synchronous and asynchronous digital delivery.
As Director of Learning Solutions, Nick leads the team that designs and delivers our world-class programmes.
Charlie Jefferson
Learning Development Consultant
A highly motivated L&D professional for over a decade, Charlie delivers sales and negotiation skills development to Huthwaite’s wide-ranging client base.
Charlie’s proactive, analytical approach to learning enables him to deliver a truly customer-focussed experience. He is passionate about developing people and growing their capabilities to achieve greater personal success and improved business objectives.
Rob encourages an engaging environment that focuses on fostering wider exploration.
Rob Honeyman
Learning Development Consultant
Rob is a professional and affable personality with experience of delivering to groups of all sizes and has worked in L&D roles in a variety of sectors. Growing up in a military family, Rob has experience living and working in many different cultures in various countries. He currently delivers sales and negotiation skills development to Huthwaite International’s clients across the globe.
Tony has managed successful training implementations with many of Huthwaite’s global clients.
Proven results
We have worked with Huthwaite and SPIN® for almost a year now and we are impressed with Huthwaite’s professionalism, responsiveness and capability to scale fast and get things done together with our teams around the globe.
Maja Schrøder, Business Lead, Roche
Choose your course
View our available programmes and choose the best pathway for your team.
Benefits of international training with Huthwaite
Establish a common language
Achieve a common, world-class sales approach and language across different global teams, ensuring consistency and clarity in customer interactions, regardless of geography. A shared vocabulary eliminates confusion and creates seamless collaboration between international divisions.
Deliver measurable competitive advantage
Develop an unseen competitive advantage. Many of the world's top sellers and negotiators are trained by Huthwaite, giving them a strategic edge that becomes even more powerful when applied consistently across global markets.
Achieve substantial returns
The gains and savings our clients around the world have made run into millions. We helped one global energy supplier save £37 million in a single negotiation. When scaled internationally, these returns compound significantly.
Enhance global team performance
Motivate, engage and empower your customer-facing teams whilst ensuring they can anticipate changes and customer needs across diverse international markets. A unified methodology provides teams with the confidence and skills to excel in any cultural context.
Strengthen customer relationships
Improve interactions with customers and build better client relationships while having a more positive impact on customer service. When your entire global organisation speaks the same language, clients experience consistent, world-class service regardless of which office they engage with.
International training delivered flexibly
In person
Live in-person training sessions remove desk distractions and immerse teams in high-impact learning environments that offer:
- Deep engagement and focus
- Real-time practice and live feedback from expert facilitators
- Stronger team cohesion that extends beyond the classroom
Virtual
Live virtual training coupled with digital learning via our collaborative platform offers flexible, interactive learning, with:
- Virtual breakout rooms, live debates and real-time mentoring
- On-the-job application between sessions
- Inclusive and scalable learning across locations
Digital
Learning via a digital platform allows participants to learn at their own pace without the need for group sessions, so offers:
- Learner-centric flexibility aligned with energy and schedules
- Sustainable behaviour change
- Cost effective solution that can scale easily for larger teams
See some of our most popular programmes
SPIN Coaching
Embed SPIN sales skills within your teams for lasting performance improvement
Complex Negotiations
Learn proven techniques that deliver measurable results in real-world complex scenarios
Our training approach
Anyone can learn sales theory and techniques. But what good is that when it stays behind in the classroom. At Huthwaite, we’re focused on changing the behaviour of your team, so you see the results from the very beginning. This is the Huthwaite approach.
Acquire knowledge
Acquire knowledge
We start with knowledge acquisition, where participants access behavioural insights via eLearning and asynchronous activities on our collaborative platform.
Skills and practice
Skills and practice
Participants begin to apply and practice their skills development. The time and safe practice spaces are built into the learning journey, so they feel confident and supported.
Workplace transfer
Workplace transfer
Learners continue development through formal tasks and on-demand resources, sharing reflections with peers or progressing independently. Coaches can play a key role in supporting this skill transfer.
Get in touch with our team
Considering a global training implementation? Book a free consultation with a Huthwaite expert.