Delivering SPIN sales training to all kinds of businesses

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Essity
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SAP
Atkins Realis
Zuhlke

What is SPIN Selling?

SPIN Selling is the world's most researched sales methodology, born from observing 35,000+ real sales calls for the behaviours most aligned with success. SPIN sales training is iconic – it transcends industries and cultures by transforming salespeople from persuaders into trusted consultants. Unlike traditional approaches, the SPIN framework helps customers discover their own needs while building irresistible value for your solution. This consultative approach builds trust, reduces objections, and leads to higher close rates and customer satisfaction.

Why choose SPIN sales training?

Increased sales performance
Increased sales performance

Drive measurable increases in sales performance and deal values through proven questioning techniques that uncover high-value opportunities.

Reduced customer objections
Reduced customer objections

Learn behaviours that prevent objections from arising, creating smoother sales conversations and higher success rates.

Improved win rates
Improved win rates

Build trust and demonstrate compelling business value through consultative selling that addresses genuine customer business challenges.

Measurable results
Measurable results

Implement objective criteria for measuring sales success and continuously improving performance across your team.

Shortened sales cycles
Shortened sales cycles

Apply research-backed methods to accelerate the buying process whilst maintaining relationship quality and deal value.

Increased sales performance

Drive measurable increases in sales performance and deal values through proven questioning techniques that uncover high-value opportunities.

Reduced customer objections

Learn behaviours that prevent objections from arising, creating smoother sales conversations and higher success rates.

Improved win rates

Build trust and demonstrate compelling business value through consultative selling that addresses genuine customer business challenges.

Measurable results

Implement objective criteria for measuring sales success and continuously improving performance across your team.

Shortened sales cycles

Apply research-backed methods to accelerate the buying process whilst maintaining relationship quality and deal value.

Who can benefit from SPIN sales training?

Sales professionals

Sales professionals

Individual salespeople seeking to improve their questioning skills and close more deals through value-driven conversations.

Sales teams

Sales teams

Teams looking to create consistency in their sales approach and improve overall performance metrics.

Sales managers

Sales managers

Leaders who want to coach their teams effectively and implement measurable sales improvement strategies.

Business development

Business development

Professionals building relationships and identifying opportunities through strategic questioning and needs analysis.

Customer-facing roles

Customer-facing roles

Anyone who needs to demonstrate value and build strong customer relationships through consultative conversations.

Heard enough?

Book a free consultation to discuss your training needs.

Book a consultation

How SPIN sales training helps solve your biggest sales challenges

Prove you're worth a premium

SPIN sales training helps you to articulate unique value propositions that justify higher prices and build value for your solution.

Be viewed as a high-value partner

Develop consultative skills that transform you from vendor to trusted advisor in your customers' eyes.

Measure the success of sales

Use objective criteria to evaluate sales interactions that demonstrate impact on revenue and profit margins.

Have value-driven sales conversations

Our SPIN sales training programme helps you move beyond product features to discuss business impact and strategic benefits.

Create valued customer relationships

Methods taught during our SPIN sales training help you build relationships through needs-focused conversations that build value for your solution.

Create consistency across teams

SPIN sales training gives you a common sales language that ensures quality interactions across the board. 

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What our SPIN Selling customers say

Read our case studies
Read our case studies
Read our case studies
Read our case studies

Who better to teach the SPIN methodology than the creators?

Huthwaite International developed SPIN sales training through decades of research. Our expert trainers deliver the authentic methodology with unmatched insight and proven results.

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Learn SPIN Selling in a way that suits you

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
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See more courses in our academy

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Marketing

SPIN Marketing

Bridge the gap between sales and marketing teams. Learn how to create compelling content and messaging that supports the SPIN methodology throughout the buyer's journey.

View course
SPIN Coaching

SPIN Coaching

Develop the skills to coach and support your sales teams effectively. Learn how to provide meaningful feedback and guide performance improvements using proven coaching techniques.

View course
Sales Opportunity Management

Sales Opportunity Management

Understand how decision-making units operate and how you and your team can navigate them more effectively and ensure you can gain access to the real decision makers.

View course

SPIN sales training on an international scale

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Countries

SPIN Coaching

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Expert trainers

SPIN Marketing

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Languages

Operation Management

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Years' experience

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Our latest SPIN Selling insights

SPIN Selling: A Complete Guide to Sales Success
Sales spin Featured

SPIN Selling: A Complete Guide to Sales Success

Ever asked, ‘What is SPIN selling?’ Get answers to important SPIN questions with intel from the SPIN selling creators.

Read the
Why SPIN Selling still works (even when your buyers know everything)
Articles Sales Featured

Why SPIN Selling still works (even when your buyers know everything)

The critique that traditional sales methodologies are "horse-and-cart" approaches in a "Tesla world" deserves serious

Read the
Exploring the power of SPIN Selling questions (with examples)
Articles Sales

Exploring the power of SPIN Selling questions (with examples)

Huthwaite International, as you might know, is the home of SPIN Selling, the sales methodology that gives customer-facing teams

Read the
Scientifica uses SPIN Selling to convert more opportunities
Case study Sales CS Sales CS Featured Sales

Scientifica uses SPIN Selling to convert more opportunities

Challenge Scientifica wanted to implement a sales training methodology that would improve customer conversations and ultimately

Read the

How we deliver SPIN sales training

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.

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Acquire knowledge

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.

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Skills and practice

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.

Find out more
Workplace transfer
The science behind SPIN Selling whitepaper

Discover the science behind SPIN Selling

Download the whitepaper to learn:

  • How you can develop SPIN Selling skills
  • how successful sellers use SPIN selling to minimise objections
  • the verbal behaviours successful sellers use to make compelling benefit statements.
Download now

Frequently asked
questions

If you have a question about SPIN Selling or to find out how you can use it to deliver measurable revenue growth get in touch. We’d be delighted to hear from you.

Get in touch

Why does SPIN sales training work?

SPIN sales training was developed here at Huthwaite International. Our unique research involved observing 35,000 business-to-business sales interactions to reveal exactly what successful sellers do. The key to successful selling is not down to gimmicks or tricks, but the result of measurable, trainable behavioural patterns.

How much does SPIN sales training cost?

Our SPIN sales training costs vary depending on group size, delivery method, and customisation requirements. We offer different pricing options for in-person, virtual, and digital delivery formats. Contact us for a tailored quote that meets your specific needs and budget.

How long does the course take to complete?

Course duration depends on the delivery format chosen. In-person classroom sessions include 2 days of facilitator-led classes, along with the Acquire Knowledge and Workplace Transfer sections of the learning journey. Virtual classes are usually spread over 4 virtual sessions, and our digital learning modules can be completed at your own pace over several weeks. We'll recommend the optimal format based on your team's requirements.

Is any support available after the course?

Yes, we provide ongoing support including access to our exclusive AI Mentor that’s exclusively trained on Huthwaite’s extensive research. Our trainers also offer guidance within our collaborative platform to ensure skills are being applied effectively and to address any implementation challenges.

Will I receive any award or certification if I complete the course?

Participants receive an official SPIN Selling certification upon successful completion of the training programme. This internationally recognised certification demonstrates proficiency in the SPIN methodology and validates your enhanced sales capabilities to employers and clients.

How does SPIN sales training apply to real-life scenarios?

Simply following a formula doesn’t reflect real conversations - especially when it’s increasingly uncommon that an entire sale will happen in one discussion.

With longer buying cycles and complex purchasing decisions, it’s more important than ever before that salespeople do their research to determine where their prospect is positioned in the buying cycle.

For example, if a prospect is actively looking at suppliers, this indicates that they are further along in their buying cycle - meaning that more obvious Situation questions are redundant at this stage. Asking these kinds of questions could have a negative effect on your progress and send your prospect into the arms of another supplier.

This is especially true in the current climate; in the years since SPIN Selling was created, we’ve been able to gain crucial information about our customers online, meaning that certain questions don’t need to be asked anymore - such as company size, for example.

Understanding the SPIN model and how to apply it to your individual prospects is key to using the methodology to your advantage.