Integrated technology that supports your strategic goals
Learning for the workplace requires experience in the workplace. Our approach to workplace transfer involves just-in-time refreshers alongside assignments and activities that take place within the collaborative platform and enable application of the skills learned. These provide on-the-job practice opportunities to facilitate behaviour change.
Robin Hoyle, Head of Learning Innovation, Huthwaite International
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.
Why align your CRM with SPIN Selling?
Common and objective language
Standardised sales terminology integrated into CRM workflows creates measurable, comparable, and coachable conversations—enabling objective performance tracking and data-driven decisions across the organisation.
Standard data based on SPIN Tools
Embedding SPIN® tools into workflows provides insights into time allocation, opportunity prioritisation, and conversation evidence—enabling users to advance sales strategically while standardised data reveals trends, comparisons, and targeted performance support opportunities.
Driving performance improvements
Real-time visibility into how sellers apply the methodology helps managers coach more effectively, spotting obstacles and development gaps based on actual behaviour—leading to focused support that improves performance and drives lasting change.
Improve sales forecasts
Move beyond guesswork by aligning opportunity assessments with actual buyer behavior and commitment. Sellers see deals from the buyer's perspective, improving forecast accuracy and next-step planning, while leadership gets a clear view of pipeline health for smarter resource decisions.
Enable sales-marketing collaboration
SPIN® data reveals customer needs and pain points from actual sales conversations, helping marketing create targeted campaigns while lead insights flow to sales—aligning teams for better lead quality, relevant messaging, and coordinated buyer engagement.
Ready to discuss your CRM challenges?
We'll help you track the actual impact of your SPIN methodology investment through clear pipeline metrics.
Discover how to make the most of your CRM and uncover new sales coaching opportunities along the way.
CRM Integration options
Even the best training fades without the right support. When Huthwaite's approach lives inside your CRM and daily workflows, it stops being "that thing from the training" and becomes just how work gets done.
Upload digital tools - no analytics
Enables managers to easily access and review completed digital tools.
Encourages targeted discussions on usage and benefits of tools as well as opportunity strategy.
Integrate core data - light touch analytics
Embeds key buying cycle and customer need tracking directly into the opportunity page.
Streamlines sales insights and informs decision-making.
Fully integrated and customised data
Offers comprehensive data capture and reporting across accounts and meeting outcomes.
Provides enhanced visibility and more opportunity for strategic planning.
Proven. Trusted. Transformative.
Behaviour change that sticks | Sustainable improvement | Measurable results
From research-led insights to global delivery, discover what sets us apart in transforming commercial conversations
Doing things differently
and doing different things
From fortune 500 companies to scaling start-ups, Huthwaite has equipped millions of people with the skills and confidence they need to succeed
Trusted to deliver learning outcomes
Case study: Zühlke
We really wanted to focus on the early stage of the sales funnel – helping a very wide group of people move things from the early stages of into a real qualified opportunity. With Huthwaite, we were able to tailor the training to help our sellers and some of our wider groups of engineering and consultancy teams with that skillset.
Angela Bishop, Chief Executive Officer UK, Zühlke
Case study: Sopra Steria
Together with Huthwaite we created a tough programme to challenge our senior team. Ultimately, we wanted them fully invested in our learning journey – to understand, practice and believe in the new skills and language we were introducing. If the desire for change is there within our business, championed by our senior leaders, then we can really create the conditions to motivate people to learn and practice their new skills with enthusiasm.
Jennifer Blechar, Director, COO, Applications Sopra Steria
