Sales Academy

Drive business growth and transform your organisation’s commercial performance with Huthwaite International’s research-backed Sales Academy approach.

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What is the Huthwaite Sales Academy?

The Huthwaite Sales Academy is your gateway to world-class sales training, built on decades of research and proven methodologies. The academy approach is a strategically designed ecosystem of interconnected programmes, frameworks and development pathways that evolve with your business needs.

Our Sales Academy approach recognises that different team members have distinct experience levels, role requirements and capability gaps. By creating a tailored learning pathway, organisations can deliver precisely the right development at the right time, accelerating competency and performance across the board.

Why learn with Huthwaite?

Research-based excellence

50 years of research

Creating value 1

Our training is built on five decades studying the behaviours that are needed for successful business, ensuring every technique is proven to deliver results in real-world commercial environments.






Measurable commercial impact

Experience tangible improvements 

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Our clients experience improvements in outcomes, margin protection, and relationship quality, with many organisations reporting significant ROI  within months of programme completion.





Significant global expertise

Empowering companies globally

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We have deep experience across various industries and cultures worldwide. We are the world leader in our ability to deliver consistent sales transformation projects at scale with our clients.






Solve your biggest sales challenges

Prove you're worth a premium

Learn 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

Move beyond product features to discuss business impact and strategic benefits for your prospects.

Create valued customer relationships

Build partnerships through needs-focused conversations that build value for your solution.

Create consistency across teams

Establish a common sales language that ensures quality interactions across the board. 

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The global impact of Huthwaite

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Countries

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Expert trainers

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Languages

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Years' experience
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What you'll gain from a Sales Academy approach

More confidence and skills
More confidence and skills

Develop preparation techniques and behavioural competencies that enable negotiators to approach discussions with greater confidence and effectiveness for better commercial impact.

Proven frameworks
Proven frameworks

Learn research-backed strategies and tactics that create value for all parties whilst securing better results for your organisation.

Improved communication
Improved communication

Master the verbal behaviours and interpersonal skills that strengthen business relationships whilst achieving commercial objectives.

Profitable outcomes
Profitable outcomes
Understand where the power lies and learn to negotiate more profitable deals with proven tactics and strategies.
A common language
A common language
Develop a common language across your organisation, alongside a coherent approach to managing all negotiations.

More confidence and skills

Develop preparation techniques and behavioural competencies that enable negotiators to approach discussions with greater confidence and effectiveness for better commercial impact.

Proven frameworks

Learn research-backed strategies and tactics that create value for all parties whilst securing better results for your organisation.

Improved communication

Master the verbal behaviours and interpersonal skills that strengthen business relationships whilst achieving commercial objectives.

Profitable outcomes

Understand where the power lies and learn to negotiate more profitable deals with proven tactics and strategies.

A common language

Develop a common language across your organisation, alongside a coherent approach to managing all negotiations.

What you can learn in our Sales Academy

SPIN Selling P5

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

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SPIN Coaching O6

SPIN Coaching

Embed SPIN sales skills within your teams for lasting performance improvement

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SPIN Marketing P5

SPIN Marketing

Develop persuasive messaging aligned with collateral and build value for your customers

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SPIN Proposals and Presentations O6

Proposals and Presentations

Widen SPIN's sphere of influence by creating persuasive proposals and presentations

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SPIN Refresher P5

SPIN Refresher


Develop new ideas and skills on how to apply SPIN in a wider context

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Sales Opportunity Management O6

Opportunity Management


Unlock the psychology behind successful decision making and manage complex sales

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Essential Negotiation P5

Essential Negotiations

Equip yourself with the essential tools and techniques necessary for successful negotiations 

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Complex Negotiation O6

Complex Negotiations

Learn proven techniques that deliver measurable results in real-world complex scenarios

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Present for Success P5

Present for Success

Transform your ideas into compelling presentations that win you business

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A trusted Sales Academy for enterprises to SMEs

Sopra Steria
Nutreco
Medtronic
Essity
Calix
SKF
SAP
Atkins Realis
Zuhlke

Huthwaite Sales Academy pathways

Our flexible learning pathways are designed to meet specific needs tailored to your business goals. Each pathway transforms sales and negotiation outcomes through targeted skill development that drives substantial business growth and competitive advantage.

Sales leader pathway

Designed for sales managers and directors who need to drive team performance and coach their people to success.

  • SPIN Selling

    SPIN Selling icon

    Master the world's most validated B2B sales methodology. Learn the research-backed approach that reveals and magnifies customer needs, transforming sales conversations into consultative partnerships.

  • SPIN Coaching

    SPIN Coaching icon

    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.

  • Sales Opportunity Management

    Sales OM icon

    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.

  • Complex Negotiations

    Complex Negs icon

    Go beyond the basics of negotiation and explore the nuances of advance negotiation techniques with our negotiation experts, ensuring more profitable and longer-term relationships.

  • SPIN Proposals and Presentations

    SPIN PP icon

    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.

Sales team pathway

Perfect for sales professionals who need to improve their individual performance and contribute to team success.

  • SPIN Selling

    SPIN Selling icon

    Master the world's most validated B2B sales methodology. Learn the research-backed approach that reveals and magnifies customer needs, transforming sales conversations into consultative partnerships.

  • Sales Opportunity Management

    Sales OM icon

    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.

  • Complex Negotiations or Essential Negotiations

    Complex Negs icon

    Discover how to improve margins, sustain good relationships and achieve more successful outcomes by learning the fundamental and advanced skills for a successful negotiation.

  • SPIN Proposals and Presentations

    SPIN PP icon
    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.

  • SPIN Refresher

    SPIN Refresher icon
    Reinforce and advance existing SPIN skills. Strengthen knowledge and fully restore your expertise.

Sales enablement pathway

Ideal for those supporting sales teams through training, content creation, and process improvement.

  • SPIN Awareness

    SPIN Awareness icon

    Positively align the actions and activities of your customer-facing teams with the SPIN® methodology for a more cohesive implementation.

  • SPIN Proposals and Presentations

    SPIN PP icon

    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.

  • Essential Negotiations

    Essential Negs icon

    Discover how to improve margins, sustain good relationships and achieve more successful outcomes by learning the fundamental skills for a successful negotiation.

  • SPIN Selling

    Master the world's most validated B2B sales methodology. Learn the research-backed approach that reveals and magnifies customer needs, transforming sales conversations into consultative partnerships.

    SPIN Selling icon

  • 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.

    SPIN Coaching icon

  • 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.

    Sales OM icon

  • Complex Negotiations

    Go beyond the basics of negotiation and explore the nuances of advance negotiation techniques with our negotiation experts, ensuring more profitable and longer-term relationships.

    Complex Negs icon

  • SPIN Proposals and Presentations

    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.

    SPIN PP icon

  • SPIN Selling

    Master the world's most validated B2B sales methodology. Learn the research-backed approach that reveals and magnifies customer needs, transforming sales conversations into consultative partnerships.

    SPIN Selling icon

  • 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.

    Sales OM icon

  • Complex Negotiations or Essential Negotiations

    Discover how to improve margins, sustain good relationships and achieve more successful outcomes by learning the fundamental and advanced skills for a successful negotiation.

    Complex Negs icon

  • SPIN Proposals and Presentations

    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.
    SPIN PP icon

  • SPIN Refresher

    Reinforce and advance existing SPIN skills. Strengthen knowledge and fully restore your expertise.
    SPIN Refresher icon

  • SPIN Awareness

    Positively align the actions and activities of your customer-facing teams with the SPIN® methodology for a more cohesive implementation.

    SPIN Awareness icon

  • SPIN Proposals and Presentations

    Ensure consistency of the organisation’s key messaging and widen SPIN’s sphere of influence within your proposals and presentations to achieve maximum impact.

    SPIN PP icon

  • Essential Negotiations

    Discover how to improve margins, sustain good relationships and achieve more successful outcomes by learning the fundamental skills for a successful negotiation.

    Essential Negs icon

Why use the Sales Academy approach?

Your Sales Academy, your way

From blended learning approaches that combine face-to-face workshops with digital resources, to role-specific pathways that address distinct capability needs, every element is crafted with your goals, culture, and constraints in mind.

Discover

Discover

We work with you to understand the working environment and behavioural skills that will impact your people the most. We’ll assess gaps in your organisation's sales, negotiation and communication capabilities.

discover

Design

Design

We work with you to build capabilities via skills pathways, integrating them into people’s daily lives using a broad range of training and coaching interventions. Our collaborative approach helps your people acquire, practise and apply new behaviours to sustain behavioural change.

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Deliver

Deliver

Our learning journeys are driven by expert facilitators via a collaborative learning platform and guided workplace transfer activities. These allow participants to build knowledge progressively and achieve goals specific to their job function, their departmental requirements and the organisation's goals.

deliver

Build a Sales Academy that fits the needs of your organisation

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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Find out more

Ready to transform your sales team's performance? Discover how our Sales Academy can elevate your results and drive sustainable growth.

Book a free consultation
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Frequently asked
questions

How long does it take to complete a Sales Academy pathway?

Pathway duration varies depending on your chosen courses and delivery method. All of our learning journeys consist of three stages: Acquire Knowledge, Skills and Practise and Workplace Transfer. These can vary in length, meaning you’re not just learning while you’re in the classroom.

Develop my training plan

Can the Sales Academy be customised for our specific industry?

Absolutely. Our expert trainers can adapt all programmes to reflect your industry context, using relevant examples and, where required, can personalise roleplays to your organisation/industry. We work closely with you to ensure maximum relevance and impact for your business environment.

What ongoing support is provided after completing the training?

After the formal training has finished, participants will continue to have access to our collaborative platform, where they can ask their peers questions. They’ll also have access to our AI Mentor system, which is exclusively trained on Huthwaite’s research. There are many support options available, and this can be discussed with the Account Manager.

How do you measure the success of Sales Academy programmes?

We work with you to establish clear success metrics before training begins, including behavioural changes, sales performance improvements, and ROI measurements. Regular assessments and feedback sessions ensure programmes deliver measurable business impact.

Is the Sales Academy suitable for both new and experienced sales professionals?

Yes, our pathways cater to all experience levels. New sales professionals benefit from foundational skills development, whilst experienced sellers often discover new techniques and refine existing capabilities to achieve even greater success in their roles.