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Huthwaite is an international sales skills provider and behaviour change specialist. We help organisations to transform their sales and negotiation outcomes by helping to permanently change the behaviour of their teams.

Our approach is based on research into what effective sellers and negotiators do. We’ve spent decades learning which key behaviours deliver outstanding performance, identifying what separates successful people from their less effective peers.

Explore more by team needs

Discover how Huthwaite skills programmes can elevate the performance of your sales team, meet the needs of your customers and contribute to the goals of your wider organisation.

Sales

Learn how SPIN® Selling can help you generate more sales and reach higher levels of customer satisfaction.

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Marketing

Learn how SPIN® Marketing can help you develop persuasive messaging and build value for your customers

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Negotiations

Learn how Complex Negotiations can give you the skills needed to negotiate consistently at the highest level

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Communication

Learn the behaviours that will bring the best out of all the people that collaborate, lead and manage in your organisation

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Opportunity Management

Learn how to navigate a complex sales opportunity, build stronger customer relationships and win more business

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Presentations

Learn how to create persuasive presentations and proposals, apply key messages and achieve maximum impact

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Teams who use Huthwaite methodologies experience improvements that can lead to substantial growth, increased market share and better overall financial performance.

Shortened sales cycles

reducing the time from initial contact to closing a deal and allows for;

Faster revenue generation
Improved cash flow
More efficient use of sales resources
Ability to pursue more opportunities in the same timeframe

Increase in sales advances

moving potential deals further along the sales pipeline means;

More opportunities progressing towards closure
Better pipeline visibility and forecasting accuracy
Increased overall sales velocity

Gains in competitive advantage

improvements that set your organization apart from competitors, lead to;

Stronger market position
Increased customer preference and loyalty
Ability to command premium pricing
Improved resilience against market pressures

Increase in margin

when you increase the profitability per sale, you can offer;

Greater flexibility in pricing strategies
Increased opportunity to build higher overall business profitability

Testimonial

I have never experienced such a consistent lift in performance as I have with my strong collaboration with Huthwaite. When you combine excellent sales and negotiation techniques with best-in-class facilitators and coaches, you capture the essence of Huthwaite.

Martin Nyberg, Managing Director, PostNord Strålfors

Sales, negotiation and communication insights.

Science Behind SPIN Selling

We deep dive into the extensive research around selling and salespeople that pioneered a new era in the sales landscape and brought success to organisations large and small.

Downlaod ➞

AI in learning – a conversation with Dr. Phillipa Hardman

Discover how AI is revolutionising learning in a conversation with Dr. Phillipa Hardman, as she explores the shift towards strategic AI implementation and its impact on workplace L&D.

Ever asked, ‘What is SPIN selling?’ Get answers to important SPIN questions with intel from SPIN selling creators, Huthwaite International. Leanr more about the methodology that gives salespeople a deeper understanding of their customer’s need

Effective collaboration, persuasion and communication skills are in short supply, learn to use different communication styles to ensure business success.

Can you recognise a dirty trick in negotiation? Dirty tricks are used by negotiators to get a better deal. Learn how to deal with them.

Explore some example SPIN Selling prompts and the anatomy behind them to enhance your customer interactions and discover how to enhance your call planning with Generative AI.

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Build enduring sales capabilities that produce competitive advantage