Without support and reinforcement, some sellers struggle to transfer their newly acquired SPIN skills in the real world. In this way, the role of coaching can be crucial in helping newly acquired behaviours, tools and techniques become process habits, allowing your organisation to realise the business benefits of sales training long into the future.

Huthwaite SPIN Coaching is for anyone involved in sales coaching including Sales Managers, Human Resources, Learning and Development specialists and peer-to-peer coaches. A SPIN Coach will help colleagues to compare their personal planning and verbal behavioural profile against our best practice model. It’s a crucial role in helping to embed practice and achieve long term performance improvement.

What is SPIN Coaching?

Why SPIN Coaching?


Create a coaching culture

Create a coaching culture

Ability to create a coaching culture that delivers permanent behaviour change and long-term sales performance improvement.

Develop and empower your team

Develop and empower your team

A consistent way of developing and empowering your sales team

Embed behaviour change

Embed behaviour change

Coaching tools and activities that will embed behaviour change and optimize the coaching effort

Understand the role of coaching

Understand the role of coaching

A clear understanding of the coaching role and its impact on the business – at all levels

Better sales leaders

Develop sales leaders

The building blocks to help managers become better sales leaders who take pride in and focus on the success of their team.


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There is no doubt that coaching has a marked impact on embedding skills. Having additional training in SPIN Coaching has given us the extra knowledge and confidence to drive the changes in behaviour that support our business goals. The regular reinforcement material from Huthwaite aids our effort and gives us all the nudge we need to keep focussed.

Gareth Allen, Operations Director, SmartSearch
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SPIN Coaching helps sales teams solve these common sales challenges;


Embed sales coaching tools

The SPIN planning tools are spreading well among our trained sellers; now we need to be sure they’re always used properly

Our SPIN Coaching toolkit allows for coaching around call planning, through live call observations and via the use of call reports/notes so coaches can accurately observe the proper use of SPIN behaviours and tools.

Measure sales coaching performance

We’re reluctant to invest in training when we can’t measure the impact it has had

Coaches can clearly measure levels of SPIN competency using the SPIN Toolkit. For coaches who want to look deeper there is the option to include Behaviour Analysis training to enable live observation of seller behaviour in real-world sales meetings.

Support sellers to embed new skills through coaching

Our people got great learning and insight from the SPIN training but we need to make sure their rate of behavioural change is supported once the Huthwaite people have said goodbye

Supporting SPIN trained sellers in their commitment to change is the most effective way to embed skills and build confidence.

Encourage sales coaching

We want our managers to coach but it just doesn’t happen – at least it doesn’t happen well

Huthwaite experts can make suggestions on how our SPIN coaching toolkit and activities can realistically be used by coaches and sellers every day.

Transfer sales skills through coaching

Our training gets highly rated but struggles to deliver the performance improvement we are looking for”

SPIN Coaching helps sellers to transfer their newly acquired skills in the real world.

Support your SPIN Selling skills with a SPIN Coaching plan

Start transforming your sales performance.

Develop your plan

How we deliver SPIN Coaching training courses


Virtual classroom

A flexible, robust virtual classroom experience that eliminates the need for travel and has all the key features of a physical classroom environment.

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Physical classroom

An engaging, personal classroom experience that encourages deep focus, with face-to-face, facilitator-led training.

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SPIN Selling Huthwaite International authenticity icon

SPIN is a proprietary trade mark of Huthwaite International

Each SPIN trainer must be officially licensed and regularly monitored in order to ensure they can combine our unique methodology with a high quality, consistent learning experience.

SPIN Coaching is part of the SPIN Suite

Our ongoing research into customer behaviour means our SPIN Coaching methodology has evolved, allowing us to expand our training offering to other key areas in your business:


SPIN Selling

Provide effective solutions for customers by building persuasive case around their individual problems.

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SPIN Marketing

Reconnect sales and marketing by harmonising the way your teams think about their customers.

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SPIN Opportunity Management

Learn how to maximise complex sales opportunities through a focus on the journey customers make in arriving at a major buying decision.

View course


Who is SPIN Coaching for?

It’s perfect for anyone involved in sales coaching, including Sales Managers, HR and L&D specialists and peer-to-peer coaches. A SPIN Coach will help colleagues plan, execute and review their sales approach to see how their verbal behavioural profile compares with our best practice model.

Why does SPIN Coaching work?

SPIN Coaches can use our clearly defined success model to measure how closely their SPIN practitioners are executing the behaviours and processes which correlate with successful sales outcomes. Using this information, they can target specific areas where coaching will bring the most benefit and support them in closing any gaps.

How will SPIN Coaching benefit my business?
  • Supercharge the SPIN skills you already have within your teams

  • Improved revenues and margins from a more productive and effective salesforce

  • Achieve a coaching culture that unifies and supports sales across your operation

  • Processes and tools which make it easy to analyse, review, plan and report sales activity

Why Huthwaite International?


Our sales, negotiation and communication methodologies are the most researched and validated in the world.

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Behavioural expertise

Backed by ongoing scientific research, adapting to changing customer behaviour.

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International flexibility

Truly international, teaching SPIN Marketing behaviours to leading organisations across the globe.

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Support your SPIN Selling skills with a SPIN Coaching plan

Start transforming your sales performance.

Develop your plan