SPIN Coaching

Empower your sales team through coaching that can enhance SPIN skills, improve competitive advantage and generate more sales.

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Trusted by global organisations

What is SPIN Coaching?

SPIN sales coaching is a structured approach that reinforces and embeds the SPIN Selling methodology within your organisation. Without support and reinforcement, some sellers struggle to transfer their newly acquired SPIN skills into the real world. 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. Our coaching programme ensures your sales teams apply SPIN techniques consistently, leading to improved customer conversations, stronger relationships and increased win rates.

Why clients choose SPIN sales 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 optimise 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.

Develop 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.

Measurable commercial impact

Measurable commercial impact

Our coaching programmes focus on delivering tangible business outcomes: increased deal sizes, shorter sales cycles and improved win rates that impact your bottom line.

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

A consistent way of developing and empowering your sales team.

Embed behaviour change

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

Understand the role of coaching

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

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.

Measurable commercial impact

Our coaching programmes focus on delivering tangible business outcomes: increased deal sizes, shorter sales cycles and improved win rates that impact your bottom line.

SPIN sales coaching on a global scale

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Countries

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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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Choosing the right SPIN Sales Coaching partner

50 years’ experience of delivering programmes across the globe

Founded on research into 35,000+ sales calls

Proven results – 99% of SPIN® participants surveyed agreed their teams’ effectiveness improved

Tailored coaching programmes that are adapted for your organisation and people

International coaching worldwide with multilingual programmes

Scalability and delivery – Scale training across global teams in a way that suits your organisation

Talk to us about SPIN sales coaching

Ready to transform your sales performance? Contact our coaching specialists today.

Develop my training plan

Spin

Learning 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

Develop my training plan

What our SPIN sales coaching customers say

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

Read our case studies

Read our case studies

See more SPIN courses in our Sales Academy

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

Sales Opportunity Management P5

Sales Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

View course

SPIN Marketing O6

SPIN
Marketing

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

View course

SPIN Selling P5

SPIN
Selling

Generate more sales and reach higher levels of customer satisfaction

View course

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

global

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.

The power of structured coaching

Learn to overcome the three biggest coaching barriers and explore how AI coaching tools can support coaching initiatives.

Watch now

The power of structured coaching-1

Our latest SPIN coaching insights

AI isn't coming for your job – it's rewriting your job description

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AI isn't coming for your job – it's rewriting your job description

You've seen the projections: Goldman Sachs warns 300 million jobs could be affected by AI. Gartner predicts AI will handle 60% of

Strategic account growth – beyond maintenance to active development

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Strategic account growth – beyond maintenance to active development

There's a dangerous assumption lurking in many organisations: once you've won the business, your job is done. It’s moved over to

Why Sales team events are your gateway to organisational excellence

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Why Sales team events are your gateway to organisational excellence

What if a single sales kick-off event could ignite a transformation that ripples through your entire organisation?

How SPIN Solo united Promote's global sales teams

Case study Articles Sales CS Featured

How SPIN Solo united Promote's global sales teams

Challenge The Mindset Group, including Promote International, PM Ideas, and Mindset needed a unified sales methodology to empower

Huthwaite launches revolutionary SPIN® AI Mentor and Customer Simulation Bot

Articles Press release Sales CS Featured Sales

Huthwaite launches revolutionary SPIN® AI Mentor and Customer Simulation Bot

Sheffield, UK – 6 August 2025 – Huthwaite International, the global authority on behaviour change for sales performance, today

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

Addressing complex post-pandemic sales challenges at Zühlke

Case study Articles Sales Negotiation CS Featured

Addressing complex post-pandemic sales challenges at Zühlke

Challenge Zuhlke faced complex post-pandemic B2B sales challenges with reduced face-to-face interactions and lengthy sales cycles

Artificial Intelligence and the leadership conundrum

Articles Learning & Development Featured

Artificial Intelligence and the leadership conundrum

According to LinkedIn, AI literacy is the new, must-have leadership skill. Apparently, there is a surge of those in leadership

From sceptics to supporters – building buy-in for Sales training

Articles Sales Featured CS Sales CS Featured Sales

From sceptics to supporters – building buy-in for Sales training

You know your commercial teams need additional sales/influencing skills – but how do you bring the rest of the business along

Rethinking SPIN® – the universal framework for persuasive communication

Articles Sales Communication Featured

Rethinking SPIN® – the universal framework for persuasive communication

Most professionals familiar with SPIN® questioning know it as a sales methodology – and for good reason.

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.

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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.

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Workplace transfer

Coaching - the key to lasting performance improvement whitepaper

Download Coaching – The key to lasting performance improvement to learn how:

coaching can improve sales revenue and profitability
to set up a coaching project that produces real and lasting performance improvements
to measure the impact and communicate the success of coaching.

Download

Frequently asked
questions

If you have a question about SPIN sales coaching or to find out how you can use it to enhance your teams sales skills skills and improve competitive your advantage get in touch. We’d be delighted to hear from you.

Get in touch

Who is SPIN sales 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 sales 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 sales 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

What tools are included in the SPIN sales coaching toolkit?

The SPIN sales coaching toolkit includes resources for coaching around call planning, live call observations, and the use of call reports/notes. These tools enable coaches to accurately observe and reinforce the proper use of SPIN behaviours and techniques.

Can SPIN coaching be delivered virtually?

Yes, our coaching programmes are designed for both face-to-face and virtual delivery. We offer flexible options to meet your organisation's needs.