There are many issues salespeople need to consider when navigating a complex sale - price pressure, competition, procurement practices and incumbent suppliers, - to name but a few. These issues often lead to longer and more complicated sales cycles.

The SPIN Opportunity Management programme gives salespeople the insights, techniques and strategies to deal with larger and more complex sales. The most skilful sellers understand that a longer or more complex sale brings with it the opportunity to establish relationships that live on beyond a single sales cycle and into the next.

What is SPIN Opportunity Management?

Why SPIN Opportunity Management?


Influence key decision makers

Influence key decision makers

Gain an understanding of how to influence the key customers involved in the decision-making process

Analyse your competitors

Analyse your competitors

Learn how to analyse your competitors and strengthen your position against them

Influence decision criteria

Influence decision criteria

An understanding of how to influence their decision criteria in your favour

Develop an opportunity plan

Develop an opportunity plan

Learn where you are in the opportunity, plan what to do next and develop the tactics to do it

Increase sales revenue

Increase sales revenue

Develop strategies to produce a significant increase in sales revenue and profitability

Avoid lost sales opportunities

Avoid lost sales opportunities

Understand the methods for preventing losses late in the sales cycle.


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The virtual learning journey was just as good, if not better than face to face learning, this is because our interactions with clients are taking place virtually all the time therefore learning in this way is extremely valuable

Christian Blomberg, Chief Customer Officer & Co-founder, Solvemate
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SPIN Opportunity Management helps sales teams solve these common sales challenges;


Map out the decision-making unit

“We can’t seem to get to the real decision makers or verbalise a persuasive value proposition when we do”

Mapping out the decision-making unit will show you who to speak with, in what order and about what issues.

Demonstrate a proactive win strategy

“We don’t have a proactive win strategy that starts before the need is even evident and ends in a fully delivered customer engagement”

Ability to describe the psychology of customer needs, demonstrate a proactive win strategy and be better prepared to handle the competition.

Understand how customers evaluate competitive offerings

“Procurement seems to be calling the tune and keeps telling us that the only differentiator is price”

Understand how customers evaluate competitive offerings and how you can influence their decision guidelines in your favour.

Understand progress in your sales opportunities

“Our CRM system is fine at telling us where we are now, but not what we should do next”

Ability to record and describe progress in the opportunity with clear objectives around what to do next and develop tactics to do it.

Maximise your differentiators

“We need to understand what the competitors are doing, and how the prospect thinks of us in relation to them”

Come away with the tools for analysing and handling the competition by maximising your differentiators and minimising theirs.

Influence decision criteria

“Even when we’ve shown that we understand customers’ needs, they still don’t always see us as the obvious supplier”

Fully understand the psychology of complex buying behaviour and how to influence decision criteria in your favour

Prevent losses late in your sales cycle

“We lose deals just when we think they’re in the bag.”

Learn methods for preventing losses late in the sales cycle.

Book an open programme and start your SPIN Opportunity Management journey

With all the training and tools you’ll need and a support team excited to help you start your SPIN Opportunity Management journey today

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How we deliver SPIN Opportunity Management


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 Opportunity Management is part of the SPIN Suite

Our ongoing research into customer behaviour means our SPIN Opportunity Management 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 Coaching

Learn how to confidently coach others on SPIN principles in this immersive course.

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What will SPIN Opportunity Management training enable sellers to do differently?

As trained practitioners, sales teams can use best practice to navigate and manage their client accounts to:

  • gain better access to the real decision makers and present a persuasive business case

  • understand how decision making units operate and respond appropriately

  • navigate the decision making unit more effectively

  • demonstrate a proactive win strategy and be better prepared to handle the competition

  • have a clear overview of the status of the opportunity and a progression formula

  • eliminate late-cycle concerns.

How will our business benefit from SPIN Opportunity Management training?

Businesses benefit from SPIN Opportunity Management training in significant ways including:

  • transparent opportunity management, monitoring and direction

  • long-term profitable customer relationships

  • reduced cost per sale.

The SPIN Opportunity Management experience

Our world-renowned research, insights and development approaches are delivered via a synchronous, live training experience with all the key features of a physical classroom, coupled with the space to practice and master skills learned between activities.

Participants will experience:

  • expert virtual trainer presentations delivered in focused sessions

  • lively peer group discussions

  • interactive elements during sessions to check learner knowledge

  • virtual breakout groups for simulation work allowing for skills practice

  • simulation review and discussion around real world implications

  • how to incrementally build and execute an effective complex sales campaign

  • how to map the decision making unit

  • how to find and interact with various key players within an account

  • how customers arrive at the decision criteria they use

  • how to influence the criteria in their favour

  • the principles of competitive advantage

  • how to influence customers decision guidelines in your favour

  • why sales stall close to the decision

  • why selling skills don’t help you at this stage

  • how to resolve concerns to your advantage

  • customer concerns about risk.

The technology and virtual experience

Presenting and delivering interactive online sessions requires very specific skills that Huthwaite facilitators have developed over years of delivering virtual training. All Huthwaite facilitators have experience of delivering virtual classroom programmes to companies of all sizes.

Currently, our programme can be easily delivered on two virtual platform technologies, Zoom and Webex Training. At the beginning of every programme, we ensure participants get the best, most enjoyable experience possible from our virtual training with a crucial orientation session that ensures they fully understand the interaction tools and can experience the virtual environment in full.

Our digital collaborative platform includes an onboarding module which ensures participants can fully engage on the platform and appreciate the learning experience together.

Programme schedule

Unlike the face-to-face classroom, it is hard for participants to focus on a virtual programme for three solid days which is why we reimagined our entire SPIN Opportunity Management learning journey for the virtual world. Access to digital learning resources offer various activities that take around 20-30 minutes in preparation for the timetable of virtual sessions which last a maximum of 4 hours each.

Project management

We can assist with all aspects of organisation including clear instruction around timings and participant expectations as well as tips on how your teams can make the most of their virtual and digital experiences.

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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Develop your SPIN Opportunity Management training plan

Start transforming your sales team with SPIN Opportunity Management sales training. Develop your personalised training plan today.

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