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SPIN Sales Training

Explore our SPIN selling suite

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The best salespeople are well prepared and confident. They ask the right questions, and know what the customer needs at each stage of their buying journey, enabling them to move confidently towards a sale.

Based on decades of observation and research into customer behaviour, Huthwaite International’s SPIN Selling training programme aligns salespeople to a tried and tested methodology. Our SPIN sales course is essential training for individuals in sales, sales management, business development or in a customer-facing role where demonstrating value is essential.

For over 40 years, Huthwaite International has been transforming how world-class organisations in various sectors, view and interact with their customers. Our interactive SPIN sales training courses equip your sales team with the verbal behaviours and conversational toolkit needed to create value, generate more sales and reach higher levels of customer satisfaction.

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Learn more about SPIN selling in our complete guide →



What is SPIN Selling?


Developed by Huthwaite International, SPIN Selling is one of the most revered sales methodologies in the world - continuing to justify its position as one of the most widely adopted tools by sales professionals. Grounded in extensive observational research, SPIN Selling enables sales professionals to better understand their prospects, build a persuasive case around specific problems and provide effective solutions for customers. 

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Why SPIN sales training?

The key to successful selling isn’t through gimmicks or tricks. It’s achieved by adopting the right verbal behaviours through applied knowledge and research, and empowering organisations to build a strong competitive advantage.

Sales approaches evolve and trends come and go, but the SPIN Selling methodology remains the only method grounded in observed, timeless human behaviour - behaviour that wins business.

Our SPIN sales training offers you the chance to:


Build a coherent approach to creating value for customers


Understand how major buying decisions are made and increase levels of customer satisfaction


Practice the behaviours and hone the skills proven to greatly reduce the likelihood of customer objections.


Measure the performance of your sales team against the successful behaviours you’ve learned, and continually improve your sales performance.


Apply tried and tested sales methods to shorten sales cycles, and increase sales at higher margins.

SPIN sales training: solving common sales challenges

Customers just don’t see why we’re worth a price premium.

Our SPIN sales training courses give you a set of core verbal skills that allows salespeople to identify and develop needs effectively while demonstrating value to the customer right away.

Our sellers come from a technical background, so they talk about technical features instead of exploring the client’s business issues

SPIN skills learned in our training courses enable salespeople to move away from product-driven sales pitches, and instead towards customer-focused, consultative conversations.

Much of the sales pipeline progress data in our CRM isn’t credible, and we have no honest way of knowing how well a sales meeting really went.

Our SPIN training courses give your team solid criteria for measuring the success of each customer interaction against your planned outcome - providing evidence from within the SPIN toolkit.

SPIN Selling is part of the SPIN Selling Suite

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


SPIN Coaching

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

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SPIN Marketing

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

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Account Strategy

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

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SPIN Selling Huthwaite International authenticity icon

SPIN and the Buying Cycle are proprietary trade marks 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.

Start your journey to sales behaviour change – book an OPEN programme today

With all the training and tools you’ll need and a support team excited to help you, improving your performance has never been so easy

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How we deliver SPIN sales 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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Our SPIN virtual sessions were delivered with so much energy! We learned many useful tools that have really helped to create the momentum we need at the moment to overcome our daily challenges

Soren Johannes Bjerre, Sales Manager, Beirholm Vaeverier A/S, Denmark

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Why Huthwaite International?


The creators of SPIN selling - the most renowned sales methodology in the world.


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

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

Develop your SPIN Selling training plan


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


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