Transforming Technology sales through proven methodologies

Selling technology solutions today is anything but straightforward. Long buying cycles, multiple decision-makers, technical objections and fierce competition mean traditional sales tactics just don’t cut it anymore.

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Sales and negotiation solutions designed for every area of the Technology sector


Software

Software sales have fundamentally changed. Today’s buyers are more informed, more cautious, and more demanding.


Cloud Computing

Cloud providers are caught in a vicious pricing war where it is expensive to win new customers and keeping them is harder than ever.


Cybersecurity

Cybersecurity sales teams face a huge challenge, a disconnect between IT teams who understand the value and business stakeholders who control the budgets.


Hardware & Networking

Hardware manufacturers are stuck in a commoditisation spiral where sophisticated engineering gets reduced to price-per-spec comparisons.


IT Services & Consulting

Many professional services firms are caught in a fundamental economic trap where revenue is tied directly to billable hours, putting a stop to growth.


AI & Emerging Technologies

Selling emerging technologies means operating in the gap between hype and reality where buyers are simultaneously intrigued and exhausted.

What’s not working for commercial teams in the Technology sector?

Sales leaders need smarter, research-backed approaches that equip their teams to handle complexity, build real value, and close deals faster. That’s where Huthwaite can step in with practical, proven methodologies that work. They help sales teams navigate high-stakes B2B conversations, differentiate in crowded markets, and drive consistent performance across all tech sectors.

We still see these kind of approaches as many sellers feel more comfortable in what may been effective in simpler, more transactional environments but struggle with today’s complexity.

Feature-Based Selling

Feature-based selling

Sellers often focus on product specifications rather than the problems they're helping solve.

Hard Closing Techniques

Hard closing techniques

Pressure-based tactics often backfire in long-cycle, high-stakes deals where trust and consensus matter.

Generic sales presentations

Generic sales presentations

Generic sales presentations and proposals that don't adapt to different stakeholders or industries.

Reactive Selling

Reactive selling

Sellers in the Technology sector need to focus on proactive, consultative engagement with clients.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

Ready to improve your skills?


The telecommunications tech trap

Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales.

Solutions for the Technology sector

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

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.