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
Sellers often focus on product specifications rather than the problems they're helping solve.
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 and proposals that don't adapt to different stakeholders or industries.
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.
Complex Negotiation
Learn proven techniques that deliver measurable results in real-world complex scenarios
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
Global reach
Trusted by businesses in over 100 countries
Behaviour change that lasts
We don’t just train skills – we help you embed them for sustainable success
Training built for the Technology sector and delivered by our experts
Benefit from the experience of 157+ expert trainers and 50 years of research-backed learning to transform your sales teams and deliver superior outcomes. Our licensed trainers combine our unique methodology with consistently high-quality learning experiences.
Here are just a few of the trainers you could work with.
Robin Hoyle
Robin has over 30 years’ experience in L&D and in 2021 was named one of the 15 most influential people in L&D.
Robin Hoyle
Head of Learning Innovation
Robin has over 30 years’ experience in L&D, having worked internationally designing programmes, running development sessions for people at all levels in most sectors and building innovative learning interventions. He has designed award-winning corporate development programmes in the UK, seamlessly integrating synchronous and asynchronous digital delivery.
Katie Adgie
With 15+ years of experience in L&D, Katie provides an innovative and energetic learner experience.
Katie Adgie
Learning Development Consultant
Katie is a highly experienced learning facilitator with over 15 years in L&D. Her experience of creating, developing and embedding learning journeys has given her valuable insight and expertise in successfully managing the requirements of an organisation, alongside the individual learner needs.
A self-confessed L&D fanatic, Katie shares her extensive knowledge and passion with participants, providing an innovative and energetic learner experience in both virtual and face-to-face training environments.
Shaun James
Shaun has been a L&D professional for 25 years, specialising in sales, negotiation and communication skills.
Shaun James
Head of Learning & Skills
Shaun has been a Learning and Development professional for 25 years, specialising in sales, negotiation and communication skills. His current role is as our Head of Learning and Skills, where he has responsibility for the quality of delivery across the international network of trainers.
Anders Hjort
One of our Regional Directors, Anders leads multinational behaviour change projects across various sectors.
Anders Hjort
Regional Development Director
As Regional Development Director and behaviour change expert at Huthwaite International, Anders takes a robust approach to change management, ensuring stakeholder buy-in, participant support, and clear communication of project goals for the highest chance of success and he understands how to bridge the gap between the different cultures across a breadth of different industries.
Rob Honeyman
Rob encourages an engaging environment that focuses on fostering wider exploration.
Rob Honeyman
Learning Development Consultant
Rob is a professional and affable personality with experience of delivering to groups of all sizes and has worked in L&D roles in a variety of sectors. Growing up in a military family, Rob has experience living and working in many different cultures in various countries. He currently delivers sales and negotiation skills development to Huthwaite International’s clients across the globe.
Marco Weijers
Marco, our Regional Director for Netherlands & Germany, leads global projects in all industries.
Marco Weijers
Regional Director
Marco has been Huthwaite’s Regional Director for Netherlands and Germany since 2003. His current role is underpinned by an impressive 20-year career in sales and sales management at leading companies in the field of medical supplies and technology.
Now primarily responsible for business development in the Netherlands and Germany, Marco and his team successfully deliver the full Huthwaite suite of programmes throughout those countries.
Ready to improve your commercial skills?
Complete the form below to find out how we can help your business reach its commercial potential.