Driving commercial success in Software, SaaS & Enterprise Application
Enterprise software sales aren’t just evolving, they’ve fundamentally changed. Today’s buyers are more informed, more cautious, and more demanding.
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What’s not working for commercial teams in the Software, SaaS & Enterprise Application sector?
Sales teams must navigate long decision cycles, justify ROI with hard data, and cut through feature fatigue, all while standing out in saturated markets. It’s no longer enough to pitch products; success depends on guiding complex buying journeys, addressing implementation concerns early, and delivering value that resonates across technical and business stakeholders.
Extended sales cycles
Enterprise software deals often take 6–18 months with multiple decision-makers and budget approvals.
Demonstrating ROI
Buyers demand concrete proof of value, cost savings, and productivity gains before committing.
Feature overload
Sales teams struggle to focus on relevant capabilities and end up overwhelming prospects with functionality.
Competitive differentiation
Saturated markets make it difficult to stand out from similar solutions.
Implementation concerns
Buyers worry about integration complexity, change management, and user adoption.
These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.
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The telecommunications tech trap
Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales
How Huthwaite solutions can address these challenges
Our solutions equip software sales professionals to uncover Implied Needs and develop them into Explicit Needs through strategic questioning. Rather than leading with features, sales teams learn to help buyers discover the true cost of their current challenges and the value of solving them.
Improved sales conversations
Move beyond feature-dumping to consultative, value-based conversations.
Customer collaboration
Build business cases collaboratively with prospects using Need-Payoff questions.
Navigate complex opportunities
Navigate complex stakeholder environments by understanding different buyer concerns.
Shorten sales cycles
Shorten sales cycles by helping buyers reach clear purchase decisions faster.
Build differentiation
Differentiate through superior questioning and business insight rather than features alone.
Solutions for the Software, SaaS & Enterprise Application industry
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 Software, SaaS & Enterprise Application industry 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.