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From tech talk to revenue Turning technical expertise into sales success7. From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Reskilling%20and%20upskilling%20-%20L&D.jpgReskilling and upskilling - L&DReskilling and upskilling - L&Dhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2022-04-20https://www.huthwaiteinternational.com/blog/giving-feelings-a-key-behaviour-for-a-successful-negotiationhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Share-your-feelings-for-a-successful-negotiation.jpgShare-your-feelings-for-a-successful-negotiationShare-your-feelings-for-a-successful-negotiationhttps://www.huthwaiteinternational.com/hubfs/Giving%20feelings.svgGiving feelingsGiving feelingshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-07https://www.huthwaiteinternational.com/blog/cutting-noise-five-steps-develop-win-win-sales-dealhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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From tech talk to revenue Turning technical expertise into sales success7. From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/the-joy-of-learning-how-to-do-something-new.jpgthe-joy-of-learning-how-to-do-something-newthe-joy-of-learning-how-to-do-something-newhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-12-09https://www.huthwaiteinternational.com/blog/opportunities-for-smaller-logistics-companieshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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From tech talk to revenue Turning technical expertise into sales success7. From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/iStock-922618410%20(1).jpgiStock-922618410 (1)iStock-922618410 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12022-05-11https://www.huthwaiteinternational.com/blog/how-to-develop-sales-opportunitieshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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From tech talk to revenue Turning technical expertise into sales success7. From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/06.%20Change%20blog%20cover.webp06. 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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From tech talk to revenue Turning technical expertise into sales success7. From tech talk to revenue Turning technical expertise into sales successhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp43066nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Beyond-transactional-communication-the-human-touch-blog.jpgBeyond-transactional-communication-the-human-touch-blogBeyond-transactional-communication-the-human-touch-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/image-png.pngimage-pngimage-pnghttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-07-05https://www.huthwaiteinternational.com/blog/neil-rackhams-spin-hypothesishttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/02.%20Hypothesis.mp4/medium.jpg02. Hypothesis02. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/AI-in-learning-Phil-Hardman.jpgAI-in-learning-Phil-HardmanAI-in-learning-Phil-Hardmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12024-07-11https://www.huthwaiteinternational.com/irp-africahttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/_Aug2023/Images/Author.pngAuthorAuthorhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/sue-anderson-crop.jpgsue-anderson-cropsue-anderson-crophttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Image%20for%20IRP%20landing%20page-01.jpgImage for IRP landing page-01Image for IRP landing page-01https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeyman2024-09-13https://www.huthwaiteinternational.com/blog/crucial-sales-differentiatorhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Sales-people-are-the-crucial-differentiator.gifSales-people-are-the-crucial-differentiatorSales-people-are-the-crucial-differentiatorhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/blog/what-goes-up-probably-wont-come-downhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/buying-cycle.jpgbuying-cyclebuying-cyclehttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/What-goes-up-probably-wont-come-down.jpgWhat-goes-up-probably-wont-come-downWhat-goes-up-probably-wont-come-downhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2022-08-30https://www.huthwaiteinternational.com/blog/negotiate-the-presenthttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/iStock-961308764%20(1).jpgiStock-961308764 (1)iStock-961308764 (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-08-31https://www.huthwaiteinternational.com/sales-training/spin-proposals-and-presentationshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/David%20Freedman%20-%20Proposals%20and%20presentations.mp4/medium.jpgLearn how to create persuasive presentations and proposalsImprove your sales profitability with a consistent sales strategy and learn how to create more persuasive proposals and presentations by understanding what truly matters to your customer.https://www.huthwaiteinternational.com/hubfs/David%20Freedman%20-%20Proposals%20and%20presentations.mp4121nonoTrainingHuthwaiteSalesSellingSPINProposalsSales proposalSales presentationhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Marketing%20O6.svgSPIN Marketing O6SPIN Marketing O6https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Proposals%20-%20the%20silent%20sales%20killer%20whitepaper.webpProposals - 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/profile-view-of-mature-insurance-agent-talking-to-a-couple-in-the-picture-id942149438.jpgprofile-view-of-mature-insurance-agent-talking-to-a-couple-in-the-picture-id942149438profile-view-of-mature-insurance-agent-talking-to-a-couple-in-the-picture-id942149438https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/blog/overcoming-sales-challenges2025-11-10https://www.huthwaiteinternational.com/blog/start-ups-scale-ups-and-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Claus%20(2).mp4/medium.jpgClaus (2)Claus (2)https://www.huthwaiteinternational.com/hubfs/Claus%20(2).mp41899nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/the-power-of-unlearning.jpgthe-power-of-unlearningthe-power-of-unlearninghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-05https://www.huthwaiteinternational.com/blog/huthwaite-international-wins-exporter-award-at-yorkshire-post-excellence-in-business-awardshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/workplace-recognition-makes-all-the-difference-picture-id1056359860.jpgworkplace-recognition-makes-all-the-difference-picture-id1056359860workplace-recognition-makes-all-the-difference-picture-id1056359860https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/applause-picture-id1018470032.jpgapplause-picture-id1018470032applause-picture-id1018470032https://www.huthwaiteinternational.com/hubfs/unique-fish-leading-many-vector-id1194635364.jpgunique-fish-leading-many-vector-id1194635364unique-fish-leading-many-vector-id1194635364https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Press-release-Aug-25-AI-screen-mock-ups-1.jpgPress-release-Aug-25-AI-screen-mock-ups-1Press-release-Aug-25-AI-screen-mock-ups-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/blog/complex-salehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/How-to-win-the-complex-sale.pngHow-to-win-the-complex-saleHow-to-win-the-complex-salehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12024-09-18https://www.huthwaiteinternational.com/blog/are-negotiation-tactics-the-solution-to-tackling-the-gender-pay-gaphttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Zuhlke%20Product%20Testimonial-_1.mp4/medium.jpgZuhlke Product Testimonial-_1Zuhlke Product Testimonial-_1https://www.huthwaiteinternational.com/hubfs/Zuhlke%20Product%20Testimonial-_1.mp4327nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Working%20with%20Huthwaite_1.mp4/medium.jpgWorking with Huthwaite_1Working with Huthwaite_1https://www.huthwaiteinternational.com/hubfs/Working%20with%20Huthwaite_1.mp4253nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Zuhlke%20Sales%20Support%20Testimonial_1.mp4/medium.jpgZuhlke Sales Support Testimonial_1Zuhlke Sales Support Testimonial_1https://www.huthwaiteinternational.com/hubfs/Zuhlke%20Sales%20Support%20Testimonial_1.mp4255nonohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/explaing-her-ideas-in-detail-picture-id516848136.jpgexplaing-her-ideas-in-detail-picture-id516848136explaing-her-ideas-in-detail-picture-id516848136https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jefferson2021-07-05https://www.huthwaiteinternational.com/blog/creating-and-capturing-value-global-research-reporthttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/catching-the-deadlines-picture-id597647584.jpgcatching-the-deadlines-picture-id597647584catching-the-deadlines-picture-id597647584https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-05https://www.huthwaiteinternational.com/blog/learning-development-trends-for-20242025-11-10https://www.huthwaiteinternational.com/blog/effective-coaching-skillshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/financial-graph-on-technology-abstract-background-picture-id913219882.jpgfinancial-graph-on-technology-abstract-background-picture-id913219882financial-graph-on-technology-abstract-background-picture-id913219882https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-05https://www.huthwaiteinternational.com/blog/prepare-sales-meeting-tvhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/How-elearning-is-facilitating-me-learning.jpgHow-elearning-is-facilitating-me-learningHow-elearning-is-facilitating-me-learninghttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/the-first-50-years-of-spinhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Document%20and%20overview%20thumbnails/making-learning-stick-whitepaper.jpgmaking-learning-stick-whitepapermaking-learning-stick-whitepaperhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/huthwaite-collaborative-learning.jpghuthwaite-collaborative-learninghuthwaite-collaborative-learninghttps://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12021-07-05https://www.huthwaiteinternational.com/sectors/healthcarehttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/HS1.webpHS1HS1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/HS4.webpHS4HS4https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/HS7.webpHS7HS7https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Claus%20(2).mp4/medium.jpgClaus (2)Claus (2)https://www.huthwaiteinternational.com/hubfs/Claus%20(2).mp41899nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Promote%20-%20V2.mp4/medium.jpgPromote - V2Promote - V2https://www.huthwaiteinternational.com/hubfs/Promote%20-%20V2.mp4330nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite 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business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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In this customer success story, Atracsys shares how adopting a structured, research-based sales framework helped align commercial and technical teams, improve opportunity qualification, and strengthen customer conversations in the highly specialised robotics and computer-assisted surgery market. With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Imported_Blog_Media/Steve-Thurlow-avatar-5-1.jpgSteve-Thurlow-avatar-5-1Steve-Thurlow-avatar-5-1https://www.huthwaiteinternational.com/hubfs/smiling-engineers-standing-with-digital-tablet-picture-id1076609210.jpgsmiling-engineers-standing-with-digital-tablet-picture-id1076609210smiling-engineers-standing-with-digital-tablet-picture-id1076609210https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-05https://www.huthwaiteinternational.com/blog/scientifica-spin-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Atracsys%20Spin-Final.mp4/medium.jpgAtracsys: From Technical Excellence to Commercial ConsistencyDiscover how Atracsys transformed from a technically led MedTech organisation into a more commercially aligned business with the help of Huthwaite International and SPIN Selling. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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With long sales cycles, limited opportunities, and highly technical customers, consistency across the sales process became critical. By introducing SPIN Selling across both sales and engineering teams, Atracsys created a shared commercial language that improved collaboration, discovery conversations, and sales effectiveness—without compromising technical credibility. In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/pills-picture-id474437414.jpgpills-picture-id474437414pills-picture-id474437414https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviourhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/in-conversation-tony-hugheshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. 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In this video, you’ll learn: • How Atracsys improved sales qualification and opportunity management • Why SPIN Selling was selected for a highly technical MedTech environment • How engineering and commercial teams aligned around customer conversations • The importance of consultative selling in complex B2B sales • How technical excellence can support stronger commercial outcomeshttps://www.huthwaiteinternational.com/hubfs/Atracsys%20Spin-Final.mp4292nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/7.%20From%20tech%20talk%20to%20revenue%20Turning%20technical%20expertise%20into%20sales%20success.mp4/medium.jpg7. From tech talk to revenue Turning technical expertise into sales success7. 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