https://www.huthwaiteinternational.com/irp-africahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/_Aug2023/Images/Author.pngAuthorAuthorhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://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/sue-anderson-crop.jpgsue-anderson-cropsue-anderson-crophttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshire2024-09-13https://www.huthwaiteinternational.com/blog/micro-learninghttps://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. 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://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/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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Micro-learning-a-new-learning-experience-or-digital-noise.jpgMicro-learning-a-new-learning-experience-or-digital-noiseMicro-learning-a-new-learning-experience-or-digital-noisehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/the-value-proposition-challenge-for-sales-and-how-to-address-ithttps://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. 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/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/new-text-neon-style-design-elements-vector-id1203643539.jpgnew-text-neon-style-design-elements-vector-id1203643539new-text-neon-style-design-elements-vector-id1203643539https://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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-09-06https://www.huthwaiteinternational.com/changing-behaviours-remotely-reporthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2022-02-11https://www.huthwaiteinternational.com/blog/how-to-challenge-effectively-part-1https://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. 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://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/iStock-922618410%20(1).jpgiStock-922618410 (1)iStock-922618410 (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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-22022-05-11https://www.huthwaiteinternational.com/blog/are-you-making-progress-in-your-complex-saleshttps://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. 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%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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Are-you-making-progress-in-your-complex-sales.pngAre-you-making-progress-in-your-complex-salesAre-you-making-progress-in-your-complex-saleshttps://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 behaviour2024-09-18https://www.huthwaiteinternational.com/blog/what-makes-a-successful-sellerhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/halftone-pattern-abstract-background-for-template-brochure-flyer-vector-id1155186717.jpghalftone-pattern-abstract-background-for-template-brochure-flyer-vector-id1155186717halftone-pattern-abstract-background-for-template-brochure-flyer-vector-id1155186717https://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/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/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/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 Logo2021-07-05https://www.huthwaiteinternational.com/medical-devices-sale-imperativeshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaper2025-11-19https://www.huthwaiteinternational.com/blog/are-you-considering-a-key-account-managing-training-implementationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/iStock-137088413%20(1).jpgiStock-137088413 (1)iStock-137088413 (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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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)2021-07-05https://www.huthwaiteinternational.com/blog/the-commandments-of-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. 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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/The-ten-commandments-of-negotiation.jpgThe-ten-commandments-of-negotiationThe-ten-commandments-of-negotiationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2025-12-16https://www.huthwaiteinternational.com/winning-public-sector-contracts-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-20https://www.huthwaiteinternational.com/blog/running-effective-meetings-using-verbal-behaviourshttps://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. 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%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/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/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/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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/How-to-run-an-effective-meeting-using-verbal-behaviours.jpgHow-to-run-an-effective-meeting-using-verbal-behavioursHow-to-run-an-effective-meeting-using-verbal-behaviourshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/spin-methodologyhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20ultimate%20persuasive%20tool-1.mp4/medium.jpgThe ultimate persuasive tool-1The ultimate persuasive tool-1https://www.huthwaiteinternational.com/hubfs/The%20ultimate%20persuasive%20tool-1.mp4364nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/What%20is%20the%20SPIN%20Selling%20method.mp4/medium.jpgWhat is the SPIN Selling methodWhat is the SPIN Selling methodhttps://www.huthwaiteinternational.com/hubfs/What%20is%20the%20SPIN%20Selling%20method.mp4172nonohttps://www.huthwaiteinternational.com/hubfs/Stipple%20product%20banner%20images/SPIN%20Selling.webpSPIN SellingSPIN Sellinghttps://www.huthwaiteinternational.com/hubfs/Direction%20arrows%20with%20noise.svgDirection arrows with noiseDirection arrows with noisehttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/spin-50-documentary-video-thumbnail.webpspin-50-documentary-video-thumbnailspin-50-documentary-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Marketing%20P5.svgSPIN Marketing P5SPIN Marketing P5https://www.huthwaiteinternational.com/hubfs/spin-methodology-video-thumbnail.webpspin-methodology-video-thumbnailspin-methodology-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Coaching%20P5.svgSPIN Coaching P5SPIN Coaching P5https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobal2025-11-05https://www.huthwaiteinternational.com/blog/appropriate-behaviours-for-temporary-negotiationshttps://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. 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/ian-newall.pngian-newallian-newallhttps://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/Imported_Blog_Media/Contemporary-negotiations-5-1-300x220.jpgContemporary-negotiations-5-1-300x220Contemporary-negotiations-5-1-300x220https://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/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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/iStock-623524380%20(1).jpgiStock-623524380 (1)iStock-623524380 (1)2021-07-06https://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. 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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Negotiation-verbal-behaviours.jpgNegotiation-verbal-behavioursNegotiation-verbal-behaviourshttps://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/vector-illustration-of-an-abstract-scheme-which-contains-people-icons-vector-id854674222%20(1).jpgvector-illustration-of-an-abstract-scheme-which-contains-people-icons-vector-id854674222 (1)vector-illustration-of-an-abstract-scheme-which-contains-people-icons-vector-id854674222 (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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-accompanying2021-07-05https://www.huthwaiteinternational.com/blog/enhancing-return-on-relationship2025-11-09https://www.huthwaiteinternational.com/sectors/technology/cybersecurityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2027.webpTech L 27Tech L 27https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2015.webpTech L 15Tech L 15https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2018.webpTech S 18Tech S 18https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2013.webpTech L 13Tech L 13https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2019.webpTech S 19Tech S 19https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2020.webpTech S 20Tech S 20https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Shorten%20sales%20cycles.webpShorten sales cyclesShorten sales cycleshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2011.webpTech L 11Tech L 11https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2010.webpTech S 10Tech S 10https://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/Sector%20-%20Technology/Tech%20S%205.webpTech S 5Tech S 5https://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%203.webpTech L 3Tech L 3https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2021.webpTech S 21Tech S 212026-01-07https://www.huthwaiteinternational.com/logistics-a-transforming-industryhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Logistics%20-%20A%20transforming%20industry%20whitepaper.webpLogistics - A transforming industry whitepaperLogistics - A transforming industry whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/why-bad-things-happen-webinar-thank-youhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Webinars/Why%20bad%20things%20happen%20to%20good%20new%20products%20-%20Webinar.mp4/medium.jpgWhy bad things happen to good new products - WebinarWhy bad things happen to good new products - Webinarhttps://www.huthwaiteinternational.com/hubfs/Webinars/Why%20bad%20things%20happen%20to%20good%20new%20products%20-%20Webinar.mp42717nonohttps://www.huthwaiteinternational.com/hubfs/Linkedin%20webinars.svgLinkedin webinarsLinkedin webinarshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://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/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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)2025-11-05https://www.huthwaiteinternational.com/blog/promoting-your-productshttps://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. 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://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/at-the-top-of-the-business-world-picture-id961370750.jpgat-the-top-of-the-business-world-picture-id961370750at-the-top-of-the-business-world-picture-id961370750https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/zuhlkehttps://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://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/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. 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/Zuhlke%20Product%20Testimonial-_1.mp4/medium.jpgZuhlke Product Testimonial-_1Zuhlke Product Testimonial-_1https://www.huthwaiteinternational.com/hubfs/Zuhlke%20Product%20Testimonial-_1.mp4327nonohttps://www.huthwaiteinternational.com/hubfs/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://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/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/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/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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2026-07-24https://www.huthwaiteinternational.com/blog/will-thalheimerhttps://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. 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://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/workplace-learning-matters-will-thalheimer.pngworkplace-learning-matters-will-thalheimerworkplace-learning-matters-will-thalheimerhttps://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/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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2023-10-31https://www.huthwaiteinternational.com/blog/creating-an-effective-learning-environmenthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/iStock-910005254%20(1).jpgiStock-910005254 (1)iStock-910005254 (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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-06https://www.huthwaiteinternational.com/blog/nhs-negotiatehttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/doctor-using-laptop-at-desk-in-clinic-picture-id1126842484.jpgdoctor-using-laptop-at-desk-in-clinic-picture-id1126842484doctor-using-laptop-at-desk-in-clinic-picture-id1126842484https://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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-05https://www.huthwaiteinternational.com/blog/building-value-for-law-firmshttps://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_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/libra-and-money-advice-vector-id1266622976%20(1).jpglibra-and-money-advice-vector-id1266622976 (1)libra-and-money-advice-vector-id1266622976 (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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 LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/future-focused-problem-solvinghttps://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-%20Mp4/08.%20Future.mp4/medium.jpg08. Future08. Futurehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/08.%20Future.mp4114nonohttps://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. 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://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/08.%20Future%20blog%20cover.webp08. Future blog cover08. Future blog coverhttps://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/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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22026-04-09https://www.huthwaiteinternational.comhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Sopra%20Steria%20homepage%20quote.svgSopra Steria homepage quoteSopra Steria homepage quotehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Swirl%203.webpSwirl 3Swirl 3https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/SBSS%20-%20Homepage%20banner%20transparent.webpSBSS - Homepage banner transparentSBSS - Homepage banner transparenthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Swirl%202.webpSwirl 2Swirl 2https://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Empowering%20global%20sales%20teams.webpEmpowering global sales teamsEmpowering global sales teamshttps://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/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Swirl%201%20(1)%20(1).webpSwirl 1 (1) (1)Swirl 1 (1) (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realis2026-05-20https://www.huthwaiteinternational.com/blog/ai-marketing-2024https://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/digital-transformation.jpgdigital-transformationdigital-transformationhttps://www.huthwaiteinternational.com/hubfs/breaking-down-silos.jpgbreaking-down-silosbreaking-down-siloshttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image.pngMicrosoftTeams-imageMicrosoftTeams-imagehttps://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/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/Blog%20image%20030424.jpgBlog image 030424Blog image 030424https://www.huthwaiteinternational.com/hubfs/iStock-1070271762%20(1).jpgiStock-1070271762 (1)iStock-1070271762 (1)https://www.huthwaiteinternational.com/hubfs/How%20sales%20and%20marketing%20teams%20are%20incorporating%20AI-Blog.jpgHow sales and marketing teams are incorporating AI-BlogHow sales and marketing teams are incorporating AI-Bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2024-04-05https://www.huthwaiteinternational.com/blog/sopra-steriahttps://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/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://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Promote-banner.jpgPromote-bannerPromote-bannerhttps://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/Sopra-Steria-prepares-for-the-future-with-Huthwaite-sales-and-negotiation-skills.jpgSopra-Steria-prepares-for-the-future-with-Huthwaite-sales-and-negotiation-skillsSopra-Steria-prepares-for-the-future-with-Huthwaite-sales-and-negotiation-skillshttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2026-02-09https://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. 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. 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://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Blog%20image-%20July24.jpgBlog image- July24Blog image- July24https://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/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/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/Science-behind-SPIN-Selling.jpgScience-behind-SPIN-SellingScience-behind-SPIN-Sellinghttps://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/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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2024-07-04https://www.huthwaiteinternational.com/blog/digitisation-transforming-sales-marketing-relationship-readyhttps://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. 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://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/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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/digital-transformation.jpgdigital-transformationdigital-transformationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-11-23https://www.huthwaiteinternational.com/blog/using-the-spin-selling-behaviourshttps://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. 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://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/Using-the-SPIN-Selling-behaviours.gifUsing-the-SPIN-Selling-behavioursUsing-the-SPIN-Selling-behaviourshttps://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/blog/developing-effective-negotiation-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. 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/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/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/iStock-666991708%20(1).jpgiStock-666991708 (1)iStock-666991708 (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/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)2021-07-06https://www.huthwaiteinternational.com/blog/jenifer-aniston-friends-and-collective-bargaininghttps://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. 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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/iStock-625736338%20(1).jpgiStock-625736338 (1)iStock-625736338 (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/ISP%20(1).webpISP (1)ISP (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/ian-newall.pngian-newallian-newallhttps://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/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/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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2025-11-05https://www.huthwaiteinternational.com/blog/ai-solutions-press-release2025-11-10https://www.huthwaiteinternational.com/blog/effective-virtual-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. 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/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/tony-hughes.pngtony-hughestony-hugheshttps://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/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/Effective-virtual-negotiation.jpgEffective-virtual-negotiationEffective-virtual-negotiationhttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2024-02-15https://www.huthwaiteinternational.com/blog/learning-and-development-trends-for-2022https://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(6).pngMicrosoftTeams-image (6)MicrosoftTeams-image (6)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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2023-11-14https://www.huthwaiteinternational.com/blog/challenge-effectivelyhttps://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. 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%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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Verbal-behaviours-for-effective-collaboration.jpgVerbal-behaviours-for-effective-collaborationVerbal-behaviours-for-effective-collaborationhttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/creating-and-capturing-value-global-research-reporthttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/catching-the-deadlines-picture-id597647584.jpgcatching-the-deadlines-picture-id597647584catching-the-deadlines-picture-id597647584https://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)https://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/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/how-to-assess-a-training-designhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20to%20assess%20a%20training%20design%20whitepaper.webpHow to assess a training design whitepaperHow to assess a training design whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/how-have-situation-questions-changed-in-spin-sellinghttps://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. 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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/How-have-situation-questions-changed.gifHow-have-situation-questions-changedHow-have-situation-questions-changedhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-05https://www.huthwaiteinternational.com/blog/power-dynamics-in-negotiation-protecting-positions-of-control2025-11-17https://www.huthwaiteinternational.com/blog/learning-culturehttps://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. 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://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/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-1https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Creating-and-defining-learning-culture.jpgCreating-and-defining-learning-cultureCreating-and-defining-learning-culturehttps://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%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-Errington2021-07-05https://www.huthwaiteinternational.com/fifty-years-of-spinhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20next%20generaton%20of%20sales.mp4/medium.jpgThe next generaton of salesThe next generaton of saleshttps://www.huthwaiteinternational.com/hubfs/The%20next%20generaton%20of%20sales.mp4271nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20AI%20empowered%20sales%20future.mp4/medium.jpgThe AI empowered sales futureThe AI empowered sales futurehttps://www.huthwaiteinternational.com/hubfs/The%20AI%20empowered%20sales%20future.mp4195nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/What%20is%20the%20SPIN%20Selling%20method.mp4/medium.jpgWhat is the SPIN Selling methodWhat is the SPIN Selling methodhttps://www.huthwaiteinternational.com/hubfs/What%20is%20the%20SPIN%20Selling%20method.mp4172nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20ultimate%20persuasive%20tool.mp4/medium.jpgThe ultimate persuasive toolThe ultimate persuasive toolhttps://www.huthwaiteinternational.com/hubfs/The%20ultimate%20persuasive%20tool.mp4364nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/SPIN%2050%20V10_Compressed.mp4/medium.jpgSPIN 50 V10_CompressedSPIN 50 V10_Compressedhttps://www.huthwaiteinternational.com/hubfs/SPIN%2050%20V10_Compressed.mp41805nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/TH.webpTHTHhttps://www.huthwaiteinternational.com/hubfs/NR.webpNRNRhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Doris.jpgDorisDorishttps://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/RH.webpRHRHhttps://www.huthwaiteinternational.com/hubfs/GP.webpGPGPhttps://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/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/tony-hughes-300px.jpgtony-hughes-300pxtony-hughes-300pxhttps://www.huthwaiteinternational.com/hubfs/john-massey.jpgjohn-masseyjohn-masseyhttps://www.huthwaiteinternational.com/hubfs/NR-new.jpgNR-newNR-newhttps://www.huthwaiteinternational.com/hubfs/george2.jpggeorge2george2https://www.huthwaiteinternational.com/hubfs/Picture2.jpgPicture2Picture22025-11-07https://www.huthwaiteinternational.com/sales-training/spin-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/the_rhythm_of_conversation_v1%20(1080p).mp4/medium.jpgthe_rhythm_of_conversation_v1 (1080p)the_rhythm_of_conversation_v1 (1080p)https://www.huthwaiteinternational.com/hubfs/the_rhythm_of_conversation_v1%20(1080p).mp465nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/SPIN%2050%20V10_Compressed.mp4/medium.jpgSPIN 50 V10_CompressedSPIN 50 V10_Compressedhttps://www.huthwaiteinternational.com/hubfs/SPIN%2050%20V10_Compressed.mp41805nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/mock.mp4/medium.jpgmockmockhttps://www.huthwaiteinternational.com/hubfs/mock.mp49nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Sales%20teams.webpSales teamsSales teamshttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SPIN%20Selling%20(1).webpSPIN Selling (1)SPIN Selling (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Coaching%20O6.svgSPIN Coaching O6SPIN Coaching O6https://www.huthwaiteinternational.com/hubfs/Sales%20managers.webpSales managersSales managershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Customer-facing%20roles.webpCustomer-facing rolesCustomer-facing roleshttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/voice-ai-video-thumbnail.webpvoice-ai-video-thumbnailvoice-ai-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Marketing%20P5.svgSPIN Marketing P5SPIN Marketing P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Business%20development%20teams.webpBusiness development teamsBusiness development teamshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/spin-50-documentary-video-thumbnail.webpspin-50-documentary-video-thumbnailspin-50-documentary-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/Sales%20professionals.webpSales professionalsSales professionalshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207.pngrb_43267 7rb_43267 7https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-12026-08-05https://www.huthwaiteinternational.com/blog/challenging-change-and-culturehttps://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. 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://www.huthwaiteinternational.com/hubfs/Challenging-Change-and-Culture-1.jpgChallenging-Change-and-Culture-1Challenging-Change-and-Culture-1https://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/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/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)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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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 behaviour2021-07-06https://www.huthwaiteinternational.com/blog/resolving-to-change-behaviourhttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/hes-an-exceptional-leader-picture-id881537526.jpghes-an-exceptional-leader-picture-id881537526hes-an-exceptional-leader-picture-id881537526https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/coaching-the-key-to-lasting-performance-improvement-thank-youhttps://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/Huthwaite_Theme_2025/Images/Asset%204%201.webpAsset 4 1Asset 4 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/Whitepapers%20-%202025/Angled%20mock-ups/Coaching%20-%20the%20key%20to%20lasting%20performance%20improvement%20whitepaper.webpCoaching - the key to lasting performance improvement whitepaperCoaching - the key to lasting performance improvement whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-11-05https://www.huthwaiteinternational.com/blog/three-sales-mistakes-to-avoidhttps://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. 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://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/MCA%20(1).webpMCA (1)MCA (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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/End-of-cycle-sales-killer-three-sales-mistakes-to-avoid.jpgEnd-of-cycle-sales-killer-three-sales-mistakes-to-avoidEnd-of-cycle-sales-killer-three-sales-mistakes-to-avoidhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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 behaviour2022-08-31https://www.huthwaiteinternational.com/blog/measure-resultshttps://www.huthwaiteinternational.com/hubfs/GettyImages-1460989587%20(1).jpgGettyImages-1460989587 (1)GettyImages-1460989587 (1)https://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://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/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://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-12024-03-15https://www.huthwaiteinternational.com/blog/tips-for-choosing-an-effective-communication-training-providerhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(39).pngMicrosoftTeams-image (39)MicrosoftTeams-image (39)2024-05-08https://www.huthwaiteinternational.com/blog/research-reveals-over-75-of-new-telecoms-products-failhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Why-do-new-telecoms-products-fail.jpgWhy-do-new-telecoms-products-failWhy-do-new-telecoms-products-failhttps://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/resized%20telecoms.jpgresized telecomsresized telecomshttps://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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/blog/philippa-hardmanhttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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_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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2024-07-11https://www.huthwaiteinternational.com/blog/brexit-challenges-for-commercial-teams-skills-developmenthttps://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. 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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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%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/arrows-business-growth-infographic-blank-template-vector-id1162445249.jpgarrows-business-growth-infographic-blank-template-vector-id1162445249arrows-business-growth-infographic-blank-template-vector-id1162445249https://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 behaviour2021-07-05https://www.huthwaiteinternational.com/leadership-traininghttps://www.huthwaiteinternational.com/hubfs/Business-development-teams-v2.webpBusiness-development-teams-v2Business-development-teams-v2https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Present%20for%20Success%20O6.svgPresent for Success O6Present for Success O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Become%20a%20future%20leader%20whitepaper.webpBecome a future leader whitepaperBecome a future leader whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Stat%201-nw.webpStat 1-nwStat 1-nwhttps://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Essential%20Negotiation%20P5.svgEssential Negotiation P5Essential Negotiation P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Group.svgGroupGrouphttps://www.huthwaiteinternational.com/hubfs/Customer-facing%20roles.webpCustomer-facing rolesCustomer-facing roleshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Leading%20Behaviours%20(1).webpLeading Behaviours (1)Leading Behaviours (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/deliver.webpdeliverdeliverhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Complex%20Negotiation%20P5.svgComplex Negotiation P5Complex Negotiation P5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/complex%20negotiation%20huthwaite%20open%20couse.webpcomplex negotiation huthwaite open cousecomplex negotiation huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)2025-12-05https://www.huthwaiteinternational.com/blog/identifying-new-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. 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. 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://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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://www.huthwaiteinternational.com/hubfs/The%20commercial%20importance%20of%20the%20Buying%20Cycle%20Changes%20over%20Time.jpgThe commercial importance of the Buying Cycle Changes over TimeThe commercial importance of the Buying Cycle Changes over Timehttps://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/Promote%20(1).webpPromote (1)Promote (1)2021-10-18https://www.huthwaiteinternational.com/blog/association-of-professional-sales-and-huthwaite-international-join-forceshttps://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. 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/insurance-agent-picture-id1049981692.jpginsurance-agent-picture-id1049981692insurance-agent-picture-id1049981692https://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/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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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)2021-07-05https://www.huthwaiteinternational.com/excelling-in-medtech-saleshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20to%20excel%20in%20medical%20devices%20sales%20whitepaper.webpHow to excel in medical devices sales whitepaperHow to excel in medical devices sales whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-19https://www.huthwaiteinternational.com/about-us/our-approachhttps://www.huthwaiteinternational.com/hubfs/Discover-why-coaching-is-the-key-to-lasting-performance-improvement.jpgDiscover-why-coaching-is-the-key-to-lasting-performance-improvementDiscover-why-coaching-is-the-key-to-lasting-performance-improvementhttps://www.huthwaiteinternational.com/hubfs/SPIN%20Selling%20workshop%20overcome%20limitations.svgSPIN Selling workshop overcome limitationsSPIN Selling workshop overcome limitationshttps://www.huthwaiteinternational.com/hubfs/Our-approach-Coaching.jpgOur-approach-CoachingOur-approach-Coachinghttps://www.huthwaiteinternational.com/hubfs/_july-2020/open-q.svgopen-qopen-qhttps://www.huthwaiteinternational.com/hubfs/client-quote.pngclient-quoteclient-quotehttps://www.huthwaiteinternational.com/hubfs/Skills-and-Practice-Huthwaite-International-Learning-Journey.jpgSkills-and-Practice-Huthwaite-International-Learning-JourneySkills-and-Practice-Huthwaite-International-Learning-Journeyhttps://www.huthwaiteinternational.com/hubfs/Common%20challenges%20value%20propositions.svgCommon challenges value propositionsCommon challenges value propositionshttps://www.huthwaiteinternational.com/hubfs/Our-Approach-Collaborative-learning.jpgOur-Approach-Collaborative-learningOur-Approach-Collaborative-learninghttps://www.huthwaiteinternational.com/hubfs/sopra-steria-testimonial.jpgsopra-steria-testimonialsopra-steria-testimonialhttps://www.huthwaiteinternational.com/hubfs/solve-communications-issues-in-a-group-environment.jpgsolve-communications-issues-in-a-group-environmentsolve-communications-issues-in-a-group-environmenthttps://www.huthwaiteinternational.com/hubfs/Persuading-in-virtual-communications.pngPersuading-in-virtual-communicationsPersuading-in-virtual-communicationshttps://www.huthwaiteinternational.com/hubfs/Refresh-your-knowledge.jpgRefresh-your-knowledgeRefresh-your-knowledgehttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/our-approach-top.jpgour-approach-topour-approach-tophttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Coaching%20diagram.svgCoaching diagramCoaching diagramhttps://www.huthwaiteinternational.com/hubfs/_july-2020/close-q.svgclose-qclose-qhttps://www.huthwaiteinternational.com/hubfs/virtual-communication-challenges.jpgvirtual-communication-challengesvirtual-communication-challengeshttps://www.huthwaiteinternational.com/hubfs/Knowledge-Acquisition-Huthwaite-International-Learning-Journey.jpgKnowledge-Acquisition-Huthwaite-International-Learning-JourneyKnowledge-Acquisition-Huthwaite-International-Learning-Journeyhttps://www.huthwaiteinternational.com/hubfs/Workplace-Transfer-Huthwaite-International-Learning-Journey.jpgWorkplace-Transfer-Huthwaite-International-Learning-JourneyWorkplace-Transfer-Huthwaite-International-Learning-Journeyhttps://www.huthwaiteinternational.com/hubfs/Interactive-virtual-communications-workshop.pngInteractive-virtual-communications-workshopInteractive-virtual-communications-workshophttps://www.huthwaiteinternational.com/hubfs/Virtual-breakout-rooms.jpgVirtual-breakout-roomsVirtual-breakout-rooms2024-12-16https://www.huthwaiteinternational.com/blog/ai-and-negotiation-why-negotiation-behaviours-still-shape-successful-outcomeshttps://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. 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/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp4/medium.jpgTuned in_ How customer listening creates actionable insightsTuned in_ How customer listening creates actionable insightshttps://www.huthwaiteinternational.com/hubfs/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp42794nonohttps://www.huthwaiteinternational.com/hubfs/Blog%20JULY%202026.webpBlog JULY 2026Blog JULY 2026https://www.huthwaiteinternational.com/hubfs/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/ai-negotiation.webpai-negotiationai-negotiationhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jefferson2026-08-04https://www.huthwaiteinternational.com/blog/huthwaite-comments-telegraph-latest-brexit-press-conferencehttps://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. 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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/microphone-on-abstract-blure-light-bokeh-background-picture-id929981770.jpgmicrophone-on-abstract-blure-light-bokeh-background-picture-id929981770microphone-on-abstract-blure-light-bokeh-background-picture-id929981770https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-05https://www.huthwaiteinternational.com/global-reach/europehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazkahttps://www.huthwaiteinternational.com/hubfs/neil-watson.jpgneil-watsonneil-watsonhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://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/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/mike-kelly-plain.pngmike-kelly-plainmike-kelly-plainhttps://www.huthwaiteinternational.com/hubfs/john-read.jpgjohn-readjohn-readhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T10https://www.huthwaiteinternational.com/hubfs/deane-hitchens-orr.jpgdeane-hitchens-orrdeane-hitchens-orrhttps://www.huthwaiteinternational.com/hubfs/ines-ochin-24.jpgines-ochin-24ines-ochin-24https://www.huthwaiteinternational.com/hubfs/nicki-lee.jpgnicki-leenicki-leehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/saskia-haafkes.jpgsaskia-haafkessaskia-haafkeshttps://www.huthwaiteinternational.com/hubfs/ana-teresa-200px.pngana-teresa-200pxana-teresa-200pxhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/andrew-eaves.jpgandrew-eavesandrew-eaveshttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/janos-csebfalvi.pngjanos-csebfalvijanos-csebfalvihttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/per-hussman.jpgper-hussmanper-hussmanhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201-1.svgCreating value 1-1Creating value 1-1https://www.huthwaiteinternational.com/hubfs/1542706628300.jpg15427066283001542706628300https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/IanFroggatt1.jpgIanFroggatt1IanFroggatt1https://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/patrick-cooke.jpgpatrick-cookepatrick-cookehttps://www.huthwaiteinternational.com/hubfs/Marko%20Hanninen%20-%20Finland.jpgMarko Hanninen - FinlandMarko Hanninen - Finlandhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/julian-farrell.jpgjulian-farrelljulian-farrellhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/ian-newall.jpgian-newallian-newallhttps://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/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/marianne-bredgaard-karlsson.jpgmarianne-bredgaard-karlssonmarianne-bredgaard-karlssonhttps://www.huthwaiteinternational.com/hubfs/adrian-foster-europe.jpgadrian-foster-europeadrian-foster-europehttps://www.huthwaiteinternational.com/hubfs/louis-grosjean-edited.pnglouis-grosjean-editedlouis-grosjean-editedhttps://www.huthwaiteinternational.com/hubfs/steve-dawes.pngsteve-dawessteve-daweshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Martin%20Wright%20head%20shot%20Jan%2024%20(002).jpgMartin Wright head shot Jan 24 (002)Martin Wright head shot Jan 24 (002)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/SPIN%20Coaching%20O5.svgSPIN Coaching O5SPIN Coaching O5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)2025-11-18https://www.huthwaiteinternational.com/why-bad-things-happen-to-good-new-productshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Why%20do%20bad%20things%20happen%20to%20good%20new%20products%20whitepaper.webpWhy do bad things happen to good new products whitepaperWhy do bad things happen to good new products whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/contact-us/careers-at-huthwaite/https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1.pngrb_43267 7-1rb_43267 7-1https://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_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Careers%20BG%20(1).webpCareers BG (1)Careers BG (1)2025-11-18https://www.huthwaiteinternational.com/about-us/change-behaviour-change-resultshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350px2023-05-24https://www.huthwaiteinternational.com/are-your-people-negotiating-or-concession-makinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Are%20you%20negotiating%20or%20concession%20making%20whitepaper.webpAre you negotiating or concession making whitepaperAre you negotiating or concession making whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)2025-11-19https://www.huthwaiteinternational.com/blog/communicate-to-high-value-customershttps://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. 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/MCA%20(1).webpMCA (1)MCA (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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/oxford-instruments-sales-and-negotiation-training-huthwaite-international-1.jpgoxford-instruments-sales-and-negotiation-training-huthwaite-international-1oxford-instruments-sales-and-negotiation-training-huthwaite-international-1https://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-12021-11-18https://www.huthwaiteinternational.com/blog/difficult-virtual-workplace-communicationhttps://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. 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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/how%20to%20handle%20difficult%20workplace%20conversations%20online.jpghow to handle difficult workplace conversations onlinehow to handle difficult workplace conversations onlinehttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hughes2021-07-05https://www.huthwaiteinternational.com/blog/dachser-a-global-player-in-a-changing-landscapehttps://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. 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://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Imported_Blog_Media/The-Huthwaite-Approach-1-600x357.jpgThe-Huthwaite-Approach-1-600x357The-Huthwaite-Approach-1-600x357https://www.huthwaiteinternational.com/hubfs/dachser-case-study.pngdachser-case-studydachser-case-studyhttps://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/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/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/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)2024-10-03https://www.huthwaiteinternational.com/blog/skills-gaphttps://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. 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://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/The-skills-gap-1.jpgThe-skills-gap-1The-skills-gap-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/spin-acronymhttps://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. 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://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/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/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/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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2026-04-30https://www.huthwaiteinternational.com/blog/the-performance-illusionhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Making%20learning%20stick%20whitepaper.webpMaking learning stick whitepaperMaking learning stick whitepaperhttps://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/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/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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-22026-07-23https://www.huthwaiteinternational.com/why-bad-things-happen-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/blog/changed-world-changed-skillshttps://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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_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/connected-people-vector-id539648922.jpgconnected-people-vector-id539648922connected-people-vector-id539648922https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-20262021-07-05https://www.huthwaiteinternational.com/master-the-art-of-negotiation-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/virtual-selling-normalised-sooner-than-we-thoughthttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/virtual%20selling.jpgvirtual sellingvirtual selling2021-07-05https://www.huthwaiteinternational.com/blog/maximise-new-business-potentialhttps://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. 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://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/The%20commercial%20importance%20of%20the%20Buying%20Cycle%20Decision.jpgThe commercial importance of the Buying Cycle DecisionThe commercial importance of the Buying Cycle Decisionhttps://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/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/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-10-18https://www.huthwaiteinternational.com/blog/common-sense-communication2025-11-10https://www.huthwaiteinternational.com/blog/the-age-of-the-drone-why-the-logistics-sectors-needs-to-innovate-to-accommodatehttps://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. 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://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/drone-white-cloudy-dusk-sky-picture-id492683865.jpgdrone-white-cloudy-dusk-sky-picture-id492683865drone-white-cloudy-dusk-sky-picture-id492683865https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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/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/tony-hughes.pngtony-hughestony-hughes2021-07-05https://www.huthwaiteinternational.com/blog/could-and-should-may-take-on-trumps-advice-and-look-to-sue-the-euhttps://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. 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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/iStock-967813096%20(1).jpgiStock-967813096 (1)iStock-967813096 (1)https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/tony-hughes.pngtony-hughestony-hugheshttps://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/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/blog/reflecting-on-spin-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://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. 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/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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-international2026-04-16https://www.huthwaiteinternational.com/blog/art-of-negotiationhttps://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. 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://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/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/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/iStock-903165068%20(1).jpgiStock-903165068 (1)iStock-903165068 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-06https://www.huthwaiteinternational.com/the-crm-system-thank-youhttps://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/Huthwaite_Theme_2025/Images/Asset%204%201.webpAsset 4 1Asset 4 1https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20CRM%20System%20%E2%80%93%20under-regarded%2c%20under-used%20whitepaper.webpThe CRM System – under-regarded, under-used whitepaperThe CRM System – under-regarded, under-used whitepaperhttps://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-11-05https://www.huthwaiteinternational.com/the-psychology-of-decision-making-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-20https://www.huthwaiteinternational.com/blog/brexit-negotiations-word-gamehttps://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. 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://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/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/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/iStock-488471764%20(1).jpgiStock-488471764 (1)iStock-488471764 (1)https://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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-accompanying2021-07-06https://www.huthwaiteinternational.com/blog/coaching-conundrumhttps://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. 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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/The-Coaching-Conundrum.jpgThe-Coaching-ConundrumThe-Coaching-Conundrumhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2022-09-06https://www.huthwaiteinternational.com/blog/ensure-a-successful-negotiation-outcomehttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/iStock-940287824%20(1).jpgiStock-940287824 (1)iStock-940287824 (1)https://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/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/tony-hughes.pngtony-hughestony-hugheshttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/MCA%20(1).webpMCA (1)MCA (1)2021-07-06https://www.huthwaiteinternational.com/blog/the-end-of-cycle-sales-killerhttps://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. 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://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/business-people-discussing-outdoor-picture-id533443637.jpgbusiness-people-discussing-outdoor-picture-id533443637business-people-discussing-outdoor-picture-id533443637https://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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2021-07-06https://www.huthwaiteinternational.com/blog/robert-brinkerhoffhttps://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. 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%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-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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Workplace-Learning-Matters-Robert-Brinkerhoff.jpgWorkplace-Learning-Matters-Robert-BrinkerhoffWorkplace-Learning-Matters-Robert-Brinkerhoffhttps://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/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/ISP%20(1).webpISP (1)ISP (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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2023-10-31https://www.huthwaiteinternational.com/webinarshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Webinars/Winning%20public%20sector%20contracts-webinar-thumb-square.webpWinning public sector contracts-webinar-thumb-squareWinning public sector contracts-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Webinars/Master%20the%20art%20of%20Negotiation-webinar-thumb-square.webpMaster the art of Negotiation-webinar-thumb-squareMaster the art of Negotiation-webinar-thumb-squarehttps://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_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/Webinars/Why%20do%20bad%20things%20happen%20to%20good%20new%20products-webinar-thumb-square.webpWhy do bad things happen to good new products-webinar-thumb-squareWhy do bad things happen to good new products-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Webinars/Is%20the%20customer%20in%20your%20DNA-webinar-thumb-square.webpIs the customer in your DNA-webinar-thumb-squareIs the customer in your DNA-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Webinars/The%20psychology%20of%20decision%20making-webinar-thumb-square.webpThe psychology of decision making-webinar-thumb-squareThe psychology of decision making-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Webinars/The%20art%20of%20the%20sales%20advance-webinar-thumb-square.webpThe art of the sales advance-webinar-thumb-squareThe art of the sales advance-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Webinars/The%20power%20of%20structured%20coaching-webinar-thumb-square.webpThe power of structured coaching-webinar-thumb-squareThe power of structured coaching-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Webinars/Embracing%20two-faced%20strategies-webinar-thumb-square.webpEmbracing two-faced strategies-webinar-thumb-squareEmbracing two-faced strategies-webinar-thumb-squarehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle-1.pngRectangle-1Rectangle-12025-11-11https://www.huthwaiteinternational.com/global-reachhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://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/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201-1.svgCreating value 1-1Creating value 1-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T10https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/SPIN%20Marketing%20O5.svgSPIN Marketing O5SPIN Marketing O5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://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/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://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/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practice2025-11-05https://www.huthwaiteinternational.com/two-faced-sales-strategieshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Webinars/Embracing%20two-faced%20strategies%20-%20Webinar.mp4/medium.jpgEmbracing two-faced strategies - WebinarEmbracing two-faced strategies - Webinarhttps://www.huthwaiteinternational.com/hubfs/Webinars/Embracing%20two-faced%20strategies%20-%20Webinar.mp42884nonohttps://www.huthwaiteinternational.com/hubfs/IMG_0247.jpgIMG_0247IMG_0247https://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-iconhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-targeted-thinking.svgIcon-targeted-thinkingIcon-targeted-thinkinghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-graph-upwards.svgIcon-graph-upwardsIcon-graph-upwardshttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300px2024-06-24https://www.huthwaiteinternational.com/blog/sales-sustainabilityhttps://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. 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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/How-to-put-sustainability-into-the-heart-of-sales.jpgHow-to-put-sustainability-into-the-heart-of-salesHow-to-put-sustainability-into-the-heart-of-saleshttps://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2024-05-08https://www.huthwaiteinternational.com/global-reach/australasiahttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://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/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/SPIN%20Proposals%20and%20Presentations%20O5.svgSPIN Proposals and Presentations O5SPIN Proposals and Presentations O5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T10https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_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/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-12025-11-05https://www.huthwaiteinternational.com/blog/moneyhub-case-study2025-11-10https://www.huthwaiteinternational.com/blog/why-value-is-key-to-growing-a-disruptive-businesshttps://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. 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://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/IMG_6799_mono.jpgIMG_6799_monoIMG_6799_monohttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/why-value-is-key-to-growing-a-disruptive-business-business-growth-huthwaite-international.jpgwhy-value-is-key-to-growing-a-disruptive-business-business-growth-huthwaite-internationalwhy-value-is-key-to-growing-a-disruptive-business-business-growth-huthwaite-internationalhttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-05https://www.huthwaiteinternational.com/blog/dont-upset-the-in-laws-time-for-a-christmas-communication-miraclehttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Merry-Christmas-blog-post-image-green.pngMerry-Christmas-blog-post-image-greenMerry-Christmas-blog-post-image-greenhttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12021-12-20https://www.huthwaiteinternational.com/negotiation-performancehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Negotiation%20performance%20-%20the%20key%20to%20long-term%20business%20growth%20whitepaper.webpNegotiation performance - the key to long-term business growth whitepaperNegotiation performance - the key to long-term business growth whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-19https://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/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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Why%20a%20sales%20methodology%20matters%20now.webpWhy a sales methodology matters nowWhy a sales methodology matters nowhttps://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/CKI%203.jpgCKI 3CKI 3https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12026-05-08https://www.huthwaiteinternational.com/sales-performancehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/GettyImages-2149837350.mov/medium.jpgGettyImages-2149837350GettyImages-2149837350https://www.huthwaiteinternational.com/hubfs/GettyImages-2149837350.mov10nonohttps://www.huthwaiteinternational.com/hubfs/_july-2020/close-q.svgclose-qclose-qhttps://www.huthwaiteinternational.com/hubfs/SBSS.jpgSBSSSBSShttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-coin-filter.svgIcon-coin-filterIcon-coin-filterhttps://www.huthwaiteinternational.com/hubfs/SAIP.jpgSAIPSAIPhttps://www.huthwaiteinternational.com/hubfs/Sopra-ppc.jpgSopra-ppcSopra-ppchttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-team-raise.svgIcon-team-raiseIcon-team-raisehttps://www.huthwaiteinternational.com/hubfs/atkins-ppc.jpgatkins-ppcatkins-ppchttps://www.huthwaiteinternational.com/hubfs/DTIN.jpgDTINDTINhttps://www.huthwaiteinternational.com/hubfs/Essity-ppc.jpgEssity-ppcEssity-ppchttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-presentation-flowchart.svgIcon-presentation-flowchartIcon-presentation-flowcharthttps://www.huthwaiteinternational.com/hubfs/_july-2020/open-q.svgopen-qopen-qhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-hand-shake.svgIcon-hand-shakeIcon-hand-shakehttps://www.huthwaiteinternational.com/hubfs/COMM.jpgCOMMCOMMhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-chess-strategy.svgIcon-chess-strategyIcon-chess-strategyhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-searching-document.svgIcon-searching-documentIcon-searching-documenthttps://www.huthwaiteinternational.com/hubfs/CGSS.jpgCGSSCGSShttps://www.huthwaiteinternational.com/hubfs/PostNord%20Str%C3%A5lfors-7%20(1)-01.pngPostNord Strålfors-7 (1)-01PostNord Strålfors-7 (1)-01https://www.huthwaiteinternational.com/hubfs/PH.jpgPHPHhttps://www.huthwaiteinternational.com/hubfs/Roche-ppc.jpgRoche-ppcRoche-ppchttps://www.huthwaiteinternational.com/hubfs/SAP-ppc.jpgSAP-ppcSAP-ppchttps://www.huthwaiteinternational.com/hubfs/Medtronic-ppc.jpgMedtronic-ppcMedtronic-ppc2024-08-22https://www.huthwaiteinternational.com/blog/signs-you-wont-close-the-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. 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://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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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-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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/signs-you-wont-close-the-deal.jpgsigns-you-wont-close-the-dealsigns-you-wont-close-the-dealhttps://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-accompanying2022-08-10https://www.huthwaiteinternational.com/blog/how-to-implement-creative-changehttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (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/How-to-implement-creative-change-blog.jpgHow-to-implement-creative-change-blogHow-to-implement-creative-change-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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)2021-10-27https://www.huthwaiteinternational.com/blog/dachser-recruit-outstanding-sales-talenthttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://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/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_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/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/Dachser-recruiting-top-sales-talent.jpgDachser-recruiting-top-sales-talentDachser-recruiting-top-sales-talenthttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-11-18https://www.huthwaiteinternational.com/blog/emerging-learning-development-themeshttps://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. 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/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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Document%20and%20overview%20thumbnails/making-learning-stick-whitepaper.jpgmaking-learning-stick-whitepapermaking-learning-stick-whitepaperhttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/l-and-d-trends-24.jpgl-and-d-trends-24l-and-d-trends-24https://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)2024-10-24https://www.huthwaiteinternational.com/blog/tips-negotiating-tablehttps://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. 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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/What-do-you-bring-to-the-negotiating-table.jpgWhat-do-you-bring-to-the-negotiating-tableWhat-do-you-bring-to-the-negotiating-tablehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2022-01-26https://www.huthwaiteinternational.com/blog/international-negotiation-initiativehttps://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. 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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/iStock-1044815792%20(1).jpgiStock-1044815792 (1)iStock-1044815792 (1)https://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/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/Michael-Leathes-1.jpgMichael-Leathes-1Michael-Leathes-1https://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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-06https://www.huthwaiteinternational.com/blog/evolution-of-spin-sellinghttps://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. 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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/06.%20Change.mp4/medium.jpg06. Change06. Changehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/06.%20Change.mp4185nonohttps://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/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/06.%20Change%20blog%20cover.webp06. Change blog cover06. Change blog coverhttps://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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-international2026-03-26https://www.huthwaiteinternational.com/blog/learning-and-developmenthttps://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. 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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/iStock-805019062%20(1).jpgiStock-805019062 (1)iStock-805019062 (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/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/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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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-12021-07-05https://www.huthwaiteinternational.com/blog/are-your-people-negotiating-or-concession-makinghttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Are%20your%20people%20negotiating%20or%20concession%20making.jpgAre your people negotiating or concession makingAre your people negotiating or concession makinghttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/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)2021-07-05https://www.huthwaiteinternational.com/blog/spin-selling-applies-science-to-the-art-of-sellinghttps://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. 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/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/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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/SPIN-Method-applies-science-to-the-art-of-selling.jpgSPIN-Method-applies-science-to-the-art-of-sellingSPIN-Method-applies-science-to-the-art-of-sellinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2025-12-16https://www.huthwaiteinternational.com/blog/key-behaviours-for-successful-sellinghttps://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. 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/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/young-people-working-until-late-in-the-office-finishing-up-with-work-picture-id964309476.jpgyoung-people-working-until-late-in-the-office-finishing-up-with-work-picture-id964309476young-people-working-until-late-in-the-office-finishing-up-with-work-picture-id964309476https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/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/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/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/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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/global-reach/africahttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/sue-anderson-crop.jpgsue-anderson-cropsue-anderson-crophttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/SPIN%20Marketing%20O5.svgSPIN Marketing O5SPIN Marketing O5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAP2025-11-05https://www.huthwaiteinternational.com/blog/negotiating-in-the-virtual-world-five-ways-to-guarantee-successful-video-callshttps://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/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://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://www.huthwaiteinternational.com/hubfs/-vector-id1144323844%20(1).jpg-vector-id1144323844 (1)-vector-id1144323844 (1)https://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/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://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/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/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2022-01-26https://www.huthwaiteinternational.com/blog/will-artificial-intelligence-change-corporate-learninghttps://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. 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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Will-artificial-intelligence-change-corporate-learning.jpgWill-artificial-intelligence-change-corporate-learningWill-artificial-intelligence-change-corporate-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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/Atracsys-1.webpAtracsys-1Atracsys-12021-08-25https://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. 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. 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://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/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/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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Scientifica-use-spin-Selling-1.jpgScientifica-use-spin-Selling-1Scientifica-use-spin-Selling-1https://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/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/Whitepapers%20-%202025/Angled%20mock-ups/SPIN%20evidence%20of%20return%20on%20investment%20whitepaper.webpSPIN evidence of return on investment whitepaperSPIN evidence of return on investment whitepaperhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2025-12-16https://www.huthwaiteinternational.com/blog/negotiation-techniques-at-playhttps://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. 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://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/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/iStock-622974314%20(1).jpgiStock-622974314 (1)iStock-622974314 (1)https://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-06https://www.huthwaiteinternational.com/sales-training/quick-value-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/what_is_quick_value_selling_%20(1080p).mp4/medium.jpgwhat_is_quick_value_selling_ (1080p)what_is_quick_value_selling_ (1080p)https://www.huthwaiteinternational.com/hubfs/what_is_quick_value_selling_%20(1080p).mp473nonohttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://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/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Remote%20selling%20behavioural%20tips%20and%20advice%20whitepaper.webpRemote selling behavioural tips and advice whitepaperRemote selling behavioural tips and advice whitepaperhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/TEST%201.svgTEST 1TEST 1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Essential%20Negotiation%20O6.svgEssential Negotiation O6Essential Negotiation O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Quick%20Value%20Selling%20(1).webpQuick Value Selling (1)Quick Value Selling (1)2025-12-05https://www.huthwaiteinternational.com/blog/creative-commercial-thinking-and-selling-to-the-dmuhttps://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. 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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Why%20creativity%20is%20crucial%20to%20business%20growth%20and%20success%20in%20the%20Medical%20Devices%20sector.jpgWhy creativity is crucial to business growth and success in the Medical Devices sectorWhy creativity is crucial to business growth and success in the Medical Devices sectorhttps://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)2021-07-06https://www.huthwaiteinternational.com/blog/spin-selling-stop-talking-start-listeninghttps://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. 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%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-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/tony-hughes.pngtony-hughestony-hugheshttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Research-reveals-sales-people-that-don%E2%80%99t-listen-are-missing-out-on-deals-abstract.jpgResearch-reveals-sales-people-that-don’t-listen-are-missing-out-on-deals-abstractResearch-reveals-sales-people-that-don’t-listen-are-missing-out-on-deals-abstracthttps://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)2021-08-25https://www.huthwaiteinternational.com/surviving-economic-uncertaintyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Surviving%20economic%20uncertainty%20whitepaper.webpSurviving economic uncertainty whitepaperSurviving economic uncertainty whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/blog/does-spin-selling-work-atkins-globalhttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/How-Atkins-Global-created-sales-excellence.jpgHow-Atkins-Global-created-sales-excellenceHow-Atkins-Global-created-sales-excellencehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2022-02-11https://www.huthwaiteinternational.com/blog/uniting-promotes-global-sales-teamshttps://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. 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/Promote-banner.jpgPromote-bannerPromote-bannerhttps://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/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/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/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/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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-09-16https://www.huthwaiteinternational.com/blog/are-negotiation-tactics-the-solution-to-tackling-the-gender-pay-gaphttps://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://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%20Product%20Testimonial-_1.mp4/medium.jpgZuhlke Product Testimonial-_1Zuhlke Product Testimonial-_1https://www.huthwaiteinternational.com/hubfs/Zuhlke%20Product%20Testimonial-_1.mp4327nonohttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://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/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/are-salespeople-generally-missing-the-mark-with-clientshttps://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. 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://www.huthwaiteinternational.com/hubfs/iStock-940442588%20(1).jpgiStock-940442588 (1)iStock-940442588 (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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)2021-07-05https://www.huthwaiteinternational.com/blog/the-difficulty-of-un-learninghttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/the-power-of-unlearning.jpgthe-power-of-unlearningthe-power-of-unlearninghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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/Atracsys-1.webpAtracsys-1Atracsys-12021-07-05https://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. 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/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/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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/buying-cycle.jpgbuying-cyclebuying-cyclehttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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-12022-08-30https://www.huthwaiteinternational.com/blog/essity-sustainabilityhttps://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. 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://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/essity-thumb.jpgessity-thumbessity-thumbhttps://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-09-16https://www.huthwaiteinternational.com/blog/turning-customer-insight-into-performancehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp4/medium.jpgTuned in_ How customer listening creates actionable insightsTuned in_ How customer listening creates actionable insightshttps://www.huthwaiteinternational.com/hubfs/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp42794nonohttps://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. 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://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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)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/Blog%20JULY%202026.webpBlog JULY 2026Blog JULY 2026https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/martin-couzins-linkedin.jpegmartin-couzins-linkedinmartin-couzins-linkedin2026-07-30https://www.huthwaiteinternational.com/blog/why-your-b2b-sales-team-needs-a-skills-overhaul-nowhttps://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. 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://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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20profitable%20client%20relationships%20whitepaper.webpDeveloping profitable client relationships whitepaperDeveloping profitable client relationships whitepaperhttps://www.huthwaiteinternational.com/hubfs/Transform-And-Succeed-2.jpgTransform-And-Succeed-2Transform-And-Succeed-2https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12025-12-16https://www.huthwaiteinternational.com/blog/understanding-your-customer-decision-making-unithttps://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. 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://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Understanding-your-customer-decision-making-unit.jpgUnderstanding-your-customer-decision-making-unitUnderstanding-your-customer-decision-making-unithttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedman2021-11-23https://www.huthwaiteinternational.com/sectors/healthcare/medical-deviceshttps://www.huthwaiteinternational.com/hubfs/HR8.webpHR8HR8https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/HR13.webpHR13HR13https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/HS11.webpHS11HS11https://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://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/HR5.webpHR5HR5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/HS9.webpHS9HS9https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/HS4.webpHS4HS4https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/HR6.webpHR6HR6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://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/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/HR7.webpHR7HR7https://www.huthwaiteinternational.com/hubfs/HR10.webpHR10HR10https://www.huthwaiteinternational.com/hubfs/HS1.webpHS1HS1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaperhttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of research2026-05-20https://www.huthwaiteinternational.com/blog/communication-breakdown-big-mistakes-can-make-negotiations-fail2025-11-10https://www.huthwaiteinternational.com/blog/just-do-it-changing-behaviour-is-easier-than-you-might-thinkhttps://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/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/do-it-now-speech-bubble-banner-pop-art-retro-style-vector-id1197748709.jpgdo-it-now-speech-bubble-banner-pop-art-retro-style-vector-id1197748709do-it-now-speech-bubble-banner-pop-art-retro-style-vector-id1197748709https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-20262022-01-21https://www.huthwaiteinternational.com/blog/fixing-sales-marketing-relationship-winning-business-digital-erahttps://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. 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/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/iStock-1070271762%20(1).jpgiStock-1070271762 (1)iStock-1070271762 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Promote%20(1).webpPromote (1)Promote (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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-10-27https://www.huthwaiteinternational.com/contact-us/https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2024-10-17https://www.huthwaiteinternational.com/irp-asiahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Steven-Zhang-Asia.pngSteven-Zhang-AsiaSteven-Zhang-Asiahttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/philip-chan-asia.jpgphilip-chan-asiaphilip-chan-asiahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/rachel-hoi-photo.jpgrachel-hoi-photorachel-hoi-photohttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/david-tan.jpgdavid-tandavid-tanhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://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/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjort2024-12-06https://www.huthwaiteinternational.com/blog/conversational-intelligence-ai-saleshttps://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. 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://www.huthwaiteinternational.com/hubfs/learning-ai-conversation-intelligence.jpglearning-ai-conversation-intelligencelearning-ai-conversation-intelligencehttps://www.huthwaiteinternational.com/hubfs/ai-sales-a-co-pilot-not-a-competitor.jpgai-sales-a-co-pilot-not-a-competitorai-sales-a-co-pilot-not-a-competitorhttps://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/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/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/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/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/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)2024-05-09https://www.huthwaiteinternational.com/state-of-our-nation-reporthttps://www.huthwaiteinternational.com/hubfs/concerns-for-business-leaders-infographic.jpgconcerns-for-business-leaders-infographicconcerns-for-business-leaders-infographichttps://www.huthwaiteinternational.com/hubfs/regional-confidence-infographic.jpgregional-confidence-infographicregional-confidence-infographichttps://www.huthwaiteinternational.com/hubfs/abstract-data-background-picture-id1093316848.jpgabstract-data-background-picture-id1093316848abstract-data-background-picture-id1093316848https://www.huthwaiteinternational.com/hubfs/confidence-drop-post-brexit-infographic.jpgconfidence-drop-post-brexit-infographicconfidence-drop-post-brexit-infographichttps://www.huthwaiteinternational.com/hubfs/pre-brexit-concerns-inforgraphic.jpgpre-brexit-concerns-inforgraphicpre-brexit-concerns-inforgraphichttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/post-brexit-concerns-infographic.jpgpost-brexit-concerns-infographicpost-brexit-concerns-infographichttps://www.huthwaiteinternational.com/hubfs/60-percent-of-the-most-effective-strategies-are-related-to-negotiation.jpg60-percent-of-the-most-effective-strategies-are-related-to-negotiation60-percent-of-the-most-effective-strategies-are-related-to-negotiationhttps://www.huthwaiteinternational.com/hubfs/13-percent-of-business-leaders-do-not-feel-confident-about-future-growth-infographic-pie.jpg13-percent-of-business-leaders-do-not-feel-confident-about-future-growth-infographic-pie13-percent-of-business-leaders-do-not-feel-confident-about-future-growth-infographic-pie2021-08-31https://www.huthwaiteinternational.com/blog/negotiate-effectively-using-the-art-of-testing-understandinghttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/iStock-1002666838%20(1).jpgiStock-1002666838 (1)iStock-1002666838 (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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/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/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/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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Imported_Blog_Media/Testing-Understanding-1-6-1-300x168.jpgTesting-Understanding-1-6-1-300x168Testing-Understanding-1-6-1-300x168https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/blog/strengthen-the-logistics-supply-chainhttps://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. 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://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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-retinahttps://www.huthwaiteinternational.com/hubfs/Smart-intermediate-players-are-set-to-strengthen-the-Logistics-supply-chain.jpgSmart-intermediate-players-are-set-to-strengthen-the-Logistics-supply-chainSmart-intermediate-players-are-set-to-strengthen-the-Logistics-supply-chainhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-06https://www.huthwaiteinternational.com/blog/urgo-medical-sales-transformationhttps://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. 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://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/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/urgo-spin-return-on-investment-1.jpgurgo-spin-return-on-investment-1urgo-spin-return-on-investment-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-11-18https://www.huthwaiteinternational.com/blog/if-you-cant-communicate-can-you-really-do-anything-at-allhttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://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/push%20pull%20communication%20behaviours.svgpush pull communication behaviourspush pull communication behaviourshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Leadership-Communication-Crisis.jpgLeadership-Communication-CrisisLeadership-Communication-Crisishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://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/David-Freedman.jpgDavid-FreedmanDavid-Freedman2022-02-25https://www.huthwaiteinternational.com/integrated-technologyhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/ai_customer_simulation_bots_v1%20(1080p).mp4/medium.jpgai_customer_simulation_bots_v1 (1080p)ai_customer_simulation_bots_v1 (1080p)https://www.huthwaiteinternational.com/hubfs/ai_customer_simulation_bots_v1%20(1080p).mp410nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/mock.mp4/medium.jpgmockmockhttps://www.huthwaiteinternational.com/hubfs/mock.mp49nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/spin_mentor_interaction_v2%20(1080p).mp4/medium.jpgspin_mentor_interaction_v2 (1080p)spin_mentor_interaction_v2 (1080p)https://www.huthwaiteinternational.com/hubfs/spin_mentor_interaction_v2%20(1080p).mp415nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Video/Huthwaite%20Collaborative%20Learning.mp4/medium.jpgHuthwaite Collaborative LearningHuthwaite Collaborative Learninghttps://www.huthwaiteinternational.com/hubfs/Video/Huthwaite%20Collaborative%20Learning.mp475nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Skills%20and%20practice%20(1).webpSkills and practice (1)Skills and practice (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%205%203-1.webpAsset 5 3-1Asset 5 3-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/customer-simulation-bot-video-thumbnail.webpcustomer-simulation-bot-video-thumbnailcustomer-simulation-bot-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Sales%20managers%20(1).webpSales managers (1)Sales managers (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge.webpAcquire knowledgeAcquire knowledgehttps://www.huthwaiteinternational.com/hubfs/TEST%201.svgTEST 1TEST 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/ai-mentor-video-thumbnail.webpai-mentor-video-thumbnailai-mentor-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/present%20for%20success%20huthwaite%20open%20couse.webppresent for success huthwaite open cousepresent for success huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Workplace%20transfer%20(1).webpWorkplace transfer (1)Workplace transfer (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-bg%20(1).webplearning-bg (1)learning-bg (1)https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/voice-ai-video-thumbnail.webpvoice-ai-video-thumbnailvoice-ai-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20CRM%20System%20%E2%80%93%20under-regarded%2c%20under-used%20whitepaper.webpThe CRM System – under-regarded, under-used whitepaperThe CRM System – under-regarded, under-used whitepaperhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Acquire%20knowledge-1%20(1).webpAcquire knowledge-1 (1)Acquire knowledge-1 (1)2026-04-24https://www.huthwaiteinternational.com/blog/the-rise-of-artificial-intelligence-provides-new-opportunities-for-logistics-companieshttps://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. 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%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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/airplane-flying-over-container-port-picture-id636036276.jpgairplane-flying-over-container-port-picture-id636036276airplane-flying-over-container-port-picture-id636036276https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/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/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 behaviour2021-07-05https://www.huthwaiteinternational.com/blog/are-you-irritating-people-the-virtual-communications-mistakes-youre-making-that-have-your-colleagues-clients-and-friends-screaming-at-their-screenshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/angry-screaming-person-vector-id1221368803.jpgangry-screaming-person-vector-id1221368803angry-screaming-person-vector-id1221368803https://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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)2023-10-31https://www.huthwaiteinternational.com/blog/ai-spin-promptshttps://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. 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/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/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/ai-spin-prompts.jpgai-spin-promptsai-spin-promptshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Atracsys-1.webpAtracsys-1Atracsys-12025-12-16https://www.huthwaiteinternational.com/blog/sales-team-events-organisational-excellence2025-11-17https://www.huthwaiteinternational.com/blog/telesales-traininghttps://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. 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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/My%20project.jpgMy projectMy projecthttps://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/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-retinahttps://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)2024-05-08https://www.huthwaiteinternational.com/blog/learning-development-predictions-for-2025https://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. 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/training%20zone%202025%20blog.jpgtraining zone 2025 blogtraining zone 2025 bloghttps://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22025-01-09https://www.huthwaiteinternational.com/sales-academy-traininghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/the_huthwaite_academy_approach%20(1080p).mp4/medium.jpgSales Academy approachVideo discussing Huthwaite International's Sales Academy approach, including SPIN Sellinghttps://www.huthwaiteinternational.com/hubfs/the_huthwaite_academy_approach%20(1080p).mp477nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Present%20for%20Success%20P5.svgPresent for Success P5Present for Success P5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Coaching%20O6.svgSPIN Coaching O6SPIN Coaching O6https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/Sales%20OM%20icon.svgSales OM iconSales OM iconhttps://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/SPIN%20Selling%20icon.svgSPIN Selling iconSPIN Selling iconhttps://www.huthwaiteinternational.com/hubfs/design.webpdesigndesignhttps://www.huthwaiteinternational.com/hubfs/deliver.webpdeliverdeliverhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Complex%20Negotiation%20O6.svgComplex Negotiation O6Complex Negotiation O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/Essential%20Negs%20icon.svgEssential Negs iconEssential Negs iconhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Essential%20Negotiation%20P5.svgEssential Negotiation P5Essential Negotiation P5https://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/Complex%20Negs%20icon.svgComplex Negs iconComplex Negs iconhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Marketing%20P5.svgSPIN Marketing P5SPIN Marketing P5https://www.huthwaiteinternational.com/hubfs/bento.webpbentobentohttps://www.huthwaiteinternational.com/hubfs/sales-academy-video-thumbnail.webpsales-academy-video-thumbnailsales-academy-video-thumbnailhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/SPIN%20Awareness%20icon.svgSPIN Awareness iconSPIN Awareness iconhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Refresher%20P5.svgSPIN Refresher P5SPIN Refresher P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/SPIN%20PP%20icon.svgSPIN PP iconSPIN PP iconhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/discover.webpdiscoverdiscoverhttps://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/SPIN%20Coaching%20icon.svgSPIN Coaching iconSPIN Coaching iconhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Sales%20Opportunity%20Management%20O6.svgSales Opportunity Management O6Sales Opportunity Management O6https://www.huthwaiteinternational.com/hubfs/SVG%20Icons%202025/SPIN%20Refresher%20icon.svgSPIN Refresher iconSPIN Refresher iconhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Proposals%20and%20Presentations%20O6.svgSPIN Proposals and Presentations O6SPIN Proposals and Presentations O62025-11-18https://www.huthwaiteinternational.com/blog/how-have-problem-questions-changed-in-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. 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. 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://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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/How-have-SPIN-Selling-problem-questions-changed.jpgHow-have-SPIN-Selling-problem-questions-changedHow-have-SPIN-Selling-problem-questions-changedhttps://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 Logo2021-08-31https://www.huthwaiteinternational.com/blog/resolution-goals-changing-your-approach-and-achieving-themhttps://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. 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://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(22).pngMicrosoftTeams-image (22)MicrosoftTeams-image (22)https://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/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 behaviour2023-01-05https://www.huthwaiteinternational.com/blog/coaching-for-business-performance-improvementhttps://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. 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/iStock-938023784%20(1).jpgiStock-938023784 (1)iStock-938023784 (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/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_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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-1https://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%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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/andy-lancasterhttps://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. 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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/workplace-learning-matters-andy-lancaster.pngworkplace-learning-matters-andy-lancasterworkplace-learning-matters-andy-lancasterhttps://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/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/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/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-12023-10-31https://www.huthwaiteinternational.com/blog/overcoming-sales-challenges2025-11-10https://www.huthwaiteinternational.com/blog/showing-your-hand-in-negotiationhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/the-tower-bridge-to-london-bridge-during-sunset-time-picture-id961295726.jpgthe-tower-bridge-to-london-bridge-during-sunset-time-picture-id961295726the-tower-bridge-to-london-bridge-during-sunset-time-picture-id961295726https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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)2021-07-05https://www.huthwaiteinternational.com/challenging-change-and-culturehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Challenging%20change%20and%20culture%20whitepaper.webpChallenging change and culture whitepaperChallenging change and culture whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-18https://www.huthwaiteinternational.com/blog/understanding-crucial-negotiation-skillhttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Global%20negotiation%20research%20-%20findings-01.svgGlobal negotiation research - findings-01Global negotiation research - findings-01https://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/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/the-impact-of-understanding-in-negotiation.jpgthe-impact-of-understanding-in-negotiationthe-impact-of-understanding-in-negotiationhttps://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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/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/Global%20negotiation%20research%20-%20findings-02.svgGlobal negotiation research - findings-02Global negotiation research - findings-02https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2023-07-21https://www.huthwaiteinternational.com/blog/waters-get-measure-creating-value-servicehttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/How-to-measure-and-create-value-from-service.jpgHow-to-measure-and-create-value-from-serviceHow-to-measure-and-create-value-from-servicehttps://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/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)2021-11-18https://www.huthwaiteinternational.com/blog/overcoming-resistancehttps://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. 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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/04.%20Resistance.mp4/medium.jpg04. Resistance04. Resistancehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/04.%20Resistance.mp4323nonohttps://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/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/04.%20Resistance%20blog%20cover.webp04. Resistance blog cover04. Resistance blog coverhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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_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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2026-03-30https://www.huthwaiteinternational.com/negotiation-traininghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Selling%20O6.svgSPIN Selling O6SPIN Selling O6https://www.huthwaiteinternational.com/hubfs/design.webpdesigndesignhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Sales%20Opportunity%20Management%20O6.svgSales Opportunity Management O6Sales Opportunity Management O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/9138d5761e49697e752904f91f50d6472c62b7e1.webp9138d5761e49697e752904f91f50d6472c62b7e19138d5761e49697e752904f91f50d6472c62b7e1https://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 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/Rectangle%201534.pngRectangle 1534Rectangle 1534https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/deliver.webpdeliverdeliverhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Essential%20Negotiation%20P5.svgEssential Negotiation P5Essential Negotiation P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/TEST%201.svgTEST 1TEST 1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://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/discover.webpdiscoverdiscoverhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Complex%20Negotiation%20P5.svgComplex Negotiation P5Complex Negotiation P5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Coaching%20O6.svgSPIN Coaching O6SPIN Coaching O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssity2025-11-05https://www.huthwaiteinternational.com/blog/global-negotiation-researchhttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/iStock-1037082124%20(1).jpgiStock-1037082124 (1)iStock-1037082124 (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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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-retina2021-07-06https://www.huthwaiteinternational.com/blog/improving-corporate-negotiation-performancehttps://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. 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://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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/mid-adult-busineswoman-using-tablet-with-mature-man-smiling-picture-id504989704.jpgmid-adult-busineswoman-using-tablet-with-mature-man-smiling-picture-id504989704mid-adult-busineswoman-using-tablet-with-mature-man-smiling-picture-id504989704https://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-07-06https://www.huthwaiteinternational.com/blog/how-learning-development-can-prepare-for-the-post-pandemic-worldhttps://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://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/emoticon-or-emoji-happy-and-sad-chalk-face-drawing-vector-id873332538.jpgemoticon-or-emoji-happy-and-sad-chalk-face-drawing-vector-id873332538emoticon-or-emoji-happy-and-sad-chalk-face-drawing-vector-id873332538https://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/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-20262021-07-05https://www.huthwaiteinternational.com/blog/consultative-selling-how-to-sellhttps://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. 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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://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/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_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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/iStock-961308764%20(1).jpgiStock-961308764 (1)iStock-961308764 (1)2021-08-31https://www.huthwaiteinternational.com/blog/how-much-of-your-training-budget-is-wastedhttps://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. 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://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/How-much-of-your-training-budget-is-being-wasted-1.jpgHow-much-of-your-training-budget-is-being-wasted-1How-much-of-your-training-budget-is-being-wasted-1https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/blog/common-negotiation-trapshttps://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/negotiation-traps.pngnegotiation-trapsnegotiation-trapshttps://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/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/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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2023-05-10https://www.huthwaiteinternational.com/blog/virtual-meetings-the-big-mistakes-that-can-make-online-communications-failhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/communication-background-vector-id946223732%20(1).jpgcommunication-background-vector-id946223732 (1)communication-background-vector-id946223732 (1)https://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-08-31https://www.huthwaiteinternational.com/blog/pfizer-use-spin-for-a-winning-combinationhttps://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. 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/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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/pfizer-sales-and-negotiation-training-case-study-huthwaite-international-1.jpgpfizer-sales-and-negotiation-training-case-study-huthwaite-international-1pfizer-sales-and-negotiation-training-case-study-huthwaite-international-1https://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/ISP%20(1).webpISP (1)ISP (1)https://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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-11-18https://www.huthwaiteinternational.com/sectors/manufacturinghttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Refresher%20P5.svgSPIN Refresher P5SPIN Refresher P5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/milling%20square.webpmilling squaremilling squarehttps://www.huthwaiteinternational.com/hubfs/production%20landscape.webpproduction landscapeproduction landscapehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Marketing%20P5.svgSPIN Marketing P5SPIN Marketing P5https://www.huthwaiteinternational.com/hubfs/production%20line%20square.webpproduction line squareproduction line squarehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Walid-Galal-Middle-East.pngWalid-Galal-Middle-EastWalid-Galal-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Gradient%201.webpGradient 1Gradient 1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/chip%20landscape.webpchip landscapechip landscapehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Hero%20HP%20Image%201.webpHero HP Image 1Hero HP Image 1https://www.huthwaiteinternational.com/hubfs/steel%20press%20square.webpsteel press squaresteel press squarehttps://www.huthwaiteinternational.com/hubfs/moving%20steel%20square.webpmoving steel squaremoving steel squarehttps://www.huthwaiteinternational.com/hubfs/production%20manufacturing%20plant%20square.webpproduction manufacturing plant squareproduction manufacturing plant squarehttps://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/Laithe%20landscape.webpLaithe landscapeLaithe landscapehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazkahttps://www.huthwaiteinternational.com/hubfs/Welding%20landscape.webpWelding landscapeWelding landscapehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reach2026-04-21https://www.huthwaiteinternational.com/blog/strong-negotiation-argumentshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/How-Can-You-Strengthen-Your-Negotiation-Arguments.gifHow-Can-You-Strengthen-Your-Negotiation-ArgumentsHow-Can-You-Strengthen-Your-Negotiation-Argumentshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://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/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-10-11https://www.huthwaiteinternational.com/blog/close-brothershttps://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. 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://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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/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/ISP%20(1).webpISP (1)ISP (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/Close-Brothers-Motor-Finance.jpgClose-Brothers-Motor-FinanceClose-Brothers-Motor-Financehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2022-11-15https://www.huthwaiteinternational.com/blog/learning-development-trends-for-20242025-11-10https://www.huthwaiteinternational.com/blog/middle-management-communicationhttps://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/Richard%20Tillery.webpRichard TilleryRichard Tilleryhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/AI%20is%20rewriting%20your%20job%20description%20(1).webpAI is rewriting your job description (1)AI is rewriting your job description (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/sales-events-huthwaite-spin.webpsales-events-huthwaite-spinsales-events-huthwaite-spinhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/irc-venn-diagram.pngirc-venn-diagramirc-venn-diagramhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Strategic%20account%20growth%20blog.webpStrategic account growth blogStrategic account growth bloghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-management2023-10-04https://www.huthwaiteinternational.com/blog/eu-negotiations-has-boris-already-succeeded-where-theresa-may-failedhttps://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://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%20Product%20Testimonial-_1.mp4/medium.jpgZuhlke Product Testimonial-_1Zuhlke Product Testimonial-_1https://www.huthwaiteinternational.com/hubfs/Zuhlke%20Product%20Testimonial-_1.mp4327nonohttps://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-retinahttps://www.huthwaiteinternational.com/hubfs/EU-Negotiations-Has-Boris-already-succeeded-where-Theresa-May-failed.jpgEU-Negotiations-Has-Boris-already-succeeded-where-Theresa-May-failedEU-Negotiations-Has-Boris-already-succeeded-where-Theresa-May-failedhttps://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhe2021-07-05https://www.huthwaiteinternational.com/surviving-economic-uncertainty-thank-youhttps://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_Theme_2025/Images/Asset%204%201.webpAsset 4 1Asset 4 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Surviving%20economic%20uncertainty%20whitepaper.webpSurviving economic uncertainty whitepaperSurviving economic uncertainty whitepaperhttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-05https://www.huthwaiteinternational.com/blog/why-isnt-leadership-training-making-leaders-betterhttps://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. 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://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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-Errington2026-04-28https://www.huthwaiteinternational.com/the-case-for-human-saleshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/blog/thomas-cook-how-struggling-businesses-can-come-back-from-the-brinkhttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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)https://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Why-negotiations-fail-and-how-struggling-businesses-can-come-back-from-the-brink.jpgWhy-negotiations-fail-and-how-struggling-businesses-can-come-back-from-the-brinkWhy-negotiations-fail-and-how-struggling-businesses-can-come-back-from-the-brink2021-07-05https://www.huthwaiteinternational.com/sales-consultationhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-group-idea.svgIcon-group-ideaIcon-group-ideahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategic-options.svgIcon-strategic-optionsIcon-strategic-optionshttps://www.huthwaiteinternational.com/hubfs/sales-consultation.jpgsales-consultationsales-consultationhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-document-bar-chart.svgIcon-document-bar-chartIcon-document-bar-charthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategy.svgIcon-strategyIcon-strategyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-information-exchange.svgIcon-information-exchangeIcon-information-exchangehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-physical-document.svgIcon-physical-documentIcon-physical-documenthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-dislike.svgIcon-dislikeIcon-dislikehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-central-focus.svgIcon-central-focusIcon-central-focushttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-bellcurve.svgIcon-bellcurveIcon-bellcurvehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-business-structure.svgIcon-business-structureIcon-business-structurehttps://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-iconhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-coin-filter.svgIcon-coin-filterIcon-coin-filterhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-team-search.svgIcon-team-searchIcon-team-searchhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-digital-collaboration.svgIcon-digital-collaborationIcon-digital-collaborationhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-discussion.svgIcon-discussionIcon-discussionhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-location-world-map.svgIcon-location-world-mapIcon-location-world-map2024-11-01https://www.huthwaiteinternational.com/blog/why-salespeople-fail-to-make-major-saleshttps://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. 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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/terrified-eyes-dissolving-with-glitch-technique-vector-id1136514279.jpgterrified-eyes-dissolving-with-glitch-technique-vector-id1136514279terrified-eyes-dissolving-with-glitch-technique-vector-id1136514279https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/ina-weinbauer-hiedelhttps://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. 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://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/workplace-learning-matters-ina-weinbauer-heidel.pngworkplace-learning-matters-ina-weinbauer-heidelworkplace-learning-matters-ina-weinbauer-heidelhttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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_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/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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2023-10-31https://www.huthwaiteinternational.com/sectors/technology/hardwarehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2025.webpTech S 25Tech S 25https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2022.webpTech L 22Tech L 22https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2010.webpTech L 10Tech L 10https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2024.webpTech L 24Tech L 24https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%203.webpTech S 3Tech S 3https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2026.webpTech S 26Tech S 26https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%208.webpTech L 8Tech L 8https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2030.webpTech L 30Tech L 30https://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%206.webpTech S 6Tech S 6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%207.webpTech S 7Tech S 7https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2026-01-07https://www.huthwaiteinternational.com/blog/you-had-me-at-pilates-the-dangers-of-argument-dilutionhttps://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/The-dangers-of-argument-dilution.jpgThe-dangers-of-argument-dilutionThe-dangers-of-argument-dilutionhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/important-negotiation-lessonshttps://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. 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://www.huthwaiteinternational.com/hubfs/important-negotiation-lessons.jpgimportant-negotiation-lessonsimportant-negotiation-lessonshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2022-05-11https://www.huthwaiteinternational.com/blog/negotiation-preparation-and-planninghttps://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. 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://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Preparation-and-planning-in-negotiation.jpgPreparation-and-planning-in-negotiationPreparation-and-planning-in-negotiationhttps://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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2021-09-01https://www.huthwaiteinternational.com/blog/sales-training-failurehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp4/medium.jpgTuned in_ How customer listening creates actionable insightsTuned in_ How customer listening creates actionable insightshttps://www.huthwaiteinternational.com/hubfs/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp42794nonohttps://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/Blog%20JULY%202026.webpBlog JULY 2026Blog JULY 2026https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/ai-negotiation.webpai-negotiationai-negotiation2026-06-17https://www.huthwaiteinternational.com/develop-your-training-planhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1-2%20-nw%20(1).webpLayer_1-2 -nw (1)Layer_1-2 -nw (1)https://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/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/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)2025-11-05https://www.huthwaiteinternational.com/making-learning-stickhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Making%20learning%20stick%20whitepaper.webpMaking learning stick whitepaperMaking learning stick whitepaper2025-11-18https://www.huthwaiteinternational.com/bloghttps://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. 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/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/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp4/medium.jpgTuned in_ How customer listening creates actionable insightsTuned in_ How customer listening creates actionable insightshttps://www.huthwaiteinternational.com/hubfs/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp42794nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://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/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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Blog%20JULY%202026.webpBlog JULY 2026Blog JULY 2026https://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/Blog%20image%20July%2026%20copy.webpBlog image July 26 copyBlog image July 26 copyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Why%20a%20sales%20methodology%20matters%20now.webpWhy a sales methodology matters nowWhy a sales methodology matters nowhttps://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/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/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%202-2.pngAsset 2-2Asset 2-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/ai-negotiation.webpai-negotiationai-negotiation2025-11-10https://www.huthwaiteinternational.com/blog/five-golden-rules-effective-coaching2025-11-17https://www.huthwaiteinternational.com/blog/scattergun-sales-approach-shown-in-new-surveyhttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Scattergun%20sales%20approach%20shown%20in%20new%20survey.jpgScattergun sales approach shown in new surveyScattergun sales approach shown in new surveyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/contact-ushttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2026-06-23https://www.huthwaiteinternational.com/blog/retail-hails-sales-but-procurement-sees-a-failhttps://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. 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://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/young-man-is-shopping-for-a-watch-picture-id1017790516.jpgyoung-man-is-shopping-for-a-watch-picture-id1017790516young-man-is-shopping-for-a-watch-picture-id1017790516https://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/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/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/changing-behaviours-remotelyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Changing%20behaviours%20%E2%80%93%20remotely%20whitepaper.webpChanging behaviours – remotely whitepaperChanging behaviours – remotely whitepaper2025-11-19https://www.huthwaiteinternational.com/blog/how-should-you-open-a-negotiationhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://www.huthwaiteinternational.com/hubfs/How-should-you-open-a-negotiation-2.gifHow-should-you-open-a-negotiation-2How-should-you-open-a-negotiation-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://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)2021-10-11https://www.huthwaiteinternational.com/blog/her-majesty-the-queen-arguably-the-most-successful-british-brand-of-the-last-64-yearshttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/iStock-926108668%20(1).jpgiStock-926108668 (1)iStock-926108668 (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/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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/blog/new-communication-researchhttps://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. 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://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)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/MCA%20(1).webpMCA (1)MCA (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/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/Future-leaders-whitepaper-banner-huthwaite-international.jpgFuture-leaders-whitepaper-banner-huthwaite-internationalFuture-leaders-whitepaper-banner-huthwaite-internationalhttps://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/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-22021-09-20https://www.huthwaiteinternational.com/global-reach/middle-easthttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Sales%20Opportunity%20Management%20O5.svgSales Opportunity Management O5Sales Opportunity Management O5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T10https://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Walid-Galal-Middle-East.pngWalid-Galal-Middle-EastWalid-Galal-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://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/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Kobi-Pompan-Middle-East.webpKobi-Pompan-Middle-EastKobi-Pompan-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/tarek-fahmy-img.jpgtarek-fahmy-imgtarek-fahmy-imghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAP2025-11-05https://www.huthwaiteinternational.com/blog/presentations-that-drive-business-growthhttps://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. 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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12026-05-14https://www.huthwaiteinternational.com/blog/negotiating-with-clients2025-11-09https://www.huthwaiteinternational.com/concerns-the-end-of-cycle-sales-killerhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Concerns%20-%20the%20end%20of%20cycle%20sales%20killer%20whitepaper.webpConcerns - the end of cycle sales killer whitepaperConcerns - the end of cycle sales killer whitepaper2025-11-19https://www.huthwaiteinternational.com/about-us/speakershttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/david-freedman-300px.jpgdavid-freedman-300pxdavid-freedman-300pxhttps://www.huthwaiteinternational.com/hubfs/tony-hughes-300px.jpgtony-hughes-300pxtony-hughes-300px2024-01-03https://www.huthwaiteinternational.com/blog/rethinking-spin-the-universal-frameworkhttps://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. 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://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://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_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/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12025-12-16https://www.huthwaiteinternational.com/blog/company-newshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2023-08-03https://www.huthwaiteinternational.com/sectors/technology/it-serviceshttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%209.webpTech L 9Tech L 9https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2017.webpTech L 17Tech L 17https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2012.webpTech S 12Tech S 12https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%204.webpTech S 4Tech S 4https://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2017.webpTech S 17Tech S 17https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2028.webpTech S 28Tech S 28https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2028.webpTech L 28Tech L 28https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2019.webpTech L 19Tech L 19https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2016.webpTech S 16Tech S 16https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2029.webpTech L 29Tech L 292026-01-07https://www.huthwaiteinternational.com/blog/three-big-sales-mistakeshttps://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. 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://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Video/Neil%20Rackham%20selling%20in%20hard%20times.mp4/medium.jpgNeil Rackham selling in hard timesNeil Rackham selling in hard timeshttps://www.huthwaiteinternational.com/hubfs/Video/Neil%20Rackham%20selling%20in%20hard%20times.mp4897nonohttps://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/The-three-big-mistakes-that-salespeople-make-and-how-to-avoid-them-1.gifThe-three-big-mistakes-that-salespeople-make-and-how-to-avoid-them-1The-three-big-mistakes-that-salespeople-make-and-how-to-avoid-them-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12024-04-15https://www.huthwaiteinternational.com/irp-north-americahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://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/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://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/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijers2024-09-13https://www.huthwaiteinternational.com/blog/six-ways-to-be-persuasive-spin-sellinghttps://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. 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%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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/How-to-be-more-persuasive-with-SPIN-Selling.jpgHow-to-be-more-persuasive-with-SPIN-SellingHow-to-be-more-persuasive-with-SPIN-Sellinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-08-25https://www.huthwaiteinternational.com/blog/high-street-closures-negotiation-lesson-for-uk-businesshttps://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. 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://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/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/iStock-1091400272%20(1).jpgiStock-1091400272 (1)iStock-1091400272 (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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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)2021-07-06https://www.huthwaiteinternational.com/blog/one-year-to-brexithttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/open-courseshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Huthwaite%20International%20-%20SPIN%20Selling%20Open%20Programmes.mp4/medium.jpgVideo showing what participants can expect on a Huthwaite International Open SPIN Selling programmeHuthwaite International - SPIN Selling Open Programmeshttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20-%20SPIN%20Selling%20Open%20Programmes.mp4173nonohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/complex%20negotiation%20huthwaite%20open%20couse.webpcomplex negotiation huthwaite open cousecomplex negotiation huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://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/present%20for%20success%20huthwaite%20open%20couse.webppresent for success huthwaite open cousepresent for success huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/sales%20opportunity%20management%20huthwaite%20open%20couse.webpsales opportunity management huthwaite open cousesales opportunity management huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/Woman%20giving%20a%20sales%20presentationto%20a%20group%20of%20clients.webpWoman giving a sales presentationto a group of clientsWoman giving a sales presentationto a group of clientshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/participant%20on%20a%20Huthwaite%20international%20open%20sales%20programme.webpparticipant on a Huthwaite international open sales programmeparticipant on a Huthwaite international open sales programmehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Business%20development%20manager%20in%20conversation%20with%20one%20of%20her%20customers.webpBusiness development manager in conversation with one of her customersBusiness development manager in conversation with one of her customershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAP2025-12-05https://www.huthwaiteinternational.com/blog/implementation-excellencehttps://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. 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/Promote%20(1).webpPromote (1)Promote (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/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/implementation-excellence.webpimplementation-excellenceimplementation-excellencehttps://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/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/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/Whitepapers%20-%202025/Angled%20mock-ups/How%20to%20create%20and%20capture%20value%20whitepaper.webpHow to create and capture value whitepaperHow to create and capture value whitepaperhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2025-11-24https://www.huthwaiteinternational.com/future-leaderhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Become%20a%20future%20leader%20whitepaper.webpBecome a future leader whitepaperBecome a future leader whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/how-to-assess-training-designhttps://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. 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://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/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/how-to-assess-a-training-design-3.jpghow-to-assess-a-training-design-3how-to-assess-a-training-design-3https://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/blog/collaborative-learning-this-years-fad-or-business-imperativehttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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-retinahttps://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/blog%20post%20update.pngblog post updateblog post updatehttps://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)2021-07-05https://www.huthwaiteinternational.com/blog/nutreco-spinhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/Nutreco-meet-strategic-sales-objectives.jpgNutreco-meet-strategic-sales-objectivesNutreco-meet-strategic-sales-objectiveshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12025-12-16https://www.huthwaiteinternational.com/negotiation-coursehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Kim%20Negs%20V2.mp4/medium.jpgKim Negs V2Kim Negs V2https://www.huthwaiteinternational.com/hubfs/Kim%20Negs%20V2.mp4139nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/what_is_complex_negotiation_skills_%20(1080p).mp4/medium.jpgwhat_is_complex_negotiation_skills_ (1080p)what_is_complex_negotiation_skills_ (1080p)https://www.huthwaiteinternational.com/hubfs/what_is_complex_negotiation_skills_%20(1080p).mp4143nonohttps://www.huthwaiteinternational.com/hubfs/reviews%20spin%20ppc-02.svgreviews spin ppc-02reviews spin ppc-02https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/present%20for%20success%20huthwaite%20open%20couse.webppresent for success huthwaite open cousepresent for success huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/negs%202.webpnegs 2negs 2https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/negs%205.webpnegs 5negs 5https://www.huthwaiteinternational.com/hubfs/Business%20development%20manager%20in%20conversation%20with%20one%20of%20her%20customers.webpBusiness development manager in conversation with one of her customersBusiness development manager in conversation with one of her customershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/negs%206.webpnegs 6negs 6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/negs%203.webpnegs 3negs 3https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Are%20you%20negotiating%20or%20concession%20making%20whitepaper.webpAre you negotiating or concession making whitepaperAre you negotiating or concession making whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/negs%204.webpnegs 4negs 4https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/negs%20webinar.webpnegs webinarnegs webinarhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronic2026-08-03https://www.huthwaiteinternational.com/blog/improve-negotiation-skillshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/Four-Tips-To-Help-Improve-Your-Negotiation-Skills.gifFour-Tips-To-Help-Improve-Your-Negotiation-SkillsFour-Tips-To-Help-Improve-Your-Negotiation-Skillshttps://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hughes2021-10-11https://www.huthwaiteinternational.com/blog/deal-making-successhttps://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. 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://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/iStock-953426638%20(1).jpgiStock-953426638 (1)iStock-953426638 (1)https://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/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/sectors/healthcare/digital-healthhttps://www.huthwaiteinternational.com/hubfs/HS14.webpHS14HS14https://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/HS10.webpHS10HS10https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HR9.webpHR9HR9https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://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/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/HS20.webpHS20HS20https://www.huthwaiteinternational.com/hubfs/HS17.webpHS17HS17https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/HS6.webpHS6HS6https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/HR8.webpHR8HR8https://www.huthwaiteinternational.com/hubfs/HR1.webpHR1HR1https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/HR19.webpHR19HR19https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaperhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/HR2.webpHR2HR2https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/HR7.webpHR7HR7https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reach2026-01-07https://www.huthwaiteinternational.com/blog/changing-business-modelshttps://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. 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://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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/iStock-926404274%20(1).jpgiStock-926404274 (1)iStock-926404274 (1)https://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-09-20https://www.huthwaiteinternational.com/blog/sales-academy-approachhttps://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. 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/Whitepapers%20-%202025/Angled%20mock-ups/What%20are%20customers%20thinking%20whitepaper.webpWhat are customers thinking whitepaperWhat are customers thinking whitepaperhttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/infinity-symbol-shape-vector-id1275987658.jpginfinity-symbol-shape-vector-id1275987658infinity-symbol-shape-vector-id1275987658https://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-12-16https://www.huthwaiteinternational.com/blog/emma-stenmanhttps://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. 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://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/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/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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/workplace-learning-matters-emma-stenman.pngworkplace-learning-matters-emma-stenmanworkplace-learning-matters-emma-stenman2023-10-31https://www.huthwaiteinternational.com/blog/how-businesses-can-learn-from-the-brexit-negotiationshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/abstract-data-background-picture-id1093316848-1.jpgabstract-data-background-picture-id1093316848-1abstract-data-background-picture-id1093316848-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Improving%20negotiation%20skills%20ranked%20highly%20amongst%20businesses.jpgImproving negotiation skills ranked highly amongst businessesImproving negotiation skills ranked highly amongst businesseshttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202.jpglearn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202https://www.huthwaiteinternational.com/hubfs/iStock-1144813912-1.jpgiStock-1144813912-1iStock-1144813912-1https://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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/sales-coachinghttps://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. 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://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/coaching-the-key-to-lasting-performance-improvement.jpgcoaching-the-key-to-lasting-performance-improvementcoaching-the-key-to-lasting-performance-improvementhttps://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/performance-curve-sales-coaching-huthwaite-international.jpgperformance-curve-sales-coaching-huthwaite-internationalperformance-curve-sales-coaching-huthwaite-internationalhttps://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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-05https://www.huthwaiteinternational.com/blog/agile-saleshttps://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. 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://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/How-to-become-an-agile-sales-professional.jpgHow-to-become-an-agile-sales-professionalHow-to-become-an-agile-sales-professionalhttps://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%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/IMG_6799_mono.jpgIMG_6799_monoIMG_6799_monohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-08-25https://www.huthwaiteinternational.com/blog/measure-return-on-investmenthttps://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. 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://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/What-we-measure-matters.jpgWhat-we-measure-mattersWhat-we-measure-mattershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/addressing-your-buyers-questionshttps://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. 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/4%20questions%20leads%20ask%20themselves%20and%20how%20to%20address%20them.jpg4 questions leads ask themselves and how to address them4 questions leads ask themselves and how to address themhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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)2022-08-05https://www.huthwaiteinternational.com/leading-behaviourshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-business-structure.svgIcon-business-structureIcon-business-structurehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-digital-collaboration.svgIcon-digital-collaborationIcon-digital-collaborationhttps://www.huthwaiteinternational.com/hubfs/Leading-Projects-and-People.pngLeading-Projects-and-PeopleLeading-Projects-and-Peoplehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-team-connection.svgIcon-team-connectionIcon-team-connectionhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-large-offices.svgIcon-large-officesIcon-large-officeshttps://www.huthwaiteinternational.com/hubfs/Collaboration-and-Meetings.pngCollaboration-and-MeetingsCollaboration-and-Meetingshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-information-exchange.svgIcon-information-exchangeIcon-information-exchangehttps://www.huthwaiteinternational.com/hubfs/Influence-and-Persuasion.pngInfluence-and-PersuasionInfluence-and-Persuasionhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Leading-behaviours-header.jpgLeading-behaviours-headerLeading-behaviours-header2024-01-08https://www.huthwaiteinternational.com/blog/huthwaites-ceo-trusting-instinctshttps://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. 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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/where-creative-minds-meet-picture-id182029796.jpgwhere-creative-minds-meet-picture-id182029796where-creative-minds-meet-picture-id182029796https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/blog/urgo-medical-increase-saleshttps://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. 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/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/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/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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/urgo-spin-return-on-investment-2.jpgurgo-spin-return-on-investment-2urgo-spin-return-on-investment-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-11-18https://www.huthwaiteinternational.com/blog/should-counter-proposals-be-used-as-a-negotiation-techniquehttps://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. 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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Are-counter-proposals-a-viable-negotiation-technique.pngAre-counter-proposals-a-viable-negotiation-techniqueAre-counter-proposals-a-viable-negotiation-techniquehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20effective%20negotiation%20skills%20whitepaper.webpDeveloping effective negotiation skills whitepaperDeveloping effective negotiation skills whitepaperhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Janet%20Curran.pngJanet CurranJanet Curranhttps://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/Promote%20(1).webpPromote (1)Promote (1)2025-12-04https://www.huthwaiteinternational.com/sales-training/sales-opportunity-managementhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Video/Huthwaite%20-%20Robin%20Account%20Strategy.mp4/medium.jpgHuthwaite - Robin Account StrategyHuthwaite - Robin Account Strategyhttps://www.huthwaiteinternational.com/hubfs/Video/Huthwaite%20-%20Robin%20Account%20Strategy.mp4164nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Complex%20Negotiation%20P5.svgComplex Negotiation P5Complex Negotiation P5https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Sales%20Opportunity%20Management%20(1).webpSales Opportunity Management (1)Sales Opportunity Management (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20profitable%20client%20relationships%20whitepaper.webpDeveloping profitable client relationships whitepaperDeveloping profitable client relationships whitepaperhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Marketing%20O6.svgSPIN Marketing O6SPIN Marketing O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Coaching%20P5.svgSPIN Coaching P5SPIN Coaching P5https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-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)2025-12-05https://www.huthwaiteinternational.com/blog/business-academy-aarhushttps://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. 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://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/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/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/Business-Academy-Aarhus.jpgBusiness-Academy-AarhusBusiness-Academy-Aarhushttps://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2025-03-17https://www.huthwaiteinternational.com/blog/leadership-lessons-from-southgatehttps://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. 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://www.huthwaiteinternational.com/hubfs/soccer-tactics-on-board-picture-id496975051%20(1).jpgsoccer-tactics-on-board-picture-id496975051 (1)soccer-tactics-on-board-picture-id496975051 (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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-12https://www.huthwaiteinternational.com/mastering-sales-and-negotiationshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Why%20internal%20buy-in%20makes%20or%20breaks%20deals%20_%20Mastering%20Sales%20&%20Negotiations.mp4/medium.jpgQuick win – Why internal buy-in makes or breaks dealsWhy internal buy-in makes or breaks deals _ Mastering Sales & Negotiationshttps://www.huthwaiteinternational.com/hubfs/Why%20internal%20buy-in%20makes%20or%20breaks%20deals%20_%20Mastering%20Sales%20&%20Negotiations.mp4528nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Curiosity%20that%20converts_%20The%20art%20of%20better%20questioning%20_%20Mastering%20Sales%20&%20Negotiations.mp4/medium.jpgCuriosity that converts_ The art of better questioning _ Mastering Sales & NegotiationsCuriosity that converts_ The art of better questioning _ Mastering Sales & Negotiationshttps://www.huthwaiteinternational.com/hubfs/Curiosity%20that%20converts_%20The%20art%20of%20better%20questioning%20_%20Mastering%20Sales%20&%20Negotiations.mp4660nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/9.%20Sales%20Marketing%20Alignment.mp4/medium.jpg9. Sales Marketing Alignment9. Sales Marketing Alignmenthttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/9.%20Sales%20Marketing%20Alignment.mp42871nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/2.%20Quick%20Win%20%E2%80%93%20Working%20collaboratively%20to%20solve%20problems.mp4/medium.jpg2. Quick Win – Working collaboratively to solve problems2. Quick Win – Working collaboratively to solve problemshttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/2.%20Quick%20Win%20%E2%80%93%20Working%20collaboratively%20to%20solve%20problems.mp4596nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/How%20to%20be%20the%20conductor%20of%20your%20own%20corporate%20orchestra.mp4/medium.jpgHow to be the conductor of your own corporate orchestraHow to be the conductor of your own corporate orchestrahttps://www.huthwaiteinternational.com/hubfs/How%20to%20be%20the%20conductor%20of%20your%20own%20corporate%20orchestra.mp4424nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/4.%20Quick%20Win%20%E2%80%93%20The%20evolution%20of%20Sales%20events.mp4/medium.jpg4. Quick Win – The evolution of Sales events4. Quick Win – The evolution of Sales eventshttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/4.%20Quick%20Win%20%E2%80%93%20The%20evolution%20of%20Sales%20events.mp41029nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp4/medium.jpgTuned in_ How customer listening creates actionable insightsTuned in_ How customer listening creates actionable insightshttps://www.huthwaiteinternational.com/hubfs/Tuned%20in_%20How%20customer%20listening%20creates%20actionable%20insights.mp42794nonohttps://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/Building%20a%20practical%20AI-first%20sales%20organisation%20_%20Mastering%20Sales%20&%20Negotiations.mp4/medium.jpgBuilding a practical AI-first sales organisationBuilding a practical AI-first sales organisation _ Mastering Sales & Negotiationshttps://www.huthwaiteinternational.com/hubfs/Building%20a%20practical%20AI-first%20sales%20organisation%20_%20Mastering%20Sales%20&%20Negotiations.mp42729nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/13.%20Negotiating%20For%20You.mp4/medium.jpg13. Negotiating For You13. Negotiating For Youhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/13.%20Negotiating%20For%20You.mp41723nonohttps://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. 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/Rebecca%20HW%20Pod_Comp.mp4/medium.jpgRebecca HW Pod_CompRebecca HW Pod_Comphttps://www.huthwaiteinternational.com/hubfs/Rebecca%20HW%20Pod_Comp.mp43109nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/6.%20Quick%20Win%20%E2%80%93%20From%20technical%20experts%20to%20commercially%20effective%20salespeople.mp4/medium.jpg6. Quick Win – From technical experts to commercially effective salespeople6. Quick Win – From technical experts to commercially effective salespeoplehttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/6.%20Quick%20Win%20%E2%80%93%20From%20technical%20experts%20to%20commercially%20effective%20salespeople.mp4678nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/14.%20The%20Ten%20Commandments.mp4/medium.jpg14. The Ten Commandments14. The Ten Commandmentshttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/14.%20The%20Ten%20Commandments.mp41666nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Casper%20QW_1.mp4/medium.jpgCasper QW_1Casper QW_1https://www.huthwaiteinternational.com/hubfs/Casper%20QW_1.mp4411nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/hw_mike_pod_v1%20(720p).mp4/medium.jpghw_mike_pod_v1 (720p)hw_mike_pod_v1 (720p)https://www.huthwaiteinternational.com/hubfs/hw_mike_pod_v1%20(720p).mp42989nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/3.%20Beyond%20Sales%20Creating%20value%20across%20every%20customer%20touchpoint.mp4/medium.jpg3. Beyond Sales Creating value across every customer touchpoint3. Beyond Sales Creating value across every customer touchpointhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/3.%20Beyond%20Sales%20Creating%20value%20across%20every%20customer%20touchpoint.mp42763nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/12.%20Dirty%20Tricks.mp4/medium.jpg12. Dirty Tricks12. Dirty Trickshttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/12.%20Dirty%20Tricks.mp41488nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/8.%20Quick%20Win%20%E2%80%93%20Aligning%20Sales%20and%20Marketing%20for%20Maximum%20Impact.mp4/medium.jpg8. Quick Win – Aligning Sales and Marketing for Maximum Impact8. Quick Win – Aligning Sales and Marketing for Maximum Impacthttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/8.%20Quick%20Win%20%E2%80%93%20Aligning%20Sales%20and%20Marketing%20for%20Maximum%20Impact.mp4528nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/5.%20The%20evolution%20of%20Sales%20events%20%E2%80%93%20driving%20the%20transformative%20journey.mp4/medium.jpg5. The evolution of Sales events – driving the transformative journey5. The evolution of Sales events – driving the transformative journeyhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/5.%20The%20evolution%20of%20Sales%20events%20%E2%80%93%20driving%20the%20transformative%20journey.mp42414nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Showreel_V3.mp4/medium.jpgShowreel_V3Showreel_V3https://www.huthwaiteinternational.com/hubfs/Showreel_V3.mp443nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/10.%20Quick%20Win%20%E2%80%93%20Persuasive%20Presentations%20in%20B2B%20Sales.mp4/medium.jpg10. Quick Win – Persuasive Presentations in B2B Sales10. Quick Win – Persuasive Presentations in B2B Saleshttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/10.%20Quick%20Win%20%E2%80%93%20Persuasive%20Presentations%20in%20B2B%20Sales.mp4621nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales%20and%20Negotiation/11.%20Building%20Persuasion.mp4/medium.jpg11. Building Persuasion11. Building Persuasionhttps://www.huthwaiteinternational.com/hubfs/Mastering%20Sales%20and%20Negotiation/11.%20Building%20Persuasion.mp42968nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/claus_qw_v1%20(1080p).mp4/medium.jpgclaus_qw_v1 (1080p)claus_qw_v1 (1080p)https://www.huthwaiteinternational.com/hubfs/claus_qw_v1%20(1080p).mp4651nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20Double%20Negotiation%20_%20Mastering%20Sales%20and%20Negotiations.mp4/medium.jpgThe double negotiation – the art of the internal and external dealThe Double Negotiation _ Mastering Sales and Negotiationshttps://www.huthwaiteinternational.com/hubfs/The%20Double%20Negotiation%20_%20Mastering%20Sales%20and%20Negotiations.mp42923nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-13.webpMSN thumbnail episode-lg-13MSN thumbnail episode-lg-13https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-21.webpMSN thumbnail episode-lg-21MSN thumbnail episode-lg-21https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-11.webpMSN thumbnail episode-lg-11MSN thumbnail episode-lg-11https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-28.webpMSN thumbnail episode-lg-28MSN thumbnail episode-lg-28https://www.huthwaiteinternational.com/hubfs/Rebecca%20Bromwich%20Mastering%20sales%20and%20negotiations.webpRebecca Bromwich Mastering sales and negotiationsRebecca Bromwich Mastering sales and negotiationshttps://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-17.webpMSN thumbnail episode-lg-17MSN thumbnail episode-lg-17https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-20.webpMSN thumbnail episode-lg-20MSN thumbnail episode-lg-20https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-10.webpMSN thumbnail episode-lg-10MSN thumbnail episode-lg-10https://www.huthwaiteinternational.com/hubfs/MSN%20Showreel%20thumb.webpMSN Showreel thumbMSN Showreel thumbhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-18.webpMSN thumbnail episode-lg-18MSN thumbnail episode-lg-18https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-22.webpMSN thumbnail episode-lg-22MSN thumbnail episode-lg-22https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-14.webpMSN thumbnail episode-lg-14MSN thumbnail episode-lg-14https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-25.webpMSN thumbnail episode-lg-25MSN thumbnail episode-lg-25https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-04.webpMSN thumbnail episode-lg-04MSN thumbnail episode-lg-04https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-16.webpMSN thumbnail episode-lg-16MSN thumbnail episode-lg-16https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-24.webpMSN thumbnail episode-lg-24MSN thumbnail episode-lg-24https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Emma%20Pacey%20Mastering%20sales%20and%20negotiations.webpEmma Pacey Mastering sales and negotiationsEmma Pacey Mastering sales and negotiationshttps://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-09.webpMSN thumbnail episode-lg-09MSN thumbnail episode-lg-09https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-27.webpMSN thumbnail episode-lg-27MSN thumbnail episode-lg-27https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-08.webpMSN thumbnail episode-lg-08MSN thumbnail episode-lg-08https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-15.webpMSN thumbnail episode-lg-15MSN thumbnail episode-lg-15https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-26.webpMSN thumbnail episode-lg-26MSN thumbnail episode-lg-26https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-05.webpMSN thumbnail episode-lg-05MSN thumbnail episode-lg-05https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-06.webpMSN thumbnail episode-lg-06MSN thumbnail episode-lg-06https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-07.webpMSN thumbnail episode-lg-07MSN thumbnail episode-lg-07https://www.huthwaiteinternational.com/hubfs/MSN%20thumbnail%20episode-lg-19.webpMSN thumbnail episode-lg-19MSN thumbnail episode-lg-19https://www.huthwaiteinternational.com/hubfs/Myles%20Davidson%20Mastering%20sales%20and%20negotiations.webpMyles Davidson Mastering sales and negotiationsMyles Davidson Mastering sales and negotiationshttps://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/MSN%20thumbnail%20episode-lg-23.webpMSN thumbnail episode-lg-23MSN thumbnail episode-lg-232026-07-31https://www.huthwaiteinternational.com/blog/high-performance-coaching-can-make-outstanding-sales-leaderhttps://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. 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://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/how-high-performance-coaching-can-make-you-an-outstanding-sales-leader.jpghow-high-performance-coaching-can-make-you-an-outstanding-sales-leaderhow-high-performance-coaching-can-make-you-an-outstanding-sales-leaderhttps://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 LogoHuthwaite Logohttps://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/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/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/Anders%20Hjort.webpAnders HjortAnders Hjort2021-08-25https://www.huthwaiteinternational.com/blog/responding-to-customer-enquirieshttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/The%20commercial%20importance%20of%20the%20Buying%20Cycle%20Evaluation%20of%20Options.jpgThe commercial importance of the Buying Cycle Evaluation of OptionsThe commercial importance of the Buying Cycle Evaluation of Optionshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-10-18https://www.huthwaiteinternational.com/blog/negotiation-first-offerhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Should-You-Make-The-First-Offer-In-A-Negotiation.gifShould-You-Make-The-First-Offer-In-A-NegotiationShould-You-Make-The-First-Offer-In-A-Negotiationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-10-11https://www.huthwaiteinternational.com/blog/eight-tips-to-futureproof-your-business-during-a-crisishttps://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. 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://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/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)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/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/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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Eight-tips-to-futureproof-your-business-during-a-crisis.jpgEight-tips-to-futureproof-your-business-during-a-crisisEight-tips-to-futureproof-your-business-during-a-crisis2021-08-31https://www.huthwaiteinternational.com/blog/effective-selling-and-coachinghttps://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. 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/ISP%20(1).webpISP (1)ISP (1)https://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/horizons-blog-post-The-crucial-skills-coaches-and-sellers-can-learn-from-each-other.pnghorizons-blog-post-The-crucial-skills-coaches-and-sellers-can-learn-from-each-otherhorizons-blog-post-The-crucial-skills-coaches-and-sellers-can-learn-from-each-otherhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/blog/why-bad-things-happen-to-good-new-productshttps://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. 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://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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Why-do-bad-things-happen-to-good-new-products.jpgWhy-do-bad-things-happen-to-good-new-productsWhy-do-bad-things-happen-to-good-new-productshttps://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/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/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)2021-07-05https://www.huthwaiteinternational.com/blog/how-to-develop-sales-opportunitieshttps://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. 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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/iStock-955988522%20(1).jpgiStock-955988522 (1)iStock-955988522 (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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-06https://www.huthwaiteinternational.com/blog/why-is-trust-in-negotiation-important2025-11-18https://www.huthwaiteinternational.com/workshophttps://www.huthwaiteinternational.com/hubfs/Developing-long-term-client-relationships.jpgDeveloping-long-term-client-relationshipsDeveloping-long-term-client-relationshipshttps://www.huthwaiteinternational.com/hubfs/ai-sales-a-co-pilot-not-a-competitor.jpgai-sales-a-co-pilot-not-a-competitorai-sales-a-co-pilot-not-a-competitorhttps://www.huthwaiteinternational.com/hubfs/Science-behind-SPIN-Selling.jpgScience-behind-SPIN-SellingScience-behind-SPIN-Sellinghttps://www.huthwaiteinternational.com/hubfs/Proposals-the-silent-sales-killer-1.jpgProposals-the-silent-sales-killer-1Proposals-the-silent-sales-killer-1https://www.huthwaiteinternational.com/hubfs/Developing-sales-opportunities.jpgDeveloping-sales-opportunitiesDeveloping-sales-opportunitieshttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Concerns-the-end-of-cycle-sales-killer.jpgConcerns-the-end-of-cycle-sales-killerConcerns-the-end-of-cycle-sales-killer2025-01-06https://www.huthwaiteinternational.com/blog/critical-negotiation-mistakeshttps://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. 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/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://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/MCA%20(1).webpMCA (1)MCA (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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-12-04https://www.huthwaiteinternational.com/future-leader-reporthttps://www.huthwaiteinternational.com/hubfs/Negotiations-13.svgNegotiations-13Negotiations-13https://www.huthwaiteinternational.com/hubfs/Sales-03.svgSales-03Sales-03https://www.huthwaiteinternational.com/hubfs/Negotiations-17.svgNegotiations-17Negotiations-17https://www.huthwaiteinternational.com/hubfs/Negotiations-12.svgNegotiations-12Negotiations-12https://www.huthwaiteinternational.com/hubfs/Negotiations-11.svgNegotiations-11Negotiations-11https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Communication-24.svgCommunication-24Communication-24https://www.huthwaiteinternational.com/hubfs/Sales-06.svgSales-06Sales-06https://www.huthwaiteinternational.com/hubfs/Negotiations-14.svgNegotiations-14Negotiations-14https://www.huthwaiteinternational.com/hubfs/_july-2020/open-q.svgopen-qopen-qhttps://www.huthwaiteinternational.com/hubfs/Sales-01.svgSales-01Sales-01https://www.huthwaiteinternational.com/hubfs/Negotiations-16.svgNegotiations-16Negotiations-16https://www.huthwaiteinternational.com/hubfs/Communication-23.svgCommunication-23Communication-23https://www.huthwaiteinternational.com/hubfs/Sales-05.svgSales-05Sales-05https://www.huthwaiteinternational.com/hubfs/Future-leaders-whitepaper-banner-huthwaite-international.jpgFuture-leaders-whitepaper-banner-huthwaite-internationalFuture-leaders-whitepaper-banner-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Sales-08.svgSales-08Sales-08https://www.huthwaiteinternational.com/hubfs/Negotiations-18.svgNegotiations-18Negotiations-18https://www.huthwaiteinternational.com/hubfs/Communication-21.svgCommunication-21Communication-21https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Sales-07.svgSales-07Sales-07https://www.huthwaiteinternational.com/hubfs/Negotiations-15.svgNegotiations-15Negotiations-15https://www.huthwaiteinternational.com/hubfs/Communication-25.svgCommunication-25Communication-25https://www.huthwaiteinternational.com/hubfs/Sales-02.svgSales-02Sales-02https://www.huthwaiteinternational.com/hubfs/Future-leaders-whitepaper-small.jpgFuture-leaders-whitepaper-smallFuture-leaders-whitepaper-smallhttps://www.huthwaiteinternational.com/hubfs/Procurement.svgProcurementProcurementhttps://www.huthwaiteinternational.com/hubfs/_july-2020/close-q.svgclose-qclose-qhttps://www.huthwaiteinternational.com/hubfs/Communication-20.svgCommunication-20Communication-20https://www.huthwaiteinternational.com/hubfs/Negotiations-19.svgNegotiations-19Negotiations-19https://www.huthwaiteinternational.com/hubfs/Communication-22.svgCommunication-22Communication-22https://www.huthwaiteinternational.com/hubfs/Sales-09.svgSales-09Sales-09https://www.huthwaiteinternational.com/hubfs/Sales-04.svgSales-04Sales-04https://www.huthwaiteinternational.com/hubfs/tony-hughes-avatar.pngtony-hughes-avatartony-hughes-avatar2021-09-20https://www.huthwaiteinternational.com/blog/how-salespeople-can-work-better-with-procurement-and-achieve-success-for-bothhttps://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. 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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/iStock-533443637%20(1).jpgiStock-533443637 (1)iStock-533443637 (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/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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-retinahttps://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-06https://www.huthwaiteinternational.com/sectors/technology/ai-blockchainhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%204.webpTech S 4Tech S 4https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%209.webpTech S 9Tech S 9https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2015.webpTech L 15Tech L 15https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2026.webpTech S 26Tech S 26https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%203.webpTech S 3Tech S 3https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%204.webpTech L 4Tech L 4https://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2020.webpTech L 20Tech L 20https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2021.webpTech L 21Tech L 21https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Build%20differentiation-1.webpBuild differentiation-1Build differentiation-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%201.webpTech S 1Tech S 1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaper2026-01-07https://www.huthwaiteinternational.com/blog/handling-customer-objectionshttps://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. 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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/how%20to%20handle%20customer%20objections.jpghow to handle customer objectionshow to handle customer objections2021-10-18https://www.huthwaiteinternational.com/blog/pester-power-top-tips-to-negotiate-with-your-kids-this-christmashttps://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/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://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://www.huthwaiteinternational.com/hubfs/boy-with-christmas-vr-glasses-vector-id1344943502.jpgboy-with-christmas-vr-glasses-vector-id1344943502boy-with-christmas-vr-glasses-vector-id1344943502https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Negotiation-performance-the-key-to-long-term-business-growth-download.jpgNegotiation-performance-the-key-to-long-term-business-growth-downloadNegotiation-performance-the-key-to-long-term-business-growth-downloadhttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - blog2024-12-05https://www.huthwaiteinternational.com/sectors/financehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Sustained%20behaviour%20change%20and%20instant%20return%20on%20investment%20for%20Close%20Brothers%20Motor%20Finance.mp4/medium.jpgSustained behaviour change and instant return on investment for Close Brothers Motor FinanceSustained behaviour change and instant return on investment for Close Brothers Motor Financehttps://www.huthwaiteinternational.com/hubfs/Sustained%20behaviour%20change%20and%20instant%20return%20on%20investment%20for%20Close%20Brothers%20Motor%20Finance.mp4196nonohttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%205/SPIN%20Selling%20T5.svgSPIN Selling T5SPIN Selling T5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/FL-3.webpFL-3FL-3https://www.huthwaiteinternational.com/hubfs/FS-3.webpFS-3FS-3https://www.huthwaiteinternational.com/hubfs/FL-2.webpFL-2FL-2https://www.huthwaiteinternational.com/hubfs/FS-4.webpFS-4FS-4https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%205/Sales%20Opportunity%20Management%20T5.svgSales Opportunity Management T5Sales Opportunity Management T5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/FS-1.webpFS-1FS-1https://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazkahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Behaviour%20change%20experts.svgBehaviour change expertsBehaviour change expertshttps://www.huthwaiteinternational.com/hubfs/negs%206.webpnegs 6negs 6https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/FL-1.webpFL-1FL-1https://www.huthwaiteinternational.com/hubfs/Walid-Galal-Middle-East.pngWalid-Galal-Middle-EastWalid-Galal-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/FL-4.webpFL-4FL-4https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/FS-2.webpFS-2FS-22026-01-07https://www.huthwaiteinternational.com/blog/negotiation-skills-transport-industryhttps://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. 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://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/iStock-1061450438%20(1).jpgiStock-1061450438 (1)iStock-1061450438 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedman2021-09-01https://www.huthwaiteinternational.com/blog/whats-it-really-worth-how-to-uncover-your-hidden-valuehttps://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. 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://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/growth-startup-pattern-vector-id1181695642.jpggrowth-startup-pattern-vector-id1181695642growth-startup-pattern-vector-id1181695642https://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/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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-07-05https://www.huthwaiteinternational.com/developing-sales-opportunitieshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20sales%20opportunities%20whitepaper.webpDeveloping sales opportunities whitepaperDeveloping sales opportunities whitepaper2025-11-05https://www.huthwaiteinternational.com/spin-sales-conversations-that-create-valuehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/bf%20video%202%20thumb.webpbf video 2 thumbbf video 2 thumbhttps://www.huthwaiteinternational.com/hubfs/reviews%20spin%20ppc-02.svgreviews spin ppc-02reviews spin ppc-02https://www.huthwaiteinternational.com/hubfs/bf%20video%201%20thumb.webpbf video 1 thumbbf video 1 thumb2026-08-17https://www.huthwaiteinternational.com/blog/balancing-automated-customer-interactionshttps://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. 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/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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/image-png.pngimage-pngimage-pnghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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-retina2021-07-05https://www.huthwaiteinternational.com/blog/the-problem-with-empathy2025-11-09https://www.huthwaiteinternational.com/quick-value-sellinghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-checklist-complete.svgIcon-checklist-completeIcon-checklist-completehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-bright-idea.svgIcon-bright-ideaIcon-bright-ideahttps://www.huthwaiteinternational.com/hubfs/Quick-Value-Selling-for-businesses-of-all-sizes.jpgQuick-Value-Selling-for-businesses-of-all-sizesQuick-Value-Selling-for-businesses-of-all-sizeshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-barchart-line-graph.svgIcon-barchart-line-graphIcon-barchart-line-graphhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-improvement.svgIcon-improvementIcon-improvementhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-on-target.svgIcon-on-targetIcon-on-targethttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-man-comment.svgIcon-man-commentIcon-man-commenthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-headset.svgIcon-headsetIcon-headsethttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-hand-shake.svgIcon-hand-shakeIcon-hand-shakehttps://www.huthwaiteinternational.com/hubfs/Quick-Value-Selling-from-huthwaite-international.jpgQuick-Value-Selling-from-huthwaite-internationalQuick-Value-Selling-from-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-searching-document.svgIcon-searching-documentIcon-searching-documenthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-coaching-support.svgIcon-coaching-supportIcon-coaching-support2024-06-26https://www.huthwaiteinternational.com/blog/effective-team-meetingshttps://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/Effective-team-meetings.jpgEffective-team-meetingsEffective-team-meetingshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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)https://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2022-01-26https://www.huthwaiteinternational.com/blog/learning-development-trends-for-20232025-11-09https://www.huthwaiteinternational.com/blog/why-does-huthwaite-use-learning-journeyshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(25).pngMicrosoftTeams-image (25)MicrosoftTeams-image (25)2024-06-08https://www.huthwaiteinternational.com/the-crm-systemhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20CRM%20System%20%E2%80%93%20under-regarded%2c%20under-used%20whitepaper.webpThe CRM System – under-regarded, under-used whitepaperThe CRM System – under-regarded, under-used whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-18https://www.huthwaiteinternational.com/blog/beyond-the-bookhttps://www.huthwaiteinternational.com/hubfs/SPIn-Selling-Complete-Guide-to-Sales-Success.jpegSPIn-Selling-Complete-Guide-to-Sales-SuccessSPIn-Selling-Complete-Guide-to-Sales-Successhttps://www.huthwaiteinternational.com/hubfs/electronics-industry-vector-id1188602377.jpgelectronics-industry-vector-id1188602377electronics-industry-vector-id1188602377https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/young-woman-morphing-from-sad-to-happy-vector-id674807560.jpgyoung-woman-morphing-from-sad-to-happy-vector-id674807560young-woman-morphing-from-sad-to-happy-vector-id674807560https://www.huthwaiteinternational.com/hubfs/woman-reading-vector-id514729229.jpgwoman-reading-vector-id514729229woman-reading-vector-id514729229https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Science-behind-SPIN-Selling.jpgScience-behind-SPIN-SellingScience-behind-SPIN-Sellinghttps://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/Kay-Jepson.jpgKay-JepsonKay-Jepsonhttps://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/tony-hughes.pngtony-hughestony-hugheshttps://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)2024-05-28https://www.huthwaiteinternational.com/blog/royal-mail-spin-sellinghttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/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/Royal-Mail-Delivering-sales-excellence-for-a-new-generation-1051x550.jpgRoyal-Mail-Delivering-sales-excellence-for-a-new-generation-1051x550Royal-Mail-Delivering-sales-excellence-for-a-new-generation-1051x550https://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-accompanying2021-11-18https://www.huthwaiteinternational.com/blog/behaviours-avoided-by-the-skilled-negotiator-irritatorshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Imported_Blog_Media/Irritator-blog_GlobalSurvey_Graph-6-1-300x181.jpgIrritator-blog_GlobalSurvey_Graph-6-1-300x181Irritator-blog_GlobalSurvey_Graph-6-1-300x181https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/iStock-940287824%20(1).jpgiStock-940287824 (1)iStock-940287824 (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/Imported_Blog_Media/Irritator-blog_DefendAttack_graph-5-1-300x147.jpgIrritator-blog_DefendAttack_graph-5-1-300x147Irritator-blog_DefendAttack_graph-5-1-300x147https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/medtronic-new-era-in-medical-sales-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. 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. 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://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Medtronic-Inside-Sales-teams-herald-a-new-era-in-medical-sales-supported-by-SPIN-Selling.jpgMedtronic-Inside-Sales-teams-herald-a-new-era-in-medical-sales-supported-by-SPIN-SellingMedtronic-Inside-Sales-teams-herald-a-new-era-in-medical-sales-supported-by-SPIN-Sellinghttps://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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 behaviour2025-12-16https://www.huthwaiteinternational.com/blog/strategic-account-growth2025-11-10https://www.huthwaiteinternational.com/blog/john-hogghttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/john-hogg-case-study.pngjohn-hogg-case-studyjohn-hogg-case-studyhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/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/MCA%20(1).webpMCA (1)MCA (1)https://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_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 behaviour2025-02-04https://www.huthwaiteinternational.com/eventshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/real%20engagement.svgreal engagementreal engagementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/The%20psychology%20of%20decision%20making.webpThe psychology of decision makingThe psychology of decision makinghttps://www.huthwaiteinternational.com/hubfs/events%20group.webpevents groupevents grouphttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/strategic%20alignment.svgstrategic alignmentstrategic alignmenthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Swirl%201%20(1)%20(1).webpSwirl 1 (1) (1)Swirl 1 (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/lasting%20impact.svglasting impactlasting impacthttps://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-retina2026-01-21https://www.huthwaiteinternational.com/blog/achieving-a-win-win-in-negotiation2025-11-10https://www.huthwaiteinternational.com/sales-training/spin-marketinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Video/what_is_spin_marketing_%20(1080p).mp4/medium.jpgwhat_is_spin_marketing_ (1080p)what_is_spin_marketing_ (1080p)https://www.huthwaiteinternational.com/hubfs/Video/what_is_spin_marketing_%20(1080p).mp4190nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Proposals%20and%20Presentations%20P5.svgSPIN Proposals and Presentations P5SPIN Proposals and Presentations P5https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Why%20do%20bad%20things%20happen%20to%20good%20new%20products%20whitepaper.webpWhy do bad things happen to good new products whitepaperWhy do bad things happen to good new products whitepaperhttps://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/behaviour%20change%20abstract%20(1).webpbehaviour change abstract (1)behaviour change abstract (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Coaching%20P5.svgSPIN Coaching P5SPIN Coaching P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%202-nw.webpAsset 3 2-nwAsset 3 2-nwhttps://www.huthwaiteinternational.com/hubfs/Why%20do%20bad%20things%20happen%20to%20good%20new%20products%20webinar.webpWhy do bad things happen to good new products webinarWhy do bad things happen to good new products webinarhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SPIN%20Marketing%20(1).webpSPIN Marketing (1)SPIN Marketing (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%201%201-nw%20(1)%20(1).webpAsset 3 1 1-nw (1) (1)Asset 3 1 1-nw (1) (1)https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://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-retina2026-01-19https://www.huthwaiteinternational.com/blog/strategic-alignment-developing-and-aligning-a-business-growth-strategyhttps://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. 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/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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Developing-and-aligning-a-business-growth-strategy.jpgDeveloping-and-aligning-a-business-growth-strategyDeveloping-and-aligning-a-business-growth-strategyhttps://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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/blog/achieving-sales-and-negotiation-successhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/iStock-1069636740%20(1).jpgiStock-1069636740 (1)iStock-1069636740 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-06https://www.huthwaiteinternational.com/blog/how-to-use-a-negotiation-tradeoff-to-drive-favourable-outcomes-huthwaite-internationalhttps://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. 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://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/ISP%20(1).webpISP (1)ISP (1)https://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)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-retinahttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/trade-off-negotiations.jpgtrade-off-negotiationstrade-off-negotiationshttps://www.huthwaiteinternational.com/hubfs/negotiation-preparation-tips.jpgnegotiation-preparation-tipsnegotiation-preparation-tipshttps://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/MCA%20(1).webpMCA (1)MCA (1)2025-12-15https://www.huthwaiteinternational.com/remote-selling-reporthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Remote-selling---behavioural-tips-and-advice-feature.jpgRemote-selling---behavioural-tips-and-advice-featureRemote-selling---behavioural-tips-and-advice-feature2024-03-19https://www.huthwaiteinternational.com/communicating-effectivelyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Communicating%20effectively%20in%20a%20virtual%20world%20whitepaper.webpCommunicating effectively in a virtual world whitepaperCommunicating effectively in a virtual world whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/da/https://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/global-negotiaiton-research-whitepaper-how-well-are-you-negotiating-huthwaite-international-sales-negotiation-training-courses.jpgglobal-negotiaiton-research-whitepaper-how-well-are-you-negotiating-huthwaite-international-sales-negotiation-training-coursesglobal-negotiaiton-research-whitepaper-how-well-are-you-negotiating-huthwaite-international-sales-negotiation-training-courseshttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/communication-training-challenges-huthwaite-international-skills-development.jpgcommunication-training-challenges-huthwaite-international-skills-developmentcommunication-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/how-to-create-and-capture-value-in-sales-huthwaite-international-sales-negotiation-training-courses.jpghow-to-create-and-capture-value-in-sales-huthwaite-international-sales-negotiation-training-courseshow-to-create-and-capture-value-in-sales-huthwaite-international-sales-negotiation-training-courseshttps://www.huthwaiteinternational.com/hubfs/Twitter-16july.jpgTwitter-16julyTwitter-16julyhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/High-performance-behaviour-change-sales-negotiation-and-communication-training-huthwaite-international-male.jpgHigh-performance-behaviour-change-sales-negotiation-and-communication-training-huthwaite-international-maleHigh-performance-behaviour-change-sales-negotiation-and-communication-training-huthwaite-international-malehttps://www.huthwaiteinternational.com/hubfs/medtronic.jpgmedtronicmedtronichttps://www.huthwaiteinternational.com/hubfs/jobindex.jpgjobindexjobindexhttps://www.huthwaiteinternational.com/hubfs/tieto-dk-homepage.jpgtieto-dk-homepagetieto-dk-homepagehttps://www.huthwaiteinternational.com/hubfs/SPIN%20Refresher%20header%20image.webpSPIN Refresher header imageSPIN Refresher header imagehttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/sales-training-challenges-huthwaite-international-skills-development.jpgsales-training-challenges-huthwaite-international-skills-developmentsales-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/how-to-win-the-complex-sales-huthwaite-international-sales-negotiation-training-courses.jpghow-to-win-the-complex-sales-huthwaite-international-sales-negotiation-training-courseshow-to-win-the-complex-sales-huthwaite-international-sales-negotiation-training-courseshttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/Dachser-a-global-player-in-a-changing-landscape-Huthwaite-International.pngDachser-a-global-player-in-a-changing-landscape-Huthwaite-InternationalDachser-a-global-player-in-a-changing-landscape-Huthwaite-Internationalhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/negotiation-training-challenges-huthwaite-international-skills-development.jpgnegotiation-training-challenges-huthwaite-international-skills-developmentnegotiation-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/SPIN-selling-evidence-of-return-on-investment-huthwaite-international-sales-negotiation-training-courses.jpgSPIN-selling-evidence-of-return-on-investment-huthwaite-international-sales-negotiation-training-coursesSPIN-selling-evidence-of-return-on-investment-huthwaite-international-sales-negotiation-training-courseshttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/are-your-people-negotiating-or-concession-making-in-negotiations-huthwaite-international-sales-negotiation-training-courses.jpgare-your-people-negotiating-or-concession-making-in-negotiations-huthwaite-international-sales-negotiation-training-coursesare-your-people-negotiating-or-concession-making-in-negotiations-huthwaite-international-sales-negotiation-training-courseshttps://www.huthwaiteinternational.com/hubfs/Waters.jpgWatersWatershttps://www.huthwaiteinternational.com/hubfs/watson-marlow.jpgwatson-marlowwatson-marlowhttps://www.huthwaiteinternational.com/hubfs/zehnder.jpgzehnderzehnderhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/how-to-handle-dirty-tricks-in-negotiations-huthwaite-international-sales-negotiation-training-courses.jpghow-to-handle-dirty-tricks-in-negotiations-huthwaite-international-sales-negotiation-training-courseshow-to-handle-dirty-tricks-in-negotiations-huthwaite-international-sales-negotiation-training-courses2024-12-09https://www.huthwaiteinternational.com/blog/preparing-to-bounce-back-how-skilled-negotiation-can-help-prepare-businesses-for-post-lockdown-successhttps://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. 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://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/Preparing-to-bounce-back-how-skilled-negotiation-can-help-prepare-businesses-for-post-lockdown-success-web.jpgPreparing-to-bounce-back-how-skilled-negotiation-can-help-prepare-businesses-for-post-lockdown-success-webPreparing-to-bounce-back-how-skilled-negotiation-can-help-prepare-businesses-for-post-lockdown-success-webhttps://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/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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/Atracsys-1.webpAtracsys-1Atracsys-12021-07-05https://www.huthwaiteinternational.com/blog/ego-and-the-sales-processhttps://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. 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://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (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/Janet%20Curran.pngJanet CurranJanet Curranhttps://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/What-is-the-role-of-ego-in-a-successful-sales-process.jpgWhat-is-the-role-of-ego-in-a-successful-sales-processWhat-is-the-role-of-ego-in-a-successful-sales-processhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/emma-weberhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/MCA%20(1).webpMCA (1)MCA (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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/workplace-learning-matters-emma-weber.pngworkplace-learning-matters-emma-weberworkplace-learning-matters-emma-weberhttps://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-accompanying2023-10-31https://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. 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%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-retinahttps://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/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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/business-people-meeting-negotiating-a-contract-between-two-colleagues-picture-id989117546.jpgbusiness-people-meeting-negotiating-a-contract-between-two-colleagues-picture-id989117546business-people-meeting-negotiating-a-contract-between-two-colleagues-picture-id989117546https://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/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 behaviour2021-07-05https://www.huthwaiteinternational.com/blog/solve-customer-concernshttps://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. 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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://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/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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/customer-concerns-sales.pngcustomer-concerns-salescustomer-concerns-saleshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2023-11-28https://www.huthwaiteinternational.com/blog/re-skilling-can-ld-rise-to-the-challengehttps://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. 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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Reskilling%20and%20upskilling%20-%20L&D.jpgReskilling and upskilling - L&DReskilling and upskilling - L&Dhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22022-04-20https://www.huthwaiteinternational.com/irp-europehttps://www.huthwaiteinternational.com/hubfs/deane-hitchens-orr.jpgdeane-hitchens-orrdeane-hitchens-orrhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/andrew-eaves.jpgandrew-eavesandrew-eaveshttps://www.huthwaiteinternational.com/hubfs/saskia-haafkes.jpgsaskia-haafkessaskia-haafkeshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazkahttps://www.huthwaiteinternational.com/hubfs/patrick-cooke.jpgpatrick-cookepatrick-cookehttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/steve-dawes.pngsteve-dawessteve-daweshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/neil-watson.jpgneil-watsonneil-watsonhttps://www.huthwaiteinternational.com/hubfs/per-hussman.jpgper-hussmanper-hussmanhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Ana%20Tereza%20Ma%C3%A7arico%20-%20sem%20fundo.pngAna Tereza Maçarico - sem fundoAna Tereza Maçarico - sem fundohttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/janos-csebfalvi.pngjanos-csebfalvijanos-csebfalvihttps://www.huthwaiteinternational.com/hubfs/1542706628300.jpg15427066283001542706628300https://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/Marko%20Hanninen%20-%20Finland.jpgMarko Hanninen - FinlandMarko Hanninen - Finlandhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/louis-grosjean-edited.pnglouis-grosjean-editedlouis-grosjean-editedhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/adrian-foster-europe.jpgadrian-foster-europeadrian-foster-europehttps://www.huthwaiteinternational.com/hubfs/ines-ochin-24.jpgines-ochin-24ines-ochin-24https://www.huthwaiteinternational.com/hubfs/IanFroggatt1.jpgIanFroggatt1IanFroggatt1https://www.huthwaiteinternational.com/hubfs/mike-kelly-plain.pngmike-kelly-plainmike-kelly-plainhttps://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/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/nicki-lee.jpgnicki-leenicki-leehttps://www.huthwaiteinternational.com/hubfs/ian-newall.jpgian-newallian-newallhttps://www.huthwaiteinternational.com/hubfs/john-read.jpgjohn-readjohn-readhttps://www.huthwaiteinternational.com/hubfs/julian-farrell.jpgjulian-farrelljulian-farrell2024-10-30https://www.huthwaiteinternational.com/blog/the-long-read-selling-industryhttps://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. 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://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/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://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/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/MCA%20(1).webpMCA (1)MCA (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/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/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/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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/hybrid-learninghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/green-motion-lines-vector-id1306131360%20(1).jpggreen-motion-lines-vector-id1306131360 (1)green-motion-lines-vector-id1306131360 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2022-05-27https://www.huthwaiteinternational.com/blog/skilled-negotiator-its-all-about-behaviourhttps://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. 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/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/need-everyone-to-give-me-their-best-ideas-picture-id863497498.jpgneed-everyone-to-give-me-their-best-ideas-picture-id863497498need-everyone-to-give-me-their-best-ideas-picture-id863497498https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-10-27https://www.huthwaiteinternational.com/book-a-consultationhttps://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/learning-stick%20(1).webplearning-stick (1)learning-stick (1)2025-11-19https://www.huthwaiteinternational.com/downloadshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Developing%20profitable%20client%20relationships.webpDeveloping profitable client relationshipsDeveloping profitable client relationshipshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Making%20learning%20stick.webpMaking learning stickMaking learning stickhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Changing%20behaviours%20%E2%80%93%20remotely.webpChanging behaviours – remotelyChanging behaviours – remotelyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/How%20to%20create%20and%20capture%20value.webpHow to create and capture valueHow to create and capture valuehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/SPIN%20evidence%20of%20return%20on%20investment.webpSPIN evidence of return on investmentSPIN evidence of return on investmenthttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Proposals%20-%20the%20silent%20sales%20killer.webpProposals - the silent sales killerProposals - the silent sales killerhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Are%20you%20negotiating%20or%20concession%20making.webpAre you negotiating or concession makingAre you negotiating or concession makinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Mastering%20the%20art%20of%20negotiation.webpMastering the art of negotiationMastering the art of negotiationhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Concerns%20-%20the%20end%20of%20cycle%20sales%20killer.webpConcerns - the end of cycle sales killerConcerns - the end of cycle sales killerhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/The%20CRM%20System%20%E2%80%93%20under-regarded%2c%20under-used.webpThe CRM System – under-regarded, under-usedThe CRM System – under-regarded, under-usedhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot.webpThe case for the human - AI as sales co-pilotThe case for the human - AI as sales co-pilothttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Developing%20sales%20opportunities.webpDeveloping sales opportunitiesDeveloping sales opportunitieshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Challenging%20change%20and%20culture.webpChallenging change and cultureChallenging change and culturehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/How%20to%20excel%20in%20medical%20devices%20sales.webpHow to excel in medical devices salesHow to excel in medical devices saleshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Logistics%20-%20A%20transforming%20industry.webpLogistics - A transforming industryLogistics - A transforming industryhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Surviving%20economic%20uncertainty.webpSurviving economic uncertaintySurviving economic uncertaintyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/The%20science%20behind%20SPIN%20Selling.webpThe science behind SPIN SellingThe science behind SPIN Sellinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Going%20for%20growth.webpGoing for growthGoing for growthhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/The%20commercial%20state%20of%20our%20nation.webpThe commercial state of our nationThe commercial state of our nationhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/How%20to%20assess%20a%20training%20design.webpHow to assess a training designHow to assess a training designhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Communicating%20effectively%20in%20a%20virtual%20world.webpCommunicating effectively in a virtual worldCommunicating effectively in a virtual worldhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Why%20do%20bad%20things%20happen%20to%20good%20new%20products.webpWhy do bad things happen to good new productsWhy do bad things happen to good new productshttps://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/Whitepapers%20-%202025/Square%20mock-ups/Remote%20selling%20behavioural%20tips%20and%20advice.webpRemote selling behavioural tips and adviceRemote selling behavioural tips and advicehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/How%20well%20are%20you%20negotiating%20copy.webpHow well are you negotiating copyHow well are you negotiating copyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Become%20a%20future%20leader%20copy.webpBecome a future leader copyBecome a future leader copyhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/The%20telecoms%20tech%20trap.webpThe telecoms tech trapThe telecoms tech traphttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/What%20are%20customers%20thinking.webpWhat are customers thinkingWhat are customers thinkinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Five%20questions%20investors%20should%20ask%20their%20portfolios.webpFive questions investors should ask their portfoliosFive questions investors should ask their portfolioshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives.webpMedical Devices - Sales imperativesMedical Devices - Sales imperativeshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Coaching%20-%20the%20key%20to%20lasting%20performance%20improvement.webpCoaching - the key to lasting performance improvementCoaching - the key to lasting performance improvementhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Developing%20effective%20negotiation%20skills.webpDeveloping effective negotiation skillsDeveloping effective negotiation skillshttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Negotiation%20performance%20-%20the%20key%20to%20long-term%20business%20growth.webpNegotiation performance - the key to long-term business growthNegotiation performance - the key to long-term business growthhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-11-05https://www.huthwaiteinternational.com/blog/medical-devices-sector-and-the-selling-skills-gaphttps://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. 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://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/iStock-592647720%20(1).jpgiStock-592647720 (1)iStock-592647720 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/spin-selling-coursehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/negs%206.webpnegs 6negs 6https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/negs%202.webpnegs 2negs 2https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/negs%203.webpnegs 3negs 3https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/negs%204.webpnegs 4negs 4https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/negs%205.webpnegs 5negs 5https://www.huthwaiteinternational.com/hubfs/reviews%20spin%20ppc-02.svgreviews spin ppc-02reviews spin ppc-022026-06-16https://www.huthwaiteinternational.com/irp-south-americahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://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/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://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/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjort2024-09-13https://www.huthwaiteinternational.com/blog/behaviours-for-contemporary-negotiationshttps://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Imported_Blog_Media/Contemporary-negotiations-5-1-300x220.jpgContemporary-negotiations-5-1-300x220Contemporary-negotiations-5-1-300x220https://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/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/iStock-960241548%20(1).jpgiStock-960241548 (1)iStock-960241548 (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-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/ian-newall.pngian-newallian-newallhttps://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)2021-07-06https://www.huthwaiteinternational.com/blog/building-sales-excellence-atkins-globalhttps://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. 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://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/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/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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/atkins-global-case-study.pngatkins-global-case-studyatkins-global-case-studyhttps://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)2025-02-04https://www.huthwaiteinternational.com/blog/less-is-more-sales-traininghttps://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. 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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/07.%20Balance.mp4/medium.jpg07. Balance07. Balancehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/07.%20Balance.mp4267nonohttps://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/07.%20Balance%20blog%20cover.webp07. Balance blog cover07. Balance blog coverhttps://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/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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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_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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2026-04-02https://www.huthwaiteinternational.com/blog/improving-negotiation-skills-ranked-as-high-priority-amongst-businesses-in-yorkshire-before-the-brexit-deadlinehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Improving%20negotiation%20skills%20ranked%20highly%20amongst%20businesses.jpgImproving negotiation skills ranked highly amongst businessesImproving negotiation skills ranked highly amongst businesseshttps://www.huthwaiteinternational.com/hubfs/abstract-data-background-picture-id1093316848-1.jpgabstract-data-background-picture-id1093316848-1abstract-data-background-picture-id1093316848-1https://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/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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/iStock-1144813912-1.jpgiStock-1144813912-1iStock-1144813912-1https://www.huthwaiteinternational.com/hubfs/learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202.jpglearn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hughes2021-07-05https://www.huthwaiteinternational.com/blog/does-a-no-deal-brexit-make-companies-like-nissan-europe-unsustainablehttps://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-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/abstract-data-background-picture-id1093316848-1.jpgabstract-data-background-picture-id1093316848-1abstract-data-background-picture-id1093316848-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/iStock-1144813912-1.jpgiStock-1144813912-1iStock-1144813912-1https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202.jpglearn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202learn-from-every-experience-inspiring-creative-motivation-quote-vector-id1082865202https://www.huthwaiteinternational.com/hubfs/Improving%20negotiation%20skills%20ranked%20highly%20amongst%20businesses.jpgImproving negotiation skills ranked highly amongst businessesImproving negotiation skills ranked highly amongst businesseshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/blog/training-evaluationhttps://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. 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://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/how-to-evaluate-training.jpghow-to-evaluate-traininghow-to-evaluate-traininghttps://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/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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/educators-learning-and-development-environmenthttps://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. 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/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/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/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/iStock-469711926%20(1).jpgiStock-469711926 (1)iStock-469711926 (1)https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/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)2021-07-06https://www.huthwaiteinternational.com/present-for-successhttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Quick%20Value%20Selling%20O6.svgQuick Value Selling O6Quick Value Selling O6https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Proposals%20-%20the%20silent%20sales%20killer%20whitepaper.webpProposals - the silent sales killer whitepaperProposals - the silent sales killer whitepaperhttps://www.huthwaiteinternational.com/hubfs/pfs-3.svgpfs-3pfs-3https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Proposals%20and%20Presentations%20P5.svgSPIN Proposals and Presentations P5SPIN Proposals and Presentations P5https://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/pfs-2.svgpfs-2pfs-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/pfs-1.svgpfs-1pfs-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/Essential%20Negotiation%20O6.svgEssential Negotiation O6Essential Negotiation O6https://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/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Present%20for%20success%20(1).webpPresent for success (1)Present for success (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practice2025-12-05https://www.huthwaiteinternational.com/blog/complete-guide-to-spin-selling2025-11-17https://www.huthwaiteinternational.com/blog/benefits-of-verbal-communicationhttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(38).pngMicrosoftTeams-image (38)MicrosoftTeams-image (38)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Communicating%20effectively%20in%20a%20virtual%20world%20whitepaper.webpCommunicating effectively in a virtual world whitepaperCommunicating effectively in a virtual world whitepaperhttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-12-16https://www.huthwaiteinternational.com/blog/developing-outstanding-corporate-customer-service2025-11-17https://www.huthwaiteinternational.com/partnershipshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Logo-SMA-nieuw-270x300.webpLogo-SMA-nieuw-270x300Logo-SMA-nieuw-270x300https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/promote-logo%20(1).webppromote-logo (1)promote-logo (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/2025-mca-logo-partnerships.webp2025-mca-logo-partnerships2025-mca-logo-partnershipshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-bg%20(1).webplearning-bg (1)learning-bg (1)https://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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Cranfield%20university%20logo%20RGB%20-%2072%20dpi.webpCranfield university logo RGB - 72 dpiCranfield university logo RGB - 72 dpihttps://www.huthwaiteinternational.com/hubfs/ISP%20logo%20(1).webpISP logo (1)ISP logo (1)2025-11-17https://www.huthwaiteinternational.com/blog/how-elearning-is-facilitating-me-learninghttps://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. 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/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%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/How-elearning-is-facilitating-me-learning.jpgHow-elearning-is-facilitating-me-learningHow-elearning-is-facilitating-me-learninghttps://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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/systematic-sales-approachhttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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-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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Why-a-systematic-approach-to-selling-is-crucial-to-success.jpgWhy-a-systematic-approach-to-selling-is-crucial-to-successWhy-a-systematic-approach-to-selling-is-crucial-to-successhttps://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/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/tony-hughes.pngtony-hughestony-hugheshttps://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 behaviour2021-07-05https://www.huthwaiteinternational.com/what-are-customers-thinkinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/What%20are%20customers%20thinking%20whitepaper.webpWhat are customers thinking whitepaperWhat are customers thinking whitepaper2025-11-20https://www.huthwaiteinternational.com/the-psychology-of-decision-makinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Webinars/The%20psychology%20of%20decision%20making%20-%20Webinar.mp4/medium.jpgThe psychology of decision making - WebinarThe psychology of decision making - Webinarhttps://www.huthwaiteinternational.com/hubfs/Webinars/The%20psychology%20of%20decision%20making%20-%20Webinar.mp42867nonohttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-targeted-thinking.svgIcon-targeted-thinkingIcon-targeted-thinkinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-graph-downwards.svgIcon-graph-downwardsIcon-graph-downwardshttps://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-iconhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategic-direction.svgIcon-strategic-directionIcon-strategic-direction2024-06-20https://www.huthwaiteinternational.com/the-art-of-the-sales-advance-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/blog/huthwaite-negotiations-researchhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/The-Huthwaite-Negotiations-Research-1.gifThe-Huthwaite-Negotiations-Research-1The-Huthwaite-Negotiations-Research-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog cover2021-10-11https://www.huthwaiteinternational.com/blog/classroom-training-villain-of-ldhttps://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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Is-classroom-training-the-villain-of-learning-and-development-1.jpgIs-classroom-training-the-villain-of-learning-and-development-1Is-classroom-training-the-villain-of-learning-and-development-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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-05https://www.huthwaiteinternational.com/blog/negotiation-techniques-for-challenging-situationshttps://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. 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/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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/negotiation-discussing-techniques.webpnegotiation-discussing-techniquesnegotiation-discussing-techniqueshttps://www.huthwaiteinternational.com/hubfs/negotiation-techniques.webpnegotiation-techniquesnegotiation-techniques2025-12-16https://www.huthwaiteinternational.com/blog/break-negotiation-deadlock2025-11-10https://www.huthwaiteinternational.com/sectors/technologyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Cloud%20computing.webpCloud computingCloud computinghttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%207.webpTech S 7Tech S 7https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2022.webpTech S 22Tech S 22https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/AI%20Blockchain.webpAI BlockchainAI Blockchainhttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2013.webpTech S 13Tech S 13https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Cybersecurity.webpCybersecurityCybersecurityhttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Software%20SaaS.webpSoftware SaaSSoftware SaaShttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%204.webpTech S 4Tech S 4https://www.huthwaiteinternational.com/hubfs/Hardware.webpHardwareHardwarehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/IT%20Services.webpIT ServicesIT Serviceshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2026-01-07https://www.huthwaiteinternational.com/blog/us-v-iran-power-play-or-leadership-gone-madhttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/The%20US%20v%20Iran%20a%20strategic%20negotiation%20plan%20a%20game%20of%20power%20play%20or%20leadership%20gone%20mad.jpgThe US v Iran a strategic negotiation plan a game of power play or leadership gone madThe US v Iran a strategic negotiation plan a game of power play or leadership gone madhttps://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/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/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-06https://www.huthwaiteinternational.com/blog/stand-out-in-tech-marketshttps://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. 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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/Whitepapers%20-%202025/Angled%20mock-ups/SPIN%20evidence%20of%20return%20on%20investment%20whitepaper.webpSPIN evidence of return on investment whitepaperSPIN evidence of return on investment whitepaperhttps://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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-11-27https://www.huthwaiteinternational.com/five-questions-for-investorshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Five%20questions%20investors%20should%20ask%20their%20portfolios%20whitepaper.webpFive questions investors should ask their portfolios whitepaperFive questions investors should ask their portfolios whitepaper2025-11-19https://www.huthwaiteinternational.com/blog/finding-the-best-sales-peoplehttps://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. 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://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/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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/male-manager-shaking-hands-with-female-applicant-picture-id949182974.jpgmale-manager-shaking-hands-with-female-applicant-picture-id949182974male-manager-shaking-hands-with-female-applicant-picture-id949182974https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/giving-feelings-a-key-behaviour-for-a-successful-negotiationhttps://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. 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://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Giving%20feelings.svgGiving feelingsGiving feelingshttps://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/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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curranhttps://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-retina2021-07-07https://www.huthwaiteinternational.com/global-reach/asiahttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Essential%20Negotiation%20T10.svgEssential Negotiation T10Essential Negotiation T10https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/SPIN%20Proposals%20and%20Presentations%20O5.svgSPIN Proposals and Presentations O5SPIN Proposals and Presentations O5https://www.huthwaiteinternational.com/hubfs/Denise-Liu-Asia-webp.webpDenise-Liu-Asia-webpDenise-Liu-Asia-webphttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/philip-chan-asia.jpgphilip-chan-asiaphilip-chan-asiahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://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/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/Vijay-Kohli-India.jpgVijay-Kohli-IndiaVijay-Kohli-Indiahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/gayatri-kapoor-india.jpggayatri-kapoor-indiagayatri-kapoor-indiahttps://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/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/david-tan.jpgdavid-tandavid-tanhttps://www.huthwaiteinternational.com/hubfs/Steven-Zhang-Asia.pngSteven-Zhang-AsiaSteven-Zhang-Asiahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/rachel-hoi-photo.jpgrachel-hoi-photorachel-hoi-photohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetor2026-01-20https://www.huthwaiteinternational.com/verbal-communication-skillshttps://www.huthwaiteinternational.com/hubfs/The-hard-science-behind-soft-skills.jpgThe-hard-science-behind-soft-skillsThe-hard-science-behind-soft-skillshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-formula.svgIcon-formulaIcon-formulahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategic-options.svgIcon-strategic-optionsIcon-strategic-optionshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Leading-behaviours.jpgLeading-behavioursLeading-behaviourshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-directions.svgIcon-directionsIcon-directionshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-group-discussion.svgIcon-group-discussionIcon-group-discussionhttps://www.huthwaiteinternational.com/hubfs/Leadership-Communication-Crisis.jpgLeadership-Communication-CrisisLeadership-Communication-Crisishttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Untitled-1.jpgUntitled-1Untitled-1https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-central-focus.svgIcon-central-focusIcon-central-focushttps://www.huthwaiteinternational.com/hubfs/Future-leaders-whitepaper-banner-huthwaite-international.jpgFuture-leaders-whitepaper-banner-huthwaite-internationalFuture-leaders-whitepaper-banner-huthwaite-international2024-10-18https://www.huthwaiteinternational.com/sales-training/spin-refresherhttps://www.huthwaiteinternational.com/hubfs/SPIN%20Refresher%20header%20image.webpSPIN Refresher header imageSPIN Refresher header imagehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-presenting-data.svgIcon-presenting-dataIcon-presenting-datahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-central-focus.svgIcon-central-focusIcon-central-focushttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-document-bar-chart.svgIcon-document-bar-chartIcon-document-bar-charthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/creators%20of%20spin-06.svgcreators of spin-06creators of spin-06https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-group-discussion.svgIcon-group-discussionIcon-group-discussionhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-graduation-detail.svgIcon-graduation-detailIcon-graduation-detailhttps://www.huthwaiteinternational.com/hubfs/Sell.svgSellSell2025-05-09https://www.huthwaiteinternational.com/blog/learning-strategy-2025https://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. 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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/learning-strategy-2025.jpglearning-strategy-2025learning-strategy-2025https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Document%20and%20overview%20thumbnails/making-learning-stick-whitepaper.jpgmaking-learning-stick-whitepapermaking-learning-stick-whitepaperhttps://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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 behaviour2024-10-07https://www.huthwaiteinternational.com/blog/can-asos-rise-from-the-ashes-the-art-of-recovering-from-a-profit-warninghttps://www.huthwaiteinternational.com/hubfs/abstract-data-background-picture-id1093316848-1.jpgabstract-data-background-picture-id1093316848-1abstract-data-background-picture-id1093316848-1https://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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/iStock-1144813912-1.jpgiStock-1144813912-1iStock-1144813912-1https://www.huthwaiteinternational.com/hubfs/Improving%20negotiation%20skills%20ranked%20highly%20amongst%20businesses.jpgImproving negotiation skills ranked highly amongst businessesImproving negotiation skills ranked highly amongst businesseshttps://www.huthwaiteinternational.com/hubfs/Can-ASOS-rise-from-the-ashes-and-negotiate-its-way-back-to-profit.jpgCan-ASOS-rise-from-the-ashes-and-negotiate-its-way-back-to-profitCan-ASOS-rise-from-the-ashes-and-negotiate-its-way-back-to-profithttps://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2021-07-05https://www.huthwaiteinternational.com/blog/2026-learning-development-predictionshttps://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. 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/Whitepapers%20-%202025/Angled%20mock-ups/Coaching%20-%20the%20key%20to%20lasting%20performance%20improvement%20whitepaper.webpCoaching - the key to lasting performance improvement whitepaperCoaching - the key to lasting performance improvement whitepaperhttps://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/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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://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)2026-01-06https://www.huthwaiteinternational.com/blog/top-10-myths-in-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. 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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/The-top-ten-myths-in-negotiation.jpgThe-top-ten-myths-in-negotiationThe-top-ten-myths-in-negotiationhttps://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-12-04https://www.huthwaiteinternational.com/blog/ai-smart-use-cases-in-saleshttps://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. 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://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/ai-smart-use-cases.jpgai-smart-use-casesai-smart-use-caseshttps://www.huthwaiteinternational.com/hubfs/ai-sales-a-co-pilot-not-a-competitor.jpgai-sales-a-co-pilot-not-a-competitorai-sales-a-co-pilot-not-a-competitorhttps://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 behaviour2024-05-09https://www.huthwaiteinternational.com/blog/train-relevant-future-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. 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/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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Train-for-the-skills-you-will-need-in-the-future.jpgTrain-for-the-skills-you-will-need-in-the-futureTrain-for-the-skills-you-will-need-in-the-futurehttps://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2022-01-26https://www.huthwaiteinternational.com/blog/origins-of-spin-sellinghttps://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. 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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/The%20Origins%20of%20SPIN%20Selling%20-%20the%20Most%20Researched%20and%20Validated%20Sales%20Method%20in%20the%20World.mp4/medium.jpgThe Origins of SPIN Selling - the Most Researched and Validated Sales Method in the WorldNeil Rackham, creator of SPIN® Selling explains how one simple question sparked the creation of the most researched and validated sales methodology in the world. Resulting in the creation of a sales model that is still in use by many of the world’s most successful sales teams today.https://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/The%20Origins%20of%20SPIN%20Selling%20-%20the%20Most%20Researched%20and%20Validated%20Sales%20Method%20in%20the%20World.mp4240nonohttps://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/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/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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/01.%20Origin%20blog%20cover.webp01. Origin blog cover01. Origin blog coverhttps://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/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/ISP%20(1).webpISP (1)ISP (1)2026-03-26https://www.huthwaiteinternational.com/blog/improving-commercial-outcomes-spin-selling-traininghttps://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. 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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/SPIN%20evidence%20of%20return%20on%20investment%20whitepaper.webpSPIN evidence of return on investment whitepaperSPIN evidence of return on investment whitepaperhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/sap-case-study.pngsap-case-studysap-case-studyhttps://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/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/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/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/MCA%20(1).webpMCA (1)MCA (1)2026-02-09https://www.huthwaiteinternational.com/blog/trade-wars-negotiation-solution-turbulent-deal-makinghttps://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. 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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/trying-to-save-a-relationship-picture-id843530304.jpgtrying-to-save-a-relationship-picture-id843530304trying-to-save-a-relationship-picture-id843530304https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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)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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-05https://www.huthwaiteinternational.com/behaviour-change-expertshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/A%20Huthwaite%20short%20film%20that%20dares%20us%20to%20Change%20Behaviour.%20Change%20Results.mp4/medium.jpgA Huthwaite short film that dares us to Change Behaviour. Change ResultsA Huthwaite short film that dares us to Change Behaviour. Change Resultshttps://www.huthwaiteinternational.com/hubfs/A%20Huthwaite%20short%20film%20that%20dares%20us%20to%20Change%20Behaviour.%20Change%20Results.mp4172nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Robert%20Brinkerhoff.webpRobert BrinkerhoffRobert Brinkerhoffhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Richard%20Tillery.webpRichard TilleryRichard Tilleryhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/sales-team-meeting-2.webpsales-team-meeting-2sales-team-meeting-2https://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/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/communications.webpcommunicationscommunicationshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/hybrid-negs-meeting.webphybrid-negs-meetinghybrid-negs-meetinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle-1.webpRectangle-1Rectangle-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Making%20learning%20stick%20whitepaper.webpMaking learning stick whitepaperMaking learning stick whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%205%203-1.webpAsset 5 3-1Asset 5 3-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazka2026-05-14https://www.huthwaiteinternational.com/blog/sales-skills-vital-to-progression-in-any-business-careerhttps://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. 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/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/business-people-listening-to-the-speaker-at-a-conference-picture-id1039606566.jpgbusiness-people-listening-to-the-speaker-at-a-conference-picture-id1039606566business-people-listening-to-the-speaker-at-a-conference-picture-id1039606566https://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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/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/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%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)2021-07-06https://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. Hypothesishttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/02.%20Hypothesis.mp474nonohttps://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. 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://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-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/ISP%20(1).webpISP (1)ISP (1)https://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/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/02.%20Hypothesis%20blog%20cover.webp02. Hypothesis blog cover02. Hypothesis blog coverhttps://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/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/Atracsys-1.webpAtracsys-1Atracsys-12026-03-26https://www.huthwaiteinternational.com/blog/profit-and-a-systematic-approach-to-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. 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. 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://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/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/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_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/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/iStock-962135768%20(1).jpgiStock-962135768 (1)iStock-962135768 (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-06https://www.huthwaiteinternational.com/going-for-growthhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Going%20for%20growth%20whitepaper.webpGoing for growth whitepaperGoing for growth whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/how-to-get-the-most-out-of-an-age-diverse-salesforcehttps://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. 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/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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/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/one-line-art-faces-colorful-vector-id1169546576.jpgone-line-art-faces-colorful-vector-id1169546576one-line-art-faces-colorful-vector-id1169546576https://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/a-crisis-can-offer-sales-opportunities-now-is-the-time-to-recognise-new-customer-needs-and-explore-new-concernshttps://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. 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://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/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/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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/vector-retro-female-superhero-poster-vector-id1073089956.jpgvector-retro-female-superhero-poster-vector-id1073089956vector-retro-female-superhero-poster-vector-id10730899562021-07-05https://www.huthwaiteinternational.com/sectors/logisticshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%205/SPIN%20Selling%20T5.svgSPIN Selling T5SPIN Selling T5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Build%20differentiation.webpBuild differentiationBuild differentiationhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%205/Sales%20Opportunity%20Management%20T5.svgSales Opportunity Management T5Sales Opportunity Management T5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Logistics%20-%20A%20transforming%20industry%20whitepaper.webpLogistics - A transforming industry whitepaperLogistics - A transforming industry whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Poor%20negotiation%20skills.webpPoor negotiation skillsPoor negotiation skillshttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Overemphasis%20on%20price.webpOveremphasis on priceOveremphasis on pricehttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Drive%20measurable%20outcomes.webpDrive measurable outcomesDrive measurable outcomeshttps://www.huthwaiteinternational.com/hubfs/Reactive%20selling.webpReactive sellingReactive sellinghttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Failure%20to%20differentiate.webpFailure to differentiateFailure to differentiatehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Behaviour%20change%20experts.svgBehaviour change expertsBehaviour change expertshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Shift%20from%20price%20to%20value.webpShift from price to valueShift from price to valuehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Strengthen%20negotiation%20capability.webpStrengthen negotiation capabilityStrengthen negotiation capabilityhttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of research2026-01-07https://www.huthwaiteinternational.com/blog/selling-security-what-are-the-implicationshttps://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. 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://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/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/well-ensure-your-query-gets-answered-picture-id1059088660.jpgwell-ensure-your-query-gets-answered-picture-id1059088660well-ensure-your-query-gets-answered-picture-id1059088660https://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-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/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-accompanying2021-07-05https://www.huthwaiteinternational.com/environmental-policyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (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/Asset%203%201%201-nw%20(1)%20(1).webpAsset 3 1 1-nw (1) (1)Asset 3 1 1-nw (1) (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/Promote%20(1).webpPromote (1)Promote (1)2025-11-18https://www.huthwaiteinternational.com/blog/ai-isnt-coming-for-your-jobhttps://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. 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://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/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/Who%20are%20Huthwaite%E2%80%99s%20open%20SPIN%20training%20courses%20for.webpWho are Huthwaite’s open SPIN training courses forWho are Huthwaite’s open SPIN training courses forhttps://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/Huthwaite_Theme_2025/Images/AI%20is%20rewriting%20your%20job%20description%20(1).webpAI is rewriting your job description (1)AI is rewriting your job description (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2025-11-24https://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. 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. 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://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/container-ship-in-import-export-and-business-logisticby-crane-trade-picture-id811240400.jpgcontainer-ship-in-import-export-and-business-logisticby-crane-trade-picture-id811240400container-ship-in-import-export-and-business-logisticby-crane-trade-picture-id811240400https://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/blog/achieving-negotiation-success-through-tradinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Are%20you%20negotiating%20or%20concession%20making%20whitepaper.webpAre you negotiating or concession making whitepaperAre you negotiating or concession making whitepaperhttps://www.huthwaiteinternational.com/hubfs/Achieving-negotiation-success-through-trading.webpAchieving-negotiation-success-through-tradingAchieving-negotiation-success-through-tradinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/Imported_Blog_Media/Trading-in-negotiation-6-1-300x192.jpgTrading-in-negotiation-6-1-300x192Trading-in-negotiation-6-1-300x192https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2026-03-12https://www.huthwaiteinternational.com/blog/the-joy-of-learning-how-to-do-something-newhttps://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. 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://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/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/ISP%20(1).webpISP (1)ISP (1)https://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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-retina2021-12-09https://www.huthwaiteinternational.com/sectors/technology/cloud-computinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%203.webpTech L 3Tech L 3https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2026.webpTech S 26Tech S 26https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2015.webpTech S 15Tech S 15https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%2013.webpTech S 13Tech S 13https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://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/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2015.webpTech L 15Tech L 15https://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20S%209.webpTech S 9Tech S 9https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Build%20differentiation-1.webpBuild differentiation-1Build differentiation-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2010.webpTech L 10Tech L 10https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Implementation%20concerns.webpImplementation concernsImplementation concernshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Tech%20L%2021.webpTech L 21Tech L 21https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlke2026-01-07https://www.huthwaiteinternational.com/sectors/healthcarehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Pharmaceuticals%20&%20Biotechnology.webpPharmaceuticals & BiotechnologyPharmaceuticals & Biotechnologyhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Medical%20Technology%20&%20Devices.webpMedical Technology & DevicesMedical Technology & Deviceshttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/HS4.webpHS4HS4https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/HS3.webpHS3HS3https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/HS7.webpHS7HS7https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://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/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Diagnostics%20&%20Laboratory%20Solutions.webpDiagnostics & Laboratory SolutionsDiagnostics & Laboratory Solutionshttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/HS8.webpHS8HS8https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Healthcare%20IT%20&%20Digital%20Health.webpHealthcare IT & Digital HealthHealthcare IT & Digital Healthhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/HS1.webpHS1HS12026-01-07https://www.huthwaiteinternational.com/blog/how-to-negotiate-beneficial-dealshttps://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. 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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/how-to-negotiate-benificial-deals-blog.jpghow-to-negotiate-benificial-deals-bloghow-to-negotiate-benificial-deals-bloghttps://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)2021-07-05https://www.huthwaiteinternational.com/spin-evidence-of-return-on-investmenthttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/SPIN%20evidence%20of%20return%20on%20investment%20whitepaper.webpSPIN evidence of return on investment whitepaperSPIN evidence of return on investment whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/global-reach/south-americahttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Quick%20Value%20Selling%20O5.svgQuick Value Selling O5Quick Value Selling O5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Essential%20Negotiation%20T10.svgEssential Negotiation T10Essential Negotiation T10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://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/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)2025-11-05https://www.huthwaiteinternational.com/blog/how-to-build-persuasive-argumentshttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/how-to-be-persuasive-in-negotiation-argument-dilution-huthwaite-international.jpghow-to-be-persuasive-in-negotiation-argument-dilution-huthwaite-internationalhow-to-be-persuasive-in-negotiation-argument-dilution-huthwaite-internationalhttps://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-05https://www.huthwaiteinternational.com/sectors/healthcare/diagnosticshttps://www.huthwaiteinternational.com/hubfs/HR8.webpHR8HR8https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/HR25.webpHR25HR25https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/HS25.webpHS25HS25https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/HS21.webpHS21HS21https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/HR6.webpHR6HR6https://www.huthwaiteinternational.com/hubfs/HS18.webpHS18HS18https://www.huthwaiteinternational.com/hubfs/HS16.webpHS16HS16https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaperhttps://www.huthwaiteinternational.com/hubfs/HS14.webpHS14HS14https://www.huthwaiteinternational.com/hubfs/HR10.webpHR10HR10https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/HS22.webpHS22HS22https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/HR7.webpHR7HR7https://www.huthwaiteinternational.com/hubfs/HR24.webpHR24HR242026-01-07https://www.huthwaiteinternational.com/blog/ai-and-learning-and-developmenthttps://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/Blog-image-JUL-23-01.jpgBlog-image-JUL-23-01Blog-image-JUL-23-01https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12023-08-17https://www.huthwaiteinternational.com/mastering-the-art-of-negotiationhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Mastering%20the%20art%20of%20negotiation%20whitepaper.webpMastering the art of negotiation whitepaperMastering the art of negotiation whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/beckman-coulter-delivers-global-sales-training-projecthttps://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. 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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/beckman-coulter-skills-training-case-study-horizons-huthwaite-international.jpgbeckman-coulter-skills-training-case-study-horizons-huthwaite-internationalbeckman-coulter-skills-training-case-study-horizons-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2022-11-14https://www.huthwaiteinternational.com/blog/world-of-learning-recap-2025https://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. 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://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/wol-reflections-2025.pngwol-reflections-2025wol-reflections-2025https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Document%20and%20overview%20thumbnails/making-learning-stick-whitepaper.jpgmaking-learning-stick-whitepapermaking-learning-stick-whitepaperhttps://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-accompanying2025-02-20https://www.huthwaiteinternational.com/blog/effective-coaching-skillshttps://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. 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://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Why-effective-coaching-requires-time-proper-investment-and-specialist-coaching-skills.jpgWhy-effective-coaching-requires-time-proper-investment-and-specialist-coaching-skillsWhy-effective-coaching-requires-time-proper-investment-and-specialist-coaching-skillshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/the-science-behind-spin-sellinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1).webplearning-stick (1)learning-stick (1)2025-11-18https://www.huthwaiteinternational.com/blog/listening-hailed-as-most-important-sales-traithttps://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. 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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/iStock-952769054%20(1).jpgiStock-952769054 (1)iStock-952769054 (1)https://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-07-06https://www.huthwaiteinternational.com/blog/why-spin-selling-still-workshttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/why-spin-still-works.pngwhy-spin-still-workswhy-spin-still-workshttps://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/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/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/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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22025-12-16https://www.huthwaiteinternational.com/negotiation-training/https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/IBM.svgIBMIBMhttps://www.huthwaiteinternational.com/hubfs/Invista-Logo.wine.pngInvista-Logo.wineInvista-Logo.winehttps://www.huthwaiteinternational.com/hubfs/Developing%20effective%20negotiation%20skills.pngDeveloping effective negotiation skillsDeveloping effective negotiation skillshttps://www.huthwaiteinternational.com/hubfs/5fecf0649903fbea970aeb38_AEA-Logo-4c.png5fecf0649903fbea970aeb38_AEA-Logo-4c5fecf0649903fbea970aeb38_AEA-Logo-4chttps://www.huthwaiteinternational.com/hubfs/Negotiation-Training-Huthwaite-International.jpgNegotiation-Training-Huthwaite-InternationalNegotiation-Training-Huthwaite-Internationalhttps://www.huthwaiteinternational.com/hubfs/iStock-1218996312-2.jpgiStock-1218996312-2iStock-1218996312-2https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/kongsberg-automotive_owler_20180704_164257_original%20(1).pngkongsberg-automotive_owler_20180704_164257_original (1)kongsberg-automotive_owler_20180704_164257_original (1)https://www.huthwaiteinternational.com/hubfs/_july-2021/close.svgcloseclose2023-08-30https://www.huthwaiteinternational.com/blog/in-sales-conversations-it-turns-out-its-quality-and-quantityhttps://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. 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/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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/_Aug2023/Images/get-whitepaper.jpgget-whitepaperget-whitepaperhttps://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/Developing-long-term-client-relationships.jpgDeveloping-long-term-client-relationshipsDeveloping-long-term-client-relationshipshttps://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_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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image%20(17).pngMicrosoftTeams-image (17)MicrosoftTeams-image (17)https://www.huthwaiteinternational.com/hubfs/dart-board-with-three-darts-outdoors-picture-id1133497978.jpgdart-board-with-three-darts-outdoors-picture-id1133497978dart-board-with-three-darts-outdoors-picture-id1133497978https://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 behaviour2024-08-07https://www.huthwaiteinternational.com/blog/what-do-successful-negotiators-do2025-11-09https://www.huthwaiteinternational.com/sectors/healthcare/pharmaceuticalshttps://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/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/HR7.webpHR7HR7https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Medical%20Devices%20-%20Sales%20imperatives%20whitepaper.webpMedical Devices - Sales imperatives whitepaperMedical Devices - Sales imperatives whitepaperhttps://www.huthwaiteinternational.com/hubfs/HR13.webpHR13HR13https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/HR5.webpHR5HR5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/HR10.webpHR10HR10https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/HR8.webpHR8HR8https://www.huthwaiteinternational.com/hubfs/HS17.webpHS17HS17https://www.huthwaiteinternational.com/hubfs/HS15.webpHS15HS15https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/HR6.webpHR6HR6https://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)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/HS9.webpHS9HS9https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/HS19.webpHS19HS19https://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of research2026-01-07https://www.huthwaiteinternational.com/blog/negotiation-preparation-tips-for-achieving-positive-outcomes-huthwaite-international2025-11-09https://www.huthwaiteinternational.com/blog/why-do-new-telecoms-products-failhttps://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. 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%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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Why-do-new-telecoms-products-fail.jpgWhy-do-new-telecoms-products-failWhy-do-new-telecoms-products-failhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/global-reach/north-americahttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/international_training_-_huthwaite_international%20(1080p).mp4/medium.jpginternational_training_-_huthwaite_international (1080p)international_training_-_huthwaite_international (1080p)https://www.huthwaiteinternational.com/hubfs/international_training_-_huthwaite_international%20(1080p).mp474nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202%20(2).webpAsset 4 2 (2)Asset 4 2 (2)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%202.webpAsset 4 2Asset 4 2https://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/SPIN%20Selling%20T10.svgSPIN Selling T10SPIN Selling T10https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://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_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Choose%20your%20course%20(1).webpChoose your course (1)Choose your course (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Present%20for%20Success%20O5.svgPresent for Success O5Present for Success O5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Teal%2010/Complex%20Negotiation%20T10.svgComplex Negotiation T10Complex Negotiation T102025-11-05https://www.huthwaiteinternational.com/blog/power-of-howhttps://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. 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://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/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/Document%20and%20overview%20thumbnails/making-learning-stick-whitepaper.jpgmaking-learning-stick-whitepapermaking-learning-stick-whitepaperhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/power-of-how-blog-image.pngpower-of-how-blog-imagepower-of-how-blog-imagehttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-03-07https://www.huthwaiteinternational.com/proposals-the-silent-sales-killerhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Proposals%20-%20the%20silent%20sales%20killer%20whitepaper.webpProposals - the silent sales killer whitepaperProposals - the silent sales killer whitepaper2025-11-20https://www.huthwaiteinternational.com/mastering-sales-and-negotiations/guesthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2026-07-21https://www.huthwaiteinternational.com/de/https://www.huthwaiteinternational.com/hubfs/Medtronic-logo.pngMedtronic-logoMedtronic-logohttps://www.huthwaiteinternational.com/hubfs/SAP.pngSAPSAPhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/How-Schroders-UK-creates-long-term-value-for-clients-with-SPIN-Selling-Huthwaite-International-november.pngHow-Schroders-UK-creates-long-term-value-for-clients-with-SPIN-Selling-Huthwaite-International-novemberHow-Schroders-UK-creates-long-term-value-for-clients-with-SPIN-Selling-Huthwaite-International-novemberhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/communication-training-challenges-huthwaite-international-skills-development.jpgcommunication-training-challenges-huthwaite-international-skills-developmentcommunication-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/negotiation-training-challenges-huthwaite-international-skills-development.jpgnegotiation-training-challenges-huthwaite-international-skills-developmentnegotiation-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/Entwicklung-der-Verkaufseffektivitat.jpgEntwicklung-der-VerkaufseffektivitatEntwicklung-der-Verkaufseffektivitathttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/Siemens-and-Huthwaite-reach-for-economic-growth-in-the-toughest-of-markets-Huthwaite-International-november.pngSiemens-and-Huthwaite-reach-for-economic-growth-in-the-toughest-of-markets-Huthwaite-International-novemberSiemens-and-Huthwaite-reach-for-economic-growth-in-the-toughest-of-markets-Huthwaite-International-novemberhttps://www.huthwaiteinternational.com/hubfs/HuthwaiteInternational_April2019%20Theme/Images/sales-training-challenges-huthwaite-international-skills-development.jpgsales-training-challenges-huthwaite-international-skills-developmentsales-training-challenges-huthwaite-international-skills-developmenthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2024-12-09https://www.huthwaiteinternational.com/blog/workplace-learning-matters-podcasthttps://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. 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/wlm-blog-cover.jpgwlm-blog-coverwlm-blog-coverhttps://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/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/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/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/Promote%20(1).webpPromote (1)Promote (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)2023-06-16https://www.huthwaiteinternational.com/blog/improve-sales-productivityhttps://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. 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://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/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/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Sales-productivity-improvement.jpgSales-productivity-improvementSales-productivity-improvementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2022-02-01https://www.huthwaiteinternational.com/embracing-two-faced-strategies-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-19https://www.huthwaiteinternational.com/telecoms-tech-traphttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-20https://www.huthwaiteinternational.com/blog/train-effectively-travel-restrictionshttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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)https://www.huthwaiteinternational.com/hubfs/How-to-train-effectively-amidst-travel-restrictions.jpgHow-to-train-effectively-amidst-travel-restrictionsHow-to-train-effectively-amidst-travel-restrictionshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/research-digitisation-drives-vital-sales-marketing-partnership-business-yet-catchhttps://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. 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/breaking-away-to-check-up-on-her-emails-picture-id1026593956.jpgbreaking-away-to-check-up-on-her-emails-picture-id1026593956breaking-away-to-check-up-on-her-emails-picture-id1026593956https://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/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)2021-07-05https://www.huthwaiteinternational.com/blog/what-makes-a-sale-complexhttps://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/what-makes-a-sale-complex-benjamin-herman.jpgwhat-makes-a-sale-complex-benjamin-hermanwhat-makes-a-sale-complex-benjamin-hermanhttps://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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://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)2021-07-05https://www.huthwaiteinternational.com/blog/siemens-and-huthwaite-reach-for-economic-growthhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://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)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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/How-Siemens-Business-Services-achieve-a-win-win-in-negotiations-2.jpgHow-Siemens-Business-Services-achieve-a-win-win-in-negotiations-2How-Siemens-Business-Services-achieve-a-win-win-in-negotiations-22021-11-18https://www.huthwaiteinternational.com/sectors/professional-serviceshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Webinars/Master%20the%20art%20of%20negotiation%20-%20Webinar.mp4/medium.jpgMaster the art of negotiation - WebinarMaster the art of negotiation - Webinarhttps://www.huthwaiteinternational.com/hubfs/Webinars/Master%20the%20art%20of%20negotiation%20-%20Webinar.mp43240nonohttps://www.huthwaiteinternational.com/hubfs/FL-1.webpFL-1FL-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/S2%20consulting.webpS2 consultingS2 consultinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Refresher%20P5.svgSPIN Refresher P5SPIN Refresher P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Walid-Galal-Middle-East.pngWalid-Galal-Middle-EastWalid-Galal-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/S3%20consulting.webpS3 consultingS3 consultinghttps://www.huthwaiteinternational.com/hubfs/L2%20consulting.webpL2 consultingL2 consultinghttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/S4%20consulting.webpS4 consultingS4 consultinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/S1%20consulting.webpS1 consultingS1 consultinghttps://www.huthwaiteinternational.com/hubfs/Gradient%201.webpGradient 1Gradient 1https://www.huthwaiteinternational.com/hubfs/FL-3.webpFL-3FL-3https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O5https://www.huthwaiteinternational.com/hubfs/dorota-porazka.jpgdorota-porazkadorota-porazkahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/S5%20consulting.webpS5 consultingS5 consultinghttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/S6%20consulting.webpS6 consultingS6 consultinghttps://www.huthwaiteinternational.com/hubfs/L1%20consulting.webpL1 consultingL1 consultinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Hero%20HP%20Image%201.webpHero HP Image 1Hero HP Image 12026-04-21https://www.huthwaiteinternational.com/blog/huthwaite-international-wins-exporter-award-at-yorkshire-post-excellence-in-business-awardshttps://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/unique-fish-leading-many-vector-id1194635364.jpgunique-fish-leading-many-vector-id1194635364unique-fish-leading-many-vector-id1194635364https://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%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/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/applause-picture-id1018470032.jpgapplause-picture-id1018470032applause-picture-id1018470032https://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-id10563598602021-07-05https://www.huthwaiteinternational.com/blog/companies-must-take-action-brexithttps://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/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/iStock-1131750022%20(1).jpgiStock-1131750022 (1)iStock-1131750022 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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-retina2021-07-06https://www.huthwaiteinternational.com/blog/spin-sales-transformation-implementationhttps://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. 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/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/Sales-professionals-how-to-plan-a-global-sales-transformation.jpgSales-professionals-how-to-plan-a-global-sales-transformationSales-professionals-how-to-plan-a-global-sales-transformationhttps://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/IMG_6799_mono.jpgIMG_6799_monoIMG_6799_monohttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-08-25https://www.huthwaiteinternational.com/ethical-trading-policyhttps://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_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%201%201-nw%20(1)%20(1).webpAsset 3 1 1-nw (1) (1)Asset 3 1 1-nw (1) (1)https://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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2025-11-18https://www.huthwaiteinternational.com/privacy-policyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%201%201-nw%20(1)%20(1).webpAsset 3 1 1-nw (1) (1)Asset 3 1 1-nw (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-11-18https://www.huthwaiteinternational.com/blog/ai-sales-potentialhttps://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. 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/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/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/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/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/ai-sales-a-co-pilot-not-a-competitor.jpgai-sales-a-co-pilot-not-a-competitorai-sales-a-co-pilot-not-a-competitorhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/maximise-sales-potential.jpgmaximise-sales-potentialmaximise-sales-potentialhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12024-05-09https://www.huthwaiteinternational.com/blog/failed-negotiationshttps://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. 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/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/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/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/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Failed-negotiations-teach-us-the-most.jpgFailed-negotiations-teach-us-the-mostFailed-negotiations-teach-us-the-mosthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/effective-negotiation-skills-thank-youhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%201.webpAsset 4 1Asset 4 1https://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20effective%20negotiation%20skills%20whitepaper.webpDeveloping effective negotiation skills whitepaperDeveloping effective negotiation skills whitepaperhttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2025-11-05https://www.huthwaiteinternational.com/the-learning-journeyhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Video/Huthwaite%20Collaborative%20Learning.mp4/medium.jpgHuthwaite Collaborative LearningHuthwaite Collaborative Learninghttps://www.huthwaiteinternational.com/hubfs/Video/Huthwaite%20Collaborative%20Learning.mp475nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%205%203-1.webpAsset 5 3-1Asset 5 3-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Challenging%20change%20and%20culture%20whitepaper.webpChallenging change and culture whitepaperChallenging change and culture whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer%201-1.pngLayer 1-1Layer 1-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Acquire%20knowledge-1%20(1).webpAcquire knowledge-1 (1)Acquire knowledge-1 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-bg%20(1).webplearning-bg (1)learning-bg (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/Emma%20Stenman%20(1).webpEmma Stenman (1)Emma Stenman (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Skills%20and%20practice%20(1).webpSkills and practice (1)Skills and practice (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid.png4 Column Mobile Grid4 Column Mobile Gridhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Workplace%20transfer%20(1).webpWorkplace transfer (1)Workplace transfer (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-11-17https://www.huthwaiteinternational.com/power-of-structured-coaching-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-20https://www.huthwaiteinternational.com/blog/the-benefit-of-a-better-qualified-workforcehttps://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. 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://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/Why-is-the-UK-not-feeling-the-benefit-of-a-better-qualified-workforce.jpgWhy-is-the-UK-not-feeling-the-benefit-of-a-better-qualified-workforceWhy-is-the-UK-not-feeling-the-benefit-of-a-better-qualified-workforcehttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-06https://www.huthwaiteinternational.com/blog/dirty-tricks-in-negotiation2025-11-10https://www.huthwaiteinternational.com/blog/postnord-stralforshttps://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. 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/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/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/Postnord-Stralfors.jpgPostnord-StralforsPostnord-Stralforshttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2022-09-15https://www.huthwaiteinternational.com/blog/shoulda-woulda-coulda-has-negotiating-a-good-brexit-deal-become-the-impossible-taskhttps://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. 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://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/Has-negotiating-a-good-Brexit-deal-become-the-impossible-task.jpgHas-negotiating-a-good-Brexit-deal-become-the-impossible-taskHas-negotiating-a-good-Brexit-deal-become-the-impossible-task2021-08-31https://www.huthwaiteinternational.com/blog/how-to-address-price-pressure-and-sell-value-world-leaders-watson-marlow-share-their-experience-of-spinhttps://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. 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://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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-retinahttps://www.huthwaiteinternational.com/hubfs/watson-marlow-case-study-huthwaite-inthernational-sales-and-negotiation-training.jpgwatson-marlow-case-study-huthwaite-inthernational-sales-and-negotiation-trainingwatson-marlow-case-study-huthwaite-inthernational-sales-and-negotiation-traininghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/mastering-negotiationshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/zuhlke_quick_win%20(1080p).mp4/medium.jpgzuhlke_quick_win (1080p)zuhlke_quick_win (1080p)https://www.huthwaiteinternational.com/hubfs/zuhlke_quick_win%20(1080p).mp4596nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Rebecca%20HW%20Pod_Comp.mp4/medium.jpgRebecca HW Pod_CompRebecca HW Pod_Comphttps://www.huthwaiteinternational.com/hubfs/Rebecca%20HW%20Pod_Comp.mp43109nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/zuhlke_pod%20(1080p).mp4/medium.jpgzuhlke_pod (1080p)zuhlke_pod (1080p)https://www.huthwaiteinternational.com/hubfs/zuhlke_pod%20(1080p).mp42763nonohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Mastering%20Negotiations-min.pngMastering Negotiations-minMastering Negotiations-minhttps://www.huthwaiteinternational.com/hubfs/Sign-up-for-workplace-learning-matters.pngSign-up-for-workplace-learning-mattersSign-up-for-workplace-learning-mattershttps://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-icon2025-09-23https://www.huthwaiteinternational.com/blog/three-mistakes-salespeople-makehttps://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. 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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Three-mistakes-salespeople-make.pngThree-mistakes-salespeople-makeThree-mistakes-salespeople-makehttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2022-05-24https://www.huthwaiteinternational.com/developing-long-term-profitable-client-relationshipshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20profitable%20client%20relationships%20whitepaper.webpDeveloping profitable client relationships whitepaperDeveloping profitable client relationships whitepaper2025-11-19https://www.huthwaiteinternational.com/blog/huthwaite-international-joins-worlds-top-firms-as-founders-of-major-consultancy-industry-initiativehttps://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. 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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/team-of-professionals-during-a-project-meeting-picture-id1045023858.jpgteam-of-professionals-during-a-project-meeting-picture-id1045023858team-of-professionals-during-a-project-meeting-picture-id1045023858https://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)2021-07-05https://www.huthwaiteinternational.com/the-psychology-of-decision-making-1https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-targeted-thinking.svgIcon-targeted-thinkingIcon-targeted-thinkinghttps://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-iconhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-graph-downwards.svgIcon-graph-downwardsIcon-graph-downwardshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategic-direction.svgIcon-strategic-directionIcon-strategic-directionhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350px2024-06-11https://www.huthwaiteinternational.com/blog/effective-virtual-communication2025-11-17https://www.huthwaiteinternational.com/blog/the-difference-between-persuasion-and-negotiation2025-11-17https://www.huthwaiteinternational.com/blog/align-sales-and-servicehttps://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. 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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/aligning-sales-and-service.jpgaligning-sales-and-servicealigning-sales-and-servicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2023-05-10https://www.huthwaiteinternational.com/blog/political-climate-shines-spotlight-negotiating-revealing-hidden-growth-area-businesses-across-globehttps://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. 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://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Brexit-shines-spotlight-on-negotiating---revealing-hidden-growth-area-for-businesses-across-the-globe.jpgBrexit-shines-spotlight-on-negotiating---revealing-hidden-growth-area-for-businesses-across-the-globeBrexit-shines-spotlight-on-negotiating---revealing-hidden-growth-area-for-businesses-across-the-globehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/MCA%20(1).webpMCA (1)MCA (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/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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedman2021-07-05https://www.huthwaiteinternational.com/blog/hard-science-behind-soft-skillshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://www.huthwaiteinternational.com/hubfs/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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_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/The-hard-science-behind-soft-skills.jpgThe-hard-science-behind-soft-skillsThe-hard-science-behind-soft-skillshttps://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/essential-tips-for-future-ld-leadershttps://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/wol-2026.webpwol-2026wol-2026https://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/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://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/unique-fish-leading-many-vector-id1194635364.jpgunique-fish-leading-many-vector-id1194635364unique-fish-leading-many-vector-id11946353642021-07-05https://www.huthwaiteinternational.com/learning-and-development-2021-trends-reporthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/whitepaper%20mock-ups/2021-Learning-&-Development-Trends.png2021-Learning-&-Development-Trends2021-Learning-&-Development-Trendshttps://www.huthwaiteinternational.com/hubfs/2021-Learning-&-Development-Trends-Hero.jpg2021-Learning-&-Development-Trends-Hero2021-Learning-&-Development-Trends-Hero2021-01-21https://www.huthwaiteinternational.com/blog/self-praise-ineffective-persuasion-techniquehttps://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. 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/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/benjamin%20herman.jpgbenjamin hermanbenjamin hermanhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Why-is-self-praise-such-an--ineffective-persuasion-technique.jpgWhy-is-self-praise-such-an--ineffective-persuasion-techniqueWhy-is-self-praise-such-an--ineffective-persuasion-techniquehttps://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/contact-us/request-for-proposal/https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350px2026-06-23https://www.huthwaiteinternational.com/in-conversation-with-neil-rackhamhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/The%20Origins%20of%20SPIN%20Selling%20-%20the%20Most%20Researched%20and%20Validated%20Sales%20Method%20in%20the%20World.mp4/medium.jpgThe Origins of SPIN Selling - the Most Researched and Validated Sales Method in the WorldNeil Rackham, creator of SPIN® Selling explains how one simple question sparked the creation of the most researched and validated sales methodology in the world. Resulting in the creation of a sales model that is still in use by many of the world’s most successful sales teams today.https://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/The%20Origins%20of%20SPIN%20Selling%20-%20the%20Most%20Researched%20and%20Validated%20Sales%20Method%20in%20the%20World.mp4240nonohttps://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. Hypothesishttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/02.%20Hypothesis.mp474nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/05.%20Cricket.mp4/medium.jpg05. Cricket05. Crickethttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/05.%20Cricket.mp496nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/06.%20Change.mp4/medium.jpg06. Change06. Changehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/06.%20Change.mp4185nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/07.%20Balance.mp4/medium.jpg07. Balance07. Balancehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/07.%20Balance.mp4267nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/08.%20Future.mp4/medium.jpg08. Future08. Futurehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/08.%20Future.mp4114nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/03.%20Eureka.mp4/medium.jpg03. Eureka03. Eurekahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/03.%20Eureka.mp4173nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/04.%20Resistance.mp4/medium.jpg04. Resistance04. Resistancehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/04.%20Resistance.mp4323nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/07.%20Balance.jpg07. Balance07. Balancehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/03.%20Eureka.webp03. Eureka03. Eurekahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/08.%20Future.webp08. Future08. Futurehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/09.%20Regrets.webp09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/10.%20Data.webp10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/02.%20Hypothesis.webp02. Hypothesis02. Hypothesishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/05.%20Cricket.webp05. Cricket05. Crickethttps://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/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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/11.%20SPIV.webp11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/06.%20Change.webp06. Change06. Changehttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/04.%20Resistance.webp04. Resistance04. Resistance2026-04-30https://www.huthwaiteinternational.com/blog/not-negotiable-why-businesses-must-negotiate-more-effectivelyhttps://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. 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/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/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/Why-businesses-must-negotiate-more-effectively.jpgWhy-businesses-must-negotiate-more-effectivelyWhy-businesses-must-negotiate-more-effectivelyhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-06https://www.huthwaiteinternational.com/blog/negotiations-what-happenshttps://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. 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%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/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/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/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/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/iStock-1073415878%20(1).jpgiStock-1073415878 (1)iStock-1073415878 (1)2021-07-05https://www.huthwaiteinternational.com/coaching-the-key-to-lasting-performance-improvementhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Coaching%20-%20the%20key%20to%20lasting%20performance%20improvement%20whitepaper.webpCoaching - the key to lasting performance improvement whitepaperCoaching - the key to lasting performance improvement whitepaper2026-04-01https://www.huthwaiteinternational.com/blog/negotiating-continued-growth-ibm-germanyhttps://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/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://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/Promote%20-%20V2.mp4/medium.jpgPromote - V2Promote - V2https://www.huthwaiteinternational.com/hubfs/Promote%20-%20V2.mp4330nonohttps://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/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/IBM-case-study-SPIN-Selling.pngIBM-case-study-SPIN-SellingIBM-case-study-SPIN-Sellinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Square%20mock-ups/Negotiation%20performance%20-%20the%20key%20to%20long-term%20business%20growth.webpNegotiation performance - the key to long-term business growthNegotiation performance - the key to long-term business growthhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Promote-banner.jpgPromote-bannerPromote-bannerhttps://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)2025-09-16https://www.huthwaiteinternational.com/creating-and-capturing-valuehttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20to%20create%20and%20capture%20value%20whitepaper.webpHow to create and capture value whitepaperHow to create and capture value whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2025-11-19https://www.huthwaiteinternational.com/blog/what-is-learning-culturehttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/joy-and-depression-concepttherapy-symbol-vector-id1296969956.jpgjoy-and-depression-concepttherapy-symbol-vector-id1296969956joy-and-depression-concepttherapy-symbol-vector-id1296969956https://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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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%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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12022-03-02https://www.huthwaiteinternational.com/sales-academy-overviewhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-strategic-options.svgIcon-strategic-optionsIcon-strategic-optionshttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-large-team.svgIcon-large-teamIcon-large-teamhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-barchart-line-graph.svgIcon-barchart-line-graphIcon-barchart-line-graphhttps://www.huthwaiteinternational.com/hubfs/Sales%20training%20PPC%20page%20mid%20page%20image.jpgSales training PPC page mid page imageSales training PPC page mid page imagehttps://www.huthwaiteinternational.com/hubfs/Sopra_Steria_logo.svg_1.pngSopra_Steria_logo.svg_1Sopra_Steria_logo.svg_1https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-troubleshoot.svgIcon-troubleshootIcon-troubleshoothttps://www.huthwaiteinternational.com/hubfs/_july-2020/open-q.svgopen-qopen-qhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-information-exchange.svgIcon-information-exchangeIcon-information-exchangehttps://www.huthwaiteinternational.com/hubfs/_july-2020/close-q.svgclose-qclose-qhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-individual-fit.svgIcon-individual-fitIcon-individual-fithttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-searching.svgIcon-searchingIcon-searchinghttps://www.huthwaiteinternational.com/hubfs/csm_ITN_logo_21206290a9.pngcsm_ITN_logo_21206290a9csm_ITN_logo_21206290a9https://www.huthwaiteinternational.com/hubfs/logo.jpeglogologohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-100.svgIcon-100Icon-100https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-puzzle-pieces.svgIcon-puzzle-piecesIcon-puzzle-pieceshttps://www.huthwaiteinternational.com/hubfs/urgo-medical-logo-healing-people-1.jpgurgo-medical-logo-healing-people-1urgo-medical-logo-healing-people-1https://www.huthwaiteinternational.com/hubfs/creators%20of%20spin-06.svgcreators of spin-06creators of spin-06https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-business-structure.svgIcon-business-structureIcon-business-structurehttps://www.huthwaiteinternational.com/hubfs/SPIN%20Selling%20Huthwaite%20International%20authenticity%20icon-01-01.svgSPIN Selling Huthwaite International authenticity icon-01-01SPIN Selling Huthwaite International authenticity icon-01-01https://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-time-in-person.svgIcon-time-in-personIcon-time-in-personhttps://www.huthwaiteinternational.com/hubfs/Solvemate%20-%20Logo@2x.pngSolvemate - Logo@2xSolvemate - Logo@2xhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/mohamed-nohassi-8QJPS39NGqw-unsplash.jpgmohamed-nohassi-8QJPS39NGqw-unsplashmohamed-nohassi-8QJPS39NGqw-unsplash2025-02-07https://www.huthwaiteinternational.com/blog/leadership-conundrum-aihttps://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. 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://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/AI-Intelligence-theleadership-conundrum.webpAI-Intelligence-theleadership-conundrumAI-Intelligence-theleadership-conundrumhttps://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-accompanying2025-12-16https://www.huthwaiteinternational.com/blog/becoming-more-persuasive-spin-sellinghttps://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. 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/how-to-influence-change-with-spin-selling-in-six-steps.jpghow-to-influence-change-with-spin-selling-in-six-stepshow-to-influence-change-with-spin-selling-in-six-stepshttps://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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-08-25https://www.huthwaiteinternational.com/blog/medical-devices-sales-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. 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/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/iStock-932074838%20(1).jpgiStock-932074838 (1)iStock-932074838 (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/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/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/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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/blog/effective-coaching-european-mentoring-coaching-councilhttps://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. 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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/two-young-businessmen-discuss-or-plan-project-in-office-picture-id1073415878.jpgtwo-young-businessmen-discuss-or-plan-project-in-office-picture-id1073415878two-young-businessmen-discuss-or-plan-project-in-office-picture-id1073415878https://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/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 behaviour2021-07-05https://www.huthwaiteinternational.com/blog/great-commercial-skills-can-help-logistics-playershttps://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. 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://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/iStock-962074710%20(1).jpgiStock-962074710 (1)iStock-962074710 (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%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-retina2021-07-06https://www.huthwaiteinternational.com/effective-negotiation-skillshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20effective%20negotiation%20skills%20whitepaper.webpDeveloping effective negotiation skills whitepaperDeveloping effective negotiation skills whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/blog/neil-rackham-research-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. 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://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/ISP%20(1).webpISP (1)ISP (1)https://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/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/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-retina2026-04-23https://www.huthwaiteinternational.com/blog/effective-negotiation-strategyhttps://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. 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://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Make-every-coin-count-with-an-effective-negotiation-strategy-horizons-huthwaite-international.jpgMake-every-coin-count-with-an-effective-negotiation-strategy-horizons-huthwaite-internationalMake-every-coin-count-with-an-effective-negotiation-strategy-horizons-huthwaite-internationalhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2021-07-05https://www.huthwaiteinternational.com/blog/the-changing-face-of-b2b-sellinghttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/young-woman-morphing-from-sad-to-happy-vector-id674807560.jpgyoung-woman-morphing-from-sad-to-happy-vector-id674807560young-woman-morphing-from-sad-to-happy-vector-id674807560https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/MCA%20(1).webpMCA (1)MCA (1)https://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-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2021-09-06https://www.huthwaiteinternational.com/blog/world-of-learning-summit-2026https://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. 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://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://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/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_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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2026-02-17https://www.huthwaiteinternational.com/blog/communication-skills-during-covidhttps://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. 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%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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/MCA%20(1).webpMCA (1)MCA (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/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/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/communicating-post-covid.jpgcommunicating-post-covidcommunicating-post-covidhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-09-21https://www.huthwaiteinternational.com/blog/successful-salespersonhttps://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. 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://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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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/How-not-to-make-a-sale.jpgHow-not-to-make-a-saleHow-not-to-make-a-salehttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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 behaviour2021-07-05https://www.huthwaiteinternational.com/blog/measuring-learning-analytics-datahttps://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. 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/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/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/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-retinahttps://www.huthwaiteinternational.com/hubfs/analysis-of-information-minimalistic-infographics-design-vector-id910556964.jpganalysis-of-information-minimalistic-infographics-design-vector-id910556964analysis-of-information-minimalistic-infographics-design-vector-id910556964https://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/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/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/MCA%20(1).webpMCA (1)MCA (1)2021-11-23https://www.huthwaiteinternational.com/blog/the-complacency-traphttps://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. 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://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 LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/complacency-trap.webpcomplacency-trapcomplacency-traphttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20profitable%20client%20relationships%20whitepaper.webpDeveloping profitable client relationships whitepaperDeveloping profitable client relationships whitepaperhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/ISP%20(1).webpISP (1)ISP (1)https://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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 behaviour2026-01-15https://www.huthwaiteinternational.com/blog/complex-salehttps://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. 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://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/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-retinahttps://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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2024-09-18https://www.huthwaiteinternational.com/blog/interconnection-sales-marketing-breaking-siloshttps://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. 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/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/breaking-down-silos.jpgbreaking-down-silosbreaking-down-siloshttps://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/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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-11-23https://www.huthwaiteinternational.com/blog/mind-the-gap-salespeople-missing-the-mark-with-clientshttps://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. 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%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/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)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/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-id9421494382021-07-05https://www.huthwaiteinternational.com/website-terms-of-usehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%201%201-nw%20(1)%20(1).webpAsset 3 1 1-nw (1) (1)Asset 3 1 1-nw (1) (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/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (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 Logo2025-11-18https://www.huthwaiteinternational.com/blog/spin-selling-questionshttps://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. 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://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/spin-selling-questions.jpgImage showing a hand holding a question mark - SPIN Selling questionsspin-selling-questionshttps://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/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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image.pngMicrosoftTeams-imageMicrosoftTeams-imagehttps://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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12025-11-05https://www.huthwaiteinternational.com/blog/future-of-traininghttps://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. 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%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/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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://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_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/The-future-of-work%2c-the-future-of-training.jpgThe-future-of-work,-the-future-of-trainingThe-future-of-work,-the-future-of-traininghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-08-31https://www.huthwaiteinternational.com/blog/how-should-we-deal-with-emotions-in-negotiationhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/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/How-should-we-deal-with-emotions-in-negotiation.jpgHow-should-we-deal-with-emotions-in-negotiationHow-should-we-deal-with-emotions-in-negotiationhttps://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/ian-newall.pngian-newallian-newallhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2025-12-15https://www.huthwaiteinternational.com/blog/manufacturing-a-better-sales-processhttps://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. 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://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/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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/chief-engineer-in-the-hard-hat-walks-through-light-modern-factory-picture-id899692702.jpgchief-engineer-in-the-hard-hat-walks-through-light-modern-factory-picture-id899692702chief-engineer-in-the-hard-hat-walks-through-light-modern-factory-picture-id899692702https://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/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/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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)2021-07-06https://www.huthwaiteinternational.com/about-us/partnershipshttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/sma-logo-1.pngsma-logo-1sma-logo-1https://www.huthwaiteinternational.com/hubfs/isp-final.pngisp-finalisp-finalhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/positive%20Marques-CU-01%20(1).pngpositive Marques-CU-01 (1)positive Marques-CU-01 (1)https://www.huthwaiteinternational.com/hubfs/promote-logo%20(1).pngpromote-logo (1)promote-logo (1)https://www.huthwaiteinternational.com/hubfs/mca-logo%20(1).pngmca-logo (1)mca-logo (1)2024-01-03https://www.huthwaiteinternational.com/blog/build-customer-needshttps://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. 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/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/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-retinahttps://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/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/help%20(1).jpghelp (1)help (1)https://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/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/benjamin%20herman.jpgbenjamin hermanbenjamin herman2021-10-18https://www.huthwaiteinternational.com/blog/why-training-that-confers-knowledge-and-theory-without-altering-ability-is-pointlesshttps://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. 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://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/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/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/Why-training-that-confers-knowledge-and-theory-without-altering-ability-is-pointless-sales-training-huthwaite-international.jpgWhy-training-that-confers-knowledge-and-theory-without-altering-ability-is-pointless-sales-training-huthwaite-internationalWhy-training-that-confers-knowledge-and-theory-without-altering-ability-is-pointless-sales-training-huthwaite-internationalhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-09-20https://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/Whitepapers%20-%202025/Angled%20mock-ups/Proposals%20-%20the%20silent%20sales%20killer%20whitepaper.webpProposals - the silent sales killer whitepaperProposals - the silent sales killer whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%206/SPIN%20Marketing%20O6.svgSPIN Marketing O6SPIN Marketing O6https://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SPIN%20Persuasive%20Proposals%20and%20Presentations%20(1).webpSPIN Persuasive Proposals and Presentations (1)SPIN Persuasive Proposals and Presentations (1)https://www.huthwaiteinternational.com/hubfs/bento.webpbentobento2025-12-09https://www.huthwaiteinternational.com/blog/cricket-spin-methodologyhttps://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. 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/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/05.%20Cricket.mp4/medium.jpg05. Cricket05. Crickethttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/05.%20Cricket.mp496nonohttps://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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/05.%20Cricket%20blog%20cover.webp05. Cricket blog cover05. Cricket blog coverhttps://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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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/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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanying2026-03-26https://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2021-07-05https://www.huthwaiteinternational.com/blog/buy-in-for-sales-skills-developmenthttps://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. 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/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/buy-in-for-sales-training-blog.pngbuy-in-for-sales-training-blogbuy-in-for-sales-training-bloghttps://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/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/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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)2025-11-05https://www.huthwaiteinternational.com/blog/how-can-we-use-data-more-effectively-in-saleshttps://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. 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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://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_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/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/merge-arrows-infographic-vector-id1150661369%20(1).jpgmerge-arrows-infographic-vector-id1150661369 (1)merge-arrows-infographic-vector-id1150661369 (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retina2021-07-05https://www.huthwaiteinternational.com/blog/how-to-overcome-difficult-negotiation-tacticshttps://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. 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%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/Whitepapers%20-%202025/Angled%20mock-ups/Mastering%20the%20art%20of%20negotiation%20whitepaper.webpMastering the art of negotiation whitepaperMastering the art of negotiation whitepaperhttps://www.huthwaiteinternational.com/hubfs/negotiation-tactics.jpgnegotiation-tacticsnegotiation-tacticshttps://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/MCA%20(1).webpMCA (1)MCA (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/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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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-accompanying2025-12-16https://www.huthwaiteinternational.com/transform-conversations-with-spin-sellinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/HUTHWAITE%20SALES%20VIDEO%20V5.1.mp4/medium.jpgHUTHWAITE SALES VIDEO V5.1HUTHWAITE SALES VIDEO V5.1https://www.huthwaiteinternational.com/hubfs/HUTHWAITE%20SALES%20VIDEO%20V5.1.mp457nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/the_rhythm_of_conversation_v1%20(1080p).mp4/medium.jpgthe_rhythm_of_conversation_v1 (1080p)the_rhythm_of_conversation_v1 (1080p)https://www.huthwaiteinternational.com/hubfs/the_rhythm_of_conversation_v1%20(1080p).mp465nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/HUTHWAITE%20SALES%20VIDEO%20V5.2.mp4/medium.jpgHUTHWAITE SALES VIDEO V5.2HUTHWAITE SALES VIDEO V5.2https://www.huthwaiteinternational.com/hubfs/HUTHWAITE%20SALES%20VIDEO%20V5.2.mp477nonohttps://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/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/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/spin%20sales%20thumb%201.webpspin sales thumb 1spin sales thumb 1https://www.huthwaiteinternational.com/hubfs/Transform%20conversations%20with%20SPIN%20Selling%20thumb12.webpTransform conversations with SPIN Selling thumb12Transform conversations with SPIN Selling thumb122026-03-10https://www.huthwaiteinternational.com/negotiation-training/essential-negotiationhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/what_is_essential_negotiation_skills_%20(720p).mp4/medium.jpgwhat_is_essential_negotiation_skills_ (720p)what_is_essential_negotiation_skills_ (720p)https://www.huthwaiteinternational.com/hubfs/what_is_essential_negotiation_skills_%20(720p).mp4160nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/quick_win_snippet%20(1080p)-1.mp4/medium.jpgquick_win_snippet (1080p)-1quick_win_snippet (1080p)-1https://www.huthwaiteinternational.com/hubfs/quick_win_snippet%20(1080p)-1.mp4101nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Essential%20Negotiations%20(1).webpEssential Negotiations (1)Essential Negotiations (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/bento.webpbentobentohttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://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/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle%201534.pngRectangle 1534Rectangle 1534https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/mastering-sales-negs-snippet-thumbnaiol.webpmastering-sales-negs-snippet-thumbnaiolmastering-sales-negs-snippet-thumbnaiolhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-12-05https://www.huthwaiteinternational.com/blog/insights-learning-and-developmenthttps://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. 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://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/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/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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/tony-hughes-1.pngtony-hughes-1tony-hughes-1https://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/iStock-464697228.jpgiStock-464697228iStock-464697228https://www.huthwaiteinternational.com/hubfs/robin-hoyle.pngrobin-hoylerobin-hoylehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/why-huthwaitehttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20Sales_%20Kissing%20Frogs%20&%20Pre-Sales%20Success%20Secrets%20(1).mp4/medium.jpgMastering Sales_ Kissing Frogs & Pre-Sales Success Secrets (1)Mastering Sales_ Kissing Frogs & Pre-Sales Success Secrets (1)https://www.huthwaiteinternational.com/hubfs/Mastering%20Sales_%20Kissing%20Frogs%20&%20Pre-Sales%20Success%20Secrets%20(1).mp436nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle%201563.webpRectangle 1563Rectangle 1563https://www.huthwaiteinternational.com/hubfs/Business%20development%20manager%20in%20conversation%20with%20one%20of%20her%20customers.webpBusiness development manager in conversation with one of her customersBusiness development manager in conversation with one of her customershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/swirls%201.webpswirls 1swirls 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle-1.webpRectangle-1Rectangle-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Mask%20group-nw.webpMask group-nwMask group-nwhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/close-brothers.svgclose-brothersclose-brothershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SKF-Logo.svgSKF-LogoSKF-Logohttps://www.huthwaiteinternational.com/hubfs/GRADIENTS/SQAURE/SQUARE%20BEIGE.svgSQUARE BEIGESQUARE BEIGEhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle%201534.pngRectangle 1534Rectangle 1534https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle%201567.webpRectangle 1567Rectangle 1567https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Frame%20427319585-2.pngFrame 427319585-2Frame 427319585-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%202-1-NW%20(1)%20(1).webpAsset 2-1-NW (1) (1)Asset 2-1-NW (1) (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Medtronic_logo.svgMedtronic_logoMedtronic_logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SAP_2011_logo.svgSAP_2011_logoSAP_2011_logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%203%20(1).webpAsset 3 (1)Asset 3 (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/present%20for%20success%20huthwaite%20open%20couse.webppresent for success huthwaite open cousepresent for success huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid-nw.webp4 Column Mobile Grid-nw4 Column Mobile Grid-nwhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle%201564.webpRectangle 1564Rectangle 1564https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Sopra_Steria_logo.svgSopra_Steria_logoSopra_Steria_logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Group.svgGroupGrouphttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/linear-nw.webplinear-nwlinear-nwhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/image%2082.webpimage 82image 82https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Essity_logo.svgEssity_logoEssity_logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/complex%20negotiation%20huthwaite%20open%20couse.webpcomplex negotiation huthwaite open cousecomplex negotiation huthwaite open cousehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Nutreco.svgNutrecoNutreco2025-11-05https://www.huthwaiteinternational.com/what-are-customers-thinking-reporthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/buying-cycle.jpgbuying-cyclebuying-cycle2024-03-19https://www.huthwaiteinternational.com/why-bad-things-happen-to-good-new-products-thank-youhttps://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/Whitepapers%20-%202025/Angled%20mock-ups/Why%20do%20bad%20things%20happen%20to%20good%20new%20products%20whitepaper.webpWhy do bad things happen to good new products whitepaperWhy do bad things happen to good new products whitepaperhttps://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_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%204%201.webpAsset 4 1Asset 4 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-11-05https://www.huthwaiteinternational.com/blog/building-sales-confidence-for-growing-a-businesshttps://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. 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://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/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/Huthwaite%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Building-Sales-Confidence-for-growing-a-business.jpgBuilding-Sales-Confidence-for-growing-a-businessBuilding-Sales-Confidence-for-growing-a-businesshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2021-08-25https://www.huthwaiteinternational.com/huthwaite-sample-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/cf6b99efe056dc19f038025ea53733ac.webpcf6b99efe056dc19f038025ea53733accf6b99efe056dc19f038025ea53733achttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/8edda14908ea34ea1c165f9cc73e2e45d6a33b1f.webp8edda14908ea34ea1c165f9cc73e2e45d6a33b1f8edda14908ea34ea1c165f9cc73e2e45d6a33b1fhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Asset%202-2.pngAsset 2-2Asset 2-2https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/ISP%20(1).webpISP (1)ISP (1)2025-11-06https://www.huthwaiteinternational.com/blog/yorkshire-post-political-podcasthttps://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%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/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/Big-moments-in-the-General-Election-campaign-so-far.jpgBig-moments-in-the-General-Election-campaign-so-farBig-moments-in-the-General-Election-campaign-so-farhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (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/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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhe2021-07-05https://www.huthwaiteinternational.com/blog/from-tech-talk-to-revenuehttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/jane-banks-bio-pic.jpgjane-banks-bio-picjane-banks-bio-pichttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Why%20a%20sales%20methodology%20matters%20now.webpWhy a sales methodology matters nowWhy a sales methodology matters nowhttps://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/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/Promote%20(1).webpPromote (1)Promote (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-1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2026-06-24https://www.huthwaiteinternational.com/blog/five-key-questions-for-investorshttps://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. 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://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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/Fertiliser-for-finance.jpgFertiliser-for-financeFertiliser-for-financehttps://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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2022-08-26https://www.huthwaiteinternational.com/blog/decisions-decisions-map-out-your-decision-making-unit-to-sell-more-effectivelyhttps://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. 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://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/steve-thurlow.pngsteve-thurlowsteve-thurlowhttps://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/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/map-out-your-decision-making-unit.jpgmap-out-your-decision-making-unitmap-out-your-decision-making-unithttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-22021-07-22https://www.huthwaiteinternational.com/blog/sales-excellence-for-medical-devices-sectorhttps://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. 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/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/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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/changing-your-future-with-the-help-of-technology-picture-id641968736.jpgchanging-your-future-with-the-help-of-technology-picture-id641968736changing-your-future-with-the-help-of-technology-picture-id641968736https://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)2021-07-05https://www.huthwaiteinternational.com/blog/are-we-losing-expertise-to-aihttps://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. 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/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/Whitepapers%20-%202025/Angled%20mock-ups/The%20case%20for%20the%20human%20-%20AI%20as%20sales%20co-pilot%20whitepaper.webpThe case for the human - AI as sales co-pilot whitepaperThe case for the human - AI as sales co-pilot whitepaperhttps://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/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/Blog-image-JUL-230724%20-1305%20%C3%97%20353.jpgBlog-image-JUL-230724 -1305 × 353Blog-image-JUL-230724 -1305 × 353https://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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2025-12-16https://www.huthwaiteinternational.com/blog/art-negotiating-smes-can-learn-brexithttps://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. 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/Neil-Clothier.jpgNeil-ClothierNeil-Clothierhttps://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/The%20art%20of%20negotiating%20what%20businesses%20can%20learn%20from%20Brexit.jpgThe art of negotiating what businesses can learn from BrexitThe art of negotiating what businesses can learn from Brexithttps://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/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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-06https://www.huthwaiteinternational.com/blog/proposals-the-silent-sales-killershttps://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. 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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Proposals-the-silent-sales-killers-value-scales.jpgProposals-the-silent-sales-killers-value-scalesProposals-the-silent-sales-killers-value-scaleshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Proposals-the-silent-sales-killers-hierarchy-diagram.jpgProposals-the-silent-sales-killers-hierarchy-diagramProposals-the-silent-sales-killers-hierarchy-diagramhttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Proposals-the-silent-sales-killers.jpgProposals-the-silent-sales-killersProposals-the-silent-sales-killershttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-07-14https://www.huthwaiteinternational.com/blog/the-science-of-selling-and-the-selling-of-sciencehttps://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. 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://www.huthwaiteinternational.com/hubfs/business-people-working-in-modern-office-space-picture-id973718370.jpgbusiness-people-working-in-modern-office-space-picture-id973718370business-people-working-in-modern-office-space-picture-id973718370https://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/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/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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2021-09-20https://www.huthwaiteinternational.com/state-of-our-nationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20commercial%20state%20of%20our%20nation%20whitepaper.webpThe commercial state of our nation whitepaperThe commercial state of our nation whitepaper2025-11-20https://www.huthwaiteinternational.com/blog/how-can-salespeople-use-spin-selling-questionshttps://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. 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/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%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/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/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://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/How-can-salespeople-use-SPIN-Selling-questions-1.gifHow-can-salespeople-use-SPIN-Selling-questions-1How-can-salespeople-use-SPIN-Selling-questions-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/what-brexit-blues-new-research-reveals-nearly-half-of-uk-businesses-believe-brexit-will-have-a-long-term-positive-impacthttps://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/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://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/Should-We-Expect-a-Brexit-Blues.jpgShould-We-Expect-a-Brexit-BluesShould-We-Expect-a-Brexit-Blueshttps://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://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/MCA%20(1).webpMCA (1)MCA (1)2021-07-05https://www.huthwaiteinternational.com/blog/atracsys-commercial-consistencyhttps://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/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. 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://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/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/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/Developing%20sales%20opportunities%20-%20blog.webpDeveloping sales opportunities - blogDeveloping sales opportunities - bloghttps://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/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/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/Why%20a%20sales%20methodology%20matters%20now.webpWhy a sales methodology matters nowWhy a sales methodology matters nowhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2026-06-16https://www.huthwaiteinternational.com/blog/salespeople-healthcare-industryhttps://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. 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://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)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/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/pills-picture-id474437414.jpgpills-picture-id474437414pills-picture-id474437414https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://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/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. 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/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_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/SPIN-50-animated-thumb3.gifSPIN-50-animated-thumb3SPIN-50-animated-thumb3https://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2024-05-30https://www.huthwaiteinternational.com/blog/communicating-the-value-of-learning-developmenthttps://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. 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/Blog-image-290524.jpgBlog-image-290524Blog-image-290524https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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/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/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/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/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-22024-05-29https://www.huthwaiteinternational.com/sales-traininghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/HUTHWAITE%20SALES%20VIDEO%20V5.1.mp4/medium.jpgHUTHWAITE SALES VIDEO V5.1HUTHWAITE SALES VIDEO V5.1https://www.huthwaiteinternational.com/hubfs/HUTHWAITE%20SALES%20VIDEO%20V5.1.mp457nonohttps://www.huthwaiteinternational.com/hubfs/S4%20consulting.webpS4 consultingS4 consultinghttps://www.huthwaiteinternational.com/hubfs/L1%20consulting.webpL1 consultingL1 consultinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20science%20behind%20SPIN%20Selling%20whitepaper.webpThe science behind SPIN Selling whitepaperThe science behind SPIN Selling whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/S2%20consulting.webpS2 consultingS2 consultinghttps://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/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://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/S5%20consulting.webpS5 consultingS5 consultinghttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Pop-up%20mock-ups/Going-for-growth-How-to-ensure-business-success-pop-up-download.pngGoing-for-growth-How-to-ensure-business-success-pop-up-downloadGoing-for-growth-How-to-ensure-business-success-pop-up-downloadhttps://www.huthwaiteinternational.com/hubfs/L2%20consulting.webpL2 consultingL2 consultinghttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/L4%20consulting.webpL4 consultingL4 consulting2026-05-20https://www.huthwaiteinternational.com/blog/cutting-noise-five-steps-develop-win-win-sales-dealhttps://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. 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/Atracsys-1.webpAtracsys-1Atracsys-1https://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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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/how-to-develop-win-win-sales-deals.jpghow-to-develop-win-win-sales-dealshow-to-develop-win-win-sales-dealshttps://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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-08-25https://www.huthwaiteinternational.com/blog/why-its-time-to-adapt-to-the-virtual-world-how-to-master-online-negotiationshttps://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/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://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://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/20200331_ill_workfromhomevector-vector-id1218040750.jpg20200331_ill_workfromhomevector-vector-id121804075020200331_ill_workfromhomevector-vector-id1218040750https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)2021-07-05https://www.huthwaiteinternational.com/global-negotiation-researchhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/How%20well%20are%20you%20negotiating%20whitepaper.webpHow well are you negotiating whitepaperHow well are you negotiating whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/celebrating-the-first-fifty-years-of-spinhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20next%20generaton%20of%20sales-1.mp4/medium.jpgThe next generaton of sales-1The next generaton of sales-1https://www.huthwaiteinternational.com/hubfs/The%20next%20generaton%20of%20sales-1.mp4271nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20AI%20empowered%20sales%20future-1.mp4/medium.jpgThe AI empowered sales future-1The AI empowered sales future-1https://www.huthwaiteinternational.com/hubfs/The%20AI%20empowered%20sales%20future-1.mp4195nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/SPIN%2050%20V10_Compressed.mp4/medium.jpgSPIN 50 V10_CompressedSPIN 50 V10_Compressedhttps://www.huthwaiteinternational.com/hubfs/SPIN%2050%20V10_Compressed.mp41805nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/The%20ultimate%20persuasive%20tool-1.mp4/medium.jpgThe ultimate persuasive tool-1The ultimate persuasive tool-1https://www.huthwaiteinternational.com/hubfs/The%20ultimate%20persuasive%20tool-1.mp4364nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/What%20is%20the%20SPIN%20Selling%20method.mp4/medium.jpgWhat is the SPIN Selling methodWhat is the SPIN Selling methodhttps://www.huthwaiteinternational.com/hubfs/What%20is%20the%20SPIN%20Selling%20method.mp4172nonohttps://www.huthwaiteinternational.com/hubfs/NR-new-2.jpgNR-new-2NR-new-2https://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-iconhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Doris.jpgDorisDorishttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/tony-hughes-300px.jpgtony-hughes-300pxtony-hughes-300pxhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/8rOqFN2V_400x400.jpg8rOqFN2V_400x4008rOqFN2V_400x400https://www.huthwaiteinternational.com/hubfs/Spin-50-ident.pngSpin-50-identSpin-50-identhttps://www.huthwaiteinternational.com/hubfs/play-button-spin-50-2.pngplay-button-spin-50-2play-button-spin-50-2https://www.huthwaiteinternational.com/hubfs/Celebrating-the-first-fifty-years-of-SPIN1.jpgCelebrating-the-first-fifty-years-of-SPIN1Celebrating-the-first-fifty-years-of-SPIN1https://www.huthwaiteinternational.com/hubfs/AI-Whitepaper-mock.pngAI-Whitepaper-mockAI-Whitepaper-mockhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/john-massey.jpgjohn-masseyjohn-masseyhttps://www.huthwaiteinternational.com/hubfs/Science-behind-SPIN-Selling-2.pngScience-behind-SPIN-Selling-2Science-behind-SPIN-Selling-2https://www.huthwaiteinternational.com/hubfs/george2.jpggeorge2george22024-08-08https://www.huthwaiteinternational.com/strategic-sales-traininghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/GettyImages-901817082.mov/medium.jpgGettyImages-901817082GettyImages-901817082https://www.huthwaiteinternational.com/hubfs/GettyImages-901817082.mov12nonohttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Sopra-ppc.jpgSopra-ppcSopra-ppchttps://www.huthwaiteinternational.com/hubfs/_july-2020/open-q.svgopen-qopen-qhttps://www.huthwaiteinternational.com/hubfs/atkins-ppc.jpgatkins-ppcatkins-ppchttps://www.huthwaiteinternational.com/hubfs/map-out-your-decision-making-unit-to-sell-more-effectively.jpgmap-out-your-decision-making-unit-to-sell-more-effectivelymap-out-your-decision-making-unit-to-sell-more-effectivelyhttps://www.huthwaiteinternational.com/hubfs/How%20to%20develop%20long-term%20profitable%20client%20relationships.jpgHow to develop long-term profitable client relationshipsHow to develop long-term profitable client relationshipshttps://www.huthwaiteinternational.com/hubfs/Essity-ppc.jpgEssity-ppcEssity-ppchttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-team-connection.svgIcon-team-connectionIcon-team-connectionhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-maze.svgIcon-mazeIcon-mazehttps://www.huthwaiteinternational.com/hubfs/Concerns-the-end-of-cycle-sales-killer-2.jpgConcerns-the-end-of-cycle-sales-killer-2Concerns-the-end-of-cycle-sales-killer-2https://www.huthwaiteinternational.com/hubfs/SAP-ppc.jpgSAP-ppcSAP-ppchttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-chess-strategy.svgIcon-chess-strategyIcon-chess-strategyhttps://www.huthwaiteinternational.com/hubfs/Roche-ppc.jpgRoche-ppcRoche-ppchttps://www.huthwaiteinternational.com/hubfs/_july-2020/close-q.svgclose-qclose-qhttps://www.huthwaiteinternational.com/hubfs/Medtronic-ppc.jpgMedtronic-ppcMedtronic-ppchttps://www.huthwaiteinternational.com/hubfs/Are-you-making-progress-in-your-complex-sales.jpgAre-you-making-progress-in-your-complex-salesAre-you-making-progress-in-your-complex-sales2024-09-19https://www.huthwaiteinternational.com/huthwaite-test-bloghttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350px2025-11-06https://www.huthwaiteinternational.com/blog/neil-rackham-spin-selling-eurekahttps://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. 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://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/03.%20Eureka.mp4/medium.jpg03. Eureka03. Eurekahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/03.%20Eureka.mp4173nonohttps://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%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/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/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/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/03.%20Eureka%20blog%20cover.webp03. Eureka blog cover03. Eureka blog coverhttps://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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12026-03-26https://www.huthwaiteinternational.com/blog/learning-strategies-for-a-changing-workforcehttps://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. 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://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/iStock-914989896%20(1).jpgiStock-914989896 (1)iStock-914989896 (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/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/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/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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Errington2021-09-20https://www.huthwaiteinternational.com/blog/recession-proof-sales-tipshttps://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. 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/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/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/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/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/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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Recession-proof-sales-tips-to-boost-business-growth.jpgRecession-proof-sales-tips-to-boost-business-growthRecession-proof-sales-tips-to-boost-business-growthhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-08-31https://www.huthwaiteinternational.com/blog/huthwaite-collaborative-a-genuine-step-change-in-helping-sales-leadershttps://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. 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/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/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-masseyhttps://www.huthwaiteinternational.com/hubfs/huthwaite-collaborative-learning.jpghuthwaite-collaborative-learninghuthwaite-collaborative-learninghttps://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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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 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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-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 behaviour2021-07-05https://www.huthwaiteinternational.com/master-the-art-negotiation-webinarhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Mastering%20the%20art%20of%20negotiation.mp4/medium.jpgMastering the art of negotiationMastering the art of negotiationhttps://www.huthwaiteinternational.com/hubfs/Mastering%20the%20art%20of%20negotiation.mp43239nonohttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/Icon-changing-the-balance.svgIcon-changing-the-balanceIcon-changing-the-balancehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/2021/linkedin-icon.svglinkedin-iconlinkedin-icon2025-01-28https://www.huthwaiteinternational.com/is-the-customer-in-your-dna-webinarhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)2025-11-19https://www.huthwaiteinternational.com/irp-australasia-oceaniahttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://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/Martin%20Wright%20head%20shot%20Jan%2024%20(002).jpgMartin Wright head shot Jan 24 (002)Martin Wright head shot Jan 24 (002)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgie2024-10-03https://www.huthwaiteinternational.com/sales-training/sales-consultinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-bg%20(1).webplearning-bg (1)learning-bg (1)https://www.huthwaiteinternational.com/hubfs/return%20on%20investment.svgreturn on investmentreturn on investmenthttps://www.huthwaiteinternational.com/hubfs/TEST%201.svgTEST 1TEST 1https://www.huthwaiteinternational.com/hubfs/creating%20value.svgcreating valuecreating valuehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/hhpuaijlkrmejy5y8q.svghhpuaijlkrmejy5y8qhhpuaijlkrmejy5y8qhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/robin-hoyle.jpgrobin-hoylerobin-hoylehttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor%20(1).webptop-right-vetor (1)top-right-vetor (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Shaun-James.webpShaun-JamesShaun-Jameshttps://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/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/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)2025-11-18https://www.huthwaiteinternational.com/blog/workflow-learninghttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://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/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/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/green-geometric-grid-template-illustration-id1287276750.jpggreen-geometric-grid-template-illustration-id1287276750green-geometric-grid-template-illustration-id1287276750https://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/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12022-10-28https://www.huthwaiteinternational.com/blog/brexit-blues-researchhttps://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. 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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://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/abstract-data-background-picture-id1093316848-1.jpgabstract-data-background-picture-id1093316848-1abstract-data-background-picture-id1093316848-1https://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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://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/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)2021-07-05https://www.huthwaiteinternational.com/blog/complete-guide-to-negotiation-skillshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Tp%20Infographic%203-%20Skills%20needed%20for%20negotiations-1.pngTp Infographic 3- Skills needed for negotiations-1Tp Infographic 3- Skills needed for negotiations-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/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/negotiations-pillar-page.jpgnegotiations-pillar-pagenegotiations-pillar-pagehttps://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/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/Whitepapers%20-%202025/Angled%20mock-ups/Negotiation%20performance%20-%20the%20key%20to%20long-term%20business%20growth%20whitepaper.webpNegotiation performance - the key to long-term business growth whitepaperNegotiation performance - the key to long-term business growth whitepaperhttps://www.huthwaiteinternational.com/hubfs/Richard%20Tillery.webpRichard TilleryRichard Tilleryhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/sales-events-huthwaite-spin.webpsales-events-huthwaite-spinsales-events-huthwaite-spinhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/AI%20is%20rewriting%20your%20job%20description%20(1).webpAI is rewriting your job description (1)AI is rewriting your job description (1)https://www.huthwaiteinternational.com/hubfs/Screenshot%202022-08-16%20at%2014.48.50.pngScreenshot 2022-08-16 at 14.48.50Screenshot 2022-08-16 at 14.48.50https://www.huthwaiteinternational.com/hubfs/Strategic%20account%20growth%20blog.webpStrategic account growth blogStrategic account growth bloghttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-12025-12-15https://www.huthwaiteinternational.com/blog/top-10-myths-in-sales-strategyhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/sales-myths-cover.pngsales-myths-coversales-myths-coverhttps://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/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/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Developing%20sales%20opportunities%20whitepaper.webpDeveloping sales opportunities whitepaperDeveloping sales opportunities whitepaperhttps://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/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/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)2025-11-27https://www.huthwaiteinternational.com/blog/why-good-products-failhttps://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. 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://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/MicrosoftTeams-image.pngMicrosoftTeams-imageMicrosoftTeams-imagehttps://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://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/tech-talk-to-revenue-accompanying.webptech-talk-to-revenue-accompanyingtech-talk-to-revenue-accompanyinghttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Why%20do%20bad%20things%20happen%20to%20good%20new%20products%20whitepaper.webpWhy do bad things happen to good new products whitepaperWhy do bad things happen to good new products whitepaperhttps://www.huthwaiteinternational.com/hubfs/why%20good%20products%20fail%20after%20launch.webpwhy good products fail after launchwhy good products fail after launchhttps://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/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rachel-massey.jpgRachel-masseyRachel-massey2026-04-23https://www.huthwaiteinternational.com/remote-sellinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/learning-stick%20(1)%20(1).webplearning-stick (1) (1)learning-stick (1) (1)https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Remote%20selling%20behavioural%20tips%20and%20advice%20whitepaper.webpRemote selling behavioural tips and advice whitepaperRemote selling behavioural tips and advice whitepaper2025-11-20https://www.huthwaiteinternational.com/blog/revisiting-validity-cpd-pointshttps://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. 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/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://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/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/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/Revisiting-the-validity-of-cpd-and-a-new-process-which-might-actually-work.jpgRevisiting-the-validity-of-cpd-and-a-new-process-which-might-actually-workRevisiting-the-validity-of-cpd-and-a-new-process-which-might-actually-workhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-1https://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/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_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logo2021-07-05https://www.huthwaiteinternational.com/blog/managing-discounting-to-maximise-sales-growthhttps://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. 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/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/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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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%20International%20logo_RGB_150dpi-2.jpgHuthwaite International logo_RGB_150dpi-2Huthwaite International logo_RGB_150dpi-2https://www.huthwaiteinternational.com/hubfs/Managing-Discounting-to-Maximise-Sales-Growth-1.jpgManaging-Discounting-to-Maximise-Sales-Growth-1Managing-Discounting-to-Maximise-Sales-Growth-12021-09-01https://www.huthwaiteinternational.com/sales-training/spin-coachinghttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/what_is_spin_coaching.mp4/medium.jpgwhat_is_spin_coachingwhat_is_spin_coachinghttps://www.huthwaiteinternational.com/hubfs/what_is_spin_coaching.mp4146nonohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/bento.webpbentobentohttps://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/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_1https://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/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Coaching%20-%20the%20key%20to%20lasting%20performance%20improvement%20whitepaper.webpCoaching - the key to lasting performance improvement whitepaperCoaching - the key to lasting performance improvement whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://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/Solid%20Product%20Images/Orange%206/SPIN%20Marketing%20O6.svgSPIN Marketing O6SPIN Marketing O6https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SPIN%20Coaching%20(1).webpSPIN Coaching (1)SPIN Coaching (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://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/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/The%20power%20of%20structured%20coaching-1.webpThe power of structured coaching-1The power of structured coaching-12025-12-08https://www.huthwaiteinternational.com/international-reach-pagehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://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/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshire2024-09-13https://www.huthwaiteinternational.com/negotiation-training/complex-negotiationhttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/what_is_complex_negotiation_skills_%20(720p).mp4/medium.jpgwhat_is_complex_negotiation_skills_ (720p)what_is_complex_negotiation_skills_ (720p)https://www.huthwaiteinternational.com/hubfs/what_is_complex_negotiation_skills_%20(720p).mp4143nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://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/Master%20the%20art%20of%20Negotiation.webpMaster the art of NegotiationMaster the art of Negotiationhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/bento.webpbentobentohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/Skills%20and%20practice.webpSkills and practiceSkills and practicehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/rb_43267%207-1-NW.webprb_43267 7-1-NWrb_43267 7-1-NWhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Complex%20Negotiation%20(1).webpComplex Negotiation (1)Complex Negotiation (1)https://www.huthwaiteinternational.com/hubfs/global.webpglobalglobalhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Negotiation%20performance%20-%20the%20key%20to%20long-term%20business%20growth%20whitepaper.webpNegotiation performance - the key to long-term business growth whitepaperNegotiation performance - the key to long-term business growth whitepaperhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/Acquire%20knowledge-1.webpAcquire knowledge-1Acquire knowledge-1https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Workplace%20transfer.webpWorkplace transferWorkplace transferhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Creating%20value%201.svgCreating value 1Creating value 1https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Layer_1.svgLayer_1Layer_12025-12-05https://www.huthwaiteinternational.com/blog/training-implementationhttps://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. 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/Training-implementation-learn-why-training-fails.jpgTraining-implementation-learn-why-training-failsTraining-implementation-learn-why-training-failshttps://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/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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/Making%20learning%20stick%20whitepaper.webpMaking learning stick whitepaperMaking learning stick whitepaperhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12025-11-24https://www.huthwaiteinternational.com/workplace-learning-mattershttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/performance_through_learning_-_a_conversation_with_andy_lancaster%20(1080p).mp4/medium.jpgperformance_through_learning_-_a_conversation_with_andy_lancaster (1080p)performance_through_learning_-_a_conversation_with_andy_lancaster (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/performance_through_learning_-_a_conversation_with_andy_lancaster%20(1080p).mp42238nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/introducing_workplace_learning_matters%20(1080p).mp4/medium.jpgintroducing_workplace_learning_matters (1080p)introducing_workplace_learning_matters (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/introducing_workplace_learning_matters%20(1080p).mp472nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/learning_effectiveness_-_a_conversation_with_professor_robert_brinkerhoff%20(1080p).mp4/medium.jpglearning_effectiveness_-_a_conversation_with_professor_robert_brinkerhoff (1080p)learning_effectiveness_-_a_conversation_with_professor_robert_brinkerhoff (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/learning_effectiveness_-_a_conversation_with_professor_robert_brinkerhoff%20(1080p).mp41495nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/implementing_ai_in_learning_and_performance_roles_a_conversation_with_phil_hardman%20(1080p).mp4/medium.jpgimplementing_ai_in_learning_and_performance_roles_a_conversation_with_phil_hardman (1080p)implementing_ai_in_learning_and_performance_roles_a_conversation_with_phil_hardman (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/implementing_ai_in_learning_and_performance_roles_a_conversation_with_phil_hardman%20(1080p).mp41804nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/advanced_coaching_-_a_conversation_with_emma_weber%20(1080p).mp4/medium.jpgadvanced_coaching_-_a_conversation_with_emma_weber (1080p)advanced_coaching_-_a_conversation_with_emma_weber (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/advanced_coaching_-_a_conversation_with_emma_weber%20(1080p).mp41683nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/emma_stenman_-_workplace_learning_matters%20(1080p).mp4/medium.jpgemma_stenman_-_workplace_learning_matters (1080p)emma_stenman_-_workplace_learning_matters (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/emma_stenman_-_workplace_learning_matters%20(1080p).mp41477nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/learning_transfer_-_a_conversation_with_dr_ina_weinbauer-heidel%20(1080p).mp4/medium.jpglearning_transfer_-_a_conversation_with_dr_ina_weinbauer-heidel (1080p)learning_transfer_-_a_conversation_with_dr_ina_weinbauer-heidel (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/learning_transfer_-_a_conversation_with_dr_ina_weinbauer-heidel%20(1080p).mp41864nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Workplace%20Learning%20Matters/learning-transfer_evaluation_model_-_a_conversation_with_will_thalheimer%20(1080p).mp4/medium.jpglearning-transfer_evaluation_model_-_a_conversation_with_will_thalheimer (1080p)learning-transfer_evaluation_model_-_a_conversation_with_will_thalheimer (1080p)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/learning-transfer_evaluation_model_-_a_conversation_with_will_thalheimer%20(1080p).mp41436nonohttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Emma%20Weber.webpEmma WeberEmma Weberhttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Ina%20Weinbauer-Heidel.webpIna Weinbauer-HeidelIna Weinbauer-Heidelhttps://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/Workplace%20Learning%20Matters/Thumbnails/Robert%20Brinkerhoff.webpRobert BrinkerhoffRobert Brinkerhoffhttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Introducing%20workplace%20learning%20matters.webpIntroducing workplace learning mattersIntroducing workplace learning mattershttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Emma%20Stenman.webpEmma StenmanEmma Stenmanhttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Will%20Thalheimer.webpWill ThalheimerWill Thalheimerhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/4%20Column%20Mobile%20Grid%20(1).png4 Column Mobile Grid (1)4 Column Mobile Grid (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/rb_43267%207-1.pngrb_43267 7-1rb_43267 7-1https://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Andy%20Lancaster.webpAndy LancasterAndy Lancasterhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Workplace%20Learning%20Matters/Thumbnails/Phillipa%20Hardman.webpPhillipa HardmanPhillipa Hardman2025-11-05https://www.huthwaiteinternational.com/irp-middle-easthttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/robin-hoyle-300px.jpgrobin-hoyle-300pxrobin-hoyle-300pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Anders-Hjort.jpgAnders-HjortAnders-Hjorthttps://www.huthwaiteinternational.com/hubfs/Tony-Willshire.jpgTony-WillshireTony-Willshirehttps://www.huthwaiteinternational.com/hubfs/tarek-fahmy-img.jpgtarek-fahmy-imgtarek-fahmy-imghttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Richard-Tillary.jpgRichard-TillaryRichard-Tillaryhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/nick-martin-1.jpgnick-martin-1nick-martin-1https://www.huthwaiteinternational.com/hubfs/international-reach-map-final-01.jpginternational-reach-map-final-01international-reach-map-final-01https://www.huthwaiteinternational.com/hubfs/Walid-Galal-Middle-East.pngWalid-Galal-Middle-EastWalid-Galal-Middle-Easthttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/huthwaite-international-logo-350px.jpghuthwaite-international-logo-350pxhuthwaite-international-logo-350pxhttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Shaun-James.jpgShaun-JamesShaun-Jameshttps://www.huthwaiteinternational.com/hubfs/Image%20for%20IRP%20landing%20page-01.jpgImage for IRP landing page-01Image for IRP landing page-012024-09-13https://www.huthwaiteinternational.com/blog/weve-dealt-with-the-emergency-now-the-work-startshttps://www.huthwaiteinternational.com/hubfs/multitasking-pixel-perfect-linear-icon-vector-id1262696764.jpgmultitasking-pixel-perfect-linear-icon-vector-id1262696764multitasking-pixel-perfect-linear-icon-vector-id1262696764https://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/L-and-D-2026-predictions-blog.webpImage showing two artistic heads to imitate transfer and transferability in L&DL-and-D-2026-predictions-bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/wol-2026.webpwol-2026wol-2026https://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/leadership-training-isnt-working.webpleadership-training-isnt-workingleadership-training-isnt-workinghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)2021-07-05https://www.huthwaiteinternational.com/blog/new-years-resolutions-remembering-these-top-5-interactive-skills-will-help-us-to-become-better-communicators-in-2021https://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/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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://www.huthwaiteinternational.com/hubfs/connect-the-people-concept-vector-id1195224568%20(1).jpgconnect-the-people-concept-vector-id1195224568 (1)connect-the-people-concept-vector-id1195224568 (1)https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (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/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growthhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedman2021-12-07https://www.huthwaiteinternational.com/blog/counter-hard-bargaining-tacticshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4/medium.jpg09. Regrets09. Regretshttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/09.%20Regrets.mp4182nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4/medium.jpg11. SPIV11. SPIVhttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/11.%20SPIV.mp4101nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4/medium.jpg10. Data10. Datahttps://www.huthwaiteinternational.com/hubfs/Neil%20Rackham%20-%20Fireside%20thumbnails%20-%20Webp/Neil%20Rackham%20-%20Fireside%20-%20Mp4/10.%20Data.mp4198nonohttps://www.huthwaiteinternational.com/hubfs/11.%20SPIV%20blog%20cover.webp11. SPIV blog cover11. SPIV blog coverhttps://www.huthwaiteinternational.com/hubfs/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/09.%20Regrets%20blog%20cover.webp09. Regrets blog cover09. Regrets blog coverhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/SMA%20copy%20(1).webpSMA copy (1)SMA copy (1)https://www.huthwaiteinternational.com/hubfs/neil-rackham-huthwaite-international.pngneil-rackham-huthwaite-internationalneil-rackham-huthwaite-internationalhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/10.%20Data%20blog%20cover.webp10. Data blog cover10. Data blog coverhttps://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/Learn-How-To-Counter-Hard-Bargaining-Tactics.gifLearn-How-To-Counter-Hard-Bargaining-TacticsLearn-How-To-Counter-Hard-Bargaining-Tactics2022-05-11https://www.huthwaiteinternational.com/blog/why-do-i-need-spin-training-when-i-can-just-read-the-bookhttps://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. 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://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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Kay-Jepson.jpgKay-JepsonKay-Jepsonhttps://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/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/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/woman-reading-vector-id514729229.jpgwoman-reading-vector-id514729229woman-reading-vector-id514729229https://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/ISP%20(1).webpISP (1)ISP (1)2021-12-09https://www.huthwaiteinternational.com/blog/management-consultancies-association-awardshttps://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. 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://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/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/Staff%20photos/Laura-Errington.jpgLaura-ErringtonLaura-Erringtonhttps://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/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-retinahttps://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/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Atracsys-1.webpAtracsys-1Atracsys-12021-07-05https://www.huthwaiteinternational.com/blog/ai-first-sales-organisationhttps://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. 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/Building%20a%20practical%20AI-first%20sales%20organisation%20_%20Mastering%20Sales%20&%20Negotiations.mp4/medium.jpgBuilding a practical AI-first sales organisationBuilding a practical AI-first sales organisation _ Mastering Sales & Negotiationshttps://www.huthwaiteinternational.com/hubfs/Building%20a%20practical%20AI-first%20sales%20organisation%20_%20Mastering%20Sales%20&%20Negotiations.mp42729nonohttps://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/ISP%20(1).webpISP (1)ISP (1)https://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/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/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/casper-guldager.jpgcasper-guldagercasper-guldagerhttps://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/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/Building-a-practical%20AI-first-sales-organisation%20copy.webpBuilding-a-practical AI-first-sales-organisation copyBuilding-a-practical AI-first-sales-organisation copy2026-03-31https://www.huthwaiteinternational.com/sectors/technology/softwarehttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Marco-Weijers.jpgMarco-WeijersMarco-Weijershttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Navigate%20complex%20opportunities.webpNavigate complex opportunitiesNavigate complex opportunitieshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Rob-Honeyman.jpgRob-HoneymanRob-Honeymanhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Implementation%20concerns.webpImplementation concernsImplementation concernshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/top-right-vetor.webptop-right-vetortop-right-vetorhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/Fifty%20years%20of%20research.svgFifty years of researchFifty years of researchhttps://www.huthwaiteinternational.com/hubfs/Anders%20Hjort.webpAnders HjortAnders Hjorthttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Customer%20collaboration.webpCustomer collaborationCustomer collaborationhttps://www.huthwaiteinternational.com/hubfs/Behavioural%20change%20that%20lasts.svgBehavioural change that lastsBehavioural change that lastshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Competitive%20differentiation.webpCompetitive differentiationCompetitive differentiationhttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/SPIN%20Selling%20P5.svgSPIN Selling P5SPIN Selling P5https://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Purple%205/Sales%20Opportunity%20Management%20P5.svgSales Opportunity Management P5Sales Opportunity Management P5https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Feature%20overload.webpFeature overloadFeature overloadhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Extended%20sales%20cycles.webpExtended sales cyclesExtended sales cycleshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Katie-Adgie.jpgKatie-AdgieKatie-Adgiehttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Build%20differentiation-1.webpBuild differentiation-1Build differentiation-1https://www.huthwaiteinternational.com/hubfs/Global%20reach.svgGlobal reachGlobal reachhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://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/Sector%20-%20Technology/Demonstrating%20ROI.webpDemonstrating ROIDemonstrating ROIhttps://www.huthwaiteinternational.com/hubfs/Whitepapers%20-%202025/Angled%20mock-ups/The%20telecoms%20tech%20trap%20whitepaper.webpThe telecoms tech trap whitepaperThe telecoms tech trap whitepaperhttps://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Shorten%20sales%20cycles.webpShorten sales cyclesShorten sales cycleshttps://www.huthwaiteinternational.com/hubfs/Dachser-3.svgDachser-3Dachser-3https://www.huthwaiteinternational.com/hubfs/Shaun%20James.webpShaun JamesShaun Jameshttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/Sector%20-%20Technology/Improved%20sales%20conversations.webpImproved sales conversationsImproved sales conversationshttps://www.huthwaiteinternational.com/hubfs/Solid%20Product%20Images/Orange%205/Complex%20Negotiation%20O5.svgComplex Negotiation O5Complex Negotiation O52026-01-07https://www.huthwaiteinternational.com/blog/transferable-negotiation-skillshttps://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://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://www.huthwaiteinternational.com/hubfs/Zulkhe.jpgZulkheZulkhehttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://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/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/5-negotiation-mistakes%20-%20blog.webp5-negotiation-mistakes - blog5-negotiation-mistakes - bloghttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (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/win-win-negotiations.jpgwin-win-negotiationswin-win-negotiationshttps://www.huthwaiteinternational.com/hubfs/Staff%20photos/Charlie-Jefferson.jpgCharlie-JeffersonCharlie-Jeffersonhttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/negotiation-training-football.pngnegotiation-training-footballnegotiation-training-football2023-08-15https://www.huthwaiteinternational.com/blog/avoid-zoom-drain-how-to-optimise-your-virtual-communications-without-the-video-call-overloadhttps://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_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/tony-hughes.pngtony-hughestony-hugheshttps://www.huthwaiteinternational.com/hubfs/middle-management.pngImage showing a middle manager propelling their organisation on a rocketmiddle-managementhttps://www.huthwaiteinternational.com/hubfs/Rethinking%20SPIN%E2%80%93%20the%20universal%20framework%20for%20persuasive%20communication%20-%20blog.pngRethinking SPIN– the universal framework for persuasive communication - blogRethinking SPIN– the universal framework for persuasive communication - bloghttps://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/avoid-zoom-drain.jpgavoid-zoom-drainavoid-zoom-drainhttps://www.huthwaiteinternational.com/hubfs/svg%20Icons/robin-hoyle-1.jpgrobin-hoyle-1robin-hoyle-1https://www.huthwaiteinternational.com/hubfs/Staff%20photos/David-Freedman.jpgDavid-FreedmanDavid-Freedmanhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://www.huthwaiteinternational.com/hubfs/presentations%20that%20drive%20business%20growth.webppresentations that drive business growthpresentations that drive business growth2021-07-05https://www.huthwaiteinternational.com/success-storieshttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/MoneyHub%20V4%20_new%20graphics.mp4/medium.jpgMoneyHub V4 _new graphicsMoneyHub V4 _new graphicshttps://www.huthwaiteinternational.com/hubfs/MoneyHub%20V4%20_new%20graphics.mp4271nonohttps://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/SPIN%2050%20V10_Compressed.mp4/medium.jpgSPIN 50 V10_CompressedSPIN 50 V10_Compressedhttps://www.huthwaiteinternational.com/hubfs/SPIN%2050%20V10_Compressed.mp41805nonohttps://4000014.fs1.hubspotusercontent-na1.net/hubfs/4000014/Our%20clients-FinalV2.mp4/medium.jpgOur ClientsOur clients-FinalV2https://www.huthwaiteinternational.com/hubfs/Our%20clients-FinalV2.mp4133nonohttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Atkins%20Realis.svgAtkins RealisAtkins Realishttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Sopra%20Steria.svgSopra SteriaSopra Steriahttps://www.huthwaiteinternational.com/hubfs/HI-logo-retina.jpgHI-logo-retinaHI-logo-retinahttps://www.huthwaiteinternational.com/hubfs/celebrating%20fifty%20years%20of%20spin%20selling.webpcelebrating fifty years of spin sellingcelebrating fifty years of spin sellinghttps://www.huthwaiteinternational.com/hubfs/Atracsys-01.svgAtracsys-01Atracsys-01https://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Promote%20(1).webpPromote (1)Promote (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Essity.svgEssityEssityhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Nutreco.svgNutrecoNutrecohttps://www.huthwaiteinternational.com/hubfs/Promote%20Thumb.webpPromote ThumbPromote Thumbhttps://www.huthwaiteinternational.com/hubfs/Essity%20Thumb.webpEssity ThumbEssity Thumbhttps://www.huthwaiteinternational.com/hubfs/Atracsys%20case%20study%20small.webpAtracsys case study smallAtracsys case study smallhttps://www.huthwaiteinternational.com/hubfs/Scientifica%20Thumb.webpScientifica ThumbScientifica Thumbhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/ISP%20(1).webpISP (1)ISP (1)https://www.huthwaiteinternational.com/hubfs/Nutreco%20Thumb.webpNutreco ThumbNutreco Thumbhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Calix.svgCalixCalixhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SAP.svgSAPSAPhttps://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/clients%20thumb.webpclients thumbclients thumbhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/MCA%20(1).webpMCA (1)MCA (1)https://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/SKF.svgSKFSKFhttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Medtronic.svgMedtronicMedtronichttps://www.huthwaiteinternational.com/hubfs/2025%20Client%20logos%20slider/Zuhlke.svgZuhlkeZuhlkehttps://www.huthwaiteinternational.com/hubfs/IBM%20thumb.webpIBM thumbIBM thumbhttps://www.huthwaiteinternational.com/hubfs/Huthwaite_Theme_2025/Images/Rectangle-1.pngRectangle-1Rectangle-1https://www.huthwaiteinternational.com/hubfs/PostNord%20Stralfors%20Thumb.webpPostNord Stralfors ThumbPostNord Stralfors Thumbhttps://www.huthwaiteinternational.com/hubfs/Sopra%20Steria%20Thumb.webpSopra Steria ThumbSopra Steria Thumbhttps://www.huthwaiteinternational.com/hubfs/John%20Hogg%20Thumb.webpJohn Hogg ThumbJohn Hogg Thumb2026-06-16https://www.huthwaiteinternational.com/blog/a-positive-impact-on-saleshttps://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. 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%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/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_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/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/urgo-spin-return-on-investment.jpgurgo-spin-return-on-investmenturgo-spin-return-on-investmenthttps://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/Ten%20reasons%20sales%20training%20fails%20to%20change%20behaviour.webpTen reasons sales training fails to change behaviourTen reasons sales training fails to change behaviour2021-11-18https://www.huthwaiteinternational.com/blog/latest-negotiation-researchhttps://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. 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/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/Huthwaite_Theme_2025/Images/Huthwaite%20Logo.svgHuthwaite LogoHuthwaite Logohttps://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/nothing-can-break-our-team-picture-id805019062.jpgnothing-can-break-our-team-picture-id805019062nothing-can-break-our-team-picture-id805019062https://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/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/Atracsys-1.webpAtracsys-1Atracsys-1https://www.huthwaiteinternational.com/hubfs/Janet%20Curran.pngJanet CurranJanet Curran2021-07-05