Build the skills that support sales performance and grow revenue

Huthwaite International – your skills partner for creating world-class sales teams.

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Celebrating the first 50 years of SPIN® Selling

Empowering Global Sales Teams | Driving Revenue Growth | Transforming Customer Engagement

From Fortune 500 companies to emerging startups, SPIN® Selling has equipped millions of people with world-class sales skills.

Discover how SPIN® can transform your sales organisation.

World-class training on an international scale

Our ability to deliver consistent sales and negotiation transformation projects at scale empowers companies on a global level.

An academy approach that drives sales performance

SPIN
Selling

Enables sales professionals to build a persuasive case around specific problems and provide effective solutions for customers.

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SPIN
Coaching

Equips coaches to deliver a positive compound effect that can supercharge the skills of your SPIN Selling trained sales team.

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SPIN
Marketing

Helps marketers build value to ensure message, media and sales conversations are complimentary and joined up.

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Sales Opportunity
Management

Ensures you maximise major sales opportunities by focusing on the journey the customer makes in arriving at a major decision.

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Negotiation
Skills

Effective negotiation strategies and best practice that result in more profitable deals and positively develop business relations.

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Communication
Skills

SPIN Persuasive Proposals and Presentations header image

Essential verbal behaviour skills that positively effect the success of business interactions with customers, colleagues, in meetings and within teams.

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We help you solve your biggest sales & negotiation challenges

Sales challenge
Drive consistent revenue growth

developing-saels-opportunities-challenge

Sales challenge
Navigate complex sales opportunities

Sales challenge
Successfully launch new products and services

Sales challenge
Deliver an optimal buyer experience

Sales challenge
Create persuasive sales proposals

Negotiation challenge
Avoid making concessions during negotiations

Ready to discuss your sales challenges?

Get in touch with our team to find out how we can help.

Get in touch

"Since we’ve had SPIN® training our conversion rate has improved from 10% to 23%"

Sales Manager, Scientifica

"This has been helpful in everything from briefing agencies to produce material and public messages that accord with our sales messages, to giving the entire UK business a sales infrastructure we’ve never had."

Robin Nicholson, Marketing Manager

"Well-structured training focused on a real negotiation. Negotiating as a buyer and a seller gave us great insight, particularly in the planning stages of the negotiation."

Senior Sourcing Team, GE Renewable Energy

However your team want to learn

Decades of study shows us that to change the behaviour of a team is to positively change the results of an organisation. Each behaviour change journey we undertake is appropriate to your unique business environment. We work consultatively with you to agree the best learning approach and then move into skills reinforcement.

In the
classroom

Away from desks with fewer distractions, participants can fully focus on the live training – an experience with high impact outcomes.

Direct immediate feedback
Opportunity for live practice
Enhanced networking and team building

Together
virtually

A live virtual training experience coupled with access to digital learning via our collaborative platform gives participants space to practice and master skills.

Geographic flexibility with real-time collaboration
Engage with interactive tools and breakout sessions
Cost-effective

At their
own pace

For the right organisation, having an extended digital learning journey without group-based learning can accelerate the pace of learning and the transfer into the workplace.

Flexibility for learners to progress at their own pace
Easily scalable to large sales teams
Consistent content delivery across the organisation

“SPIN® is the foundation of selling and I have been proud to implement it personally when I first started in sales, and in every team I lead. Congratulations on 50 years and for teaching millions – like me – the right way to engage and build a strong long-term relationship with a customer.”

Michael Weening, CEO, Calix

“SPIN® has been an integral part of my sales DNA, from learning it as a rookie to using their professional team and methodology, we’ve transformed our sales organisation by using value selling with SPIN®, meaning we can address customer needs. It has the power to change the way you engage and focus on the customer in a positive way, and I can only recommend!”

Lars Berg, Head of Large Deals Team Emea, Senior Sales Director, Oracle

"SPIN® has provided us with a robust framework to engage with our clients more effectively, fostering a consultative approach that's results driven. As we look to the future, we are excited about the integration of SPIN® with generative AI and the potential it holds for revolutionizing the sales landscape."

Myles Davidson, Head of Sales, Zulkhe

Sales, negotiation and communication insights.

The top myths in sales strategy

Knowing what is true and what is perceived wisdom can make a huge difference to your sales success. Learn the definitive research behind the top myths in sales.

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Effective virtual negotiation

We may think that technology can fix everything, but while it can facilitate some activities, it can equally add complications that must be managed carefully for virtual negotiations to be successful.

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The ten commandments of negotiation

Many clients attribute improved revenue and margins to our Negotiation Skills programmes, which develop the face-to-face skills of concluding more effective deals. But what are the headlines?

Neil Rackham, author of SPIN Selling and founder of Huthwaite International, discusses the three big mistakes that salespeople make when times are hard and how to avoid them.

Verbal behaviours for effective collaboration

Discover the behaviours that can help create a climate of collaboration between people and enable us to challenge effectively.

Recession proof sales tips to boost growth

Skilled sales people are taking a proven approach to tackling the challenging sales climate, and it doesn’t involve shouting about the bells and whistles of their product or service.

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Is communication a learnable skill?

What makes the simple day-to-day task of dealing with other people so full of traps and obstacles that turn a straightforward conversation into a tedious, confused or downright argumentative one?

The big mistakes that can make negotiations fail

Research has revealed the five most common errors negotiators are making that can risk both parties walking away from the table dissatisfied, unhappy, and in some cases, without a deal at all.

Read more ➞

Build the skills that support sales performance and grow revenue

Celebrating the first 50 years of SPIN® Selling

World-class training on an international scale

An academy approach that drives sales performance