Huthwaite International2019-10-14T07:26:03+00:00


Huthwaite International is a leading global provider of sales, negotiation and communication skills development. It supports companies around the world with behavioural methodologies which are research-based and measurable.

Best known for its creation of the iconic SPIN® Selling, which is more relevant today than ever before, Huthwaite has worked with hundreds of thousands of sellers, negotiators and communicators worldwide, helping them improve their performances.

Operating across all sectors, the brand has a client base that boasts some of the world’s largest and best-known companies.

As a founder signatory of the Management Consultancies Association’s Consulting Excellence scheme, Huthwaite promotes high standards of ethical behaviour, value for clients and professional development, as well as remaining committed to continual digital innovation in the delivery of its programmes.

For more information, visit and for thought leadership and opinion from some of the leading minds in the sales and negotiation arena, visit:

Stop talking, start listening

A recent study conducted by global skills development company, Huthwaite International, has revealed that a massive 85% of individuals believe that they should be listened to carefully by salespeople to ensure their specific requirements and needs are met. However, when questioned, only 39% of these felt like they were paid the adequate amount of attention the last time they made a substantial purchase. Source: Authored and contributed by:  

March 12th, 2019|0 Comments

Pester Power – How to negotiate with your kids at Xmas

Feeling the pressure to spend to ensure your children are happy on Christmas morning? Huthwaite International's CEO and negotiation expert, Tony Hughes is here to help you manage your children's expectations in the run-up. As the seasonal toy-advertising blitz reaches its peak, parents are under substantial pressure to overspend on presents. The advertisers, for now, are winning. Research by Mintel suggests that the average person will spend £300 on Christmas presents this year, and one [...]

December 21st, 2018|0 Comments

Make Every Pound Count with an Effective Negotiation Strategy

By Tony Hughes, CEO at Huthwaite International, a leading global provider of sales, negotiation and communication skills development. These days administrations and profit warnings have become a common fixture in the global media. Once-booming businesses such as Toy R Us and Carillion have collapsed, while other household names are regularly in the spotlight for all the wrong reasons – revealing they are either crippled by cashflow, or are teetering on the brink. When thousands of [...]

October 16th, 2018|0 Comments

‘Huthwaite Collaborative’ – A genuine step change in helping sales leaders to upskill their teams, without the hurdles of traditional training.

Faster skills improvement, less time off the job, transparency, measurability and value from the offset – just some of the benefits Huthwaite International’s new learning model is promising to deliver. Huthwaite’s Robin Hoyle takes us behind the scenes and explains why it’s more than just a promise.  Many think that collaborative learning has had its day; failing, as it has, to achieve anything like the anticipated sustainable behaviour changes many business leaders had hoped. Throughout [...]

October 12th, 2018|0 Comments

Artificial Intelligence could change the way we sell

Advice offered by Robin Hoyle, Head of Learning Innovation, at global skills development company, Huthwaite International, which – over the past 20 years - has worked with senior sales and negotiation professionals across the globe to help them excel in their roles and drive growth for their organisations.             There is much talk of Artificial Intelligence (AI) and its role in industry to automate certain job functions, in turn driving organisational efficiencies and ROI. And [...]

September 26th, 2018|0 Comments

Training budgets: five reasons why company training fails

Many companies assume that investments in sales training will increase sales productivity. And, because the sales team is on the front line of revenue and profit, it seems intuitive that improving sales skills would have a positive, immediate, and direct impact on a company’s bottom line. That assumption, however, has not, historically, served companies particularly well. Companies waste large amounts of money every year on sales training. Karen Woodhead, Director of Marketing, at Huthwaite International, [...]

August 7th, 2018|0 Comments

The Customer is always right

Sit up and listen! Research reveals sales people that don’t listen are missing out on deals Huthwaite International research reveals 61% of customers didn’t feel they were paid adequate attention by the last sales person they spoke with Talking at the customer is a common pitfall in sales Listening to a customer is the key to conversions and making hard sales A recent study conducted by global skills development company, Huthwaite International, has revealed that [...]

July 31st, 2018|0 Comments

The six traits of a successful business leader – how to be super persuasive

The art to the perfect deal has long been debated by business leaders and academics alike. But when it comes to being highly persuasive and winning big, what are the real traits of a successful sales leader? David Freedman, Director of Sales at leading sales and negotiation specialists, Huthwaite International, the team behind the world-famous SPIN® Selling, reveals the key tactics implemented by the world’s most influential sales people. 1)      Send the right message You [...]

July 23rd, 2018|0 Comments

10 Dirty Tricks to Watch out for when Negotiating

Comments by Neil Clothier, senior expert at negotiation specialists Huthwaite International. Picture the scene. You’re making the deal of a lifetime, yet you suspect foul play is at hand. The stakes are high and there’s a certain level of distrust amongst both parties. Should you counter-act with your own dirty negotiation tricks to gain the upper-hand? Or should you take the high-ground and try to tackle the situation head on? A difficult scenario, and one [...]

July 16th, 2018|0 Comments

Five steps to develop a win-win sales deal

Business change is both a logistical and cultural challenge, yet in order to deliver a more effective sales strategy for your business, it is essential. A change in mindset from the sales teams can be driven by many factors - speed of disruption in the market, rapid growth through acquisition or the changing nature of the customer, can all necessitate a new way of thinking and the improved performance that comes from it. And even [...]

July 9th, 2018|0 Comments