Huthwaite International

Huthwaite International Leader in sales, negotiation and communication skill development. Change Behaviour. Change Results. We are world leaders in our industry.

Huthwaite International is a global skills development company. We help companies to achieve a measureable improvement in the way they sell, negotiate and communicate in their chosen markets. Our capability goes way beyond training in the traditional sense. Our goal is to help you achieve a sustainable change in the behaviours of your teams. We’ve spent four decades observing and researching world

class sales and negotiation behaviours and building proven and multidisciplinary methodologies to align our clients to that standard. It’s the reason why some of the biggest global brands come to us and stay with us. They know that together we will achieve something very special. If you have the ambition, we have the intelligence to take you to the highest level.

11/06/2026

When every opportunity counts, consistency matters.

Atracsys operates in a highly specialised MedTech market – long sales cycles, limited opportunities, and technical buyers who expect depth.

But without a shared sales approach, qualification and progression varied widely. So, they made a shift.

By adopting SPIN Selling, Atracsys aligned commercial and technical teams around a research-based framework, bringing structure, consistency, and a shared language to every customer conversation.

This resulted in stronger discovery, clearer qualification and better use of every opportunity.

👉 Read the full case study: https://hubs.ly/Q04kMY3R0

Book your spot at our upcoming SPIN Selling open event before time runs out ⌛By joining our open events, you'll learn: +...
05/06/2026

Book your spot at our upcoming SPIN Selling open event before time runs out ⌛

By joining our open events, you'll learn:
+ Proven methodologies that give you structured frameworks to improve sales
+ How to create genuine value in every conversation with customers
+ Practical skills that reduce objections and drive more meaningful advances

Our programmes combine theory with hands-on planning sessions, so you're applying what you learn immediately.

Grab your spot: https://hubs.ly/Q04kf9X-0

Founder-led selling works… until it doesn’t.And most organisations realise too late. ⚠️ This week, Robin Hoyle and Will ...
02/06/2026

Founder-led selling works… until it doesn’t.

And most organisations realise too late. ⚠️

This week, Robin Hoyle and Will Ockenden unpack the big lessons from our recent conversation with Claus Klein Ipsen, Chairman at Peak Systems and long-time advisor to founder-led and VC-backed scale-ups.

In just a few minutes, they explore what really breaks when businesses try to scale sales and what to do instead.

Key takeaways 👇
✅ Why investment in your team’s skills and development is money well spent
✅ Systemising the sales process for maximum impact
✅ Get the culture right and the team will flourish

💡 Will brings both perspectives – founder and advisor – making this a practical, grounded discussion for leaders navigating growth.

🎧 Listen to the latest Quick Win episode: https://hubs.ly/Q04jJbYF0


As companies grow, weak selling gets louder.In the latest episode of Mastering Sales and Negotiations, we’re joined by C...
14/05/2026

As companies grow, weak selling gets louder.

In the latest episode of Mastering Sales and Negotiations, we’re joined by Claus Klein-Ipsen, Chairman of the Board at Peak Systems and advisor to founder‑led start‑ups and VC‑backed scale‑ups.

💡 Claus shares what really changes as businesses move from “I can sell” to “we can sell” — and why so many repeat the same mistakes.

🎯 We cover:

When founder passion starts to drown out customer discovery

Why dashboards don’t fix weak sales conversations

How to move from personality‑led selling to a repeatable craft

The role of SPIN in creating a shared commercial language

🎧 Practical, honest, and highly relevant - whether you’re building, scaling, or refocusing on the customer

👉 Listen now https://hubs.ly/Q04gy-7V0

✍ Check out the accompanying blog https://hubs.ly/Q04gyVrc0

Your product is solid. The market research backed it. Internal stakeholders were aligned. So why have the deals gone qui...
28/04/2026

Your product is solid. The market research backed it. Internal stakeholders were aligned. So why have the deals gone quiet?

It's a pattern many B2B sales organisations will recognise – a strong product launch followed by stalling pipelines, stretched sales cycles, and questions nobody wants to answer.

Decades of research suggests the problem is rarely the product itself.

When selling something new, salespeople instinctively shift their behaviour by asking fewer questions, leading with features, and prioritising explanation over exploration. It feels professional. It feels responsible. But data from tens of thousands of observed sales calls tells a different story.

Read the full blog to understand what's really driving early-launch failure – and what commercial leaders can do about it 👇
https://hubs.ly/Q04dHmvV0

22/04/2026

Everyone can learn new skills, but the real challenge with negotiation training isn't acquiring new skills, it’s how those new skills are applied and transferred into your day-to-day work.

As one client put it:

“The Huthwaite skills we learned became more relevant and timely because of the way you learn and use them – it all happens at work and within the context of your own business. It's so easily translatable to real sales leads and projects.”

This sits at the heart of effective negotiation training. Without workplace application, even the best methods remain theoretical.

In this case study, John Hogg share how a behaviour‑focused learning journey helped their teams apply negotiation, sales and communication skills where it mattered most – in real commercial conversations.

🔗 Read the case study:
https://hubs.ly/Q04d1l2s0

15/04/2026

“AI got it wrong”… or did it?

One of the biggest barriers to AI adoption in commercial teams isn’t the technology, it’s doubt.

In this week’s episode of Mastering Sales and Negotiations, Casper Guldager explains why many salespeople try something advanced in ChatGPT, get an inaccurate answer, and immediately conclude: “See? It doesn’t work.”

But as Casper puts it, that’s like asking a colleague a complex question, getting a slightly incorrect answer… and assuming they’ll never get anything right again.

Most teams are still learning how to interact with AI. Better prompts, better context, and better behaviours lead to better outcomes.

In this episode, Casper breaks down:
+ Why early mistakes are part of building AI capability
+ How to move from “AI doubt” to “AI confidence”
+ Why experimentation and patience matter just as much as the tools
+ How leaders can support teams through the learning curve

If your team is wrestling with inconsistent AI results, this episode is a must‑watch.

🎧 Catch the full episode: https://hubs.ly/Q04c5RqV0
✍️ Check out our blog here: https://hubs.ly/Q04c62rF0

07/04/2026

What will commercial teams look like in 3–5 years?

In this week’s episode of Mastering Sales and Negotiations, our guest Casper Guldager shares a powerful mindset shift:

The next 3–5 years aren’t about AI replacing roles, it’s about AI freeing commercial teams to focus on the work that actually energises them.

➡️ If you want to understand how AI will shape your role, just look at your calendar.
➡️ Identify the work that energises you – and the work that drains you.
➡️ AI’s job is to help you do more of the first and delegate or automate the second.

Instead of fearing automation, high‑performing salespeople will use it to free up time for deeper conversations, better research, and the commercial work that truly adds value.

✨ AI won’t replace the salesperson. It will remove the parts of the job that slow them down, so they can spend more time doing what they’re brilliant at.

🎧 Catch the full episode:
https://hubs.ly/Q049PPbl0

✍️ Check out our blog here
https://hubs.ly/Q049PQlc0

AI isn’t failing because of the tools. It’s failing because of leadershipAnd according to AI consultant and founder Casp...
26/03/2026

AI isn’t failing because of the tools. It’s failing because of leadership

And according to AI consultant and founder Casper Guldager, the next wave of commercial performance will be won by the teams who understand that difference.

In the latest episode of Mastering Sales and Negotiations, we unpack:

+ Why AI adoption in sales is fundamentally a leadership task
+ Where AI genuinely improves sales effectiveness, not just efficiency
+ How commercial teams can build an executable, role‑specific AI blueprint
+ Why “commercial mindset” is fast becoming one of the most valuable human skills

Casper has spent the last decade advising organisations ranging from LEGO to KPMG, and he’s now helping sales teams build AI-first behaviours that actually stick.

If you’re a sales leader, commercial manager, or anyone shaping the future of your organisation’s go‑to‑market capability, this episode is packed with practical takeaways.

🎧 Listen to the full conversation here: https://hubs.ly/Q048qMrX0
✍️ Check out our blog here: https://hubs.ly/Q048qTnH0

10/03/2026

Neil Rackham was told his book, SPIN Selling, was a "dungheap of words" that would make him a laughing stock – but, once published, it went on to sell millions of copies worldwide, transforming how the world's best sales organisations operate.

In the next episode of "In conversation with Neil Rackham", Neil shares the story of overcoming resistance – and how Xerox, IBM, and McKinsey quietly became some of SPIN's earliest and most powerful advocates.

The biggest ideas often face the biggest pushback, but it isn't reason to abandon them – it's usually a sign you're onto something.

👉 Watch the full conversation: https://hubs.ly/Q045_gwR0

Address

Huthwaite International, Harry Brearley House, 6 Fox Valley Way, Stocksbridge
Sheffield
S362AE

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

Telephone

01709 710081

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