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About Huthwaite

Huthwaite is the world’s leading sales performance improvement organization. Founded on scientifically validated behavioral research, our methodologies—which include the internationally renowned SPIN® Selling—guarantee sales success.

Huthwaite assesses your organization's needs and develops customized sales performance improvement and coaching programs that drive real business results.

Our History

In 1976, English behavioral psychologist Neil Rackham set out to study success factors in human relations. He chose to study sales because it is a field where success can be measured: the most successful salespeople in a given organization are the ones who generate the most revenue.

Neil conducted the largest behavioral research project ever undertaken in the sales skills area.

  • His team analyzed more than 35,000 sales calls, over a period of 12 years, to provide the hard facts on successful selling. 
  • There were, and still are, plenty of opinions on how to sell; the research provided proof. In his studies:
  • Neil worked with top salespeople from more than 20 of the world's leading sales organizations.
  • More than 10,000 salespeople in 23 countries allowed Huthwaite researchers to travel with them and observe them in action during sales calls.

Analysis of these calls resulted in well-documented evidence about how to be more successful in sales. The discoveries led to the creation of a number of models  and frameworks, most notably SPIN® Selling, Huthwaite's renowned methodology that revolutionized the world of sales and defines consultative selling to this day.

Huthwaite’s Continual Research

Huthwaite continues to uphold its rich legacy of research:

  • We repeatedly validate the intellectual property that came out of the foundational research
  • We measure the results of every client engagement, on both an individual and a corporate level
  • We study successful sales behaviors through online surveys and client success stories

The conclusions from our ongoing research have been so startling in terms of the changing context of SPIN® Selling that we published a book on the subject: Escaping the Price Driven Sale.

Huthwaite Around the World

For over 35 years Huthwaite has been enabling salesforces from around the world. To find out more visit our locations listing