Huthwaite International

31/07/2025

The latest episode of Mastering Sales & Negotiations is now live 🎙️

This week, we explore the true value of working collaboratively to solve problems, to build the customers’ vision, through honesty and preparedness.

Hosts Robin Hoyle and Rachel Massey reflect on the main takeaways of their conversation with Myles Davidson, Head of Sales at Zühlke Group, including the benefit of putting processes and strategies in place and working in an environment which is less pressured and having the time to build working relationships.

Listen now on our website or your favourite podcast platform!
🎧 https://hubs.ly/Q03ztSKJ0
🖥️ https://hubs.ly/Q03ztMq00

29/07/2025

Is SPIN Selling just "horse-and-cart" thinking in a Tesla world? 🤔

It's a fair critique. After all, buyers today complete 70-80% of their research before they ever speak to us. They've watched the demos, read the case studies, and downloaded every guide we've published.

But here's what they haven't done: figured out how any of it applies to their specific, messy, complicated situation.

Prospects are drowning in data yet starving for insight about how solutions translate to measurable value – for them – in their unique context.

At the end of the day, we're still selling to humans. Despite all the AI and automation talk, B2B buying remains fundamentally human. There are still politics to navigate, risks to assess, and change management challenges that no amount of online research can address.

It's how you handle these things that determines your success. The salesperson who asks better questions, uncovers hidden issues, and helps buyers think through decisions most clearly is going to win – that's not outdated thinking; that's strategic selling.

Read the full blog 👇
https://hubs.ly/Q03yVrjH0

24/07/2025

In sales, you have to kiss a lot of frogs – consistently!

In the most recent episode of the Mastering Sales and Negotiations podcast, Myles Davidson, Head of Sales at Zühlke Group, shares valuable insight into behaviours and why preparation is key to success.

Check out the latest episode on your favourite podcast platforms below!

🎧 https://hubs.ly/Q03yJb_w0
🖥️ https://hubs.ly/Q03yJb6w0

22/07/2025

What happens when you need to transform sales performance across a globally distributed team? 🎯

SPIN® Awareness gave Zühlke the fundamentals they needed, but the real transformation came through our collaborative approach. Working together, we created a tailored programme specifically focused on lead generation – exactly what their business needed.

The results speak for themselves: immediate adoption from day one and sustained momentum months later across their European teams. Most importantly? Business growth that directly links back to the skills developed.

What made the difference was the customisation and ongoing partnership. This wasn't just another training course – it was a strategic initiative that energised their entire sales function and created genuine behaviour change that stuck.

For senior sales leaders wondering whether sales training delivers ROI, Zühlke's experience shows what happens when you invest in the right programme with the right partner.

Read the full case study to discover how Zühlke achieved sustained sales performance improvements across multiple markets 👇
https://hubs.ly/Q03ybqBR0

10/07/2025

CRM systems are hiding a dirty little secret...most of the time they’re under-regarded, misused or simply flat out unhelpful.

But it doesn't have to be that way.

Our new whitepaper dives into why your CRM is falling short. Whether the drawn-out processes are too time consuming or your sales teams feel like they're being watched by Big Brother, there are things you can do to make sure it's reaching its full potential.

Download the whitepaper now: https://hubs.ly/Q03wCrMf0

08/07/2025

The latest episode of Mastering Sales and Negotiations is now live! 🎙️

This week, Robin Hoyle and Rachel Massey are joined by Myles Davidson, Head of Sales at Zühlke Group.

They discuss how sales skills improvement can help demystify sales for their specialised consultants and technical experts, allowing them to align their solutions precisely with customer challenges, building deeper trust through value-focused dialogue.

Listen to the full episode now: https://hubs.ly/Q03w1pm00

02/07/2025

Global technology consultancy Zühlke faced the classic post-pandemic challenge: how do you maintain effective B2B sales with reduced face-to-face interactions and complex, multi-stakeholder sales cycles?

Their solution? Training not just their sales team, but their technical consultants and project managers in SPIN Selling.

Implementing SPIN throughout their organisation meant:
✔️ Widespread adoption across global operations
✔️ Waiting lists for future training cohorts due to overwhelming internal demand
✔️ A unified sales approach from London to worldwide operations
✔️ Technical teams confidently turning customer interactions into business opportunities

As Zühlke's UK CEO, Angela Bishop, put it: "Sales is a team game for us, and SPIN has been transformational in creating one voice across our organisation."

When your engineers and consultants are naturally curious question-askers, SPIN gives them the framework to turn those "magic co-creation moments" into qualified opportunities.

Read the full case study: https://hubs.ly/Q03vzF5k0

Learn how Zuhlke equipped their Technical Consultants and Project Managers with sales skills for their direct customer interactions.

26/06/2025

Did you know our entire catalogue of webinars is available to view on demand?

Whether you missed a live session or want to revisit key insights, our comprehensive library gives you instant access to expert knowledge from industry leaders.

This includes our most popular webinars:

👉 Master the Art of Negotiation – Hosts Charlie Jefferson and Jo Derriman discuss the common mistakes that cost negotiators deals and show you how to turn potential pitfalls into winning opportunities.
👉 Why Bad Things Happen to Good New Products – Hosted by Marco Weijers and Katie Adgie, they discuss why traditional product-focused launch strategies often backfire and teach you how to bridge the gap between innovation and customer needs for stronger sales results.

Whether you're looking to sharpen your negotiation tactics or transform your sales approach, our webinars give you actionable strategies you can implement immediately.

Check out our full catalogue of sales and negotiation webinars – they're all there waiting for you, available 24/7.

View them here: https://hubs.ly/Q03tNvp_0

24/06/2025

Are leaders walking the walk when it comes to the implementation of AI?

According to LinkedIn, there's been a 20% surge in leaders adding AI skills to their skills profiles, yet only 39% of employers provided AI training last year.

Our latest blog explores the growing disconnect between leadership AI enthusiasm and workplace reality:

+ The rush to appear AI-savvy – Are we seeing genuine skill development or career-motivated profile polishing?
+ The implementation gap – Why top-down AI adoption often creates resistance rather than productivity gains
+ What leaders can actually do – Practical steps to bridge the divide and support teams through AI transformation

The key insight? Working with teams to identify use cases and experiment beats imposing AI tools from above. Every time.

Whether you're in L&D, HR, or leadership, this affects how we shape the future of work. The question isn't whether AI will transform our workplaces – it's whether we'll do it thoughtfully.

What's your experience with AI adoption in your organisation? Are you seeing the same disconnect?

Read the full blog 👇
https://hubs.ly/Q03tjtjX0

Explore the challenges and opportunities of AI literacy in leadership and its implications for workforce development and organisational strategy.

18/06/2025

Do you believe COVID-19 helped to accelerate the sales event industry?

In the latest episode of Mastering Sales and Negotiations, we were joined by Steve Lindsey, the Managing Director of Lincoln West and the organiser of the National Sales Conference, where he discussed how COVID-19 impacted his business and explained how it accelerated the need for virtual events.

Check out the latest episode on your favourite podcast platforms below!
🎧 https://hubs.ly/Q03sB6hc0
🖥️ https://hubs.ly/Q03sB6Gw0

12/06/2025

Do you know a "Quick Fix Kevin" or a "Do More Dolly"? 🤔

If you're trying to build buy-in for sales training, you've probably come across these personas already.

You know your commercial teams need better sales and influencing skills, but convincing the rest of the organisation feels like a losing battle.

The best course of action is to apply the customer-centric behaviours you learn in SPIN to those you need to persuade. You should focus on:

+ Understanding their specific challenges and resistance
+ Showing how improved commercial behaviours help them to achieve their goals
+ Painting a clear picture of the gains they'll experience

The key is approaching internal stakeholders the same way you'd approach prospects: with curiosity, empathy, and a focus on their outcomes.

Read the full blog for more insights on how to approach it with your organisation 👇
https://hubs.ly/Q03rtR_P0

10/06/2025

In the most recent episode of the Mastering Sales and Negotiations podcast, Steve Lindsey, Managing Director of Lincoln West and the organiser of the National Sales Conference, shares valuable insight into the importance of trust advisors, especially in light of AI and technological developments.

Do you think trust advisors are still integral? Are you leaning more towards AI, or both? Let us know in the comments👇

Listen in to the latest episode below:
🎧 https://hubs.ly/Q03rcV7j0
🖥️ https://hubs.ly/Q03rcTpS0