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Huthwaite International

Huthwaite International — The Home of SPIN® Selling

With a rich history spanning five decades, Huthwaite International has established itself as a leading authority in sales and negotiation expertise. Our unwavering commitment to assisting businesses worldwide in elevating their sales performance has resulted in tangible, long-term transformations through our research-based behavioural change methodologies.

We provide comprehensive solutions in various areas, including sales, negotiation, communication, and coaching. Our versatility allows us to deliver impactful programs across four continents in over 30 languages. Leveraging a blend of face-to-face training, e-learning modules, performance consultancy, and follow-up coaching, we offer flexible approaches tailored to meet the unique requirements of each organisation.

What truly sets us apart is our consulting-first approach. Over the years, we have accumulated an unparalleled depth of knowledge by studying and analysing the behaviours of exceptional sales professionals. Through rigorous research and ongoing analysis, we have identified the key behaviours that drive outstanding sales performance. This valuable expertise empowers us to not only address our clients’ specific needs but also assist them in satisfying the needs of their customers effectively.

At Huthwaite International, our consulting approach takes precedence, ensuring that we thoroughly understand our clients’ challenges and goals before formulating tailored recommendations. By putting consultation first and recommendations second, we demonstrate our commitment to delivering optimal solutions that generate measurable results.

Partner with Huthwaite International and experience the transformative power of our consulting-driven sales and negotiation methodologies. Let us guide you towards enhanced sales performance, bolstered customer satisfaction, and lasting success in the ever-evolving business landscape.

Watch this Huthwaite short film to understand the importance of acknowledging failures and aiming high:

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Change Behaviour. Change Results.

Key Personnel

Board of Directors

  • Tony Hughes – Chief Executive Officer
  • Tim Richmond – Chairman
  • Annalize Cuthill – Chief Operations Officer
  • Nicola Hill – General Counsel

Business Directors

  • David Freedman – Director of Sales
  • Nick Martin – Director of Learning Solutions
  • Anders Hjort – Regional Development Director, Denmark
  • Marco Weijers – Regional Development Director, Netherlands & Germany
  • Shaun James – Head of Learning & Skills
  • Robin Hoyle – Head of Learning Innovation
  • Laura Errington – Head of Sales
  • Joanne Derriman – Senior Client Director

Business Consultants

  • Tony Willshire – Engagement Consultant
  • Charlie Jefferson – Virtual Delivery Consultant
  • Katie Adgie – L&D Consultant
  • Richard Tillery – L&D Consultant

Human Resources

  • Helen Hague – Head of Human Resources


  • Rachel Massey – Director of Marketing
  • Ricky Brown – Marketing Manager

UK Office Locations

  • Stocksbridge, South Yorkshire

Worldwide Coverage

For global and international clients, we have local representation in over 35 countries and more than 30 languages. This brings a seamless and consistent face to every touchpoint in our clients’ businesses, which in turn gives them a consistent face to their clients.

  • Austria
  • Belgium
  • Bulgaria
  • China (Shanghai)
  • Cyprus
  • Czech Republic
  • Denmark
  • Egypt
  • Finland
  • France
  • Germany
  • Greece
  • Hong Kong
  • Hungary
  • India
  • Israel
  • Italy
  • Luxembourg
  • Mexico
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Romania
  • Russia
  • Serbia
  • Singapore
  • South Africa
  • Spain
  • Switzerland
  • Sweden
  • Taiwan
  • Thailand
  • Turkey
  • UAE
  • United Kingdom
  • USA

Consultancy Service

90% of our work is bespoke, behaviour change projects for our clients. These projects involve the provision of customised client advice and tailored business solutions.

Our behavioural change solutions involve training and consultancy, the latter at various stages of each client project:

  • Diagnosing the behaviour change required and the appetite for change. Our consultants use a range of tools, including behavioural analysis, to analyse training needs and provide fact-based advice.
  • Designing the training element of the implementation, involving creating new or tailoring existing training designs, reference and practice materials, the launch process and agreeing success measures.
  • Designing the reinforcement element of the implementation, typically involving the training of internal people as coaches and the integration of Huthwaite and/or client processes and tools.
  • Measuring the progress and impact of the project implementation and creating further training and/or reinforcement support as appropriate.

Industry Sectors

Because Huthwaite’s best practice skills models are behaviour based, we have yet to find a sector where these skills cannot be successfully applied. Below is a selection of the sectors and segments in which we have worked:

  • Accountancy
  • Advertising
  • Aerospace & Defence
  • Banking & Finance
  • BioTech
  • Construction
  • Consulting & Professional Services
  • Contact Centres
  • Education & Learning
  • Energy
  • Fast-Moving Consumer Goods
  • Food
  • Government & Public Sector
  • Healthcare
  • Hospitality
  • Insurance
  • IT
  • Leisure
  • Logistics
  • Manufacturing
  • Marketing & Design
  • Media
  • Media
  • Medical Devices
  • Medical Research
  • Medical Technology
  • Military
  • Petrochemicals
  • Pharmaceuticals
  • Retail
  • SaaS
  • Software
  • Telecommunications
  • Transportation
  • Travel & Tourism
  • Wholesale & Distribution



MCA Firm Representatives

David Freedman
MCA Council Representative

David Freedman is Director of Sales at Huthwaite at sits on the MCA Council.

Contact Information


Harry Brearley House
2 Fox Valley Way
Fox Valley
S36 2AE

Telephone Number

+44 (0)1709 710081




Huthwaite International