Chapter 17: Huthwaite
Huthwaite has done a good job of understanding buyer behavior and aligning selling process and skills with buyer behavior, and building out a very comprehensive solution set. However, Huthwaite is best known for SPIN® Selling, its core approach for planning and executing sales calls. SPIN stands for Situation, Problem, Implications and Need-Payoff, which is the methodology’s basic construct. The beauty of SPIN is that it’s fairly straightforward, so Huthwaite works with large enterprises and Small Midsize Businesses (SMBs), and with individuals through public workshops. Their target market is very broad, because SPIN has a wide range of applications.
Huthwaite features some testimonials on its website, and if you look carefully you can find some video-based testimonials and case studies in its resource center. As with all sales training providers you consider, you should ask for specific examples of how the provider helped other companies in your industry or companies seeking to solve a similar challenge or achieve similar objectives to your own. Go beyond testimonials from program participants to actual business results achieved for the organization. This will help you to determine whether their experience is relevant to your business.
Huthwaite has been named to Trainingindustry.com’s “Top 20” sales training companies list for each of the past six years. This is a strong endorsement from a highly credible organization.
Although Huthwaite is best known for SPIN® Selling, they have a comprehensive “Buyer-Focused” solution suite that consists of the following programs:
Huthwaite customizes its programs by analyzing your business needs, integrating business objectives and incorporating relevant contextual content. This is especially important for the SPIN® conversation, which requires highly customized scenarios for each client.
Huthwaite delivers both live and virtual instructor-led workshops. They also offer numerous public seminars around the world for individuals and smaller organizations.
Huthwaite offers a comprehensive, integrated learning experience (ILE) to accelerate skill development and make changes stick. Each component of the experience builds upon and extends the preceding one. The ILE combines expert-led, hands-on workshops with on-demand, personalized eLearning and online assessments and reinforcement tools in a process where skills are introduced, practiced and embedded into the daily work routine of the participant. A structured coaching process and personal and group development activities further support the program.
SPIN® Selling is a popular, well-proven sales training program that builds core sales conversation skills. Even if you have experienced salespeople, creating a consistent approach for preparing and executing sales calls across your sale force can be extremely helpful.
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