Engage, Communicate and Sell Better
Sales consulting, training and assessments that help buyers choose you
Buyers now decide who makes the shortlist before they speak to anyone. Since 1995, Barrett Consulting Group has helped organisations be found, understood and trusted, so the right buyers choose them with confidence, at prices that reflect their value.
1995
Helping organisations sell better for more than 30 years
Up to 70%
of a buyer’s evaluation happens before they talk to your team
229
ANZ B2B organisations assessed in Barrett’s 2026 research
3 in 4
failed the shortlist test: their online presence read as noise, not signal
“When buyers can find you, understand you, and trust you, before they ever speak to a salesperson, you’ve earned your seat at the table.”
“You win the business, your people feel the pride of work that actually lands, and you build an advantage competitors can’t easily copy. That’s what Selling Better means in practice: commercial results, human outcomes, and a competitive edge, built together, not traded off against each other.”
Sue Barrett, Founder & CEO
The shift
Buying has changed. Most selling hasn’t.
Today’s buyers research independently, across committees, channels and, increasingly, AI tools that decide who gets seen. By the time someone contacts you, they have usually formed a view.
If your expertise isn’t visible and your value isn’t clear, you are filtered out before you know the opportunity existed. That’s why Barrett works on the whole commercial system (strategy, messaging, process, people and culture), not just the sales team.
- Buying committees now average 13+ stakeholders, each researching on their own
- 71% of decision-makers are Millennials or Gen Z, loyal to experiences rather than institutions
- AI tools are filtering vendors in and out faster than ever
- Most sales training still teaches people to sell harder, not to be found, understood and trusted
Where is your sales system leaking?
Four silent revenue killers
Most commercial teams are battling at least one of these. Which sound familiar?
The invisible pipeline
Buyers research you in your absence. If they can’t find your real expertise online, you are off the shortlist before you know a deal exists.
The fix: Commercial Alignment Audit and buyer’s journey mapping
Tech rich, insight poor
Plenty of CRM and AI tools, not enough of the human judgement, empathy and business acumen that win complex deals.
The fix: Human capability training and sales process design
The commodity trap
Your frontline pitches features and specifications while economic decision-makers look for business outcomes, so you discount to win.
The fix: Sales strategy and messaging design
Siloed stories
Sales says one thing, marketing writes another and service delivers a third. Mixed messages create hesitation, and hesitation kills deals.
The fix: Commercial alignment and cross-functional strategy
More than training
The Barrett Revenue System
Three stages that turn sales performance from individual heroics into a system that wins, again and again.
01
Diagnose
Commercial Alignment Audit (CAA)
We review your business the way buyers do, online and operationally, and score it against Barrett’s CAA framework, benchmarked against 229 ANZ B2B organisations. You see exactly where your value gets lost, and what to fix first.
02
Align
Sales strategy & messaging design
We build one clear value story, told consistently from the boardroom to the frontline, and shaped for the buyers who hold the budget.
03
Sustain
Process & human capability
We map a clear sales process that removes the reliance on individual heroics, and build the emotional intelligence, business acumen and prospecting resilience your people need to win complex deals.
Tangible outcomes
What changes when the system works
Consistency replaces volatility
Performance comes from a repeatable, scalable system rather than a few stars, and new hires reach full productivity faster.
Price protection
Your value proposition lands with clarity, so you step out of the race-to-the-bottom price war.
One voice to market
Buyers hear the same clear message whether they deal with sales, marketing, account management or leadership.
How we help
Consulting, training and assessments that work together
Each one stands on its own. Combined, they give you a sales system built to win and built to last.
Consulting
We design the strategy, structure and culture that give your sales force direction and focus.
- Sales strategy, segmentation and personas
- Value messaging and the Commercial Alignment Audit
- Sales process, roles, KPIs and playbooks
- Customer-centric culture and change management
Training
Customised programs for everyone who deals with clients, delivered a little and often so the skills stick.
- Value-based, human-centred selling
- Business acumen and emotional intelligence
- AI and human skills for the modern buyer
- Sales leadership and coaching
Assessments
A best-practice suite of validated tools for sales, leadership and service roles.
- SPQ*GOLD® sales prospecting assessment
- Personality, motivators and values
- Leadership styles, derailers and EQ
- Recruitment and development packages
Why Barrett
By working with Barrett, you will be able to:
Know exactly where you stand
See how buyers experience your business before they speak to you, and how your commercial operations really run, so you know what to fix first.
Lead a high-performing system
Develop leaders who build commercial excellence across the business, not just chase individual quotas.
Sell better, so clients choose you
Equip your people to move past scripts and discounting, and to navigate complex buying committees with confidence.
Build a culture competitors can’t copy
Break down the silos between sales, marketing and service, and turn internal alignment into a market advantage.
Craft value messages that earn your seat
Translate what you do into measurable business outcomes, and give internal champions a business case they can take upstairs.
Turn transactions into lasting partnerships
Move from service delivery to partnerships built on ethical practice and mutual value, protecting margins and driving referrals.
Results
Real organisations, measurable results
+43%
Australian media company
Sales rose 43% after we helped 60 managers and supervisors build a proactive sales culture through leadership training, coaching and assessments.
5 months
Major Australian bank division
Sales in the first five months of the program beat the previous 18 months, with lending drawdowns up around 25–30%.
18 → 14
Major media company
Eighteen unstructured sales roles rebuilt into a 14-role capability framework, with recruitment and performance kits, in five months.
What our clients say
Trusted by leaders who needed more than training
“
Two years ago I couldn’t have imagined that Sales would be in such great shape already… As an accountant, I knew very little about sales but Barrett’s Sales Strategy & Operations Framework and the Barrett team have steered us in the right direction.
Jeff Sells
Executive General Manager Retail Pharmacy, Sigma Healthcare
“
This Selling Better Project and sales training is fundamentally changing how we sell for the better… We are seeing continued increases in sales, huge reduction in discounting, increased confidence in the team and happier customers.
Barry Singer
Managing Director, Comfortel
“
Sue takes a whole of system approach to selling… All of my interactions with alternative providers led to fairly traditional cookie cutter solutions which did not match our needs. Sue and her team provided the cut through and responsiveness that we needed.
Leesa Tongoulidis
Formerly Manager, Organisational Development & Culture, Oceania, Canon
Who we work with
Built for sales and commercial teams
From executive keynotes and skills intensives to full sales and commercial transformations, we work with global corporations and ambitious mid-market businesses across Australia, Asia, the Pacific, the Americas and Europe.
Award-winning: Gold, Best Program for Sales Enablement, TISS Leap Vault CLO Awards 2022, with ACG Films & Foils.
Who we align
C-suite leadership · Sales leaders · Marketing & digital · Customer success · Service teams · L&D · Enterprise project teams
Sectors we serve
Industrial · Manufacturing · Mining · Energy · Construction · Healthcare · Wholesale · Distribution · Agriculture · Professional services · Technology · SaaS · Financial services · Government · Not-for-profit · Logistics · Retail
Our ethos
Everybody lives by selling something
Robert Louis Stevenson wrote it in the 1880s, and it is still the most honest description of what selling is. Selling done well isn’t pressure or manipulation. It is exploring what people need, listening for what isn’t said, and building trust before building a case. Those are life skills, and everyone can learn them.
That belief has guided Barrett since 1995: humanity belongs at the centre of commerce, and selling better always outperforms selling more.
Latest thinking from Sue Barrett and the team
Practical ideas on sales strategy, coaching, pricing and the human side of selling.
Find out where your value is getting lost
A Commercial Alignment Audit shows how buyers, and the AI tools they use, see you today, and what to fix first. Talk to our Selling Better advisory team about your next step.