An ethical, effective approach to sales and commercial excellence
Barrett is a business consulting and education firm specialising in ethical, human-centred sales strategy, systems, and commercial capability. We work with leaders and teams across the private, public, not-for-profit, and government sectors – from ambitious SMEs to large global organisations – who want to build sustainable commercial success without compromising on values.
Our approach is built on one foundational belief: everybody lives by selling something, and selling is everybody’s business. From the C-suite to the frontline, we build the strategies, processes, skills, and culture that help entire organisations engage, communicate, and sell better. We don’t run workshops that disappear. We engineer growth – through a coordinated system of Strategy, Process, People, and Culture that becomes part of how you operate.
Why we do this.
Barrett was founded on a hypothesis: that good selling and genuinely human-centred business are the same thing. That the gap between what organisations invest in and what they get back is not a technology problem – it is a human communication problem. The ability to translate genuine capability into what buyers need to achieve and feel in order to choose you.
Grounded in research. Proven in the field. For more than three decades.
We were measuring commercial capability gaps before most organisations knew they had them. Our research across ANZ B2B organisations in 2015-2017 found businesses operating at just over 50% of their sales potential – not from lack of effort, but from systemic gaps in strategy, pipeline discipline, and the translation of knowledge into execution.
Our 2026 ANZ B2B Market Intelligence Report, assessing 231 organisations the way buyers do – anonymously, online, before any conversation – confirmed the same core problem has followed organisations into the digital age. Three in four still fail to give buyers a compelling reason to choose them. Every organisation with a value gap also had a positioning gap. Those that close it carry four times fewer commercial problems and stop competing on price.
Fewer than one in four ANZ B2B organisations are there yet. In most sectors, the first-mover advantage is still unclaimed.
Still pioneering. Still proven. Still doing what actually works for clients.
For more than three decades. Five continents. 50,000+ professionals trained.
Human-centred. Evidence-based. Digitally integrated. Engineered for growth.
Ready to sell better?
Talk to us about building the commercial capability your organisation needs.
A selection of our firsts
Educators
We were the first in Australia to obtain selling a university qualification (SUT).
Innovators
We built one of the first and most comprehensive sales strategy & operations model and audit process.
Creators
We produced the world’s first sales competency dictionary.
Motivators
We launched the Selling Better Movement and Manifesto in 2018.
80000
+
PSYCHOMETRICALLY PROFILED
100000
+
TRAINED/COACHED
25000
+
LEADERS INTERVIEWED
2000
+
ARTICLES PUBLISHED
The Selling Better Movement
The Selling Better movement are an ethical and human-centred selling ethos underpinned by a practical selling philosophy and adaptive sales strategy and operating system.
We have created it with the hope to help people understand that there’s a better way of doing business.
A way in which we can all be prosperous.
When put into practice it supports sales teams and the broader business to create genuine client centric cultures, deliver competitive sales strategies, build and retain profitable client relationships, and find new uncontested markets while minimising risk.
To learn more, visit SellingBetter.com
Ready to set a new standard in sales excellence?
Talk to us, your selling better advisory team, and we’ll help you quickly and accurately assess your next steps.
You Got a Seat at the Table. But Are You in the Right Room?
In 30 seconds The Problem: You nailed the meeting. Your contact loves the solution. But weeks pass, the deal stalls, and budget approval never comes - because you were sitting at the wrong table. ...
The First 5 Minutes: How to Stop Sounding Like a Vendor
In 30 seconds The Problem: Most salespeople sabotage their credibility in the first five minutes. They over-apologise, fill time with aimless small talk, or launch straight into a pitch deck. The ...
Does Sales Have a Seat at Its Own C-suite Table?
In 30 seconds The Problem: Sales is handed strategy, not invited to shape it. Excluded from executive decisions, frontline teams default to discounting and deference - the very vendor mindset leadership ...
Your best salesperson isn't in Sales. And they don't even know they're selling
In 30 seconds The Problem: Most organisations train only their quota-carrying salespeople, leaving 80% of their commercial talent - engineers, delivery, product, operations - without the skills to ...
