Barrett Consulting Group

What Barrett Consulting Group does

Barrett Consulting Group Pty Ltd is a privately-held, Melbourne-based sales consulting and training firm founded in 1995 by Sue Barrett with an initial capital of A$3,000. The firm specialises in human-centred, ethical sales systems, strategies, processes and practices, organised around four service pillars: Sales Consulting (strategy, process mapping, Commercial Alignment Audit, change management), Sales Training (workshops, accredited programs, keynotes, online learning), Sales Coaching (Leader as Coach, C-Suite coaching), and Sales Assessments (SPQ GOLD, personality, EQ, leadership and benchmarking tools). Its proprietary 'Selling Better' methodology is the conceptual anchor for the offering, and the firm holds registered trademarks on 'Selling Better', 'Sales in a Box', 'Mind Your Emotions', 'Sales Essentials', and 'Activate your jobseeker'.

The business model is professional-services and B2B, with revenue generated through quote-based consulting engagements, training programs, coaching, and assessments, plus one-time-purchase publications through its Sales Essentials online shop. It partners with Swinburne University to confer accredited qualifications (Diploma of Sales, Certificate IV in Business-Sales) and licenses proprietary assessment instruments from Behavioral Sciences Research Press. Distribution is sales-led and event-driven, delivered directly by a small team (1-10 employees) through on-site/virtual workshops and transformation programs; multi-year contracts are the typical billing cadence. It maintains an extensive content-marketing engine including a blog published since February 2007, podcasts, video series, email newsletters and active social channels on LinkedIn (137,498 connections), Twitter/X, Facebook, YouTube, Instagram and Pinterest.

The firm targets sales and commercial leaders, B2B sales teams, and adjacent functions (marketing, customer success, L&D) within mid-market and enterprise clients. Named enterprise customers include Westpac, Rural Bank, Dentsply Australia, Southern Cross Austereo, Toyota Material Handling, APRA AMCOS, Diadem and Comfortel, spanning banking, medical/dental supplies, media, automotive, publishing, signage and hospitality. Barrett operates a wholly-owned subsidiary, Sales Essentials Pty Ltd, which houses publications, e-books and the online shop. The company is bootstrapped with no external funding, claims presence across Australia, Asia, the Pacific, North and South America and Europe, and in 2026 reported having assessed 229 ANZ B2B organisations using its buyer-perspective methodology.

Name

Barrett Consulting Group

Legal name

Barrett Consulting Group Pty Ltd

Website

https://barrett.com.au

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Barrett Consulting Group is a Melbourne-based, founder-led sales consulting and training firm that helps B2B organisations build ethical, human-centred selling capability through consulting engagements, accredited training programs, coaching, and assessments anchored by its proprietary 'Selling Better' methodology.

Ownership category

akta.pro rank

Product category

Sales Consulting and Training

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

Keywords

• Sales consulting services
• Sales training programs
• Sales coaching
• Sales assessments
• Sales transformation

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Consulting Services: Direct consulting engagements including sales strategy, process mapping, commercial transformation projects, and organizational change management programs. Engagement types include audits, workshops, and ongoing advisory relationships.
2. Training and Education Programs: Sales training programs, workshops, leadership coaching, and capability development. Includes Sales Essentials Transformation Program with accreditation options through partnerships with educational institutions.
3. Assessments: Sales assessments including SPQ GOLD, personality assessments, EQ, leadership styles, and development/selection assessment packages.
4. Publications and Resources: E-books, whitepapers, and annual sales trends reports available through the Sales Essentials shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Barrett Consulting Group is a sales advisory firm that helps B2B organisations engage, communicate and sell better through consulting engagements, training programs, executive coaching, and psychometric/behavioral assessments. Its services are organised around four pillars — Sales Consulting, Sales Training, Sales Coaching and Sales Assessments — and are anchored in a proprietary human-centred methodology called "Selling Better". Offerings range from one-day workshops and keynotes through multi-year commercial transformation programs, with formal accreditation via the Diploma of Sales endorsed by Swinburne University.

Product overview

Barrett Consulting Group is a consulting and education firm specialising in human-centred, ethical sales systems, strategies, processes, and practices. The company offers a portfolio of integrated services structured around four core pillars: Sales Consulting, Sales Training, Sales Coaching, and Sales Assessments. The product portfolio is built on the proprietary 'Selling Better' methodology and includes consulting engagements (Sales Strategy, Process Mapping, Commercial Alignment Audit, Change Management), training programs (Sales Essentials Transformation, Key Account Management, AI and Human Skills, R.A.I.N Making, Neuroscience and EQ programs), coaching services (Leader as Coach, C-Suite Coaching), and assessment tools (SPQ GOLD, personality, EQ, leadership assessments). The company also operates sub-brands including Sales Essentials (focused on training resources and publications) and publishes the annual 12 Sales Trends Report. Services are delivered through keynotes, workshops, full commercial transformation programs, and online learning, primarily targeting B2B organisations across Australia, Asia, the Pacific, and beyond.

Differentiator

Problem solved

Functional benefit

Brands

• Sales Essentials: Sales training program, e-books, whitepapers, publications, and sales resources shop
• Selling Better
• Purposeful Optimism
• Sustainable Selling
• Sue Barrett

Products and services

• Sales Consulting Strategic consulting engagements that help B2B organisations develop sales strategies, improve processes, design sales roles and build commercial capability systems; delivered as audits, workshops, and full transformation programs targeting sales leaders and commercial executives.
• Sales Training Training programs covering sales skills, business acumen, key account management and digital social selling, delivered via workshops, online learning, and keynotes to B2B sales teams and sales leaders.
• Sales Coaching Coaching services for sales leaders, managers and C-Suite executives, including the Leader as Coach program and Leadership and C-Suite Coaching, delivered through individual and cohort engagements.
• Sales Assessments Comprehensive assessment tools including the SPQ GOLD Sales Preference Questionnaire, personality assessments, emotional intelligence (EQ), leadership styles, IQ/aptitudes, and development and selection assessment packages for sales teams and leaders, licensed in part from Behavioral Sciences Research Press, Inc.
• Selling Better Methodology Barrett's proprietary human-centred, ethical sales methodology focused on helping organisations engage, communicate and sell better across digital social selling, hybrid and face-to-face selling, and key account management; provides the framework underpinning all consulting, training and coaching engagements.
• Commercial Alignment Audit (CAA) A diagnostic tool that assesses how buyers experience an organisation online and evaluates how strategy and operations actually function, identifying competitive positioning gaps to inform engagement scoping.
• Sales Essentials Transformation Program A comprehensive sales training program covering fundamental sales skills and transformation methodologies, delivered as on-site, virtual, or hybrid workshops and offered with formal accreditation options (Diploma of Sales and Certificate IV in Business-Sales) through the Swinburne University partnership.
• Sales Essentials Sub-Brand and Shop A sub-brand operated by wholly-owned subsidiary Sales Essentials Pty Ltd, offering the Sales Essentials Transformation Program, e-books, whitepapers, publications, sales resources, and an online shop for transactional purchases.
• 12 Sales Trends Report Annual research publication tracking 12 key sales trends per year, based on Barrett's ongoing research and benchmarking of ANZ B2B organisations, sold through the Sales Essentials shop.
• Diploma of Sales (Sales Essentials) A formal tertiary-level sales qualification offered through the Sales Essentials program, endorsed by Swinburne University, providing graduates with Diploma of Sales or Certificate IV in Business-Sales credentials.

Quantifiable outcome

• Those that close the value gap carry four times fewer sales problems, stop discounting, and get their seat at the table first
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and significant.

• Sales Essentials Pty LtdcoreOthersRelated corporate entity sharing ownership with Barrett Consulting Group P/L; operates the Sales Essentials brand, website (salesessentials.com), and online shop for publications. Both entities share founders/ownership and collaborate on delivering training programs with university accreditation.
• Swinburne UniversitysignificantImplementation/ SI/ Consulting PartnerEducational institution partnership enabling Sales Essentials program graduates to receive Diploma of Sales and Certificate IV in Business-Sales qualifications endorsed by Swinburne University. Dentsply Australia referenced being the first Australian company to enroll entire sales team with this accreditation.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandler Training: Global sales training and consulting franchise with a structured methodology for B2B sales performance improvement. Directly comparable to Barrett's sales consulting and training programs in both offering and customer base.
• Richardson Sales Performance: Sales training and consulting firm specializing in consultative selling and sales leadership development for B2B enterprises. Closely overlaps with Barrett's Selling Better methodology and key account management training.
• RAIN Group: Sales training and consulting firm focused on sales performance, negotiation, and rainmaking for professional services and B2B teams. Overlaps with Barrett's R.A.I.N Making for Professional Services program and consultative methodology.
• Corporate Visions: B2B sales and marketing messaging, training, and consulting firm. Comparable to Barrett's sales messaging, buyer-journey, and sales strategy consulting offerings.
• The Brooks Group: Sales training and consulting firm focused on consultative selling and sales performance improvement for B2B sales teams. Directly comparable in target market and service mix to Barrett's enterprise training programs.
• Objective Management Group (OMG): Sales force evaluation and assessment provider offering sales candidate assessments and team evaluations. Directly comparable to Barrett's SPQ GOLD and sales assessment offerings.
• Kurlan & Associates: Sales force development and consulting firm specializing in sales assessments, recruiting, and sales management training. Comparable to Barrett's sales assessments, benchmarking, and consulting modules.

Broad incumbents

• Dale Carnegie Training: Established global training firm offering sales, leadership, and professional development programs. Overlaps with Barrett's training and coaching offerings but operates at much larger scale and broader portfolio.
• Mercuri International: Global sales performance consulting and training firm with operations in multiple continents. Overlaps with Barrett's consulting, training, and assessments but at significantly larger international scale.

Emerging players

• Sales Hacker (Pavilion): Sales professional community and education platform offering peer learning, training content, and benchmarking. Represents the digital/community-led emerging model that competes for the same L&D and sales enablement budgets as Barrett's training programs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/barrettconsult
• YouTubeyoutube.com/user/barrettconsulting
• Facebookfacebook.com/sellingbetter
• LinkedInlinkedin.com/company/137498
• Instagraminstagram.com/barrettconsultinggroup
• Pinterestpinterest.com.au/salesessentials

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Barrett Consulting Group