About Us
Helping People and Businesses Build Trust-Based Business Relationships Since 1995
From a human-centred sales philosophy to a global movement for ethical commercial relationships in the AI age.
Our Story
Since 9 January 1995, Barrett has championed a simple but powerful truth: everybody lives by selling something, and every solution begins with a conversation.
We’ve helped organisations transform how they engage, collaborate, lead and sell better by putting human connection at the centre of commercial success. What began as a philosophy for better sales practices has evolved into something much larger: the SellingBetter Movement.
Why We Created the SellingBetter Movement
The professions of selling, leadership and stakeholder relationships have often been hijacked by bad behaviour and unhelpful mindsets. Aggressive tactics, manipulative techniques, and short-term thinking have created negative perceptions that hold good people and ethical organisations back.
The rise of AI has accelerated this crisis. Automated spam, algorithmic bias, and the erosion of trust now threaten to scale bad behaviour at unprecedented speed.
But we see a different path.
We believe AI will not define our values. Our values will define how we use AI.
The SellingBetter Movement represents our public stand for ethical, trust-based relationships with all stakeholders: customers, employees, partners, suppliers, and communities. It’s a practical framework built on decades of experience, psychological research, and a fundamental belief in the power of human connection.
Our Foundation
SellingBetter rests on five pillars of original research and practical innovation:
1. Academic Rigour We ground our approach in Albert Bandura’s research on moral disengagement, understanding why good people make unethical decisions and how to prevent it. We integrate ethics across every dimension of commercial relationships.
2. Proprietary Frameworks We’ve developed the Barrett Sales Operating System, providing organisations with a complete infrastructure for ethical, high-performance sales operations. Our world-first Sales Competency Dictionary defines and measures the capabilities that drive sustainable business success.
3. Groundbreaking Research Our Sell Like A Woman research project challenges conventional sales wisdom and reveals how diverse approaches to selling create competitive advantage and better business outcomes.
4. Practical Experience Over three decades of working with organisations across industries gives us real-world insight into what actually works in building sustainable business relationships.
5. Ethical Innovation We integrate Steve Davies’ Moral Engagement framework, providing not just diagnosis of ethical risks but clear pathways to ethical action. Ethics isn’t a separate consideration—it’s woven into every principle, process, and practice we teach.
What We Offer
The Framework: 12 SellingBetter Principles, AI Ethics Charter, and moral disengagement assessment for ethical decision-making in all commercial relationships.
Proprietary Systems: Barrett Sales Operating System for complete sales infrastructure. Sales Competency Dictionary for capability development and assessment.
Assessment Tools: Full-service psychometric assessments for recruitment and development. Self-assessment platforms, partner screening frameworks, and AI research tools coming soon.
Training & Consulting: Customised programmes and advisory services to implement the SellingBetter framework and Barrett methodologies across your organisation.
Global Community: Join thousands of professionals committed to ethical business and sales practices.
Our Services
Core Capabilities:
- Sales strategy and go-to-market planning
- Sales Operating System implementation
- Sales operations audits and process mapping
- Communication strategies (internal and external)
- Stakeholder engagement and key account management
- Psychometric assessments and benchmarking using our proprietary competency framework
- Ethical AI implementation
Training Programmes:
- Sales skills and methodology (field, virtual, telephone)
- Solution selling and value-based selling
- Strategic account and key account management
- Business acumen, negotiation and influence skills
- Emotional intelligence and neurobiology
- Sales management and leadership
- Critical Soft Communication excellence at all levels
- Cross-functional collaboration
- Gender-inclusive sales approaches (from Sell Like A Woman research)
Consulting Services:
- Strategic advisory and coaching
- Sales Operating System implementation
- Custom framework deployment
- Change management
- Keynote presentations and workshops
Delivery: In-person, online, or hybrid globally.
Why This Matters
Trust is your competitive advantage. Research shows organisations with high-trust cultures outperform competitors by 2.5 times in revenue growth. Human-centric interactions increase deal quality by 30% and customer loyalty by 25%. By 2030, critical soft skills will define two-thirds of all roles.
While others race to automate everything, ethical companies attract better talent, command premium pricing, and build loyalty algorithms cannot replicate. In an age where anyone can automate outreach, your ability to engage authentically, collaborate genuinely, and lead with integrity becomes your advantage.
Our Commitment
We’re building a movement. Technology should serve humanity, not replace it. Trust should be earned through ethical action, not manufactured through manipulation. Success should be measured by mutual prosperity, not extraction.
This is our stand.
Partner With Us
Ready to transform how your organisation engages, collaborates, leads and sells better?
Schedule a complimentary consultation to discuss your specific needs.
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Barrett Consulting | Founded 1995 | SellingBetter Movement Established 2025