In this fast paced world of UK Supermarkets and their Suppliers it is essential that people understand each other. Either because they work in teams, need to present to their buyer, or need to influence someone to get something done, there is where HBDI Training can help.

This is a training course of 1/2 + 1/2 classroom days, 6 months apart, with support in between training days designed to make the learning stick. You will experience our unique training method Sticky Learning ®, the course will be delivered by a world class tutor that has worked in the UK Grocery Industry, and our ROI guarantee is included.

By understanding the Herrmann Brain Dominance Instrument ® each person will understand themselves better, their colleagues better, and external people better. Plus, they’ll be able to sell more and influence better because they’ll be able to talk in the other person’s language, and appreciate their strengths.

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Learning Objectives

  • By the end of this course the Learner will be able to:
    • Understand themselves and others better, knowing how they prefer to think, communicate and make decisions.
    • Understand how they can use their profile to help adapt their thinking, decision making and communication style to a given situation to improve audience engagement.
    • Identify how to improve team effectiveness, through better problem solving, effective feedback and innovation.
Topics covered

HBDI Training Topics Covered

This particular psychometric tool is a fantastic tool for understanding yourself and others better. Used by large companies like Coca-Cola it has profiled over 2 million people across 45 countries. Having worked with this tool for over 14 years we know that it can provide teams with a foundation to build trust.

Some of the applications of this tool are:

  • Giving more effective feedback.
  • Understanding the overall strength and weakness of a team.
  • Knowing why people ask the questions that they do and need the answers that they do.
  • Buying-in each other better by using the appropriate communication.
  • Capitalising on the strengths of individuals to get the best work done for the team.
  • A model for resolving problems in the group by working through an order that is best for the team.
  • Helping individuals to learn more quickly and in a way that works better for them.
Ideal learners

Ideal Learners

People that want to understand others better. Influence more. Sell more.

For top tips read our Learning Tips Blog.



“We asked MBM to lead an away day for our leadership teams and they delivered exactly what we needed. Tailoring the session to meet our needs (and adapting it as he went along to ensure they stayed engaged). Andy led a highly entertaining and interactive afternoon based around their HBDI ® assessments with a group of GPs,  Senior Nurses, Mangers and the Executive Team and six weeks on people are still talking about what colour they are and what that means for how they work together. A hugely successful event and I’d highly recommend them if you want to shift the thinking with your teams.”
Jo Betterton, Associate Director for Organisational Development, The Hurley Group

For more testimonials visit written testimonials or video testimonials.

Making the Learning Stick

Hopefully the term ‘Sticky Learning ®’ has intrigued you, whilst you probably guessed a sense of what it is about.

In short Sticky Learning ® is our own unique method that we have developed to help Learners Realise more of what they have learnt, be able to Recall more of what they have learnt, and Retain more of what they have learnt. In 2016 we further upgraded this unique training method to include habits formation as a big part of helping Learners to use more of what they have learnt.

This is good for our clients because it means that the money they spend with us is better invested than with other training providers because the learning is used for longer.

Course duration

Training Course Duration

This is a 1/2 day + 1/2 day. The purpose is to introduce HBDI ® to the group and share their profiles. Four weeks later the Learners are given the opportunity to discuss their reflective thoughts, how they used HBDI, and further questions. Plus, an opportunity to learn more about using HBDI ® for presenting, feedback, and selling.


World Class Tutor

Darren A Smith
Andy Palmer
Picture of Andy Palmer

Your facilitator for HBDI understanding event will be either Andy Palmer or  Darren A. Smith. They have careers lasting between them of over 45 years.

Andy has spent almost equal time between a UK big four supermarket, a supplier to the UK big four supermarkets and his time with MBM.

Darren is in two halves; 12 years as a Category Manager at one of the big four UK supermarkets and then 12 years managing as the founder of Making Business Matter. They both ensure a relaxed, experienced and fun training environment where teams are challenged & encouraged.

Learners per course

Learners Per Course

10 Learners because this drives enough discussion between the learners to explore the skill well, whilst not too many that any one Learner gets ‘lost’ in the debate. If you do not have up to 10 people please checkout our 121 Executive Coaching, which can help just you to learn this skill.



  • For 10 Learners the cost is £112.50 per Learner per half day.
  • The total cost for up to 10 Learners for the training course of 1/2+1/2 days is £2,250, plus profile packs, plus vat.
  • Either held on-site at the client’s premises, or an off-site venue can booked and charged back to the client.

Measuring Return on Investment

There are many evaluation methods for training, each trying to find the holy grail of return on investment. We use Donald Kirkpatrick’s four level training evaluation model as a base because it has stood the test of time, since 1953.

Level 1: Reaction: How did the Learners react to the training?

Level 2: Learning: How much learning did the Learners get?

Level 3: Behaviour: How much have the Learners used the learning?

Level 4: Results: How much effect did the Learner’s learning have on performance?

Few training providers measure the return on investment beyond the level 1 reaction. We have added one further level:

Level 5: Sponsor: How much did we achieve the sponsor’s objectives?

Read more about our 5 level evaluation tool and see an example report – ‘Chain of Evidence’.


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Learning Needs to be Intriguing for HBDI Training

To this end of ‘Learning needs to be intriguing’ we name each one of our training courses after a relevant film and we’ll make reference to this on the day. For our HBDI ® course we chose A Life Less Ordinary. Ewan McGregor stars as a cleaning man in L.A. who takes his boss’ daughter hostage after being fired and replaced by a robot. Two “angels” who are in charge of human relationships on earth, offer some unsolicited help to bring this unlikely couple together.

‘This wonderfully odd and eccentric film takes two people in different sides of the spectrum (in many ways), and takes them on a trip that brings them to their ultimate destiny. Along the way they discover sides of themselves they never knew, and just how two people, no matter how different, can be so similar at the same time’.

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