Sue Barrett

Sue Barrett is the founder and CEO of Barrett, a pioneering business advisory and education firm specialising in sales, online sales education, and the Selling Better Movement. With over two decades of experience, Sue is revered as a future-thinking leader deeply attuned to emerging trends and disruptions that shape organisational landscapes. She is a strong advocate for ethical, customer-centric selling and a driving force in the field of sales strategy and education. Sue is committed to bringing high quality, evidenced-based research, tools and frameworks, pragmatic thinking and practical action to empower Boards, CEOs, Sales Leaders, Executive Teams, Sales Teams, and teams across businesses to navigate the complexities of selling more effectively in an ever-changing world.

Sue’s illustrious career includes numerous accolades, such as being the 1997 Winner of the Telstra & Victorian Government Small Business Award, an inductee in the Business Women's Hall of Fame 2000, and finalist in the 1998 and 2001 Telstra Business Woman of the Year Awards. Her influence extends globally as one of the most authoritative thought leaders in the sales profession today. As a sales strategist, writer, philosopher, and keynote speaker, Sue has also authored over 600 sales articles and 21 e-books and pioneered the first-ever Diploma course on sales at an Australian university. 

In addition to her role at Barrett, Sue is a Board Member of the Future Business Council and a passionate advocate for creating human-centred, purposeful sales systems and cultures. She produces the ‘must read’ Annual 12 Sales Trends Report, as well as leading initiatives like the Selling Better Movement, focussing on perpetual learning and advancing selling strategies that yield healthier margins and mitigate risks for businesses worldwide.

Sue is also dedicated to women’s empowerment through projects like ‘Sell Like a Woman’, emphasising the transformative power of mastering ethical sales practices and effective communication. Her leadership extends beyond business into community activism, where she played pivotal roles in initiatives like March4Justice and campaigns for gender equality and social justice. 

In 2019, Sue published her first paperback book, '142 Days of Gratitude that changed my life forever', which explores the transformative impact of gratitude on resilience and personal growth. Outside of her professional endeavours, Sue resides in Melbourne with her family, holds a BSc from Monash University, and balances her interests as a competitive swimmer, field hockey player, and community gardener. 

A champion of ethical and sustainable business practices, Sue integrates integrity, equality, and climate action into her advocacy, urging business leaders to embrace empathy and compassion. Her commitment to representative democracy and ethical decision-making underscores her philosophy oh positive action for real change. Inspired by figures like David Bowie, Rachel Carson, and Maria Montessori, Sue aims to foster continuous personal and professional evolution.