New training academy launched as human sales skills ‘more vital than ever’

A Lichfield-based sales support specialist has launched a new training academy to equip businesses and individuals with the skills and confidence to sell in an increasingly digital world.

Kate Wass of outsourced sales specialists, Premium Sales.

Despite the surge in AI and automation, Premium Sales founder Becky Smith says authentic conversation and rapport-building is more important than ever.

“Technology can open doors, but it can’t replace a genuine conversation,” Becky said. “AI agents and chatbots have their place, but they can’t build trust, read tone or connect with people in the way a human can.

“We’ve all seen the shift to digital communication, but because of this people are now craving authenticity more than ever. That’s why genuine human connection remains the most powerful tool in a salesperson’s kit, both for closing the sale and nurturing the relationship.”

Premium Sales has spent more than a decade building outsourced sales teams for clients across the UK in sectors including logistics, recruitment and professional services. Services include telesales, lead generation, conversion and customer retention.

The Sales Training Academy means the company’s proven processes and frameworks can now be shared with more people, to implement in their own businesses.

It offers CPD-certified classroom-based courses in Lichfield, or on-site at client premises, as well as bespoke training programmes for teams and individuals - all focused on authentic, human-led sales.

Growing demand for sales training

The Training Academy runs courses for individuals at all levels, from beginner through to advanced, with sessions built around interaction, role-play and real-life scenarios, helping trainees gain skills they can immediately apply.

Trainees also build up a practical workbook including scripts for all parts of the sales process, from initial call to decision-maker conversations and objection handling.

The academy is led by expert sales trainer, Kate Wass, who combines practical selling techniques with personal development and mindset coaching, reflecting how sales success relies on attitude and resilience, as well as skill.

It’s been well received so far, with demand from a mix of organisations looking to strengthen or refresh their human sales approach, as well as individuals who run their own businesses and need to take control of their sales outreach, or those who are looking to start or change their careers.

Kate said: “At a time when many small businesses are facing tougher economic conditions, demand for sales expertise is rising. Companies that have historically relied on inbound work may find themselves needing to generate leads proactively for the first time, but without the knowledge or confidence to do this effectively.

“It could also be younger people who are entering the workplace for the first time, who don’t have much experience talking to people in a professional setting.

“Then there are businesses who feel their sales performance isn’t as strong as it could be, and need to go further to stand out in a competitive market.

“The academy helps to bridge the gap in all those scenarios.”

A decade of growth as traditional sales endures

Premium Sales has grown consistently since 2014 when Becky started offering sales outreach on a self-employed basis to fit around her family.

She now employs 25 people, running around 60 sales campaigns for a mixture of clients at any one time.

“The business has endured and grown, despite the rise of various trends such as digital marketing and social media, which people said would impact traditional human-led sales,” Becky said.

“But despite advances in technology, businesses still need people who can pick up the phone, build rapport and turn interest into opportunity. Automation may get you the first click or email, but it’s still humans who convert – and keep the relationship going. That’s why training those skills is still so important.” More information about courses and dates is available via the Premium Sales Training Academy webpage.