Looking to expand your sales in 2026? Sustainable sales growth does not come from working harder with the same approach it comes from investing time in improving your sales process. By refining how you identify prospects, communicate value, manage the sales cycle, and retain customers, businesses can achieve stronger results using their existing resources. A more effective and consistent sales process leads to higher conversion rates, increased customer loyalty, and ultimately improved profitability. The Sales Academy is designed to help businesses step back, examine what is working, address what is not, and put in place a structured, repeatable sales approach that supports confident growth in the year ahead.

The Sales Academy is a structured, practical sales training programme designed to help business owners, managers, and sales staff formalise, strengthen, and future-proof their sales process.

The programme combines sales process design, communication skills, and real-world application, resulting in a completed sales workbook that becomes a practical training manual for current and future sales personnel within the business.

Participants leave with a documented, tested, and refined sales approach that clearly explains:

• Who they sell to
• How they sell
• Why their approach works
• How they win repeat business
• How they turn customers into long-term advocate

Who Is This Programme For?

• SME owners and directors
• Sales managers and senior sales staff
• Businesses onboarding new sales personnel
• Companies entering new or expanding markets
• B2B and B2C businesses seeking a more consistent, professional sales approach

Your time investment ?

The time investment in the programme is 2 full days training and a one to one mentoring session with Terry Harmer. The course content is delivered in Enterprise House, O’Brien Road , Carlow and includes lunch.

Who is Terry Harmer ?

Terry Harmer is a highly experienced sales trainer, business mentor, and consultant with a strong track record of supporting SMEs to improve sales performance, profitability, and commercial confidence. Through NLC Training, Terry has worked extensively with business owners, managers, and sales teams across a wide range of sectors, helping them to develop practical, structured, and repeatable sales processes that deliver measurable results.

Terry’s approach is grounded in real-world business experience rather than theory. He specialises in working with companies to examine their existing sales activity, identify strengths and gaps, and refine or redesign their sales process to better reflect how customers actually buy. A key focus of his work is enabling businesses to achieve growth using their current resources, by improving communication, consistency, and sales discipline.

Well known for his engaging and practical delivery style, Terry combines group training with one-to-one mentoring to ensure learning is directly applied to each participant’s business. His programmes are designed to leave businesses with clear sales systems, improved confidence in customer interactions, and the tools required to sustain ongoing sales growth.

What Makes The Sales Academy Different?

This programme acts as:

• A sales audit (The Past & The Present)
• A strategy for growth (The Future)
• A documented sales system unique to each business

Rather than generic sales theory, participants work on their own business throughout the programme.

Programme Structure

Day 1 – The Past & The Present

Sales Process, Markets & Foundations

Day 1 focuses on understanding, evaluating, and refining the existing sales process, with communication skills introduced later in the day.

Key Topics:

• Identifying and profiling current markets
• Evaluating your current sales approach
• Understanding how your customers buy
• Aligning your sales process with customer behaviour
• Reshaping or confirming your sales process
• Identifying and profiling new target markets
• Understanding buying processes in new or expanding markets
• B2B vs B2C sales models

Practical Workshop:

Participants work in groups to:

• Outline a sales plan for their business
• Define:
  • A core sales approach
  • A backup or alternative approach
• Present back to the group (General principles only – sensitivity to competitors is maintained)

Communication Skills:

• Face-to-face selling
• Telephone sales
• Digital sales communication (Zoom, Teams, online meetings)

One-to-One Mentoring (Between Sessions)

Confidential one-to-one mentoring sessions are provided to:

• Clarify specific challenges
• Address sensitive or confidential issues
• Expand on individual business needs
• Support implementation of learning

Day 2 – The Present & The Future

Application, Feedback & Advanced Techniques

Participants return having completed work within their own business.

Key Elements:

• Participant presentations on work completed
• Peer and facilitator feedback
• Refinement of sales processes and messaging
• Advanced sales techniques
• Tools to support continuous improvement
• Strategies for:
  • Handling objections
  • Overcoming blocks and resistance
  • Improving conversion rates
  • Building customer loyalty
  • Turning customers into advocates

Key Outcomes for Participants

By the end of The Sales Academy, participants will have a clearly defined and documented sales process tailored to their business, underpinned by a strong understanding of their customers, their buying behaviour, and the length and dynamics of their sales cycle. They will have a structured and practical approach to handling objections and challenges, along with a completed Sales Workbook that serves both as a sales training manual and an onboarding guide for new sales staff. Participants will also gain greater confidence in sales conversations and leave with a clear roadmap to support ongoing sales