How Royal Mail set up a sales apprenticeship scheme-How-Royal-Mail-set-up-the-sales-apprenticeship-scheme

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The speaker describes how Royal Mail Group built an apprenticeship programme in sales, driven by two needs: an ageing, very homogenous workforce and the apprenticeship levy. Working with APS, Consalia, Middlesex University and others, they launched a level 6 programme to refresh about 10% of the sales force over five years.<br /><br />Key lessons included: secure the right partners; win over sales leaders early; create a structured 80/20 learning balance; and align college learning with workplace practice. They discovered apprentices need strong induction, varied experiences, clear career pathways, and dedicated coaching support. The programme also helped shift sales from “art to science,” producing more customer-focused, consultative conversations.<br /><br />Initially, existing staff reacted in mixed ways, but support grew over time. The apprentices are now outperforming more experienced staff in some metrics. The company plans to expand with shadow boards, higher-level apprenticeships, more community ambassadors, and greater use of apprentices in project teams.

Keywords

Royal Mail Group

sales apprenticeship programme

apprenticeship levy

workforce renewal

consultative selling

apprenticeship coaching