Evri, one of the UK’s leading parcel delivery companies, wanted to ensure its sales apprentices had the skills, knowledge, and confidence to thrive in a competitive, fast-moving industry. Their goal was to go beyond the basics – developing commercial awareness, buyer understanding, and the ability to apply a consultative, solution-focused approach in real sales situations.
Dan Fagan, National Sales Manager, shares how the Level 4 Sales Executive Apprenticeship from BMS Progress has helped two apprentices hit their annual targets within their first year and grow into confident, high-performing members of the sales team.
Evri identified specific skill gaps they wanted to address – including understanding sales pipelines, improving closing techniques, and building deeper knowledge of buyer behaviours. Developing active listening, rapport-building, and the ability to adapt to different customer types were also key priorities.
The programme aimed to equip apprentices with practical skills they could apply immediately, enhancing their day-to-day performance while building resilience, professionalism, and confidence.
With a proven track record and a strong reputation for supporting apprentices, BMS Progress offered the structure, personalisation, and collaborative approach Evri was looking for.
“The level of support offered for the apprentice throughout the course really stood out.”
BMS Progress worked closely with Evri to ensure the programme content and delivery matched the learners’ abilities, learning styles, and development needs. This flexible, collaborative approach allowed everyone involved to focus on areas needing additional support, while stretching the apprentices in areas where they excelled. Regular check-ins and feedback ensured the programme evolved in line with progress.
BMS Progress' development coaches made a conscious effort to connect course content to Evri’s own sales environment. This ensured the apprentices could see immediate, practical ways to apply what they were learning – from objection handling and effective questioning to solution-based selling techniques.
“The communication between the development coach, the learner, and myself was consistent and transparent, ensuring we were always informed of progress, upcoming milestones, and any areas where additional support might be needed.”
Both apprentices achieved their annual sales targets within their first year – a significant milestone that demonstrated the early impact of the programme.
In their second year, both learners have continued to grow, showing marked improvement in their understanding of sales techniques, industry knowledge, and strategic thinking. They now work more autonomously, take on greater responsibility, and contribute to higher-level conversations within the team.
By applying structured sales approaches, such as effective questioning, objection handling, and solution selling, the apprentices have improved both customer engagement and conversion rates – directly contributing to business growth.
The success of the programme has influenced Evri’s wider approach to training, setting a standard for how future development pathways should be structured: personalised, practical, and highly supported.
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