How Sales Apprenticeships Can Help Reduce High Turnover

We need to talk about high sales turnover! Sales turnover has hovered around a worrying 35% - a statistic that should raise red flags for business leaders. Why does this matter? High turnover often means dissatisfied customers, a weakened company culture, and a direct hit to your profits.

The truth is that a thriving sales environment relies on a team that's motivated, skilled, and loyal to both your brand and your customers. So, how can you build a team like that and keep them around?

Sales apprenticeships might be exactly what your business needs! This guide will explore how high turnover impacts your sales team, why apprenticeships can be a game-changer in reducing it, and how to select the best programme for your business.

What are the Impacts of High Sales Team Turnover? 

Losing high-performing sales professionals can have short and long-term effects on the team and the wider business. Here are some of the significant impacts it can have: 

• Disruption of Customer Relationships - Customers often build trust with specific sales representatives, seeing them as knowledgeable and reliable partners. When those reps leave, clients are left wondering, "Who's handling my account now?" This uncertainty can shake customer confidence and even drive them toward competitors.

• Loss of Institutional Knowledge - Experienced sales reps carry invaluable insights about products, services, and market dynamics. When they depart, they take that knowledge with them, creating a gap that slows down onboarding efforts and weakens the team's overall effectiveness.

• Decreased Productivity - Replacing a sales professional isn't instant. It requires time for hiring, onboarding, and training, during which productivity takes a noticeable dip. New hires simply can't match the efficiency of experienced reps right out of the gate.

• Increased Workload and Burnout - When headcount shrinks, the remaining sales reps are often forced to pick up the slack. The added pressure can lead to burnout, mistakes, and strained customer interactions, all of which hurt the business in the long run.

• Damage to Company Reputation - High turnover affects customers and it also sends red flags to potential job applicants. Talented sales professionals may view your organisation as unstable or incapable of supporting long-term growth, making it harder to attract talent.

• Weakened Competitive Edge - Time spent hiring and training replacements takes focus away from customers and prospects, leaving valuable market opportunities unaddressed. Meanwhile, competitors are likely using this time to strengthen their relationships and capture market share.

If these issues persist, companies risk losing revenue and their marketplace reputation. The key? Invest in a structured strategy for retaining and nurturing your sales talent to maintain momentum and growth.

How can Sales Apprenticeships Reduce Sales Team Turnover? 

One effective option for this strategy that you may not have considered for your business - is sales apprenticeships. Apprenticeships provide an excellent opportunity to invest in your team's growth and drive improved retention rates. Here's how: 

1. Sales Apprenticeships Promote Long-Term Development

High turnover often results from employees feeling disconnected from their roles or lacking clear career progression. Apprenticeships, however, offer a structured career development path. By offering personalised training, career progression opportunities, and mentorship, apprenticeships develop a sense of belonging and long-term investment in the team. 

Research shows that 90% of apprentices remain with their employer after completing the programme, which helps reduce turnover significantly. When employees feel invested in, they're more likely to stay, leading to higher retention rates.

2. Apprenticeships Help Build a Better Cultural Fit

Misalignment with company culture can lead to poor integration and quick turnover. Apprenticeships ensure apprentices understand and integrate into the company culture from the start. Through structured induction programmes, mentorship, and team-building activities, apprentices learn how to operate within the company's values and expectations. 

This smoother onboarding process helps new team members feel more comfortable and aligned, leading to better morale and lower turnover.

3. Reduce Recruitment and Training Costs

Recruiting experienced salespeople can be expensive, especially when turnover is high. Sales apprenticeships offer a cost-effective alternative. With government funding and lower training wages, apprenticeships can significantly reduce hiring costs. 

Rather than spending money on external recruitment and rehiring, businesses can develop talent internally, ensuring that the employees are a better fit for the company's needs and culture. This proactive approach to talent development results in a more stable and committed workforce.

4. Sales Apprenticeships Address Skill Gaps Frustrations 

Often, high turnover occurs because employees feel they're not properly equipped for their roles or are missing critical skills to perform at their best. Apprenticeships bridge this gap by providing both technical and soft skills training. Through on-the-job learning and structured development, apprentices build a comprehensive skill set, including negotiation tactics, CRM expertise, and sales strategies, alongside communication and time management. 

With apprenticeships, you ensure that your team has the right skills and confidence to succeed, reducing the chances of employees leaving due to feeling underprepared.

5. Apprenticeships Help Develop New Perspectives and Energy

Sometimes, high turnover results from a lack of fresh ideas or enthusiasm within a team. Apprentices bring new perspectives and energy into the workplace. Whether career changers or young talent, apprentices approach challenges with fresh eyes, helping identify areas for innovation and improvement. 

This new energy can revitalise a sales team, creating a more dynamic and productive environment, which ultimately reduces burnout and turnover among seasoned employees.

6. Immediate Personalised Support Reduces Early Career Turnover

Careers in sales are fast-paced, and you have to learn quickly. Apprenticeships offer a way to nurture new hires and reduce the risk of early career turnover. Instead of leaving new employees to figure things out on their own, apprenticeships provide a comprehensive support structure, including mentorship, ongoing feedback, and clear career paths. 

This personal attention and career progression make employees feel valued and more likely to stay longer. Apprenticeships ensure that team members aren't just learning the ropes but also developing into high performers, ready to contribute meaningfully from day one.

Interested? How to Choose the Right Sales Apprenticeship

If sales apprenticeship sounds like the ideal option for improving retention in your sales team, they are our insights into how to choose the right course for your business.  

Understand Your Business Needs

Before jumping into apprenticeship programmes, take some time to think about your business's specific needs. This will ensure you choose an apprenticeship that aligns with your goals and fills any crucial skills gaps.

• Identify the Gaps: What areas in your sales team need the most support? Are there specific roles or tasks where fresh talent could make a difference? For instance, do you lack digital selling skills, negotiation tactics, or CRM proficiency?

• Define Long-Term Goals: Apprenticeships are about long-term growth, not just filling short-term gaps. Think about where apprentices can grow within your team. Do you envision apprentices stepping into leadership roles in the future?

• Consider Emerging Skills: Sales roles are evolving all the time, especially in digital and social selling. If you’re struggling to stay ahead of industry trends or facing challenges with tech-savvy sales strategies, apprenticeships can be a great way to develop the skills your team needs to stay competitive.

Assess Potential Apprenticeship Providers

Once you clearly understand your business needs, it's time to evaluate apprenticeship providers. Here are some key factors to keep in mind:

• Proven Expertise: Look for apprenticeship providers with a solid track record in the sales industry. Consider how long they’ve been offering apprenticeship programmes, their Ofsted ratings, achievement rates, and employer testimonials. A well-established provider with a good reputation ensures you’ll receive a high-quality programme.

• Evidence of Success: Don’t just take the provider’s word for it - dig into reviews, testimonials, and case studies. Real-world success stories from other employers and apprentices can give you insight into how the programme works in practice.

• Programme Structure: Choose a programme that’s flexible enough to meet your team’s needs. Does the provider offer a variety of learning methods, such as in-person, online, or hybrid options? Flexibility is crucial for ensuring that your apprentices get the most out of the programme while balancing their responsibilities.

• Support for Employers: Look for a provider who offers strong support throughout the process. This could include assistance with recruitment, dedicated account managers, and clear communication about how apprentices are progressing. Ongoing support will help make the process smoother and more effective for both you and your apprentices.

Here are two sales apprenticeship options available through Pareto:

• IT Technical Sales Level 3: Blends technical expertise with sales skills, equipping learners for roles in IT sales, business development, and customer support.

• Sales Executive Level 3: Emphasises advanced sales strategies, customer engagement, and digital competencies, making it ideal for careers in sales, business development, and field sales.

Understand Your Funding Options

One of the biggest concerns for businesses considering apprenticeships is the cost. Fortunately, several funding options are available, depending on the size of your business and the age of your apprentices.

Apprenticeship Levy (For Levy-Paying Employers)

If your business has an annual payroll of over £3 million, the Apprenticeship Levy is an easy way to fund apprenticeship training. Here’s how it works:

• The Levy is charged at 0.5% of your payroll over £3 million.
• This creates a dedicated fund for apprenticeship training that can be used to hire new apprentices or upskill your existing workforce.
• Tip: Unused funds expire after 24 months, so planning your training needs is important to make the most of your investment.

Co-Investment Model (For Non-Levy Employers)

If your business doesn’t pay into the Apprenticeship Levy, the government offers significant support for apprenticeship funding:

• 100% Funding: The government covers the full cost of apprenticeship training for apprentices aged 16-21.

• 95% Funding for Older Apprentices: For apprentices aged 22 and over, the government covers 95% of the training costs. Employers only need to pay 5%, which is paid upfront to the training provider.

This funding also applies to Levy-paying businesses that have already used up their available funds.

Young Apprentice Grant

If you hire a young apprentice (aged 16-18), you can access additional financial incentives:

• You’ll receive a £1,000 grant for each apprentice aged 16-18.

• The same £1,000 grant applies to apprentices aged 19-25 who have an Education, Health, and Care (EHC) plan or who have been in local authority care.

Additionally, apprentices under 25 who earn up to £50,270 annually are exempt from National Insurance contributions, giving your business further savings.

Want to discover more about if apprenticeships are right for your business? Then download our latest guide, Are Apprenticeships Right for Your Business, No Matter Its Size? 

Let’s Wrap Up How Sales Apprenticeship Reduce Sales Team Turnover 

Sales apprenticeships offer more than just a way to reduce high turnover; they provide an opportunity to build a stronger, more engaged sales team. By investing in structured training and development, businesses can create a pipeline of skilled, motivated professionals who are aligned with company goals and values. This approach strengthens team culture and helps boost performance and long-term growth.

If turnover has been holding your business back, it may be time to rethink your hiring strategy and explore the benefits of sales apprenticeships. With the right programme and support, you'll gain a dedicated team ready to contribute to your company's success - and stick around for the long haul. Ready to make a change? Now’s the perfect time to get started.

Struggling with Turnover? Build a Team That Stays the Distance

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