The programme gives Sales Executives the insight, skills, and tools to strengthen their impact and drive Barrett Steel’s commercial success.
Delivered in partnership with Whitehouse Coaching & Training, this dynamic nine-month development programme focuses on building confidence, communication, and customer understanding. Delegates gain a deep awareness of their strengths and learn how to adapt their approach to connect with customers and colleagues alike.
At the heart of the Academy is curiosity - encouraging participants to explore how customers use the steel they purchase and to identify opportunities to add value. Through structured qualification and consultative selling techniques, delegates learn how to promote Barrett Steel’s value-added services, helping customers save time and focus on what they do best.
The programme culminated in a celebration event this week where participants shared their learnings and success stories with senior leaders including Tom Barrett (CCO) David Reece (MD Barrett Engineering Steel and Tubes) and Neil Firth (Commercial Director - General Steel) - a true reflection of Barrett Steel’s commitment to developing its people and supporting career growth.
“The Barrett Steel Sales Academy is delighted to continue its partnership with Whitehouse Coaching & Training and deliver a dynamic nine-month development programme to our Sales Executives. It is designed to build confidence and skills to strengthen commercial performance through face-to-face training. Our team learn how to grow strategic customer relationships and communicate with impact. It’s all part of our ongoing commitment to invest in our people, develop talent, support career growth and deliver excellence across the Group.” Richard Walkland - HR Business Partner
Course Lead Mandy Whitehouse added:
“I’m genuinely inspired every year by the enthusiasm and growth of each group — seeing them bring the tools and techniques to life is the most rewarding part of my role. I’m equally grateful for the unwavering support from Barrett Steel’s senior leaders, whose presence and encouragement makes such a lasting impact.”
The results speak for themselves. Participants leave with stronger commercial awareness, a wider network across the Group, and a renewed sense of confidence and collaboration.
Here’s what some of our recent graduates had to say:
Sian Freeman: “When starting the course, I was nervous and apprehensive — especially about presenting to the board at the end. Fast forward six months, and I’ve learnt so much about my skills and strengths, grown in areas I didn’t expect, turned colleagues into friends, and started to look at my future career.”
Blaine McManus: “I was sceptical at first, but found the course very informative. The interactive environment encouraged discussion, idea sharing, and teamwork. My confidence has improved massively, and I now have a clearer understanding of how to turn leads into lasting customer relationships.”
Matthew Price: “I really enjoyed the course — it strengthened my communication and persuasion skills and gave me practical tools for real-world sales situations.”
As Neil Firth concluded, “Huge congratulations to everyone who completed this year’s Sales Development Programme. The final presentations were packed with ideas, confidence, and real results. Programmes like this aren’t just about sales - they’re about career growth, collaboration, and building future leaders.”
Barrett Steel is proud to continue investing in the next generation of sales talent - because developing people is at the heart of our strength as a business.