Why apprenticeship BDM hiring is hard

Because everyone says they can sell… and then you ask them about:

• Procurement

• Levy conversations

• SME objections

• Contracting and starts forecasting
  …and suddenly it’s “I’m more relationship-led.”

Relationship-led is lovely. But we still need starts.

Step 1: Decide what “BDM” means in your organisation

There are at least three different jobs wearing the same title:

1. Hunter BDM – new logos, outbound, pipeline creation

2. Account Growth / Employer Engagement – upsell, retention, expansions

3. Partnerships – strategic referrals, ITP networks, public sector frameworks

If you hire a farmer into a hunter role, don’t be surprised when the pipeline looks like a tragic garden.

Step 2: Write the spec for outcomes (not buzzwords)

Include:

• Target market: SME/levy/public sector

• Typical deal size and sales cycle length

• Whether they handle levy transfers (and how mature your offer is)

• Your programmes: high-demand standards, niche, national delivery etc.

• What marketing support exists (leads vs pure outbound)

• What “good” looks like: meetings/month, SQLs, conversion, starts

Must-have behaviours

• Evidence-based selling (MEDDICC-ish thinking without being annoying about it)

• Objection handling with examples

• CRM discipline (because “it’s in my head” isn’t a pipeline)

Step 3: Where to find great apprenticeship salespeople

Top performers come from:

• Training providers (obvious)

• Awarding / EPA / EdTech (often excellent)

• Workforce solutions / compliance-heavy sales environments (strong process)

Best sourcing:

• LinkedIn targeted by: “apprenticeship”, “employer engagement”, “levy”

• Specialist recruitment network (faster; less time-wasting)

Step 4: Interview questions that expose real competence

1. “Tell me your last 3 wins—how did each start and how did you close?”

2. “What’s your outbound cadence when you have zero warm leads?”

3. “Walk me through a levy conversation with a sceptical HRD.”

4. “What does your pipeline look like at each stage?”

5. “Show me how you forecast starts realistically.”

6. “How do you work with delivery to protect reputation?”

Simple test: ask them to write a 6-line outreach message to a CFO + a HRD.
If it’s all fluff, they’re fluff.

Step 5: Comp, commission, and keeping them

The best BDMs want:

• Clear commission rules (no “we’ll see”)

• Quick credit for meetings AND starts (balanced)

• A strong product (or at least honesty about what’s in flight)

If you need consultative, credible apprenticeship sales talent—not just someone who can talk fast—NSA can introduce the kind of BDMs your competitors quietly employ.
spencer@nationalskillsagency.co.uk |

020 3953 1984

Why Apprenticeship BDMs Are So Hard to Hire – And How To Win the Talent War

If you’re trying to recruit Business Development Managers, Employer Engagement staff or Sales Managers in the apprenticeship and skills sector, you’ll know it already feels like a full-time job. Roles stay open for months, good candidates vanish mid-process, and salary expectations keep creeping upwards.

At National Skills Agency, we’re speaking to providers and awarding bodies every day who are all wrestling with the same issue: demand for strong BDMs has never been higher – and supply has never felt tighter.

What’s driving the shortage of apprenticeship BDMs?

A few factors have collided:

• More providers chasing the same employers – As apprenticeship funding and bootcamps have grown, so has competition for employer relationships. Everyone wants experienced BDMs with established networks.
• Hybrid commercial/public sector skillset – You’re not just hiring “salespeople”; you need people who understand levy, compliance, ESFA rules and sectors like construction, digital or health. That combination is rare.
• Rising expectations on performance – Many providers now expect BDMs to be strategic partners: spotting new programmes, shaping employer solutions and feeding back market intel.
• Private sector competition – Strong apprenticeship BDMs are attractive to commercial training companies, software vendors and HR tech firms, all of whom can sometimes pay more and move quicker.

How to make your BDM roles more attractive

If you want to stand out in this market, a generic job spec won’t cut it. You need to be clear on three things:

1. A realistic salary and OTE

Candidates talk. They know what the market is paying. If your base and OTE are out of line, you simply won’t see the strongest people. Benchmark against current sector rates and be prepared to flex for genuinely outstanding profiles.

2. A clear territory, targets and support

BDMs want to know:

• Which sectors/regions they’ll own
• What “good” looks like in year one
• What support they’ll get from marketing, operations and delivery

Vague expectations are a red flag. Specifics build confidence.

3. A story they can get behind

Good people are choosy. They want to represent providers who:

• Deliver quality and achieve strong outcomes
• Have a clear growth plan
• Invest in their staff
• A strong supportive culture has never been so important to candidates

Show them your Ofsted story, learner success, employer feedback and growth plans. This isn’t “spin”; it’s how you differentiate yourself from every other advert in their inbox.

How NSA can help

National Skills Agency lives and breathes this market. We:

• Maintain a sector-specific talent pool of apprenticeship BDMs, Employer Engagement Managers and Sales Leaders
• Understand funding, standards and employer needs, so we can qualify candidates quickly and at pace – we know what good looks like
• Advise on salary benchmarking, job design and realistic targets, so you can attract and retain the right people

If you’re struggling to hire BDMs or want to sense-check your package against the market, get in touch with the NSA team for an honest conversation.

020 3953 1984

???? spencer@nationalskillsagency.co.uk

In the competitive world of training and apprenticeships, your success is only as strong as your business development (BD) team. Whether you're an Independent Training Provider (ITP), an FE college, an Awarding Organisation, or an End-Point Assessment Organisation (EPAO), having experienced, target-driven sales professionals is essential for growth, employer engagement, and long-term sustainability.

At the National Skills Agency, we specialise in sourcing high-calibre sales staff for the apprenticeship and training sector. From Sales Directors to Business Development Managers (BDMs) and Sales Executives, we understand what it takes to build a top-performing sales function.

Why Sales Talent is Essential in Apprenticeship and Training Delivery

A well-rounded business development team plays a vital role in:

• Engaging employers and securing apprenticeship placements

• Promoting government-funded training programmes such as AEB, Skills Bootcamps, Multiply, and levy-funded apprenticeships

• Driving revenue and ensuring learner pipeline consistency

• Building strategic partnerships with employers across key sectors (e.g., digital, construction, healthcare, professional services)

• Navigating the complex apprenticeship levy landscape and articulating ROI to employers

Good sales staff are not just about hitting targets — they’re trusted advisors, employer engagement specialists, and champions of workforce development solutions.

What Makes a Great Apprenticeship Sales Professional?

A successful apprenticeship sales professional has a unique blend of skills, including:

• In-depth knowledge of apprenticeship standards, funding rules, and Ofsted expectations

• Proven experience in employer engagement within the education or skills sector

• Ability to identify new markets and develop employer relationships from the ground up

• Confidence in promoting training solutions tailored to business needs

• Strong commercial acumen and a passion for skills development

At NSA, we assess every candidate against these criteria, ensuring our clients only see the very best talent available in the marketplace.

NSA Recruits Across the Full Sales Spectrum

We’ve successfully placed hundreds of sales professionals in the apprenticeship and training industry. Whether you're scaling your team or making a strategic hire, we can help you recruit for roles such as:

• Sales Director / Commercial Director

• Head of Business Development

• Regional Sales Manager / National Sales Manager

• Business Development Manager (BDM)

• Sales Executive / Employer Engagement Officer

• Partnerships Manager

• Telesales & Appointment Setting Staff

We recruit across all key funding streams and delivery models – from levy-funded apprenticeships, to AEB and Skills Bootcamps, to B2B commercial training.

Why NSA is the Trusted Recruitment Partner for Sales Talent

The National Skills Agency is the UK’s leading recruiter for apprenticeship and training providers. Here’s why so many organisations trust us to build their sales teams:

 A vast network of over 20,000 sector-specific candidates
 Access to 100,000+ LinkedIn contacts within the training and education industry
 Sector-specific knowledge of ESFA compliance, Ofsted frameworks, and employer funding models
Speedy shortlisting with only pre-qualified, interview-ready candidates
 A consultative, partnership-led approach to support long-term hiring strategies

We’ve supported clients including CMI, QA, BPP, and dozens of specialist training organisations across the UK.

Looking to Hire or Get Hired in Apprenticeship Sales?

Whether you're looking to recruit a Sales Director to drive growth or need entry-level Sales Executives to generate leads, NSA has the expertise and reach to deliver. And if you're a sales professional looking to break into or progress within the apprenticeship and training sector, we can connect you with some of the UK's most respected providers.

Contact us today for a confidential conversation 020 3953 1984

Let's Drive Apprenticeship Growth Together

In a sector where employer demand, learner engagement, and funding success hinge on strong relationships, great sales staff are non-negotiable. Partner with the National Skills Agency to ensure your business development strategy is powered by the best talent in the sector.

A great Apprenticeship Business Developer or Employer Engagement Manager is the heartbeat of apprenticeship growth. They’re responsible for building meaningful relationships with employers, securing opportunities for learners, and ensuring apprenticeship pipelines stay strong.

Crafting a compelling job spec is key to attracting someone who can truly drive your commercial growth.

At the National Skills Agency, we help training providers across the UK write and fill employer engagement roles that fuel long-term success.

???? What Makes a Strong Apprenticeship BDM Job Spec?

A successful job spec should:

• Define targets and expectations clearly

• Highlight your sectors and offer

• Showcase growth opportunities and culture

• Use the right search-optimised keywords

✅ Job Title Examples

• Apprenticeship Business Development Manager (Remote/Field-Based)

• Employer Engagement Manager – Apprenticeships

• Partnerships Manager | Apprenticeship Sales | North West

✅ Example Job Overview

We’re looking for a motivated and strategic Apprenticeship Business Development Manager to grow our employer partnerships, match learners to vacancies, and promote our apprenticeship offering across [sectors/regions]. You’ll be a confident communicator, able to manage relationships and drive new business in a compliance-led environment.

✅ Key Responsibilities

• Generate new employer leads and secure apprenticeship starts

• Manage relationships with existing clients and employer partners

• Promote apprenticeship standards and benefits to businesses

• Collaborate with delivery and recruitment teams to fill vacancies

• Attend events, expos, and employer meetings

• Report on pipeline activity and monthly targets

✅ Skills & Experience

• Proven experience in apprenticeship or FE business development

• Knowledge of ESFA funding and employer responsibilities

• Strong B2B sales and relationship-building skills

• Confident presenting to senior stakeholders

• CRM and pipeline management experience

???? Need Talent or Support Writing Your Job Spec?

The National Skills Agency can connect you to experienced apprenticeship business developers and craft job specs that convert. We’ve helped training providers from startups to national brands build sales and employer engagement teams.

???? Contact us: info@nationalskillsagency.co.uk
???? www.nationalskillsagency.co.uk

Top Skills Required for Business Development in the Training and Apprenticeship Sector

In the dynamic world of training and apprenticeships, business development professionals play a crucial role in expanding opportunities and forging valuable partnerships. Strong consultative engagement with employers to understand their apprenticeships needs is crucial.

Here are the top skills required to excel in this sector:

1. Strategic Thinking: Successful business development relies on the ability to see the bigger picture. This includes identifying market trends, understanding industry needs, and developing long-term strategies that align with organisational goals.
2. Relationship Building: Strong interpersonal skills are essential. Building and maintaining relationships with educational institutions, employers, corporate partners is key to creating successful apprenticeship programs.
3. Communication Skills: Clear and persuasive communication is vital for pitching programs, negotiating contracts, and collaborating with stakeholders. Effective communication ensures all parties understand the value and benefits of apprenticeships.
4. Project Management: Managing multiple projects simultaneously requires excellent organisational skills. This includes setting goals, tracking progress, and ensuring that deadlines are met without compromising quality.
5. Marketing Acumen: Knowledge of marketing strategies helps in promoting apprenticeship programs. This includes understanding digital marketing, social media, and content creation to attract both apprentices and employers.
6. Analytical Skills: Analysing data to assess the success of training programs and making informed decisions based on these insights is crucial. This involves tracking key performance indicators (KPIs) and adjusting strategies as needed.
7. Problem-Solving: The ability to quickly address and resolve issues that arise during program development and execution is vital. This ensures smooth operations and maintains the trust of partners and apprentices.
8. Adaptability: The training and apprenticeship sector is constantly evolving. Being adaptable and open to change allows business development professionals to stay ahead of industry shifts and maintain a competitive edge.

By honing these skills, business development professionals can effectively contribute to the growth and success of training and apprenticeship programs, ensuring they meet the needs of both apprentices and employers. This multifaceted approach not only enhances personal career growth but also significantly impacts the broader landscape of workforce development.

The National Skills Agency is the UK’s specialist recruiter for the Apprenticeship, Awarding & Training marketplace. 

Recruiting great salespeople is a crucial part of any business. Here are some tips to help you recruit the best salespeople for your company:

1. Recruit all the time: Recruiting top talent won’t happen overnight, which means it needs to be an ongoing process. You should always be on the lookout for top talent, even if you don’t have an open position.
2. Create a referral program: You should be incentivizing your current salespeople to always be on the lookout for top talent. This can be done by creating a referral program that rewards employees for bringing in new hires.
3. Use sales assessments: It’s not easy to be successful in sales. Using sales assessments can help you identify candidates who have the right skills and personality traits to succeed in sales.
4. Focus on fit: When recruiting salespeople, it’s important to focus on fit. You want to find candidates who fit in with your company culture and who share your values.
5. Put them to the test: Salespeople need to be able to sell. Putting candidates to the test can help you identify those who have the skills to succeed.
6. Work with a specialist recruitment agency: If you’re having trouble finding the right candidates. They can help you find top talent and streamline the recruitment process.

These tips can help you recruit great salespeople who will help your business grow and succeed.

When top sales people come along don’t let them pass, find a way to integrate them into you company and they will generate business!

Talk to the National Skills Agency about Businesses developers across training and apprenticeships… 020 3953 1984

Good luck!