BIRMINGHAM, UK – The National Sales Conference (NSC) successfully gathered hundreds of sales professionals and leaders at the National Motorcycle Museum in Birmingham on November 13, 2025, for a day dedicated to redefining sales success in a digital world. The event emphasized that genuine human connection remains the most critical factor, even amidst rapid technological change.
Speakers from elite performance, technology, and strategic consulting delivered practical strategies for improving presence, managing energy, and leveraging AI for competitive advantage.
Key Takeaways and Speaker Insights
The Power of Presence and Performance
The conference highlighted that how a message is delivered is often more crucial than the content itself. Actor and communication expert Dominic Colenso demonstrated the impact of performance, noting:
“Your words are only 7% of your message. The other 93% is how you deliver it.”
Jenna Dominique introduced her “Trains, Planes, Rockets and Balloons” communication framework, reminding attendees to prioritise the customer’s style: “Don’t treat people the way you want to be treated. Treat them the way they want to be treated.”
Strategic Account Growth and Mindset
Sales performance consultant Simon Hazeldine challenged conventional thinking, revealing that customer service and product success are not primary drivers of growth.
“Only 28% of leaders report getting the revenue growth they want from their accounts,” Hazeldine stated. He stressed the role of sales professionals as the “indispensable strategic business partner,” focused on customer improvement.
The session featuring Paralympic gold medallist Aaron Phipps MBE and performance coach Jon Cooper offered profound lessons on elite mindset and purpose.
“We stopped pretending. We got honest. And we acted with purpose,” said Cooper. Their message to the business community: “You don’t need a pandemic to unlock your potential. It’s a mindset shift.”
AI Augmentation and Customer Experience
Customer experience expert David Avrin underscored that in the Experience Economy, “Convenient is better than better,” with 52% of customers willing to switch after one bad experience.
AI expert Julie Holmes led a powerful workshop, reinforcing that technology is an augmentative tool, not a replacement for human skill. Introducing her 20-60-20 framework, Holmes declared:
“AI is a people opportunity, not a technical one. Lead by example. ‘Show and fail’ with your teams.”
National Consensus from Roundtable Discussions
Roundtable sessions generated key insights on modern sales challenges, including:
- Pipeline Health: Consensus that “Most deals are lost to customer inaction, not competition,” leading to the advice: “Better a red or green—never stuck on amber.”
- Social Selling: Emphasizing that visibility and value are key, with data showing that 98% of salespeople with over 5,000 LinkedIn connections meet or surpass their targets.
- Customer Success: Defined as a mindset, not a department, requiring co-created success plans measured by customer metrics.
The conference concluded with a clear mandate for the industry: to embrace technology while relentlessly focusing on human authenticity, presence, and strategic value creation.
About the National Sales Conference
The National Sales Conference (NSC) is the UK’s premier event dedicated to elevating sales performance, strategy, and leadership. It brings together top industry speakers and delegates to share best practices for driving sustainable commercial growth.
It returns to Birmingham in January 2027
Media Contact: Keely Portway, Editor
