Making success the norm - Live Partner Event - MERCURI


Venue / Location: Resorts World Birmingham, Pendigo Way, Marston Green, Bickenhill B40 1PS : As a result of joining this event the participant will know how well their organisation is performing in the war for sales talent which will enable them to adjust the current approach to improve the process of finding, growing and retaining high-performing sales professionals.

Venue / Location


Resorts World Birmingham, Pendigo Way, Marston Green, Bickenhill B40 1PS

Recommended audience

Sales leaders, Resource owners, Managing Directors, HR Business Partners, L&D Professionals

Type of audience

UK and International


With contributions from influential business leaders, the event will explore how organisations are keeping pace with the commercial 'speed of change'.

  • Attracting, developing and retaining sales talent
  • Flexible working best practice and motivating teams back to the office
  • Directly comparing the attractiveness of government-funded sales qualifications and commercial training offers
  • What compels organisations to choose a particular development approach for their salespeople
  • Connecting with untapped talent resources and moving away from constantly fishing in the same pools

Key takeaways

Keeping a sharp focus on providing practical takeaways, provoking discussion within your organisation and motivating innovation, the event will spotlight the opportunities and risks of adopting a bold approach to 'norming' success in a turbulent business climate.

  • A clear picture of the how innovative organisations are finding, nurturing and retaining talent
  • An understanding of how to make your organisation more attractive to potential employees
  • A comparison of sales apprenticeships and commercially purchased sales qualifications

CPD Points

ISP Members can log 4 CPD points after attending


Barry Hilton, subject matter expert on Level 4 Sales Apprenticeship

Thirty-three years of experience, twenty-two of those selling and leading client projects with Mercuri, has made Barry a sought after Subject Matter Expert in Sales. With over 2,000 days of delivery experience, he has worked in most sectors and on five continents conceptualising and managing sales growth programmes for clients. His current role focuses on distilling Mercuri's expertise into the ground breaking Sales Executive Level 4 Apprenticeship qualification. Through intimate knowledge of the standard and the EPA criteria, Mercuri has crafted the content around learner needs whilst maintaining focus on the commercial realties facing employers. Barry's perspectives on how best to utilise the massive opportunity offered by this qualification is much sought by both learning professionals and resource owners.

Panel Members

Patrick Joiner, MD of the Institute of Sales Professionals

  • Highly experienced facilitator, coach and trainer
  • Specialising in sales, sales management, leadership and customer service
  • Experienced sales professional and sales leader
  • Worked across many sectors and global markets
  • Highly facilitative and engaging trainer

Patrick Joiner has more than 30 years' experience working in the sales profession. After more than 10 years in sales and sales management in the publishing and exhibitions sectors, he spent 7 years as Chief Executive of The Institute of Sales and Marketing Management. For the last 16 years he has worked as a trainer, facilitator and coach, specialising in sales, sales management, and leadership. He has designed and delivered development programmes for companies across a wide range of sectors in more than 20 countries world-wide. A self-confessed 'sales geek' he keeps himself abreast of the latest research in sales force effectiveness and sales best-practice which he shares with his clients in highly pragmatic, interactive, and stimulating development programmes. His focus is on providing delegates with proven tools and approaches and challenging them to find ways to put them into practice when working with their customers. He was appointed MD of the Institute of Sales Professionals in September 2021.

Amina Hussain, Founder and Director at SME Outsourcing

Amina is a multi-award-winning specialist in forensic accounting, taxation, and practice accounting. She is the founder and director of SME Outsourcing, an accountancy firm in Birmingham, and is the first British-Bangladeshi to become the Vice President of the Asian Business Chambers of Commerce in 34 years.

She has over 24 years of experience in accounting and finance previously working for KPMG in their Corporate Restructuring Department. Amina provides business advisory services locally and internationally and during the pandemic, she offered a voluntary service to all local businesses supporting them with claiming furlough and business loans and grants. Amina was named one of ten Leading Businesswomen of 2021 by the CIO Times International. She won the Signature Awards Businesswoman of the Year in 2019 and the British Bangladeshi Entrepreneur of the Year Award in 2020. As a mentor and coach, Amina guides young people on their future career paths in all business sectors. Amina is currently setting up an accounting academy to provide education, training, and qualifications to young people to gain employment opportunities.

Tony Elvin, General Manager at Touchwood Shopping Centre in Solihull

Tony has a rich and varied business background, spanning hospitality, leisure and now retail, working in and operating health clubs, bars, restaurants, family entertainment centres and hotels. He also runs his own events business, The Wine Events Company, hosting tastings, pop ups, collaborations and dinners across the region. Tony is an active ambassador for the region, President for the Solihull Chamber, Deputy Chair for Solihull BID, Board Member of the Midlands Retail and Hospitality Forum, Head Judge for the Midlands Food, Drink and Hospitality Awards, Birmingham Awards and the Midlands Education Awards, Board Member for Solihull Shopmobility and the Solihull Employment and Skills Board whilst also representing retail for the WMCA Economic Impact Group.

Mat Everitt, VP of EMEA Business Development at FIS Worldpay

Mat's LinkedIn profile describes him as Coach, Sales Scientist, Behaviouralist, Giant and embarrassing Dad. He is VP of EMEA Business Development for FIS Worldpay, responsible for a team tasked with winning new Enterprise customers for the world's largest payments company. FIS Worldpay are global leaders in online and face to face payments ecosystems.



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