For many companies, sales roles are a constant hiring challenge. Candidates need strong communication skills, confidence, and persistence. Yet traditional hiring often overlooks individuals who have those qualities but lack a degree or formal sales experience.
That's why we partnered with the Atlanta Hawks and Stand Together to design a workforce solution focused on sales. Together, we launched a six-week Virtual Sales Academy to train part-time employees at State Farm Arena, helping them develop foundational sales skills and prepare for long-term career growth.
This program represents a broader shift in how employers can develop their teams. It shows what is possible when companies invest in overlooked talent and rethink how they build customer-facing roles from the ground up.
Inside the Virtual Sales Academy
Participants met weekly with the Hawks sales leadership team for live, interactive sessions. The training covered essential skills including building and delivering sales scripts, handling objections, and managing outreach. Breakout sessions gave participants hands-on practice and real-time feedback, helping them apply what they learned in realistic scenarios.
Designed for individuals without traditional sales backgrounds, the program emphasized skill-building over credentials. Participants ranged in age from 20 to 70 and brought with them a shared ambition to grow their careers.
"This particular program was aimed at providing different training for those without a traditional sales background and combat the stigma around career opportunities for those without a college degree, all while building a pathway for these individuals to begin a career in sales." – Camye Mackey, EVP & Chief People, Diversity, and Inclusion Officer, Atlanta Hawks and State Farm Arena
Why This Matters for Employers
This was more than a community initiative. It was a pilot for how sales teams can be built differently.
For companies struggling with customer acquisition, retention, and experience, frontline sales talent plays a critical role. But hiring experienced reps is costly. Recruiting is competitive. And turnover is high.
This initiative demonstrates that:
- Sales talent can be developed internally with the right training and coaching
- Structured reskilling improves retention and creates clear advancement pathways
- Community partnerships offer an effective strategy to access untapped potential
For business leaders, this is a replicable model to build customer-facing teams in a way that is cost-effective and aligned with long-term goals.
The Per Scholas Advantage
We've spent nearly 30 years designing workforce training programs aligned to business needs. While we are known for our success in tech, our model works across industries. The Virtual Sales Academy proves it.
This initiative brought together a professional sports team, a national philanthropic organization, and a training provider committed to workforce innovation. Together, we opened the door to new careers for people who might otherwise have been overlooked.
"We are helping employers fill mission-critical roles with highly skilled and motivated talent," said Brittany Murrey, EVP of Talent Solutions at Per Scholas. "This work is not just about jobs. It is about opportunity, access, and long-term business success."
Let's Rethink How Sales Talent is Built
For employers ready to rethink how they approach sales hiring and internal development, we offer a scalable, proven solution.
Connect with us to explore how custom training can help your business grow.