Our Story

Changing the face of sales training

The Synergy Group’s story began in 1998 when Katherine Edgar, an accomplished sales and professional development specialist, recognised the approach to sales training and development needed urgent rethinking.

At the time, sales training was largely focused on how to make sales people more motivated, organised and aware of the customer’s appetite for buying. Sales training was also highly generic in the way it was delivered and sales training courses were standard with little or no customisation to reflect an organisations individual business needs, or industry sector requirements.

Katherine’s vision was to challenge this ‘one size fits all’ approach to sales training. She set-out to show that effective sales training programs were the result of an individual and tailored approach that focused on a more sophisticated level to understanding the customer. Katherine was determined to offer organisations an alternative approach to sales training that would deliver solid results and a measurable ROI. The rest is history…

The Synergy Group now?

Today, we are a growing international sales transformation company with an experienced team of sales and training specialists that helps business to achieve sustainable sales excellence through a focus on aligning capability to sales goals.

We operate throughout Australia, Asia Pacific, North America and Canada, delivering integrated solutions in multiple languages.

More than 100,000 sales professionals across the globe have taken part in Synergy Sales Assessment and Development programmes. We have worked with world-class companies including McAfee, Visa, Amex, EMC, Siemens and Westpac – to name but a few.