About
Channel Sales Academy operates across telecom, IT, MSP, VAR and connectivity, supporting resellers, vendors, wholesalers and distributors who need sector fluent sales talent, capability and leadership judgement.
Channel Sales Academy is a quiet, high‑standards practice for sales capability and off‑market talent in the UK channel.
We work directly with leaders and the teams around them when a revenue role cannot be allowed to miss, drift or fail.
These are moments where judgement matters, discretion matters and the outcome has to hold.
Everything is handled simply and seriously. No recruiter noise. No packaged training. No public signals.
Channel Sales Academy exists for situations where performance is non‑negotiable and the right move changes outcomes.
That is the work.
Why the Channel Sales Academy
Had to Exist
Gary held senior leadership positions at reseller and vendor level. He saw the same failure everywhere. Traditional recruiters, even those claiming to be industry specialists, did not speak the language. They did not know the terminology. They had never worked in the sector. They had never done the roles they were placing for.
They scraped CVs from job boards. They never or couldn't verify sales skills and performance. They did not know who the top people were, what teams they were in or how they operated. They had no trusted relationships. They had no judgement.
Channel Sales Academy was built to fix that. To bring operator level understanding to a sector that had been relying on guesswork and scarped CVs. To give the channel a standard it had never been given.
The operator behind the institution
Gary May engineered the complete sales cycle for the most prolific sales organisation in UK telecoms and IT. From data cleansing to telemarketing to sales to management. A model replicated hundreds of times but never matched. The psychology, sequencing and behavioural discipline behind it only worked because he was inside it.
He has researched and authored three works on sales psychology, buying behaviour, influence, persuasion and decision making theory. His work has shaped how the channel understands selling, influence and commercial performance.
Channel Sales Academy is built on the understanding that only comes from doing the work.
Recognition and authority
Channel Sales Academy operates at the highest level of the UK telecoms and IT channel. Its founder has been recognised repeatedly for contribution, influence and leadership across the sector.
- Best selling co author of SELLING
- Author and producer of The Persuasion Blueprint Programme
- Author and producer of The Differentiation Blueprint Programme
- Best Channel Business Service, Comms National Awards 2024
- Industry Ambassador, UK Partner Week 2025 and 2026
- Expert Judge, Technology Reseller Awards, Comms National Awards, Channel Champion Awards
- Nominated Finalist, Comms Business Awards 2026, Hidden Hero Award
- Quoted by industry press as Recruitment Reimagined
- Training programmes responsible for more than one hundred and fifty award finalists across the channel
- Presented and delivered in twenty eight countries worldwide
- Multiple industry magazine articles published Comms Dealer Sales Guru Series
- Speaker at Comms Vision at Glen Eagles
- Consultant to the BBC as an industry expert
- Five times keynote speaker at the Sales and Persuasion Conference in Las Vegas
- Founder and President of the Association of Sales Professionals UK
- Credited as being in the top one percent of influence and persuasion experts by industry peers
These are not accolades for visibility. They are acknowledgements of consequence. The channel recognises Channel Sales Academy because it recognises the work.
