How we sell Microsoft training w/ Sheryl Newman

sheryl newman appetite for business

Microsoft 365 training provider

Today’s interview is with Sheryl Newman, Principal and founder of Appetite for Business, a Microsoft 365 Consultancy and Training business based in Aberdeen in Scotland.

Sheryl won leader of the year in technology in Scotland in 2018 and has been a finalist for the Great British Entrepreneur of the Year Award.

But it’s the story of Sheryl and how she has built the business that’s really impressive. 

Listen to the episode now


It’s taken 4 and a half years to reach 11 employees so it has been slow and organic but that’s the way I prefer it…

Sheryl Newman – Managing Director Appetite for Business

Sheryl’s says that Appetite for Business is a niche Microsoft 365 provider, providing services right across the range and that includes training delivery to some international brands such as BP.

According to BusinessWire, the Global IT Market is projected to grow by $6.26B at a compound annual growth rate of 6% in the years 2020-2024 alone despite the effects of COVID-19.

Given Microsoft’s dominance in the business software market, it’s no wonder that the IT training market is buoyant year after year for training provider’s and that trainers like you are in demand.


You’re only as good as your last project and your reputation is everything in this business…

Sheryl Newman – Managing Director Appetite for Business


Take-aways you don’t want to miss

  • How Sheryl spotted an opportunity in the training market
  • How she built an award-winning consultancy in 4 years
  • Which mistakes Sheryl has made along the way
  • What starting her own network did for her business
  • How she has tendered for an won large training contracts
  • What Sheryl looks for when hiring associate trainers
  • What the vision is for her consultancy in the next 3 years

Some resources for you

Appetite for Business – Sheryl’s training consultancy based in Scotland
LinkedIn – Sheryl’s profile on LinkedIn
LPI – The Learning & Performance Institute [UK]
GirlGeek – Network for women working in tech/software [UK]

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