Romy presents himself as a hands-on Sales Trainer that delivers clear and measurable results whilst reducing staff turnover.
I have used the services of Romy over the years in both the UK and Canada.
What makes the training Romy delivers unique, is rather than just offering generic training sessions, Romy personalises and develops a sales approach specifically to your proposition and the individual, with the relevant content and language that is applicable to your industry.
More importantly he engages the team demonstrating every element of the principles he teaches, which is then extended to coaching live calls and shadowing meetings.
Mark Lister
Chief Commercial Officer, Board Director
eBay
I hired Romy / Aura Sales to deliver sales training for my inside sales team at Indeed in Canada multiple times. He trained the team on how to better position the product, be comfortable asking smart questions and leverage closing indicators.
He was very engaging. Romy is unique in that he doesn’t do classroom training. He is hands-on. He plugs in and listens beside the reps on the floor. He makes real-time recommendations and supports the team to increase their confidence and improve their closing rate. He is high-energy and brings a positive presence on the sales floor. I would recommend Romy to anyone looking to improve the effectiveness of their sales team.
Jodi Kasten
General Manager and VP Sales
Indeed.com
Romy was indispensable in helping The Lawyer’s salespeople develop to their full potential. His approachable, hands-on coaching style turns sales theory into winning behaviours, sales stories into smashed targets and disengaged prospects into delighted customers.
Ben Oakshott
Revenue Director
The Lawyer
I highly recommend Romy and his sales training approach. He understands our business and brings a drive and energy to sales training that you just don't get from the “off-the-shelf” training programs we get bombarded with. He has always delivered great content which is highly relevant and results focused.
Mark Burchell
Group Director Sales & Marketing
Santa Fe Relocation
I've had the pleasure of working with Romy, and I can't recommend him enough! He's knowledgeable, approachable, reliable, and truly passionate at what he does.
Roxana Rus
Chief Operating Office, ARGO Mobility Solutions
Romy has been involved in several training projects in several countries for our organisation. His ability to cross cultures and deliver the company message has been delivered succesfully every time.
Mark Muss
CEO & Founder, MW Relocation Services
Romy gave me fantastic training on selling at totaljobs. He came at it from a completely different approach, and really opened my eyes to how simple and stress free new business selling can be.
Will Staley
Director, Totaljobs Group
It has been an incredible experience getting to work along side Romy over the past week. Everything about the training was not only clear and simple to put into practice, but very personalized.
Luke Shantz
Tech Sales Professional, Amavi by Clarks
Working with Romy is an amazing experience. His energy and drive are very infectious, with UENI Romy had the task of building a sales approach along with the head of sales.
Jack Blair
Head of Client Growth, UENI
Romy is a rock star sales trainer. He is this source of light that is vibrant, and you want more of it.
Jacky Chiaravalloti
Global Learning & Enablement Strategist, Indeed
I've had the privilege to work with Romy and witness firsthand the immediate impact of his sales training. Working hard and working smart are important elements that are emphasized during his training workshops.
Chris Nguyen
Serial Founder, Neurox
I have worked with Romy over 4 years. Initially, he provided me with sales training. I have to confess I was a long term sales trainer 'skeptic' until his session totally changed my perception.
Claire Whisker
Director, Totally Legal
Romy is an extremely good judge of character. He is also very good at getting the best from people. He is a personable trainer and manager, and a good motivator.
Andrew Wigram
Head of Finance, Farner Consulting
Romy really understands clients. He customizes his sales training to suit the individual he is working with. Very fun and smart trainer to work with!
Marcus Prousis
Director, AUTOCAPSURE INC
Romy's service are unique within the sales process. Rather than deliver just another generic training session, all his modules are personalised and specific to your industry and proposition.
Mike Newall
CEO, Mosaic
Romy has some of the most effective slaes training tactics I've been through. Shadowing me on a call he wasa able to establish a personalized portfolio of areas I could improve on.
Miriam Dokic
Director of Sales, Indeed
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HANDS-ON SALES COACHING
We embed personalised performance coaching that transforms how your team converts, sells, and grows.Aura Sales delivers practical sales coaching that goes beyond the classroom into the real world, where deals are won or lost.
WHAT MAKES US UNIQUE?
We design your personalised sales process, embedding your language, content and terminology that your sales teams can embrace and deliver. Resulting increase revenue sales.
TRAINING METHODOLOGY
10%
LEARN IT
Personalised. Practical. Proven
Every session is built around your team’s language, products, and content so it feels personal, practical, and instantly usable.
20%
LINK IT
Connect. Demonstrate. Reinforce
We demonstrate every element in action, linking skills and mindset directly to your customer journey. Repetition and reinforcement make new habits instinctive and results consistent.
70%
LIVE IT
Apply. Perform. Deliver Results
We take learning out of the classroom and into real selling situations. Your team applies what they’ve learned in live calls and meetings, coached step-by-step to deliver measurable performance. Confidence builds, conversions rise, and results follow.
Sales Audit
Assess your sales operation and identify the biggest blockers to create a plan of action to execute.
Scale
Design & implement a personalised sales process using your language and terminology that salespeople embrace and thrive.
Accelerate
Reinforce learning with ongoing 1-on-1 support to supercharge performance.
Growth
Onboard new team members correctly so they thrive and perform
HOW WE DELIVER
RESULTS
Entrepreneurs Sales Accelerator
Who it’s for: Entrepreneurs and CEOs who want confidence, consistency and scale.
What it does: Gives you the structure, language and strategy to sell with confidence, embed core sales principles, and build a repeatable process that delivers measurable results.
Outcomes:
• Investor-ready sales blueprint
• Repeatable, scalable sales process
• Foundation to build a high-performing sales team
Our Programmes
Our Story
Aura Sales was founded to solve a common problem: that many businesses fail because their sales teams underperform. The reason is simple 98% of sales people are rarely trained in how to sell. If lucky, they attend a generic training session filled with theory that produces little practical use. We take the opposite path, designing your sales methodology with your language and content, then showing every element in action as your sales coach copilot with live coaching for maximum impact.
We take the opposite path, designing your sales methodology with your language and content, then showing every element in action as your sales coach copilot with live coaching for maximum impact. With over 20 years of frontline experience in 28 countries, we’ve supported startups and global enterprises to build sales strength that delivers measurable growth.
We apply a hands-on approach, working alongside your team, embedding skills in livesituations that decide whether deals are won or lost. We achieve this by designing your own personalised sales method with your language and content.
MEET THE TEAM
Romy Sembi
CEO / Sales Performance Coach
Romy Sembi is the founder of Aura Sales, bringing over 20 years of frontline experience across 28 countries. His deep cross-cultural expertise has helped scale everything from ambitious start-ups to established global brands, transforming them into high-performing and internationally recognised players.
Romy is known for building confident and capable sales teams. He believes lasting sales success comes from equipping people with the right mindset, tools, and strategy. His approach is practical and direct, combining live coaching with real-time application rather than classroom theory, to deliver measurable performance improvements fast.
Romy’s philosophy is simple: give your salespeople the confidence and tools to succeed and the results will follow. At Aura Sales, that’s exactly what we do.
Outside of work, Romy is a passionate cook. Epically BBQ, Still loves the gym.
Pierre Bienfait
Sales Coach
Pierre Charles is a sales coach with a proven track record in both frontline sales and executive leadership. He understands the strategic challenges leaders face and knows firsthand what it takes to get salespeople to perform effectively in the field. His training sessions are designed specifically for sales teams, combining practical tools with real-world insight to boost performance, sharpen messaging, and drive measurable results. With Pierre Charles, teams don’t just get theory—they get coaching grounded in experience, focused on impact.
Outside of work, Pierre is an avid sailor in all weathers
Oliver Casting
Sales Coach
For over two decades, Oliver has led B2B sales and client delivery teams across APAC and the Middle East. He started his career in mainland China and is a fluent Mandarin Chinese speaker. Oliver specialises in sustainable training across leadership, sales, and business simulations.
Outside of work, Oliver enjoys BBQs, mountain biking, and long ocean swims.
Jane Riley
Global Mobility Specialist
With more than 30 years in international relocation and global mobility, Jane has helped shape how organisations and professionals adapt, grow, and expand across borders.
Jane is passionate about helping teams and leaders build confidence, strengthen relationships, and create scalable business models that drive real results. Known for her energetic and engaging approach, she brings clarity, empathy, and practical insight to every session. Like Aura, Jane believes in hands-on coaching that turns ideas into action and delivers measurable success.
Outside work, Jane is an serious biker. The bigger the engine the better!
Grace Humphrey
Social Media Consultant
Grace brings a fresh, forward-thinking approach to social media. Having grown up in the digital era, she instinctively understands how trends form and evolve, giving her an edge in creating relevant and engaging content. A Film Studies graduate with a strong eye for detail, she combines creativity with precision to deliver standout campaigns. As Grace puts it: “You are the brand, so live your best life.”
Outside of work, Grace loves a festival, irrespective of the weather, there is always a pair of wellington boots at hand.
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OUR LOCATIONS
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