Thomas Heath, writing in “The Washington Post” this week, devoted his column to a story that featured a Karen Edwards who, “reveals secrets to her sales success.”

It’s a most interesting story as Ms. Edwards epitomizes much of what we have been expounding for almost a year now.

Each of you needs to find a professional salesperson, whom you can trust and partner with, in order to increase the success-chances of your own training initiatives.

A professional salesperson cares deeply about the products and services she sells. She cares equally about you, her prospective customer-partner.

Of course, most salespeople you encounter will be peddlers, interested only about “making the sale,” and selling you “only what they’ve got in their suitcase.” Their “training knowledge” is limited to the “features/benefits pitch” they memorized at corporate headquarters. And, their only goal is to make more commission on the immediate sale, rather than taking the long-term view of a continuing relationship.

But, that is not true of all. The true sales professionals understand words like trust, accountability, and continuing service. The professionals will “walk away” before selling you something that they know you don’t need. In short, a professional salesperson will be as committed to you and your needs as he will be to his own “selling mission.”

In his “Post” story, Heath has written that Edwards reported that her sales trick is being direct, reliable and creating a close relationship that her clients can’t live without. “You build their trust. I made unbelievable relationships that I still have.”

A professional salesperson will always deliver on his promises. And, long after the sale, will continue to stay in touch to make certain that you are still happy and free from any problems his products or services may have caused you.

Don’t try to go it alone with your training initiatives. A partnering professional salesperson will be worth her weight in gold to you. Together, you can explore solution choices that will help you and your company better succeed.

More on Friday – – – – –

— Bill Walton, Founder of ITC Learning