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Imagine being tasked with building a sales force that would sell the identical products as the competition, but sell those at a premium price. That was the opportunity I accepted when taking on an executive sales leadership role years ago.

In the ’90s, as Microsoft, Novell and IBM/Lotus became software powerhouses, they recognized the need to train users on their products. Without that training, there was a high risk of users being dissatisfied with the products and not purchasing future upgrade releases of them. Rather than train users themselves, they developed training channels. Individual training companies contracted with these software companies and delivered training on their behalf.

However, the software companies didn’t blindly let their channels train users. They created the course curriculum, certified the instructors on the courses, and set the PC standards for the classroom. In essence, the software companies regulated the classroom experience and marketed to users that they could attend any of the thousands of “authorized” training facilities for a fantastic learning experience.

While the software companies wanted to create a “ vanilla experience” for its clients, that was not the way their training channels approached the business.

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Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.