Revolutionary Sales Training Thought Leader Bill Walton Ushers in the Age of the "Value Creator"

Specializing in the Highly Competitive Business-to-Business Selling Space, Bill Walton Sales Training Chief Sales Officer Cites the Great Recession as a Catalyst for "Leading with Insights"

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Bill Walton

Feb 09, 2015, 08:40 ET

NEW YORK, Feb. 9, 2015 /PRNewswire/ -- Growing up in Fairfield County, Connecticut, a bedroom community of New York City, Bill Walton remembers being infatuated with reading product labels and actually enjoying the fine details of TV commercials. His curiosity for new products and a deepening fascination about the mechanics of how things are sold has driven an extraordinary, multi-faceted career as an innovator and thought leader in the field of corporate sales training.

A noted speaker in his field, Walton is often asked to conduct talks on two key foundational concepts that have had a game changing effect on business-to-business selling: "Value is industry and role specific" and "Mean more to your clients." Perfectly embodying these concepts, the charismatic entrepreneur brings a fascinating life history to his role as Chief Sales Officer of Bill Walton Sales Training, his Greater New York based company whose foundational principles are centered on creating greater value in customer interaction.

Before launching his own company, he spent 10 years in the Consumer Products Industry as a field manager and training specialist for companies like Tambrands (now Proctor and Gamble) and Nestle Foods. Walton later worked for two renowned professional services firms, selling large scale sales training and coaching projects; his clients included Prudential Retirement, CIGNA Healthcare, Stanley Tools and Unilever.

As his current training practice continues to grow, Walton – whose Fortune 500 clientele has included Avis Budget Rental Car, Bank of America, Merrill Lynch and Direct Energy – has now translated his years of sales training experience and wisdom into bestseller status as an expert author.

In a powerful chapter he contributed to "The Winning Way" with notable author and sales guru Brian Tracy, Walton breaks down the last four decades of sales approaches and explains what it means to be in the "5^th Decade of Selling" – an era he calls The Value Creator. His sales enablement expertise lies in Financial Services, Travel and Transportation, Business Services and the Energy Industry, focusing his clients' efforts on winning the high stakes institutional sale (think IBM to Verizon, Verizon to Avis, HP to Google, etc.). Walton has been able to design and tailor his approach to the unique needs of sales organizations. His revolutionary concepts are readily applicable to most any kind of sale.

The concept of Value Creation was born out of Walton's experience in running a growing sales training business through three potentially devastating but ultimately and ironically empowering economic downturns: the crash of the NASDAQ in 2000, September 11 and finally, The Great Recession. Walton notes that great economic shake-ups make it more challenging for salespeople to sell – and forces companies to re-evaluate how they procure services.

Since it's likely that competitors in any one-market segment have an equally great product or service, Walton's system stresses the importance of sales organizations bringing more business acumen to the selling and buying conversation.

Walton's training goes beyond products to making today's sales person more of a management consultant. His specialty is preparing individuals and organizations to intelligently present their value propositions in a way resulting in higher close ratios. He is rapidly un-blurring the lines of differentiation between his clients' fiercest competitors.

One of Walton's prominent areas of expertise is the financial services industry, and in 2014, even before he attained bestselling author status as part of his collaboration with Brian Tracy in "The Winning Way," he published a powerful must-have guide for financial advisors, "Taming The Four-Headed Dragon." He summarizes its dual prospecting and time management focus in the subtitle "Get the Sales Growth YOU Need, the Clients YOU Want – All With Limited Time." The concept is fashioned as a growth manifesto for anyone in professional services, a four part series that launches with business development support for Financial Advisors.

Walton believes his own success story is best told as one that comes from the success he helps his clients achieve. He says, "I embody the sales process I am training them in because I live it and do it every day. This gives them confidence in what I can help them achieve as salespeople as they look to mean more to their clients."

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