Bill Walton, PresidentFounded in 2001, the company initially offered a broad range of services including sales training, presentation skills, and leadership development. However, in 2004, a pivotal decision was made to narrow the focus exclusively to sales training—a move that doubled the company’s business and positioned it as an industry leader.
Walton’s commitment to staying ahead of seismic shifts in the sales landscape has been key to BWST’s sustained success.
When the recession hit, BWST demonstrated remarkable agility, scrapping its existing curriculum and reshaping it under a new framework called Value Creation. This swift and strategic response was designed to cater to the evolved needs of clients who had weathered a turbulent economic period. Bill and his team helped clients refine their value propositions, lock down and develop their best talent, and tighten internal operations. BWST worked to help clients showcase their resilience and adaptability while doing the same for themselves.
“Selling acumen alone was no longer enough. Business acumen became just as crucial—sales teams needed to understand how to sell and how to deeply align with their clients’ business models,” says Walton.
Over the years, the emphasis on creating value and strengthening business relationships has become the hallmark of the company’s training philosophy.
BWST’s leadership position in the industry is due to four core elements: distinction, expertise, process and design, and a structured engagement model. Walton is particularly proud of the company’s distinction as the only sales training resource invited to participate in the Wharton School’s continuing education program for clients. Walton’s recognition as an amazon bestselling author, and his frequent features in Forbes Magazine have served to validate his value creation approach. Bill is also the recipient of the Quilly Award for “The Winning Way,” co-written with renowned sales expert Brian Tracy, further solidifying his credibility and that of BWST.
Central to its success is the company’s Define, Train, and Sustain model of engagement. Walton believes that defining learning objectives in alignment with broader business goals is the critical first step. Training, he says, is the easy part; sustaining the effort is what makes a lasting difference. BWST incorporates reinforcement into every program, ensuring participants retain what they’ve learned and apply it to real-life sales opportunities. In this collaborative process, participants coach each other, strengthening the impact of their training.
Further, the team excels at stakeholder engagement and communication, working closely with organizations to foster collaboration and ensure every stakeholder has a voice in the process. By offering a fresh, third-party perspective, BWST helps clients identify opportunities within its sales processes, streamline administration tasks, and create more effective messaging strategies.
Selling acumen alone was no longer enough. Business acumen became just as crucial—sales teams needed to build their issue fluency to deeply align with their clients’ business models
The company’s hybrid programs, which blend instructor-led training with self-paced modules, are another way in which BWST remains ahead of the curve. The team provides flexible learning formats that meet individual needs, whether through digital content or a collaborative classroom environment.
As BWST enters its 24th year, the company remains committed to helping organizations across various sectors sharpen their competitive edge and achieve sustainable success in the digital economy. By combining experience, innovation, and a client-first approach, it continues its successful trajectory in the sales training industry.
