SMT News

An Interview with Dave Stein
by Lori Champion

What do a CEO, a Trumpet player, a computer software programmer, a VP of Sales, and an expert in landing “very big contracts” have in common?
They describe the background of one man and he is Dave Stein! Let’s add “Opening Key Note Speaker “ to the list. He is, after all the Key Note for SMT’s 2009 annual conference in Orlando, Florida this October.

I had the privilege of sitting down and speaking with Dave about a week ago. I wanted to find out more about this very versatile CEO who will be addressing us this fall.

Dave Stein is the CEO and Founder of Massachusetts based ES Research Group, Inc. (ESR) which provides Gartner-style, independent advice about sales training programs, sales performance improvement tools and approaches. It also does evaluations and comparisons of the companies that provide them.

Dave explains, “I began as a computer programmer and in the early 80's moved into sales and marketing for computer software and hardware. I later took on VP of Sales for that company which was later acquired by Oracle. From 1997-2005 I did a lot of consulting and coaching. Essentially, Fortune 500 companies hired me to coach their teams on the right strategies to land the ‘Big Deals,’ in many cases upwards of $20 million. During this time I began to realize that companies were spending tens of millions of dollars on sales training with disappointing results. In the IT world we have independent authorities such as Gartner and Forrester but I found that there was no counterpart in Sales Training.”

In 2005 ES Research was born. Their Flagship Report, The Sales Training Vendor Guide is now in its third edition. While published research sales make up about half of their revenue, ES Research also helps clients discover which training program is the best fit for their needs. Research and advisory service clients include Microsoft, Fidelity, Minnesota Life, Chevron and Motorola, just to name a few. ESR works as coach and advocate for their clients, learning about each company’s buyers and conducting a sales effectiveness audit to find the gaps.

Next, they determine which outside resources might fill those gaps and help to issue RFPs to a long list of vendors. Here is where the role turns to advocate and coach. ESR associates will actually sit with the client through vendor presentations acting on their behalf to insure the best product selection for the best results. ESR is an advocate for the customer while maintaining great respect for the vendors. It is a multi- component offering that provides a win-win for both client and vendor. It is all about finding the right fit!

Dave’s topic for the conference is "Overcoming Tough Obstacles and Achieving Measureable Results." What new knowledge will we learn from him?

“We may agree or disagree. I am a straight shooter,” claims Dave. “Some people have described my style as rather ‘in your face.’ The fact of the matter is, we are facing new challenges in 2009 the likes of which we have never seen before. Everyone is facing budget cuts, travel restrictions and reduced staffing.

Trainers are dealing with audiences that are multiple cultures, ages and experience levels. They are also experiencing changes in how they conduct training with e-learning and distance learning or the virtual classroom becoming more in demand.

Salespeople are facing relentless and desperate competition. Many people are stuck and feel unable to move forward and meet the new needs.

It is a whole new world and the obstacles are dramatic. There is hope; we are overseeing research about companies who are on the leading edge and meeting these needs. There are political skills, competitive skills, relationship skills and financial acumen required in our new economy. I will share this information with you.”

Dave continues, "I will raise issues and provide clear guidelines about companies who are doing it well. I will give methods and guidance on specific recommendations for measuring impact and results, accountability and return on investment. Senior executives have the right to ask for results and hold training accountable for it.

My hope is that people appreciate my no- nonsense approach and even if they rate me a zero on personality, that they give me a 10 for relevance and value.”

What does this passionate man do when he is not working? He is an avid pilot, an enthusiastic dog owner; and a devoted yogi, “It (yoga) is a tremendous thing for me! I also have two daughters and two grandchildren that my wife and I love to spend time with,” claims Stein.

What about the trumpet? Dave’s college degree is in music and his passion is the trumpet. He played in New York City as a young man and then turned to computers and sales for his career. While building his career and business he set the trumpet down.

Today Dave Stein plays a new tune, “I have picked my trumpet up and am playing again. I play with a concert band on Martha’s Vineyard and I love it!”

Dave Stein is a man with many talents and a powerful message to deliver at the conference in October--BE THERE!