Every smart business owner understands the importance of establishing a solid sales and marketing program, but it can be difficult to find the right way to create such a program. One of the most effective ways to get a new sales force up and running quickly is to hire a sales trainer or a sales consultant, but with so many individuals and companies vying for your business it can be difficult to know where to turn.

Fortunately there are some things that business owners can do to ensure that the sales trainer or sales consultant they hire is up to the task. When it comes time to interview potential candidates, be sure to ask yourself the following questions:

• What can this trainer or sales consultant do for myself and my company? The “what’s in it for me?” question is always a critical one, no matter what the potential business relationship.
• Does this individual have a proven track record of success? It is important to review the hard numbers in order to make an informed and intelligent decision. Has the sales consultant been able to produce results for past clients? Has he or she been able to raise closing ratios and improve cold calling success?
• Is the sales trainer or sales consultant prepared to guarantee his or her work? Is he or she willing to guarantee a specific increase in sales? What happens if those sales goals are not met?

When it comes time to interview the sales consultant or sales trainer, the interview should be conducted just like a job interview for a new member of management. After all, this individual will be an integral part of the team, and it is critical that he or she be able to work with all members of the sales force in a professional manner. This day to day interaction will have a significant impact on the success of the program, and it is important to hire an individual with people skills as well as solid technical knowledge.