Name: Don Sterkel
 
Title: Sr. Director Learning & Development
 
Organization: Time Warner Retail
 
Location (where you work): New York, NY 
 
How did you get into training?  And why are you still in it?
I entered training in 1984 as a result of expressing the desire to get into the field from Sales Management. An earlier Blessing White program - “Managing Personal Growth” also showed evidence that I had the competencies and attributes for the field.
 
What has been the biggest change in business (or training) since you started?
The biggest change is in viewing customers as strategic partners. Sales were product centric with the sales person having the deals, ads, and promotions on their side of the desk. The absence of good supply chain data by the retailer led to the sales force to load up customers with excessive inventory to “make quota." In today’s world the customer must be treated as a valued partner.
 
What has been the most rewarding thing you have done in your career?
There have been many successful programs that I have initiated at Time Warner, the most recent an integrated approach to Performance Management and Training. However serving on the SMT Board and being the President for 2002-2003 has been most rewarding. Being around the professionals of SMT and the board experiences has provided tremendous growth both professionally and personally. 
  
How long have you been a member of SMT? I attended my first meeting in Pittsburgh I believe in 1991 when Rick Wills was President. I was inducted In 1992.
 
What was your vision for the newsletter?
To be a tool for members to grow their professional knowledge base through the member sharing of concise articles. Also to be an area for members to share their experience and thoughts and get published.
 
What do you think is the most pressing issue for sales/marketing trainers today and how do you recommend they deal with those issues? The validation or ROI of results. With cost pressures rising, the need to establish before a program a method to either qualify or quantify the ROI is essential. The work of Dr. Rob Brinkerhoff at last year’s annual conference have been very influential in my thinking and actions around this subject.
 
What professional book would you recommend to other sales/marketing trainers?
There as a small book written by Chuck Coonrandt called “The Game of Work”. It was most influential in regard to performance, coaching and measurement. I’ve used it as a base for much of the work we have done over the years. Also Neil Rackham’s “Rethinking the Sales Force”. It was ahead of its time and served to open my thinking in regard to the role of the sales force and the customer interface in a strategic account relationship.
 
Who is someone who has influenced your life and how did they influence you?
Outside my parents who established the values, work ethic and integrity it takes to succeed in business I’d say it was a high school golf coach Tom Parnell at Sheboygan WI Central High School who taught us how to improve our skills and win through practice and perseverance.  
 
Have you been a salesperson in your career?  If so, what did you sell?
I began my career with Nabisco in Milwaukee calling on grocery stores. Then moved to Standard Brands a food company with Planters Nuts, Blue Bonnet Margarine, Fleischman’s Margarine and other products. Promoted to Key Account Manager in Davenport IA. I started with Time Inc. when they established a sales force to gain display and distribution for People Magazine. My career has taken Carol and I to Raleigh NC, Atlanta, Chicago, Yardley PA and now NY City.
 
A quote or words of advice you give to other sales/marketing trainers.
Understand your role as an advocate for both employees and management. We tread a fine line in delivering change to organizations and have the key role in leading that change. Take risks, challenge to status quo, express enthusiasm, demonstrate proficiency, have a sense of humor, network, enjoy.