Many businesses face persistent challenges in their sales process, from inconsistent performance across teams to outdated training methods that fail to keep pace with evolving buyer expectations. Without a structured, repeatable approach to sales, organizations experience inefficiencies and missed revenue opportunities along with salespeople who struggle to build credibility, ask the right questions, and earn the trust of potential customers.

Too often, sales training is treated as a one-time event rather than an ongoing process, leaving organizations without a structured, repeatable system for success.

For over 65 years, the Track Selling Institute has transformed sales teams with a time-tested methodology that has trained more than 250,000 salespeople from 3,000+ organizations from large to small. Originally developed in 1958, the Track Selling System remains one of the most effective and widely adopted sales training processes. Recognizing the evolving needs of modern sales teams, the Track Selling Institute was formally established in 2020 to enhance and scale this proven approach.

Under the leadership of industry veterans Ron Holm (CEO) and Mike Thomas (COO), the institute has embraced technology to deliver impactful training through live virtual sessions, an advanced learning management system, podcasts, and micro-learning modules—ensuring that sales professionals can continuously refine their skills beyond the traditional classroom.

Continuing the Evolution of the Track Selling System™

“When selling becomes a procedure, it ceases to be a problem. If it’s not a procedure, it will always be a problem.” Roy Chitwood, Track Selling developer

The Track Selling System™ was originally developed over 60 years ago by Max Sacks and later refined by Roy Chitwood, shaping one of the most enduring and effective sales methodologies in the industry. Max established Max Sacks International in 1958, and Roy took the reins in the mid-1970s, further developing and expanding the system’s reach.

Following Roy’s passing, Max Sacks International ceased operations in 2019. However, the legacy of the Track Selling System™ lived on, as long-time practitioner Ron Holm, a 30-year veteran of the system, took ownership of its future. Recognizing the need to modernize and expand its impact, Ron partnered with Mike Thomas to co-found the Track Selling Institute, ensuring that Max and Roy’s proven methodology would continue to empower sales teams for generations to come.

Ron and Mike are dedicated to preserving the core principles of the Track Selling System™ while evolving it for today’s sales landscape. They understand the power of a structured, repeatable process and remain committed to helping businesses unlock the full potential of this time-tested approach to selling to a rising generation of sales professionals.

Addressing Key Sales Training Challenges

One of the biggest challenges in corporate sales training is the misconception that it’s a one-time event rather than an ongoing process. Many companies struggle with long-term reinforcement, leading to stagnant skills and inconsistent sales performance. The Track Selling Institute challenges this outdated approach by providing reinforcement tools and continuous learning opportunities into its training programs. Rather than a single event, Track Selling is a structured, repeatable process that helps salespeople sharpen their skills over time—making it a lifelong development journey, not just a temporary fix.

Another common issue is that salespeople often focus too quickly on selling instead of first building trust and uncovering customer needs. Studies, such as research conducted by Pepperdine University, have shown that sales professionals trained in the Track Selling System™ experience, on average, a 25% increase in sales performance a year after attending the Core Skill workshop. By following the seven-step Track Selling process, salespeople gain a proven, adaptable methodology that can be applied across industries, helping businesses refine and scale their sales strategies with confidence and consistency.

A Structured Approach to Onboarding and Training

Organizations exploring the Track Selling System™ are first introduced through quarterly public workshops, typically conducted via Zoom. These interactive sessions allow companies to experience the methodology firsthand before committing to a customized corporate training program. If an organization chooses to implement Track Selling, the next step is a thorough consultation process, where the system is tailored to specific needs of the organization, aligned with their products, services, and industry requirements.

At the core of Track Selling is a seven-step process that provides sales teams with a structured, repeatable approach:

1. Approach – Establish rapport and trust
2. Qualification – Uncover customer needs through active listening
3. Agreement on Need – Ensure mutual understanding of the customer’s needs
4. Sell the Company – Build credibility and differentiate from competitors
5. Fill the Need – Present solutions that directly address the customer’s challenges
6. Act of Commitment – Overcome objections and secure commitment
7. Cement the Sale – Reinforce the decision and prevent buyer’s remorse

By adopting this systematic process, sales teams develop a common language and a consistent approach, streamlining onboarding and improving long-term performance. Several organizations have successfully integrated Track Selling into their onboarding programs for decades, investing millions due to the proven, measurable impact on sales performance.

Reinforcing Training with Cutting-Edge Tools

To ensure lasting impact, the Track Selling Institute employs a multi-modal learning approach that keeps sales professionals engaged while reinforcing key concepts. Training includes a blend of video segments, podcasts, workbooks, live chats, role-playing activities, and breakout sessions, catering to diverse learning styles and preventing training fatigue.

Beyond classroom instruction, the Institute encourages integration of the methodology into a CRM system, enabling sales managers to track progress, analyze performance data, and provide targeted coaching using the Track Selling framework. This data-driven approach ensures that training is not just absorbed but actively applied, helping sales teams continuously refine their skills and drive measurable results.

Proven Success Stories

The Track Selling System™ has been trusted by industry leaders such as IBM, Apple, and Bank of America, delivering measurable results that drive sales performance. A case study from one Fortune 500 company revealed a compelling contrast: sales teams trained in Track Selling significantly outperformed their untrained counterparts. This success led the company to integrate Track Selling as a mandatory component of its onboarding program, a commitment that has remained in place for over 20 years due to its sustained impact. Every new salesperson attends the Core Skill workshop in their on-boarding process.

Beyond professional selling, the versatility of the Track Selling System™ sets it apart. Its structured seven-step process isn’t just for closing deals—it’s a powerful communication framework that applies to leadership, coaching, and even personal relationships. Sales professionals often find that by mastering the Track Selling methodology, they not only enhance their sales performance but also improve their ability to build trust, influence others, and navigate important conversations in everyday life.

A Lean, Highly Experienced Team

Unlike many sales training companies with large, traditional structures, the Track Selling Institute operates with a lean yet highly experienced team, ensuring agility and expertise at every level. The company relies on a trusted network of affiliates, many of whom have been Track Selling practitioners for decades. These trainers and consultants bring deep industry knowledge and real-world experience, enriching the training process with practical insights that go beyond theory.

The virtual-first model allows the Institute to maximize impact with a streamlined staff, leveraging technology to scale its offerings without compromising quality. This approach ensures that businesses receive world-class training while benefiting from personalized support and expertise that comes from decades of proven success in sales development.

What Makes Track Selling Unique?

The Track Selling System™ stands apart from other sales methodologies by emphasizing selling as a structured, repeatable process rather than an abstract or personality-driven approach. Unlike many sales methods that rely on vague strategies or subjective techniques, Track Selling provides a clear, step-by-step framework that can be easily learned, applied, and refined over time. It’s based on the science and psychology of how people prefer to buy and the motives that prompt their purchase. 

The results speak for themselves. More than 90% of past participants report that Track Selling was the best sales training they’ve ever received.

Another key differentiator for customer success has been the integration of the methodology into the customer’s CRM, allowing sales managers to track progress, provide targeted coaching, and reinforce training within their existing sales infrastructure.

For organizations with complex or technical sales cycles, Track Selling also includes a structured team selling methodology, ensuring smooth collaboration between technical experts and sales professionals—a critical advantage in industries where expertise and relationship-building must go hand in hand.

Looking Ahead

“Every employee either sells – or unsells – their company every day.” – Roy Chitwood

The Track Selling Institute continues to evolve and adapt to the ever-changing sales landscape while staying true to its proven methodology. As sales strategies shift in response to new technologies, buyer expectations, and economic conditions, the Institute remains committed to equipping sales professionals with the skills, tools, and confidence needed to thrive in today’s dynamic marketplace.

With a focus on expanding its global reach, the Institute is working to bring the Track Selling System™ to a wider audience, ensuring that more organizations benefit from its structured, results-driven approach. By combining a time-tested sales process with modern learning techniques and technology, Track Selling continues to deliver measurable success, solidifying its position as a leader in professional sales training for decades to come.