STI International® was founded in Seattle in 1957, as Sales Training Inc., to provide sales training to individuals looking to begin a successful career in sales. Based on the success of the company and in response to changing market conditions, in June of 1981, a group of private stockholders bought the company to take the company to the next level and provide a foundation for future growth.
As a part of this transition, the company changed its name to Sales Training Institute, Inc. “That period of time – the early ‘80’s – was the biggest milestone in the continued success of the company,” said Phyllis Elnes, President and CEO. “It set us on the course we’ve maintained for the last 25 years, and provided us with the platform for our growth. It enabled us to expand our programs outside of sales interview training to incorporate customer service training, relationship building, strategic sales consulting and other critical business development concepts. It opened the door for all our future success.”
The company continued its steady growth through the 1980’s and in 1988 Conrad Elnes, a highly successful sales person, and Chairman of the Board, wrote The QUAD-TRAK® Consultative Selling Program which was picked up by Prentice-Hall and published in a book called, . “The Inside Secrets of Outstanding Salespeople: The Fast Track to High Performance Selling,”. Prior to writing the program, Mr. Elnes analyzed nine separate studies of successful salespeople and the traits that helped them reach the top of their profession. He then distilled the information down to the five main characteristics that separate top sellers from their less-successful contemporaries: partnering skills; a personal mission; a listening and probing selling style; versatility; and a higher level of thought dedicated to the sales process. It underscored the distinctiveness of STI’s training techniques, which are strategic and focused on building long term allies and relationships over focusing on short term sales. Conrad ultimately left his successful insurance career to become STI’s lead sales trainer, as well as Chairman of the Board.
Just as STI has evolved as a company, now STI International®, its products and services have continued to evolve as well. Throughout the 1990s and following the new millennium, STI developed sales and customer service training modules, topics, videos, that serve nearly every industry. This focus on innovation and customization, are what keeps the company a major player in the corporate training arena.