Twenty years ago, George Allen didn’t have the skills needed for an entry-level sales position. Today he’s the account manager for data warehousing leader Teradata Corporation. With clients ranging from Wal-Mart to AT&T, you have to wonder about the story behind his success.

The role of professional selling has changed since Allen faced rejection. Past sales executives earned their reputations with persistent, persuasive and dominant personalities. Thanks to developing education programs (the first being Baylor University’s Center for Professional Selling), salespeople are now prepared to take a more dynamic approach to business. Allen is an example of business success achieved through a “whole-brained” selling approach.

Those who are trained in professional selling are assets to corporations today. Whole-brained selling skills combine strong communication with business acumen to develop strong customer relationship plans and other business strategies.

“There is a heavier expectation on the salesperson to provide clients with ideas on how to run their business more effectively using the products they sell,” Allen says.

Professional salespeople offer more than just the product speak of the past.

“Sales is a dynamic environment with new partnerships,” says Lance Bettencourt, strategy adviser at management consulting firm Strategyn. “We are now selling new, complex and radical products.”

The whole-brained sales executive knows everything about both the product and the customer. Relating the customer’s need to the company’s product ensures that sales goals are met.

The more business education a salesperson has, the higher value he or she brings to the job. A whole brain is incomplete without a well-rounded foundation of technical skills like finance and accounting, along with sales courses.

The need for highly trained professionals is seen by the increasing number of college graduates returning to school for further education.

“We see individuals here at Austin Community College who have been sent back to school by employers to increase their understanding of business practice,” says Austin Community College professor of marketing Nick Sarantakes. “Enhancing your education will qualify you for higher-paying positions.”

As the sales field becomes more competitive, executives need to be aware of changing market expectations and practices.

Hiring well-educated sales professionals helps companies maintain a competitive edge. According to Zack Jones, Austin-area branch manager of Konica-Minolta Business Systems, “College professors like Baylor’s Jeff Tanner are putting students in situations that are dead-on. Through role-play simulation, students learn skills that professionals in the field are still trying to master.”

Baylor graduate Candace Karr, account representative for 3M, attributes her current success to the networking and role-playing training she received with her professional selling degree.

“Sales is hard work, but it is so rewarding,” she says. “It gives you the opportunity to work with so many different types of people.”

U.S. News & World Report even rated “sales manager” as one of the top 50 jobs in America for 2011. High compensation, a variety of work and a fast-paced environment are just a few attractions to a career in sales.

Texas universities have earned a reputation for strong sales programs. In addition to Baylor’s Center for Professional Selling, business schools within the Austin area boast world-renowned faculty experts in sales and marketing, including Wayne Hoyer at University of Texas, Michaelle Cameron at St. Edward’s University and Kenneth Zawilinski at Concordia University.

The state continues to take the lead with innovative business programs, producing groundbreaking research and well-trained executives.

Much of that research breaks new ground. According to Dr. Bill Moncrief of Texas Christian University, “The future of sales is going global.”

The United States is no longer seen as a growing market.

“We face the challenge of growing in an international market,” Karr says. “Every industry needs to take a different approach in order to grow sales within this mature economy.”

Sales professionals need to adopt a global mindset in order to better serve their customers. Providing trustworthy advice to clients who supply customers worldwide is a valuable service provided by salespeople.

Sarantakes affirms that “building up relationships and maintaining a long-term mindset is crucial. Often our mentality here in the United States is to make a quick sale. Credibility is built by maintaining a long-term, service-oriented relationship.”

Professional selling is indispensible to business.

“There is an increased demand for professional selling,” Sarantakes says. “The competition for well-trained executives is heating up.”

Countless sales success stories similar to Allen’s are being made every day. Allen, who recently celebrated the 26th year of exceeding sales goals, is a model for achievement in sales.

The opportunity for growth in this sector of business is realized with strong education and adaptation to market change. A whole-brain approach to sales is the key to success within business.

Anna Hoglund is a writer at Baylor University. For more information, you may contact her at Anna_Hoglund@baylor.edu.