Get To Know Edelson

3 min readFeb 25, 2021


I’m Maria Edelson, Founder & CEO of Edelson.

We can all agree that the past year has been transformative, to say the least. Social distancing, working from home, and the myriad day-by-day challenges presented by the pandemic have yielded unprecedented change in our personal and professional lives. Now, as we begin a new season with hope that we’re turning a corner, it’s clear that some of the innovative solutions and fresh ways of thinking which emerged from these challenges are here to stay.

Our own evolution began in the spring of 2020 when three of our clients requested an online version of our curriculum. For a decade-old sales training business, this represented not only a pivot to a digital-first existence that parallels so many others, but an entirely new way of meeting our customers’ changing needs.

I asked myself, could I still get the results for which my customers trusted me if I had to do it virtually?

One of the many workshops we’ve led for leading global brands like Samsung, Starbucks, and Maersk.

After all, we had always been driven by the energy of delivering on-site workshops to more than 12,000 sales people in 86 countries. As the company’s founder, I built my career on these kinds of face-to-face, in-person encounters.

I built my career in sales over 35 years at Procter & Gamble.

Rising up the ranks at Procter & Gamble over the first 35 years of that career, at its apex, I was responsible for $1 billion in net sales revenue and led a 250-person team as the company’s Eastern Region Manager. So when I was asked to help re-architect its internal training program, I was uniquely positioned to take on P&G’s North American sales and capability development during my last 6 years on the job. And over the past decade, I’ve brought that deep knowledge and experience to clients all over the world through my previous consultancy, S&CD.

Today, I’m excited to announce the next chapter in this journey with my new company, Edelson—online sales training powered by live virtual coaching.

Based on the success of our initial virtual programming from this past spring, we’re expanding the availability of our proven curriculum. Our flagship e-learning program, Sales Academy, trains participants using engaging video lessons, interactive digital workbooks, and live feedback sessions with seasoned sales management executives. But what really sets this program apart from other training courses is its practical application. While learning how to better understand customers through persuasive selling, each participant brings their real-life sales opportunity to use during the training—no theoretical case studies here.

Curriculum for our featured Sales Academy course, Persuasive Selling.

As we look to a brighter future in 2021, Edelson is poised to impact the next generation of sales people in a brand new way. Pre-COVID, our model was to offer industry-customizable workshops to Fortune 100 clients; however, these programs proved inaccessible for many small-to-medium sized businesses. With our new hybrid model of online training and virtual coaching, what we serendipitously discovered is that we can scale our programs for all types of customers.

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Edelson helps the world’s top brands sell more and get results through our comprehensive and industry-customizable training programs.