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 Your salesperson will focus on the strengths of their product, identify what they are.  This is true for any product, not just websites.  Ask them to compare to their competitors, often you will learn more from the salesperson about the products than you ever could from reading all the literature.  Pay special attention to claims being made.  A saleperson that stretches the truth in one area is likely to do it in all areas.  No product is perfect, ask your salesperson about the product weaknesses.  This is a good meter to judge your salesperson by.  If they are honest in divulging some of the potential flaws in their product, they are most likely being honest with everything.  Trust is of tremendous importance if you're going to be trusting the success of your company, in part, to an organization.  

I will never forget the time when a very successful friend of mine told me he could not afford to see a movie. At the time, he was making more than $.5M a year so I questioned him about this. He explained to a very young Ron Browning that it was not the cost of the movie, but the cost of him not spending the same amount of time working on his business. Since he was earning an average of $200/hr it would cost him $400 to see the movie. While I admit this is a bit extreme it gave me a better perspective on the way I spent my time.

If you weren't able to attend my workshop at the NFDA in October I will share with you the one point that I said was the absolute most important:  Conversion