Sales 101: The B2B Sales Classroom

Epizode

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  What Sales Leaders and Recruiters Look For When Hiring Sellers | Donald C. Kelly & Dr. BJ Allen - 46 07.10.2026 11min

  A student can know how to cold call, write an email, and run through a sales pitch. But would a sales manager actually want to hire them?In this episode Dr. BJ Allen and I compare notes from our experience working with sales teams, recruiters, and college students.Why Grit Matters More Than Sales TacticsSales is hard, and students need to know that before they enter the profession. Recruiters want people who can handle difficult situations, hear “no” repeatedly, and keep their confidence and energy.Summer sales gives many students a tough introduction to selling. They may knock doors for hours, face rejection all day, and deal with difficult situations. While that experience is very different from B2B sales, recruiters value it because it can show that a student has grit.The real value of that experience is not simply knowing how to sell pest control or solar. It is proving that you can keep working after hearing “no” again and again.Grit can also be developed in the classroom. Teaching students about growth and fixed mindsets, helping them understand their “why,” and giving them challenging experiences can prepare them for the pressure of professional selling.Why Recruiters Want People Who Can FailOne of the best interview questions discussed in the episode is simple: “Tell me about a failure you’ve had.” The answer can reveal far more than a perfect success story.Saying that you have never failed may suggest that you avoid risk, experimentation, and difficult situations. Sales managers need people who are willing to try something, learn from what happens, and try again.The important part is not the failure itself. Recruiters want to know what went wrong, what the candidate could have done differently, and what they learned from the experience.The same principle applies after someone gets hired. Strong salespeople do not spend all their time blaming the lead, the company, the product, or management. They look at what they could have done better and use the lesson to improve.Why Creativity Can Help a Candidate Stand OutSales teams can give new reps a playbook, but they still need people who can think beyond it. Creativity can help a salesperson find new ways to reach prospects when the usual emails and calls are not working.One example involved using LinkedIn in a more creative way. Instead of relying only on calls and emails, a salesperson used videos, posts, comments, and LinkedIn voice messages to create more opportunities.Creativity also matters when students are looking for jobs. A candidate who sends a LinkedIn video or finds an unexpected way to introduce themselves can give a recruiter a reason to remember them.One student even sent a dozen donuts with a note explaining why the company should hire him, with each donut representing a reason to consider him. The point was not the donuts. It was showing that he could think differently.Why Curiosity Matters to Sales ManagersCuriosity is another trait worth looking for when hiring salespeople. Curious people are more willing to try new things, ask questions, experiment, and learn from what happens.A curious candidate does not need to have every answer before joining the team. They need to show that they are willing to learn and figure things out.This is especially important because many of the technical parts of sales can be taught on the job. A company can teach its process, tools, messaging, and products. It is harder to teach someone to care about learning and improving.That is why sales educators should look beyond tactical skills. Teaching students how to make calls and write emails matters, but developing the mindset behind those actions can have a much bigger impact on their careers.What Recruiters Really See in Sales StudentsSales recruiters are not always looking for students who already know how their company sells. They are often looking for people with the qualities that will help them learn and succeed inside the company.Grit, curiosity, creativity, and a willingness to fail can tell an employer that a student has the foundation to grow. The tactical parts of the job can then be taught.This also changes what professors should focus on. A sales curriculum does not need to perfectly copy one company's sales process to prepare students for work.The goal is to help students develop the qualities that allow them to adapt when the company, product, buyer, market, or sales process changes.How to Help Students Stand Out in a Crowded Job MarketA strong resume may not be enough when recruiters are reviewing large numbers of candidates. Students need to find ways to show what makes them different.Creative outreach can help. A thoughtful LinkedIn video, a personal message, or an unusual but relevant introduction can show initiative before the student ever gets an interview.The best creative ideas are connected to the candidate's value. The goal is not to be strange for the sake of being memorable. It is to give the recruiter a reason to think, “This person thinks differently.”Sales professors can teach this by challenging students to approach their own job searches like sales opportunities. Research the buyer, understand what matters to them, find a creative way in, and make the case for why they should care.“We’re not looking for the tactical skill side. First and foremost, give me these other things that are going to help them be a really magnificent seller.” — Donald C. KellyResourcesSales 101: The B2B Sales Classroom coursewareLinkedIn, for creative prospecting and job outreach.
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  From Keurig to The Classroom: Three Things Students Must Know About Professional Selling | Christopher Stevens - 45 30.09.2026 24min

  What if “no” is actually where the sale begins?Chris Stevens spent almost 50 years in sales, including time at Procter & Gamble, Keurig, and Anheuser-Busch. Now, he brings those lessons into the classroom, where he teaches future salespeople that selling is less about pushing a product and more about understanding people, building trust, and learning how to keep going when things do not work the first time.This conversation breaks down three things every student needs to understand about professional selling: the reality of sales, the human side of selling, and how professors can build those lessons into a sales curriculum.Why the First No Is Where Selling BeginsA “no” does not always mean the buyer does not want what you are selling. It may mean they need more information, need something explained differently, or have not yet seen enough value in the offer.The example of Aaron Judge puts rejection into perspective. Even the leading hitters fail more often than they succeed, which means salespeople need to understand that setbacks are part of the work rather than proof that they are bad at selling.The real job is to make a compelling case for how the product or service can add value to the buyer’s business. That requires understanding the buyer’s needs instead of simply repeating what is in the sales presentation.This mindset also changes how students approach objections. The goal is not to avoid hearing “no.” It is to learn how to ask better questions, find the real issue, and keep the conversation moving.Why Follow-Up Is a Sales SkillMany salespeople give up long before the buyer is ready to make a decision. The sales follow-up numbers discussed in this episode show a huge gap between how often salespeople contact prospects and where many sales actually happen.The lesson is bigger than sending more emails. Consistent follow-up is about building a relationship and earning enough trust for the prospect to keep the conversation going.Students also need to learn how to follow up without becoming repetitive. The focus should be on staying useful, understanding the prospect, and giving the relationship a reason to continue.The same idea applies beyond sales. Building relationships takes time, and strong salespeople learn how to stay connected instead of disappearing after the first few attempts.Why Sales Is a Human SkillSelling cannot be reduced to automation, AI, scripts, or techniques for getting people to buy. The strongest examples in this episode point back to something much simpler: human connection.One classroom exercise makes that lesson practical. Students are asked to perform at least 75 minutes of service, from helping someone with a resume to cleaning up around campus. The goal is to get them thinking about someone other than themselves.Handwritten thank-you notes are another part of the lesson. Students write a personal note to someone who has made a difference in their lives, creating a direct experience of what genuine connection can look like.The lesson from Joe Girard takes this even further. His sales success was tied closely to the relationships he built with customers and prospects, including the handwritten cards he sent to stay connected.Why Your Story Can Matter More Than Your ResumeSalespeople often focus on their experience, achievements, and qualifications when trying to build credibility. But a personal story can create a stronger connection because it gives people something they can relate to.The stories shared in this episode show why setbacks matter. Sales success at Procter & Gamble, Keurig, and Anheuser-Busch often came from dealing with problems, overcoming objections, and continuing after things went wrong.That same lesson applies to students. A career is rarely a straight line, and future salespeople need to learn how to handle rejection, failure, and unexpected turns without letting them define what happens next.Storytelling also helps people connect beyond the transaction. The right story can make a customer, prospect, student, or colleague see the person behind the title.How Professors Can Teach Sales Beyond the TextbookTeaching sales is different from simply working in sales. Professors have to help students apply ideas in real situations, especially when many students are dealing with constant pressure from social media, technology, and other distractions.Real-life examples can make those lessons easier to understand. Live case studies, business owners, coaches, and other people who have faced setbacks can show students what professional selling actually looks like outside the classroom.Students also need room to learn in ways that match who they are. The discussion around introverts challenges the idea that every student needs to learn or participate in exactly the same way.The goal is to give students practical experiences that help them discover their strengths. Sometimes that means stepping into unfamiliar places, trying new things, and giving their interests a chance to develop.What Keurig Teaches About Selling ValueThe Keurig story shows how changing the way a product is positioned can change how customers see its value. Instead of presenting it simply as a more expensive coffee system, the team positioned it around employee benefits.Variety, freshness, convenience, no waste, no cleanup, and less hassle gave buyers reasons to look beyond the higher price.That is a useful lesson for sales students: customers do not always buy the product itself. They buy the value they believe the product will create for them.The same principle applies to almost any sale. Find the need that matters, show how the offer solves it, and make the value clear.Why You Should Never Try to Build a Career AloneThe episode challenges the idea of the “self-made” salesperson. Growth often comes from people who teach, challenge, mentor, and support you along the way.Mentors played an important role throughout the guest’s career, from early lessons in school to leaders and coaches who continued to provide inspiration later in life.The same principle applies to students and new salespeople. Finding people who can guide you and hold you accountable can make it easier to keep moving when the path gets difficult.The final lesson is about action. Set a goal, find people who can help you reach it, pay attention to your relationships, and do the work required to make it happen.“When the buyer says no, that's when the sale begins.” — Chris StevensResourcesFive by Dan ZadraSusan Cain’s TED Talk, The Power of IntrovertsSimon Sinek’s TED Talk and Golden CircleAdmiral William McRaven’s University of Texas commencement addressWinner’s Dream by Bill McDermott
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  The Simplified Way To Manage Deals For New Sellers | Donald C. Kelly & Dr. BJ Allen - 44 23.09.2026 15min

  A sales pipeline with seven stages sounds thorough until a new rep is staring at it, unsure what to actually do next. This episode breaks down a framework used with an enterprise client that cuts the whole thing down to three buckets, changing how a new seller thinks about their entire pipeline.Why a Long Pipeline Overwhelms New SellersThe framework came out of watching an enterprise sales team manage huge deals without a clear sense of where anything actually stood.Following CRM tasks day to day gives a rep a to-do list, not a real view of their pipeline or control over it.The traditional pipeline collapses into three buckets: create, advance, and close. Create covers deals that aren't real yet, advance is where most of the active work happens, and close is where a deal actually converts.How the Three Buckets Work Without Replacing a Sales Cycle This isn't a replacement for a professor's existing sales cycle or CRM stages. The full pipeline still exists underneath.The three buckets give a rep a mental model on top of that detail, so they always know where a deal sits without getting lost in every individual stage.In the advance bucket especially, every deal needs a valid next step. Without one, that deal isn't advancing. It's stalling.Turning the Framework Into a Classroom Activity Give students a real-life scenario, like a prospect stalling during discovery, and have them work out their own strategy for moving that deal forward.Students then role-play their strategy with a classmate, practicing the same critical thinking a professional seller uses every day.The same exercise works for the close bucket too, using scenarios where a deal is nearly done but something unexpected threatens to derail it.Why Simplicity Produces Better Pipeline Accuracy BJ shared a story of a VP of sales who forecasted her pipeline within one percent accuracy, a level most sales leaders never come close to.That kind of accuracy comes from reps who deeply understand their own individual pipeline, not from a complicated system nobody fully tracks.Simplifying the framework for students isn't about dumbing it down. It's about giving them a structure they'll actually use once they're in a real sales role.The Bigger Point for Professors Teach the full pipeline stages students will see in a real CRM, but also teach the conceptual version underneath it: the constant question of what needs to happen to move this deal forward.This is the exact thinking a new rep will use with their own accounts, not just a classroom exercise."There's so much value in anything you can do to simplify the process for students." — Dr. BJ AllenResourcesCheck out the courseware built with Stukent: Professional Selling and Advanced Selling and Sales ManagementVisit the Sales 101 podcast website for more episodes
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  From VHS to ChatGPT: How Mike Martin Uses AI to Teach Real Sales Conversations | Michael Martin - 43 16.09.2026 25min

  What started with students bringing VHS tapes to class has now become AI-powered sales practice.Mike Martin has been teaching sales for about 24 years, and he has watched technology change almost every part of how students practice. But the goal has stayed the same: give students a chance to practice sales conversations before they have to handle them with a real buyer.In this episode, Mike shares how he moved from VHS-recorded role-plays to using ChatGPT for cold calls, objection handling, empathy practice, and more. He also explains why AI should support sales education without replacing the human interaction students still need.From VHS Tapes to ChatGPTMike started using recorded role-plays when students had to bring VHS tapes to class.Students recorded their sales conversations from a single camera view.Mike could review the recordings, while students could also watch themselves and learn from their performance.As recording technology changed, the process moved from VHS to digital.Generative AI has now created another way for students to practice sales conversations.Using AI to Practice Cold CallsMike's main use of AI is giving students a chance to practice cold calls.Students prepare before starting the conversation:Choose a product or topic to sell.Define who they are and what they are selling.Build a value proposition.Identify three or four selling points.Prepare for likely objections and responses.Students use a shared AI prompt so the exercise is consistent across the class.The goal is to get a meeting or earn the opportunity to make a presentation, rather than close the sale.Teaching Students to Handle ResistanceMike can instruct the AI buyer to be more or less resistant.A more resistant buyer forces students to work harder during the conversation.In one exercise, students had to sell their degree to an AI buyer that was instructed to push back.The resistance made students work harder and gave them more practice handling difficult conversations.Students can also practice privately instead of making their first attempt in front of their classmates.Using AI to Teach EmpathyMike also connected AI role-play to research around empathy in sales.Students completed sales calls and then repeated the exercise using more empathetic language.This gave them a chance to compare their approaches and think about how they communicate with buyers.The exercise shows how AI can create repeated practice around specific sales skills.Giving More Students Access to PracticeNot every student has the same access to sales or interview experience.Mike teaches students in Northwest Kansas, including students who may have fewer opportunities to practice professional conversations outside the classroom.AI gives students another way to practice regardless of their location.They can make mistakes, review what happened, and try again without needing another person available for every practice session.AI Should Support Human-to-Human SellingMike does not see AI as a replacement for real sales conversations.Students still practice with other people in class.AI provides another practice environment, but students still need to learn how to respond to real people.Mike also stresses the importance of trust.Students can recognize when AI is being used poorly.They need to know the technology is helping them learn, not simply making the professor's work easier.Professors Need to Practice TooMike learned an important lesson when he first demonstrated the AI exercise himself.He had not prepared enough and found that the demonstration was harder than expected.His advice to other professors is simple: practice the assignment yourself before giving it to students.Test the prompts, work through the exercise, and make changes based on what happens.Popular quote: “I think you definitely have to figure out where’s the best place and don’t become over-reliant on it.”
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  No Travel Budget, No Problem: How Virtual Sales Competitions Open Doors | Scott Hachey - 42 09.09.2026 21min

  Every year, I hear from professors who've got students ready to compete and no way to get them there. Dr. Scott Hachey stopped waiting on a bigger budget and rebuilt the competition itself, and now schools that never had a shot at this are showing up to play.Episode BreakdownTen Years Selling Before He Ever Taught a ClassScott spent close to a decade in sales across agriculture, hospitality, and retail before finishing his PhD.Teaching a single sales course turned into a chance to bring that industry background straight into the classroom.He now teaches Professional Selling and Sales Management at Cal State Fullerton, and he's looking to grow the program from here.Building a Competition Around Access, Not Necessity Scott didn't launch his virtual competition because of the pandemic. He built it in 2025 to fix a permanent problem.Travel and hosting costs shut a lot of students out before they even get a chance to compete, especially students working jobs while they're in school.With his department chair, dean, and outside sponsors behind him, the competition is heading into its third year this spring.Inside a Competition Day In the weeks leading up to the event, students go through two to three online training sessions, with the sponsor joining to walk through the sales scenario.On competition day, each student gets their own time slot and a private Zoom link into a role-play room with a live buyer.About five judges watch each round with their cameras off, and students only interact with the buyer, never with the judges directly.Why This Format Reaches Students Others Miss The strongest response has come from schools with no dedicated sales program funding, often a single professor trying to give students real competition reps on their own.Scott connects it to his own career in agriculture sales, where he sold to buyers worldwide with no travel budget at all, phone and video selling weren't optional, they were the job.Even students used to in-person events have to relearn the basics on camera: checking the mic, confirming the camera's on, the small habits virtual selling demands.The Honest Limits of Going Virtual Scott doesn't dress up the rough patches. The first year included Zoom rooms shutting down mid-competition.He's upfront that virtual can't replace the hallway conversations and networking of an in-person event, and he still ranks in-person as the top-tier experience.Growing the format to more schools depends on university IT keeping pace, which rarely moves as fast as anyone teaching a live class would like.The Hockey Connection Behind the SponsorshipScott is originally from Canada, and his love of hockey led him directly to the LA Kings, headquartered close to Fullerton.What started with the Kings' AHL affiliate, the Ontario Reign, grew into a full partnership with the NHL organization.One Piece of Advice for Anyone Starting From Nothing Scott's advice to new sales professors: find others doing interesting work and reach out. He's found the sales education community quick to help.He's actively recruiting more schools, judges, and student teams for the next competition."We wanted to create a competition that would provide access to students who don't go to a school with a sales program." — Dr. Scott HacheyResourcesConnect with Dr. Scott Hachey on LinkedInLearn more about the CSUF Sales Leadership Center and the Titan-Mania Virtual Sales CompetitionInterested in our courseware? Check out Professional Selling and Advanced Selling and Sales Management, built with StukentVisit the Sales 101 podcast website for more episodes
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  Stop Ghosting Your Customers: The Follow-Up Framework That Wins Referrals | John Rickgram - 41 02.09.2026 27min

  show notes
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  Step-by-Step Guide to Creating a College Sales Curriculum Your Students Will Love | Donald C. Kelly & Dr. BJ Allen - 40 26.08.2026 33min

  Have you ever tried to create a courseware for a sales class and just felt like you had no clue what to do?We've both been there.Knowing sales is one thing. Taking years of experience with prospecting, discovery, objections, and closing and turning all of that into a course students can actually follow is a completely different challenge.In this episode, Dr. BJ Allen and I sit down and work through the process together. We lay out four steps we would use to build a sales curriculum from the ground up, including some of the mistakes we've made along the way.Start With the Job You’re Preparing Students ForYou can’t teach everything about sales in one classroom. The first step is deciding what job you’re actually preparing your students to do.A course designed for BDRs and SDRs will need a different focus from one designed for account managers or sales executives.BJ explains how this decision helps professors narrow down their content instead of trying to fit years of sales experience into one semester.The goal isn’t to give students everything. It’s to give them enough to confidently take the next step.Build the Curriculum Around a Clear Sales ProcessA strong sales curriculum needs a foundation that gives students a clear path from one stage of the sales process to the next.Donald compares this foundation to the base of a barbecue sauce: once you have it, you can build everything else around it.The curriculum we built follows the sales pipeline, moving students from prospecting to discovery and through the rest of the sales process.BJ explains why taking pieces from different methodologies can create confusion when students don't understand how those pieces fit together.Sandler, MEDDIC, Challenger, and SPIN are discussed as examples of different approaches professors may use when building their foundation.Make Sales Education More PracticalSales is an applied discipline, so students need opportunities to practice what they learn instead of simply memorizing terminology.Guest speakers can bring industry experience into the classroom and give students another perspective on the concepts being taught.Role plays and case studies give students a chance to practice skills like prospecting, researching prospects, and handling real sales situations.One assignment used Apollo and LinkedIn to have students research companies, identify potential contacts, and create outreach sequences.One student used the assignment to reach out to someone in the industry and ultimately landed an internship.Turn Classroom Assignments Into Real Sales ExperiencePractical assignments can give students experience with the same tools and activities they'll encounter in an actual sales role.BJ shares an example that combines ICP research, prospect research, LinkedIn research, and video email into one assignment.Instead of treating each skill as a separate lesson, students have to connect the pieces and use them together.The approach also makes it easier for professors to see whether students understand the full sales process rather than just individual concepts.Even professors with limited resources can create meaningful practice through simple role plays, peer feedback, and real-world scenarios.Make Grading Easier Without Losing the PracticeOne of the mistakes new professors can make is creating assignments that are valuable for students but nearly impossible to grade efficiently.Clear grading criteria give students a better understanding of what they're expected to deliver and make the evaluation process more objective.The episode covers ways to build efficiency into grading, including teaching assistants, simulations, and assignments that test several skills at once.BJ also explains why professors need to think about the time required to grade an assignment before assigning it to an entire class.The Four Steps to Building a Sales CurriculumStep 1: Identify the job you're preparing students for.Step 2: Choose the foundation or sales process you'll build the curriculum around.Step 3: Bring real-world sales into the classroom through guest speakers, role plays, case studies, and practical tools.Step 4: Create assignments and grading systems that work for both students and professors.“They just need enough to get to the next step.” — Donald C. KellyWe also talk about the sales courseware we built, including digital videos and a simulation that gives students a chance to practice the sales process while making grading more manageable.If you're building a sales curriculum from scratch or trying to make an existing course more practical, listen to the full episode.ResourcesConnect with Patrick Carter on LinkedInInterested in our courseware? Check out Professional Selling and Advanced Selling and Sales Management, built with StukentVisit the Sales 101 podcast website for more episodes
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  This Is How You Open A Discovery Call | Donald C. Kelly & Dr. BJ Allen - 39 19.08.2026 25min

  Have you ever reached the middle of a sales call and realized you spent most of the meeting just trying to figure out what the buyer actually wanted?If the buyer isn't clear on why they're there, or the salesperson doesn't take control of the conversation, valuable time can disappear fast. And on a cold call, you may not even get enough time for a second sentence.In this episode, Dr. BJ Allen and I break down how to open discovery calls and prospecting calls with more clarity and relevance. We talk about setting the agenda, getting buyers prepared before the meeting, using trigger events to make cold calls more personal, and when social proof can actually help.Starting Discovery Calls With a Clear AgendaA discovery call should not take five or ten minutes just to figure out why everyone is there. The buyer should know the purpose of the meeting before it starts.A simple agenda can set the tone: why we're meeting, what we'll cover, and what we want to accomplish by the end.Asking the buyer if the agenda sounds right gives them ownership of the conversation instead of making them feel like they're there to be talked at.Coming prepared also gives you more time to focus on the customer's actual problem instead of explaining everything about yourself.Making the Buyer Part of the ConversationSending useful information before the call can help the buyer come prepared instead of expecting the salesperson to explain everything from scratch.A short self-serve demo can cover basic product information before the meeting, leaving more time to focus on the customer's specific use case.The goal is to make the conversation feel tailored to the buyer rather than like another standard sales presentation.Most importantly, the call should end with clarity about what happens next so neither side is left wondering where things stand.Using Trigger Events to Open Cold CallsA cold call becomes much stronger when there is a real reason for making it. A new sales leader, company expansion, acquisition, or new product launch can all create an opening.The trigger is only useful when it connects to a problem that person is likely dealing with.Instead of asking for ten seconds and launching into a pitch, lead with something that shows you understand what is happening in their world.That relevance can turn a cold call from a fishing expedition into a conversation worth having.When Social Proof Actually WorksSocial proof isn't automatically a good opener. The real question is whether the example is relevant to the person you're calling.A competitor's success can create that relevance and even introduce a sense of FOMO when the prospect is facing the same market pressure.AI can help sellers research competitors, case studies, testimonials, and other signals that reveal what matters to a prospect before making the call.The goal isn't to use AI to blast out another generic message. It's to use research to sound like someone who understands the customer's problem.“Use it to be able to make you sound as a consultant and as someone in tune with their problem.” — Donald C. KellyResourcesIf you're looking for sales courseware with an up-to-date textbook and an AI-based simulation, visit The Sales Evangelist.
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  How Do I Get Admin Buy-In Into Your Sales Program | Travis Simkins - 38 12.08.2026 28min

  You believe your students need a sales program. Your dean needs a different reason to say yes.That's the gap we dug into with Dr. Travis Simkins, Department Chair of Marketing, Entrepreneurship, Sales & Analytics at Southern Utah University. Travis took his department from two and a half faculty members to sixteen in under three years, and he walked us through exactly how he got administration to say yes to a new sales major.Why SUU Built a Sales Program Travis explains how marketing at SUU used to be folded into other departments, with almost no dedicated faculty.He read an article from the B2B Institute that changed his thinking. It argued the next hundred years of marketing would be built on B2B, not B2C.That idea became the pitch he used to convince the university to give marketing its own home.Turning a Minor Into the Fastest-Growing Program on Campus Travis walks through how the Mesa department combined marketing, entrepreneurship, sales, and analytics under one roof.He shares how COVID actually helped the case for a sales major, because it proved marketing and sales careers could work remotely and pay well.Within three years, the department grew from two and a half faculty members to sixteen.How to Sell a New Major to Administration Travis breaks down the two things that move a department chair or provost: hard numbers and education.He talks about showing administrators real job listings and real starting salaries, not just enthusiasm.We also talk about how sales skills transfer across industries once a student learns the fundamentals.Building a Pipeline of Students Travis explains how paid student "sales ambassadors" recruit other students into the major.He shares how SUU built concurrent enrollment agreements with local high schools, so students can earn college sales credit before they graduate.These recruiting efforts are what took the minor from 50 students to 75, and kept it growing.Bringing Industry Partners Into the Classroom Travis describes the sales advisory board SUU built, made up of paying industry professionals who help shape the curriculum.He talks about "Sales Never Fails," a campus competition that gets local and regional companies involved as judges and sponsors.He also shares why SUU built a sales psychology course after watching a talented graduate burn out within a year.Managing the Space Between Faculty and Administration Travis reflects on the hardest part of being a department chair: balancing what faculty need with what administration wants.His advice for professors pitching a new program: bring data, bring a plan for measuring success, and make the case in terms your dean already cares about."The nice thing about sales is you can learn to be a better salesperson. Once you learn how to be a good salesperson, you can sell anything in any industry if you're trained on the specific knowledge." — Dr. Travis SimkinsResourcesLearn more about the Marketing, Entrepreneurship, Sales & Analytics Department at Southern Utah UniversityConnect with Dr. Travis Simkins or find him on LinkedInExplore the courseware Donald and BJ co-authored: Professional Selling and Advanced Selling and Sales ManagementVisit the Sales 101 podcast website for more episodes
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  Students Still Have an Ugly Perspective of Sales | Farhad Sadeh - 37 05.08.2026 26min

  show notes
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  Everything You Need To Know About B2C vs B2B Sales | Patrick Carter - 36 29.07.2026 29min

  What’s the real difference between B2C and B2B sales? Do students need to go into B2B to build a successful career? And are we teaching the right principles for both?These are the kinds of questions sales professors face in the classroom, especially when many students start their careers in B2C roles.We invited Patrick Carter, a retail sales leader, to break it down. He shares how he’s building and leading successful B2C sales teams and what professors should be preparing students for in today’s sales environment.Meet Patrick Carter Patrick Carter is a sales leader and enablement strategist with over 20 years of experience building high-performing retail sales teams and driving revenue growth. He focuses on creating the systems, playbooks, and coaching structures that help sales organizations scale.He’s known for a coaching-first leadership style that builds trust, improves individual performance, and creates a culture where accountability and growth go hand in hand.Patrick operates at both the strategic and day-to-day level, developing the vision while staying close enough to execution to know when to step in and when to let his team take the lead.B2B vs B2C: What’s the Real Difference?At its core, retail is business to consumers. You’re selling directly to the end user. Sounds simple, but it’s not.The biggest difference comes down to speed. In B2B, you might have weeks or months to build relationships. In retail, you may have minutes. Customers often walk in knowing exactly what they want, which means the real skill is how you respond in that moment.You’re Not Just an Order TakerPatrick makes one thing clear. The website already has the information. Your role is to bring knowledge.That means asking better questions, understanding what the customer actually needs, and guiding them beyond what they came in for.Anyone can process a transaction. A real salesperson builds trust fast and adds value early.Where the Real Money HappensRetail sales can be more lucrative than most people think. With the right skillset and experience, income can grow significantly over time.But it’s not just about the first sale. It’s about relationships. When customers trust you, they come back. They bring others. And that’s where long-term success is built.If you’re teaching sales, this episode may challenge how you think about preparing students for the real world.“Your job isn’t to sell products. Your job is to bring knowledge. The website already has the information.” — Patrick CarterResourcesWant to learn more about B2C sales and how to apply it in your classroom or career? Connect with Patrick Carter on LinkedIn and follow his insights.Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.
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  We Brought Real Sales Leaders into Class…Here’s What Changed | Kim Rugerio - 35 22.07.2026 25min

  I’m sure you’ve realized by now that the real sales world and classroom sales are nowhere near the same. So, how can you help your students bridge that gap and prepare them to succeed in the field? To help answer this, we invited Kim Ruggerio, sales professor at Arizona State University (ASU). She’s here to share insights on transforming sales education and better equipping your students for the real world.Meet Kim Ruggerio Kim Ruggerio is a trailblazer in sales education with over four decades of experience at industry leaders like AT&T and Verizon. After a successful corporate career, she brought her expertise to academia and launched Arizona State University’s first professional sales class nearly 18 years ago.Known for her dynamic, student-focused teaching style, Kim emphasizes confidence, creative outreach, and practical skills while encouraging students to engage with industry professionals and build valuable connections.Building a Practical Sales Curriculum (00:02:23 - 00:03:40)Kim highlights the importance of bringing real-world experience into the classroom, creating a course that students consistently value for its practical approach.Overcoming Self-Doubt and Building Confidence (00:03:41 - 00:05:35)She addresses common “sales reluctance” and structures her teams so students gain confidence early by reaching out to senior executives for interviews.The Team Interview Project (00:05:35 - 00:07:12)Students work in groups to secure and interview senior sales leaders, while Kim guides them to ask creative, meaningful questions that go beyond the basics.Breaking Sales Stereotypes and Facing Challenges (00:07:15 - 00:10:00)She discusses how these projects shift students’ perceptions of sales and helps them overcome confidence and outreach anxiety to be ready for real-world selling.Success Stories: Unique Interview Wins (00:10:07 - 00:12:56)Kim shares standout student achievements, including interviews and live performances with executives at major companies, some leading directly to job offers.The Power of Creative Outreach (00:12:56 - 00:15:12)She emphasizes research, personalization, and preparation, showing how thoughtful outreach leads to stronger connections and real opportunities.Research Techniques for Reaching Executives (00:15:13 - 00:17:24)Kim explains how students can use LinkedIn, company resources, and in-depth questions to go beyond information easily found online.Involving Industry Leaders in the Classroom (00:17:26 - 00:22:12)She highlights the value of advisory boards and guest speakers in providing mentorship, networking, and job opportunities for students.Preparing Students for Real-World Sales Careers (00:22:13 - 00:26:02)Kim shares examples of how her outcomes-focused approach results in career opportunities and executive-level connections for students.Key Lesson: Don’t Be Afraid to Aim Higher (00:24:02 - 00:26:07)She recounts a student’s interaction with a sales VP who encouraged them to reach out directly to the CEO, reinforcing the importance of aiming higher in professional ambitions.“If you’re not prepared to have a proper conversation with a client, you’re doing both yourself and your customer a disservice.” – Kim RuggerioResourcesReach out to Kim Ruggerio on LinkedIn, or send her an email at [email protected].
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  How to Design Sales Courses that Actually Prepare Students for the Field—Not Just the Final Exam | Rich Kuzmeski - 34 15.07.2026 21min

  In this video, we sit down with Rich Kuzmeski to discuss his passion for sales and teaching. As a seasoned sales professional, Rich shares insights from his extensive experience in the field, offering valuable perspectives on how to sell effectively. This discussion is a must-watch for anyone interested in a sales career, providing foundational knowledge for sales success.We delve into how educators can actively prepare students for real-world sales challenges, moving beyond rote memorization and final exams. Rich Kuzmeki shares invaluable insights into experiential learning strategies that facilitate student success, enhancing both confidence and competency in the field of sales.Creating Engaging Role Plays for Practical Learning1. Role plays designed to mirror real-life scenarios empower students to create their own scripts, fostering ownership and individual learning. 2. Students research various industries thoroughly, refining their understanding and relevant questioning techniques necessary for success in sales. 3. Structured role plays focus on the discovery call process, allowing students to practice asking impactful questions rather than simply pitching a product. The Importance of Listening and Discovery in Sales1. Students often struggle with the fear of silence during sales calls, making it crucial to build their comfort with open-ended questioning and attentive listening. 2. Emphasizing a 70/30 listening-to-talking ratio teaches students that effective selling is rooted in understanding customer needs rather than just presenting. 3. By structuring prompts to encourage follow-up questions, students learn to drive conversations deeper, uncovering critical insights necessary for making meaningful connections. Extending Learning Beyond the Classroom1. Participation in internal and external sales competitions provides students with hands-on experiences that translate classroom knowledge into actionable skills in real-world situations. 2. Establishing connections with industry representatives and creating opportunities for networking prepares students for internships and jobs after graduation.3. Achievements in competitions bolster student resumes while enhancing the overall credibility of the sales program, attracting more prospective students and professionals to engage. Homework Challenge or Action Steps1. Challenge students to design their own sales role play based on a chosen industry, incorporating both questions and anticipated answers to practice smooth dialogue.2. Encourage educators to implement experiential learning techniques, such as guest speakers and live events, to enrich the educational experience beyond textbooks. "Be honest. It's way easier to remember the truth than it is to remember what you may or may not have made up." -Rich Kuzmeki.Timestamps00:00 - Introduction 01:20 - The Role of Role Plays in Sales Education 12:15 - Overcoming Challenges in Role Plays 22:30 - Extending Learning Through Competitions 34:40 - Closing Thoughts and Key Takeaways Resources● [Oklahoma State University Sales Center](https://business.okstate.edu/sales) ● [Sales Competitions Overview](https://business.okstate.edu/sales/competitions) Subscribe to our SubStack for more sales insights and assignments - https://sales101b2bsalesclassroom.substack.com/CreditsProduced by bluëmango | STUDIOS. Music by SoundStripe. Thanks for tuning in!
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  The Difference Between a Complaint vs. An Objection | Donald C. Kelly & Dr. BJ Allen - 33 08.07.2026 15min

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  How To Have Difficult Sales Conversation as a New Seller | Donald C. Kelly & Dr. BJ Allen - 32 01.07.2026 22min

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  Stop Selling, Start Connecting | Tammy Katuin - 31 24.06.2026 27min

  Sales is not just about closing deals. At its core, it is about building genuine connections and lasting relationships. Joining us is Tammy Katuin, a sales professor at Valley City State University, to share how she is helping students develop networking skills, build authentic relationships, and create a strong foundation for long-term success in sales.Meet Tammy KatuinTammy Katuin is an educator and sales professional at Valley City State University, where she teaches sales and consumer behavior with a focus on relationship building and authenticity. Drawing from her extensive sales experience, she helps students understand that lasting success comes from serving others and building genuine connections rather than simply closing deals. Through hands-on networking opportunities, mentorship, and career development tools like LinkedIn, Tammy is dedicated to preparing students for meaningful and successful careers.Why Relationships Matter in SalesTammy shares why the most effective sales professionals focus on helping people rather than simply closing deals, creating trust that extends far beyond a single transaction.She explains how genuine care and consistent follow-through are what separate great salespeople from the rest.Teaching Trust and AuthenticityOne aspect students often struggle with is building trust. Tammy discusses how she helps students develop confidence through networking opportunities, hands-on experiences, and meaningful conversations that push them outside their comfort zones.By modeling authenticity and investing in her students' success, she demonstrates the type of relationship-focused approach that leads to lasting professional growth.Balancing Technology and Human ConnectionTechnology continues to change the sales landscape, but the importance of human connection remains constant. The discussion explores how tools like AI and LinkedIn can support relationship-building efforts while reinforcing that trust, authenticity, and genuine engagement cannot be automated. Success comes from using technology to strengthen connections, not replace them.The Foundation of Lasting SuccessTrust is the foundation of every successful relationship. Whether working with clients, colleagues, or future employers, being reliable, open-minded, and genuinely invested in others creates opportunities that extend far beyond a single sale. The result is a sales approach built on connection, credibility, and long-term success."If you are in it for the long haul, then relationships are what you need to make so that you can get ongoing business from your clients, not just that one off." - Tammy KatuinResourcesProfessors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.If you’re interested in learning from Tammy Katuin you can find her on LinkedIn.
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  Turning Your Sales Program Into a Business Magnet | Rob Hammond - 30 17.06.2026 24min

  How can you get companies genuinely excited about partnering with your sales program? Rob Hammond, Director of the Center for Marketing and Sales Innovation at the University of South Florida, joins us to share how he builds meaningful partnerships between universities and businesses. Instead of treating companies as sponsors or one-time recruiters, he encourages educators to see them as long-term partners who actively contribute to student growth, workforce readiness, and lasting industry impact.Meet Rob Hammond Rob Hammond leads the University of South Florida sales program as Director of the Sales and Marketing Innovation Center.After a long career in industry, he brings a practical, product focused approach to sales education. He builds experiential learning opportunities, including top college sales competitions and strong business partnerships. His philosophy centers on real world connections between students and companies, helping students gain experience while organizations build lasting relationships and brands through meaningful campus engagement.Start with Your Value PropositionA key idea from this conversation is the importance of clearly defining the value of your program. Rob explains that students are the product, and employers are looking for graduates who can contribute from day one. When you communicate that value effectively, it becomes much easier to attract business partners who want to engage with your program.Create Opportunities for ConnectionRob also shares practical ways to connect students with employers through networking events, classroom visits, internships, sales competitions, and company site visits. These experiences allow students to apply what they learn in the classroom while helping employers build relationships with future talent. He refers to these interactions as “micro-collisions” that often lead to meaningful opportunities for both students and companies.Focus on Partnerships, Not TransactionsRob reminds us that successful programs are built on partnerships, not hiring quotas.Instead of focusing on how many students companies hire, the emphasis should be on helping organizations build their brand on campus and form genuine connections with students who are interested in their mission.“You have a high-quality product. Be unapologetic about it.” — Rob HammondResourcesProfessors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.Connect with Rob Hammond on LinkedIn to follow his work in sales education and university–industry partnerships, or reach out directly via email at [email protected].
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  Before You Can Sell, You Must Know Yourself | Cheryl Parks - 29 10.06.2026 28min

  What if success in sales starts long before your first prospect call? Before mastering sales techniques, Cheryl Parks believes professionals must first understand who they are. She joins us to explore how self-awareness, personal strengths, and identity influence long-term success in sales.Meet Cheryl ParksCheryl Parks is a revenue growth advisor, sales leader, and strategic operator who helps founders, executives, and sales teams navigate growth with greater clarity, confidence, and execution. With more than 30 years of experience in B2B enterprise sales, she has sold over $25 million into Fortune 1000 organizations and coached leaders to achieve multi-million-dollar outcomes.Known for her journey from "the shyest girl in the room" to trusted advisor, Cheryl brings a practical, human-centered approach to sales and leadership. She helps organizations identify revenue opportunities, align teams, improve decision-making, and build scalable sales systems without sacrificing trust or connection.As Chief Revenue Officer at Digital Factory and founder of The Sales Growth Advisor, Cheryl works at the intersection of revenue strategy, leadership alignment, and AI-powered business transformation. She views AI as a tool that enhances human judgment, focus, and performance rather than replacing authentic leadership.Today, Cheryl speaks on sales, leadership, AI adoption, and revenue growth, helping professionals build sustainable, high-trust approaches to success in a rapidly changing business landscape.Sales Success Starts with Self-AwarenessCheryl shares practical ways students and new sales professionals can identify their strengths, personality traits, and selling style. From relationship-focused sellers to transactional sales experts, she explains why there is no single path to success in sales.We also explored how tools such as CliftonStrengths, DISC, Enneagram, Myers-Briggs, and even AI can help individuals better understand where they fit within the sales profession.Developing the Seller You Want to BecomeOne of Cheryl's most powerful messages is the importance of intentionally creating your future identity. Instead of "fake it until you make it," she advocates for acting like the person you aspire to become while remaining authentic.She also discusses the value of mentors, personal mantras, continuous learning, and surrounding yourself with positive influences that support your growth.Navigating Setbacks and GrowthSales careers come with challenges, rejection, and periods of self-doubt. Cheryl offers practical advice for evaluating setbacks, assessing your skills and motivation, and identifying when it's time to pivot, improve, or set new goals."Sales completely changed my life, literally. It helped me move forward and grow." — Cheryl ParksResourcesProfessors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.Interested in developing your sales skills or growing your business? Reach out to Cheryl Parks and connect with her on LinkedIn for practical advice on sales, leadership, and personal growth.
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  What Is The Shadow Discovery Meeting & How You Should Teach It? | Donald C. Kelly & Dr. BJ Allen - 28 03.06.2026 20min

  Salesforce found that 80% of customers feel salespeople don’t bring enough value to the buying process. At the same time, most sellers think the deal keeps moving forward once the discovery call ends.What many fail to realize is that the real conversations are often happening behind the scenes. That’s why Dr. BJ Allen and I are breaking down the concept of the “shadow discovery” and how professors can better prepare students for the realities of modern enterprise selling.The Reality of Modern Buying CommitteesEnterprise selling has become far more complex than it used to be. Buying committees now often involve 8 to 11 stakeholders, and not every influential voice is officially part of the decision-making team.We also explain how buyers are doing more independent research before ever speaking with salespeople. Between AI tools, online reviews, and peer recommendations, many prospects already have strong opinions before the first sales conversation even happens.What Is A Shadow Discovery?A shadow discovery is the internal conversation prospects have when the salesperson is no longer in the room.These conversations can happen in meetings, Slack messages, Teams chats, or side conversations between executives after a discovery call. One negative opinion or unanswered concern during those moments can quickly stall a deal.Dr. Allen explains why students need to understand that selling is no longer just about the conversation happening directly with the prospect. It’s also about preparing for the conversations happening behind closed doors.How To Better Prepare Students For Enterprise SellingWe also share strategies professors can teach students to help them navigate modern buying committees more effectively.This includes identifying true internal champions, creating tailored content for different stakeholders, using business acumen to align with executive priorities, and helping champions confidently communicate value internally.Role plays and real-world sales scenarios can also help students better understand how multi-threading and internal selling actually work during complex deals.“Shadow discoveries are happening. It's a constant piece of the conversation and we need to make sure we're ready for it.” — Donald C. Kelly“Shadow discoveries influence purchasing decisions, and they’re problematic because the salesperson isn’t there.” — Dr. BJ AllenResourcesConnect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to continue the conversation or share how you're applying these strategies in your classroom.
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  Before You Teach Sales This Semester, Listen to This | Donald C. Kelly & Dr. BJ Allen - 27 27.05.2026 20min

  What actually makes a sales class effective? Is it the lectures, the role plays, the assignments, or the real-world experience students walk away with?We’re breaking down how sales professors can better prepare for the next semester by creating a more practical and engaging learning experience for students. We also share how professors can better understand which lessons actually prepare students for real sales roles.Why Student Feedback Matters More Than You ThinkOne strategy you can try is giving students an assignment at the end of every semester where they explain the four most important things they learned in class and how they plan to apply those lessons in their careers.That feedback can help identify which concepts students actually find useful in the real world and which topics may need to be adjusted or removed.Dr. Allen also shares how often students mentioned time management and planning as lessons that had a major impact on them. While it may not seem like the most exciting topic, students repeatedly shared how helpful those planning strategies became in preparing them for real sales roles.Building a More Practical Sales ClassroomWe also share some of the challenges professors face when trying to balance academic concepts with practical sales training.Using role plays, prospecting exercises, and LinkedIn outreach activities can give students hands-on experience and help them better understand how sales actually works outside the classroom.Creating an effective sales class also means reducing the workload for professors while still giving students a personalized learning experience.Lesson plans, activity banks, simulations, grading tools, and role play exercises can make a major difference for professors teaching sales for the first time.How AI Is Changing Sales EducationDr. Allen explains how AI role play tools now allow students to practice discovery calls, receive instant feedback, and improve their skills in a low-pressure environment.Instead of relying only on live role plays or manual grading, AI simulations can create more consistency, repetition, and flexibility for both students and professors.“There’s nothing like having students tell you what they actually found useful for their career.” — Dr. BJ Allen“Hands-on activities help students better understand how sales actually works outside the classroom.” — Donald C. KellyResourcesProfessors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.Interested in bringing AI role plays and sales simulations into your classroom? Try Copient AI.For additional sales education content, listen to The Sales Evangelist.Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to continue the conversation or share how you're applying these strategies in your classroom.