Sales 101: The B2B Sales Classroom

Épisodes

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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 kim.ruggerio@asu.edu.
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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 rwhammond@usf.edu.
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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.
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  Stop Teaching AI Tools...Do This Instead! | Cherilynn Castleman - 26 20.05.2026 22min

  How do you teach students to actually use AI effectively instead of just relying on random tools and prompts? We invited Cherilynn Castleman, a sales consultant and professor at Harvard University, to discuss how AI is reshaping sales education. She explains why professors should focus less on specific platforms and more on helping students develop true AI fluency.Meet Cherilynn CastlemanCherilynn Castleman is a sales consultant, AI strategist, and professor at Harvard University, where she teaches courses focused on AI adoption and AI fluency in sales.She helps sales professionals and organizations understand how to integrate AI into modern sales workflows while still building authentic human connection. Through her teaching, consulting, and content, Cherilynn focuses on helping people move beyond simply using AI tools and instead develop the confidence and clarity needed to succeed in an AI-driven sales environment.Why AI Fluency Matters More Than Learning ToolsOne of the biggest points Cherilynn shares is how quickly AI tools are changing. She explains that between 50 to 100 new AI sales tools are entering the market every single week. That means professors cannot realistically keep up by teaching tools alone.Instead, students need to understand how to think with AI, communicate with it effectively, and integrate it into their sales workflow.Cherilynn compares AI fluency to learning a second language. At first, it feels uncomfortable, but over time students develop confidence and clarity in how to use it naturally.Why Companies Are Struggling With AIEven though companies are heavily investing in AI, many are still not seeing results.Cherilynn shares that global AI spending is projected to reach $2.5 trillion in 2026, growing 44% year over year. Yet according to MIT research, 95% of organizations report seeing little to no ROI from their AI implementation.The reason? Most companies are focused on tools instead of teaching people how to actually use AI strategically.How AI Can Make Students Better SellersOne of the most interesting parts of the conversation focused on how AI can help students become stronger communicators and better sales professionals.Cherilynn explains how students can use AI to:personalize outreach fasterimprove discovery questionsresearch prospects and industriescreate stronger points of viewidentify weaknesses in their sales processInstead of replacing sellers, AI helps elevate them.Teaching Students to Build Better Buyer RelationshipsCherilynn also shares how AI can help students create stronger emotional connections with buyers by improving the quality of their discovery questions.She explains that 87% of B2B buyers want sales professionals to show up as trusted advisors. AI can help students prepare better questions, understand customer challenges, and communicate more strategically during conversations.“AI can help you build trust by improving the questions you ask and strengthening your connection with buyers. Develop a POV because your point of view is how you show up.” — Cherilynn CastlemanResourcesWant to learn more about AI fluency and the future of sales education? Connect with Cherilynn Castleman on LinkedIn and follow her insights on how AI is reshaping the way sales professionals learn, sell, and build stronger customer relationships.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.
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  The Best Way To Utilize AI In Your Sales Class | Donald C. Kelly & Dr. BJ Allen - 25 13.05.2026 15min

  Over the last few years, AI has made its way into everything. So how do you actually bring it into your sales classroom in a way that prepares students for the real world? We partnered with Stukent to show you how to use it for roleplay in the classroom.Why AI Is Changing Sales EducationAI is not just a trend. It is already shaping how sales professionals work every day. The challenge for professors is figuring out how to bring that into the classroom in a way that feels practical and relevant.This is where AI roleplay comes in. Instead of relying only on student to student practice, professors can now create more realistic selling environments.Making Roleplay Feel RealOne of the biggest challenges in teaching sales is making roleplay feel authentic. Students know when it is just practice.With AI, that changes. The buyer responds in real time, asks questions, and even pushes back like a real prospect would.That means students are not just memorizing scripts. They are learning how to think, adapt, and respond in the moment.Better Experience for Students and ProfessorsAI roleplay does not just help students. It also makes things easier for professors.Instead of reviewing every interaction, AI can handle feedback and evaluation, reducing workload while still giving students a high quality experience.It also removes bias and creates a more consistent learning environment.Preparing Students for the Real WorldThe goal is simple. Help students feel what real selling is like before they step into their first role.With AI, you can adjust difficulty levels, simulate different buyer personalities, and create scenarios that reflect real sales conversations.“One of the best things about AI roleplay is you can adjust the difficulty. For beginners, it can be simple, but at advanced levels, it feels real. I’ve seen it hang up on students within 20 seconds, just like real life.” — Dr. BJ Allen ResourcesConnect 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.Learn how you can bring AI into your classroom and more about Stukent here.
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  The Secret to Winning Deals Before Your Competitors Know There’s a Need | Donald C. Kelly & Dr. BJ Allen - 24 06.05.2026 20min

  Buyers are making decisions before they ever talk to a seller. If your students are not part of that process, they are already out of the running. How do you teach them to become the go-to seller in today’s buyer journey? We’re breaking down three strategies to help them stand out and stay top of mind.The Modern Sales ProblemThanks to technology, buyers now have a world of information at their fingertips. They are researching solutions, comparing options, and forming opinions long before they ever speak to a seller.By the time a conversation happens, many have already made internal decisions or narrowed their shortlist. If your students are not part of that early research phase, they are already at a disadvantage.It gets even tougher with Requests for Proposals (RFPs). Many are built around the features of a preferred solution or based on templates from past vendors, which quietly limits opportunities for new sellers to compete.Classroom Implementation StrategiesSo how do you actually prepare students for this shift? It starts with helping them show up earlier in the buyer’s journey.Build Subject Matter Expertise: Encourage students to use LinkedIn as more than a place for cold outreach. When they consistently share insights and engage with industry content, they start to build a presence. Over time, they become someone buyers recognize and trust before a conversation even happens.Bring the Buyer Into the Classroom: Let students hear directly from buyers. Invite guest speakers who can walk through how decisions are really made, who is involved, and what their research process looks like. It gives students a clearer picture of what is happening behind the scenes.Strengthen Discovery Skills: Teach students how to ask better questions during discovery. The goal is to understand what the buyer actually values and whether they have already been influenced by another solution. When students can uncover that early, they can position themselves more effectively without putting down the competition.“In this era, it’s no longer about being the best. It’s about being the best known in your space.” — Donald C. Kelly“It’s great for buyers to have context around what’s happening before they engage.” — 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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  Everything You Need To Know About B2C vs B2B Sales | Patrick Carter - 23 29.04.2026 28min

  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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  How My College Sales Program Prepared Me To Work At Gong.io! | Joseph Wood - 22 22.04.2026 23min

  What does it take to turn classroom learning into real sales results? Joseph Wood shares how the BYU sales program helped launch his career at Gong.io, where he quickly moved from BDR to Account Executive. He shows how the right mix of education and experience can help you scale in B2B sales.Meet Joseph WoodJoseph is a former Sales Society collegiate competition winner and President, now a full-time Account Executive at Gong.io and part-time founder.He enjoys training in Jiu Jitsu so he can continue defeating his five younger brothers in wrestling matches.Happily married and always ready to nerd out about business and entrepreneurship.How Sales Education Builds Real SkillsJoseph didn’t initially plan on a sales career. But once he was exposed to it, everything changed. Through role plays, practical exercises, and learning how to think persuasively, he developed skills that translated directly into the real world. Sales education gave him a strong foundation, but applying those skills in the workforce made the difference.Why Sales Clubs and Competitions MatterThe classroom introduced sales, but hands-on experience built confidence. Sales competitions and networking opportunities helped Joseph sharpen his skills and connect with companies. Winning early gave him proof that he could succeed, while consistent exposure helped him understand what a career in sales actually looks like.Lessons Learned in the Real WorldTransitioning into a full-cycle sales role came with new challenges. Managing deals, identifying decision-makers, and controlling the sales process were skills developed on the job. Joseph talks about the importance of strong discovery and understanding every stakeholder involved in a deal.The Mindset That Drives Long-Term SuccessSales is a long-term game. Early in his career, fear of failure held him back. Now, he sees failure as part of growth. With the right skill set and persistence, opportunities will always follow.“Realizing that sales is a marathon and not a sprint helped me see that it’s okay to fail and mess up because there will always be another opportunity. I used to be afraid of failure, but now I understand that with a strong skill set, you will always find a way to provide value.” - Joseph Wood ResourcesFind Joseph Wood on LinkedIn to learn more about his journey into B2B sales.Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.
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  How Using Videos Can Help Sellers Stand Out | Charlie Crump - 21 15.04.2026 33min

  There’s no way around using video to attract prospects today. But there’s a certain way you have to do it if you want to stand out.We invited Charlie Crump, a BYU-Idaho sales professor and executive, to share how he’s teaching his students to use video to their advantage. He also shares LinkedIn tips and gives insight into his sales program.Using Video to Stand OutCharlie explains, it’s not just about using video. It’s about how you use it. When you use it the right way it adds a personal touch that grabs prospect’s attention. Charlie walks through how students can use tools like video messaging to connect with prospects in a more direct way. Instead of sending long emails, they focus on short, clear messages that feel natural and personal.The goal is not perfection. It’s authenticity. Students are encouraged to keep it simple, stay real, and focus on delivering a clear message instead of overthinking the process.Building a Personal Brand on LinkedInBeyond video, Charlie emphasizes the importance of building a presence on LinkedIn.Students are required to post consistently, connect with others, and start building their network early.It’s not just about what you know anymore. It’s about how well people know you.Creating content and engaging with others helps students stand out when it’s time to look for opportunities.Authenticity Is What Sets You ApartSales is not about being pushy or transactional. It’s about building trust. You can build this trust all by being authentic. Charlie teaches his students that being honest, ethical, and focused on helping others will always lead to better long-term success.“With AI, personalized messaging, and simulations that allow reps to practice over and over, we’re seeing a whole new level of mastery. It’s an exciting time to be in sales.” — Charlie CrumpResourcesWould you like to test out your video message with Charlie Crump? Connect with him on LinkedIn or send him an email at crumpc@byui.edu. Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.
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  Should I Teach Sales Navigator In My Class? | Donald C. Kelly & Dr. BJ Allen - 20 08.04.2026 17min

  Students are far better prepared when they get hands-on experience with sales tools before entering the workforce. Without it, building a pipeline can feel challenging. That’s why we’re encouraging you to bring LinkedIn Sales Navigator into the classroom and showing you how to introduce it in a practical way.Why Sales Tools Matter More Than EverBreaking through the noise in today’s sales world is not easy. Buyers are overwhelmed, competition is high, and traditional outreach is not as effective as it used to be. That is why tools like LinkedIn Sales Navigator have become essential for modern sales professionals.If you want to compete, you need to know how to find and connect with the right people.What Sales Navigator Actually DoesLinkedIn Sales Navigator is more than just LinkedIn. It is a tool designed to help you identify prospects, build targeted lists, and engage with the right individuals inside organizations. Instead of guessing who to reach out to, you can filter by role, company size, location, and even activity level. This allows you to move from random outreach to a more focused and strategic approach.From Broad Lists to Qualified ProspectsOne of the biggest advantages of Sales Navigator is how it helps you narrow your focus.You can start with hundreds of companies, then filter down to decision makers who are new in their roles, active on LinkedIn, and aligned with your ideal customer profile.You can prioritize the people most likely to engage and take action.Turning Insights Into ConversationsSales Navigator also gives you real time insights. You can see when prospects change jobs, post content, or engage on the platform. These moments create natural opportunities to start conversations and build relationships. It is not just about finding leads, it is about knowing when and how to engage.Why This Belongs in the ClassroomSales today is not just about communication skills. It is about knowing how to use technology to work smarter, build pipelines, and drive results from day one. Learning this early can set your students apart immediately.“Sales Navigator helps you move from guessing who to target to knowing exactly who to reach out to.” – Donald Kelly“Students who understand the sales tech stack have a major advantage when they enter the workforce.” – Dr. BJ AllenResourcesConnect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.
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  The Future of Sales Education Starts With The Buyer | Bert Paesbrugghe - 19 01.04.2026 37min

  Does the European Union have formal sales education? Sales isn’t just a U.S. conversation, it’s happening across the world. That’s why we invited Bert Paesbrugghe, a French author and sales professor, to share how Europe approaches sales education, including programs that go as far as a master’s degree.Meet Bert PaesbruggheBert Paesbrugghe is a sales expert, author, and educator based in Paris. He teaches sales and purchasing at Iéseg School of Management, where he is also helping shape the next generation of sales professionals.Through his teaching, writing, and work with businesses, Bert has played a key role in advancing sales education across Europe. This includes helping develop formal programs like master’s degrees in sales.Sales Education Is Evolving Quickly in EuropePaesbrugghe shares how the shift is being driven by companies that need more advanced sales talent. This pushes universities to move from offering no sales courses to building full master’s programs.While U.S. schools openly promote sales programs, European institutions have traditionally been more reserved. In many cases, they position sales under areas like negotiation to attract students.Even with fewer established programs, European schools are often quicker to adapt. This is largely due to close collaboration between universities and the business world.How Sales Is Being Repositioned for Today’s StudentsOne of the biggest challenges is changing how people view sales. Many students still associate sales with outdated roles like door-to-door selling or entry-level retail positions.To attract top talent, programs are reframing sales as business development, account management, or international negotiation.As more graduates enter high-paying roles in tech sales, peers are starting to see sales as a path to both financial success and a high-quality lifestyle.Understanding How Buyers Actually OperatePaesbrugghe emphasizes that sellers and purchasers often think very differently, and that gap can make or break a deal.Large organizations are managing thousands of suppliers at once, which forces procurement teams to prioritize business continuity and streamline decisions.Many sellers attempt to bypass them, but that often creates friction and leads to tougher negotiations or lost deals.Why follow the platinum rule? When you treat others how you want to be treated, it helps build trust and make complex buying processes much smoother.“Sellers are from Mars and purchasers are from Venus. Despite their differences, they’re both working toward the same goal: a lasting relationship.” — Bert PaesbruggheResourcesFor more insights into the buyer's perspective and Bert’s research, check out his book, The Buyer’s Balance. Connect with Bert Paesbrugghe on LinkedIn to discuss the insights from his book or this episode.To learn how to better manage your customer experience and supplier relationships, visit EvaluationHub.