Sales 101: The B2B Sales Classroom

show notes

show notes

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 Katuin Tammy Katuin is an educat...

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...

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 Parks Cheryl Parks is a revenue growth advisor, sales leader, and strategic operator who helps f...

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 professor...

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...

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 Castleman Cherily...

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 Education AI is not just a trend. It is already shaping how sales professionals work every day. The challenge for profes...

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 Problem Thanks to technology, buyers now have a world of information at their f...

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...

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 Wood Joseph is a former Sales Society collegiate competition winner and President, now a full-...

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 Out Charlie explains, it’s not jus...

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 Ever Breaking through the noise in today’s sales world i...

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 Paesbrugghe Bert Paesbrugghe is a sales expert, author, and educator based in Paris....

Yes, you know you should teach cold calling, how to ask probing questions, and all of the classic sales techniques. But there are hidden topics managers wish professors taught before students enter the industry. Today, we’re sharing three of them so you can better prepare your students for the sales profession. Mastering Time and Planning One of the most consistent themes was time management. Mana...

We spend a lot of time teaching salespeople how to ask great questions. But many still miss the difference between uncovering a need and understanding what a prospect already wants. We’re going over how to teach students to ask better diagnostic questions so they can recognize the difference. Needs vs Wants If a customer is early in their journey, they may need help uncovering the problem. But if...

Are we preparing students for what hiring managers actually look for today? Traditional approaches can set graduates up for unnecessary hurdles when classroom learning isn’t connected to real-world expectations. Joining us in this episode is Professor Greg Zippi, who shares his journey into sales education and why he built his curriculum on research-based methods to better prepare students for tod...

One of the biggest worries students face is whether they will be able to get a job after graduation. How can you help ease their concerns? In this episode, we share how professors can teach their students to sell themselves and land jobs more effectively on LinkedIn. Crafting a Standout LinkedIn Profile Branding matters more than ever. When recruiters visit LinkedIn profiles, they want to see a co...

You want to teach a specific sales theory in your classroom but aren’t sure how students can apply it in the real world? Joining me in this episode is Pramit Banerjee, a Missouri Western State University sales professor, to share how he builds his sales curriculum to give students the hands-on experience they need. Oh, and sorry, BJ missed this episode. He was in Florida for a sales competition !...

You can’t go into sales with just any mindset. If your students’ mindset is to join the industry only for the money, they may not make it very far. How can professors help students develop the right sales mindset before their first role? Dr. BJ Allen and I are going to tell you how in this episode. Fixed vs. Growth Mindset: Why It Matters BJ opens by pointing out that sales is tough. Students and...

AI has made many changes within the sales industry, including the SDR role. Those in the role will need to focus more on personalization over sequences, but how? Joining us for this episode is Kristie Jones, author and sales professional, to answer that question. She also shares how forward thinking sales education is adapting to keep up with tech savvy and highly informed buyers. From Process to...

No one likes role playing, but it is a necessary part of becoming a successful seller. The good news is there are ways to make it more fun and engaging for students. In this episode, BJ Allen and I share practical tactics to help students get more comfortable with role playing and show professors how to turn it into a meaningful learning experience. Why Role Plays Matter Even though students may r...

After our last conversation on sales competitions, we decided to invite someone who is often behind the scenes of them. In this episode, Detra Montya, a sales professor at Arizona State University, joins us to share what it really takes to pull sales competitions together. She also offers coaching tips for professors on helping students work through challenges, along with useful tools to prepare f...

Did you know that sales reps spend 60% of their day on tasks that don’t directly generate revenue? Much of this time is eaten up by planning and other non-sales activities.  In this episode, BJ and I discuss how sales professors can teach students to plan their day effectively. This helps them stay productive and focus on the activities that drive results. Why Planning Matters ·  In...