Sales 101: The B2B Sales Classroom
Sales 101: The B2B Sales Classroom helps college professors teach sales with confidence by bringing the latest insights from industry leaders, students, and educators. Hosted by Donald C. Kelly and Dr. B.J. Allen, co-authors of Professional Selling and Advanced Selling published by Stukent and used in over 90 universities, the show delivers ready-to-use assignments, strategies, and real-world examples to assist professors as they equip the next generation of sales professionals.
Episodes
What Sales Leaders and Recruiters Look For When Hiring Sellers | Donald C. Kelly & Dr. BJ Allen - 46
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
From Keurig to The Classroom: Three Things Students Must Know About Professional Selling | Christopher Stevens - 45
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 t
The Simplified Way To Manage Deals For New Sellers | Donald C. Kelly & Dr. BJ Allen - 44
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 ma
From VHS to ChatGPT: How Mike Martin Uses AI to Teach Real Sales Conversations | Michael Martin - 43
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
No Travel Budget, No Problem: How Virtual Sales Competitions Open Doors | Scott Hachey - 42
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 r
Stop Ghosting Your Customers: The Follow-Up Framework That Wins Referrals | John Rickgram - 41
show notes
Step-by-Step Guide to Creating a College Sales Curriculum Your Students Will Love | Donald C. Kelly & Dr. BJ Allen - 40
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 throu
This Is How You Open A Discovery Call | Donald C. Kelly & Dr. BJ Allen - 39
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
How Do I Get Admin Buy-In Into Your Sales Program | Travis Simkins - 38
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
Students Still Have an Ugly Perspective of Sales | Farhad Sadeh - 37
show notes
Everything You Need To Know About B2C vs B2B Sales | Patrick Carter - 36
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 an
We Brought Real Sales Leaders into Class…Here’s What Changed | Kim Rugerio - 35
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 r
How to Design Sales Courses that Actually Prepare Students for the Field—Not Just the Final Exam | Rich Kuzmeski - 34
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 educato
The Difference Between a Complaint vs. An Objection | Donald C. Kelly & Dr. BJ Allen - 33
show notes
How To Have Difficult Sales Conversation as a New Seller | Donald C. Kelly & Dr. BJ Allen - 32
show notes
Stop Selling, Start Connecting | Tammy Katuin - 31
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
Turning Your Sales Program Into a Business Magnet | Rob Hammond - 30
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
Before You Can Sell, You Must Know Yourself | Cheryl Parks - 29
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 fou
What Is The Shadow Discovery Meeting & How You Should Teach It? | Donald C. Kelly & Dr. BJ Allen - 28
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
Before You Teach Sales This Semester, Listen to This | Donald C. Kelly & Dr. BJ Allen - 27
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
Stop Teaching AI Tools...Do This Instead! | Cherilynn Castleman - 26
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
The Best Way To Utilize AI In Your Sales Class | Donald C. Kelly & Dr. BJ Allen - 25
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 professo
The Secret to Winning Deals Before Your Competitors Know There’s a Need | Donald C. Kelly & Dr. BJ Allen - 24
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 fin
Everything You Need To Know About B2C vs B2B Sales | Patrick Carter - 23
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 an
How My College Sales Program Prepared Me To Work At Gong.io! | Joseph Wood - 22
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-ti
How Using Videos Can Help Sellers Stand Out | Charlie Crump - 21
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 a
Should I Teach Sales Navigator In My Class? | Donald C. Kelly & Dr. BJ Allen - 20
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
The Future of Sales Education Starts With The Buyer | Bert Paesbrugghe - 19
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
3 Sales Topics Managers Wish Professors Taught More Often | Donald C. Kelly & Dr. BJ Allen - 18
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 PlanningOne of the most consistent themes was time management. Manage
The "Needs Vs. Wants" Sales Discovery Fallacy | Donald C. Kelly & Dr. BJ Allen - 17
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 WantsIf a customer is early in their journey, they may need help uncovering the problem. But if th
What Hiring Managers Wish Sales Professors Knew | Greg Zippi - 16
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
What Every Student Needs To Do On LinkedIn To Land A Job! | Donald C. Kelly & Dr. BJ Allen - 15
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 ProfileBranding matters more than ever. When recruiters visit LinkedIn profiles, they want to see a cons
From India to the Midwest: Building a Sales Curriculum That Actually Works | Pramit Banerjee - 14
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!Me
Here's How To Teach Sales Mindset | Donald C. Kelly & Dr. BJ Allen - 13
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 MattersBJ opens by pointing out that sales is tough. Students and ne
Is AI Killing The SDR Role? | Kristie Jones, Dr. BJ Allen & Donald C. Kelly - 12
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 P
How to Make Sales Role Plays Fun For Students | Donald C. Kelly & Dr. BJ Allen - 11
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 MatterEven though students may res
Collegiate Sales Competitions | Detra Montoya - 10
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
Teaching Student How To Do Effective Daily Planning In Sales | Donald C. Kelly & Dr. BJ Allen - 09
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 sa
Professional Selling Is Not Sleazy! | George Denman - 08
Most sellers are seen as untrustworthy because of their methods, but those are not professional sellers. Real sellers are problem solvers. How can professors get their students to see them this way? Our guest, George Denman, a sales leader and educator, is here to tell us how he does it. He also shares sales closing techniques and other tips professors can use to help their students prepare for th
From Keurig to The Classroom: Three Things Students Must Know About Professional Selling | Christopher Stevens - 07
What’s the difference between sellers making millions and those who struggle to close a deal? Keurig founder Christopher Stevens says it’s not about being the best. It’s about getting things done. In this episode, he shares lessons professors can pass along to students, proving that big results can come from anywhere.Meet Christopher StevensChris is currently an Associate Professor at the Universi
2026 Sales Predictions Professors Must Prepare For | Donald C. Kelly & Dr. BJ Allen - 06
We’ve both been looking into our crystal balls to see what 2026 sales predictions look like from both the industry side and the education side. In this episode, we’re sharing 2026 trends that will help sales professors feel confident they’re teaching their students the latest sales techniques.1. Growth in Sales EducationEvery semester, BJ is seeing more and more students in his classroom. He also
Sales Competition | Donald C. Kelly & Dr. BJ Allen - 05
One of the best ways to get your students excited about the industry is by taking them to sales competitions. BJ can tell you how his students’ faces light up every time he takes them to one. In this episode, he shares the full breakdown of sales competitions so you can get just as excited about the profession.Why Sales Competitions?· We believe sales competitions do more than just test
AI Will Replace Salespeople or Will AI Replace Me? | Barry Erickson - 04
Sales success doesn’t start with scripts or closing techniques, it starts with mastering the fundamentals. In this episode of Sales 101, we sit down with Barry Erickson, a seasoned sales leader who breaks down what truly matters when building strong sales habits, authentic client relationships, and long-term success. Barry shares practical insights drawn from real-world experience and explains why
We Brought Real Sales Leaders into Class…Here’s What Changed | Kim Ruggiero - 03
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 Ruggiero, sales professor at Arizona State University (ASU). She’s here to share insights on transforming sales education and better equipping your students for the r
How to Design Sales Courses that Actually Prepare Students for the Field—Not Just the Final Exam | Rich Kuzmeski - 02
In this episode, we delve into how educators can actively prepare students for real-world sales challenges, moving beyond rote memorization and final exams. Rich Kuzmeski 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 Learning● Role plays desi
Step-by-Step Guide to Creating a College Sales Curriculum Your Students Will Love | Donald Kelly and BJ Allen - 01
Have you ever tried to create a courseware for a sales class and just felt like you had no clue what to do? Today, we’re going to share some of the mistakes that we made and how you can avoid them.The Horrors of Starting a Sales Curriculum· Sales leaders and professors are always stuck with one question when building their first curriculum: Where do you even start?· How do yo
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What Is This Podcast All About?
Welcome to the B2B classroom, students! Our sales podcast is designed to be a resource for college sales students and professionals. We, your co-hosts Donald Kelly and BJ Allen, interview industry experts to get their insights on the current trends in the B2B world.Introducing Ourselves: Donald Kelly and BJ AllenBefore we discuss why we started this podcast, we wanted to introduce ourselves to you
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