Sales 101: The B2B Sales Classroom

Donald C. Kelly & Dr. Bj Allen
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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.

  1. HACE 2 DÍAS

    Should I Teach Sales Navigator In My Class?

    show notes

    17 min
  2. The Future of Sales Education Starts With The Buyer

    1 ABR

    The Future of Sales Education Starts With The Buyer

    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. He teaches sales and purchasing at ESSEC Business School, 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 Europe Paesbrugghe 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 Students One 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 Many students still associate sales with outdated roles like door-to-door selling or entry-level retail positions.To attract top talent, programs are reframing sales as business development, account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 Operate Paesbrugghe 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 Paesbrugghe Resources For 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 Evaluation Hub.

    38 min
  3. 3 Sales Topics Managers Wish Professors Taught More Often

    25 MAR

    3 Sales Topics Managers Wish Professors Taught More Often

    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. Managers repeatedly shared that new hires struggle with planning and prioritization.Learning how to structure your day, block time for prospecting, and plan ahead is not just helpful. It is essential. When you treat your schedule like a strategy instead of a reaction, you begin to see real results. Why CRM and Data Matter Top performers do not guess. They use data. Understanding how to use a CRM, track activity, and analyze performance helps sales professionals focus on what actually works. Business Acumen Sets You Apart Sales is not just about selling. It is about understanding business.When you can speak the language of finance, interpret reports, and understand how companies operate, you position yourself as a true advisor. That level of insight builds credibility and drives better conversations. The Power of Mindset Sales is a mental game. Rejection, uncertainty, and pressure are part of the process.Developing a growth mindset allows you to stay focused, improve daily, and push through challenges. The ability to learn, adapt, and stay resilient is what separates good sellers from great ones. “Finance is the language of business. If you can speak English, you can survive in the U.S. If you can speak finance, you can thrive in business.” - Donald Kelly “Sales is not just about selling. It’s about understanding the business behind the sale.” - Dr. BJ Allen  Resources If you would like to view our sales course, go to thesalesevangelist.com/linkedin.

    16 min
  4. The "Needs Vs. Wants" Sales Discovery Fallacy

    18 MAR

    The "Needs Vs. Wants" Sales Discovery Fallacy

    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 they are further along, they are looking for solutions.A simple question like, “What prompted you to take this meeting?” can completely change the direction of the conversation and save time while building trust. Avoid the One-Path Approach Not every buyer is the same. Some are exploring for the first time. Others have already done their research and know what they are looking for. Treating every customer the same can feel frustrating and even dismissive to someone who is informed.Great sellers adjust their approach based on where the customer is in their journey. Use Stories to Guide the Conversation When introducing a new or better solution, stories are one of the most effective tools.Instead of correcting the customer directly, sharing an example of someone in a similar situation creates credibility and helps the buyer see themselves in the outcome. It also makes the conversation feel less confrontational and more collaborative. The Real Skill Listening is not about following a script. It is about understanding the customer’s mindset and adapting in real time.When you balance asking questions with understanding what the customer already knows, you create stronger conversations and better results. “Ask early what the customer wants. It can save you from asking the wrong questions.” - Dr. BJ Allen  “Great sellers don’t just diagnose. They guide, and stories are how they do it.” - Donald C. Kelly Resources If you would like to view our sales course, go to thesalesevangelist.com/linkedin.

    21 min
  5. What Hiring Managers Wish Sales Professors Knew

    11 MAR

    What Hiring Managers Wish Sales Professors Knew

    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 today’s workforce. Meet Professor Greg Zippi Greg Zippi is a veteran sales and marketing leader with over 30 years of experience building and scaling B2B software companies.He was an early employee at Oracle and later helped grow Omniture, which Adobe acquired in 2008 to form the foundation of its Experience Cloud.After retiring from full-time operating roles, Greg transitioned into teaching and now serves as an adjunct professor at Brigham Young University, where he has taught Advanced Professional B2B Selling for six years.His work focuses on data-driven, research-backed sales principles that prepare students for real-world success. Building a Research-Based Curriculum Dr. BJ Allen and Professor Zippi found that students benefit most when taught using SPIN Selling and Challenger frameworks instead of traditional textbooks.Professor Zippi explains that these frameworks were chosen for their strong research foundation and their evolution alongside modern sales practices.Together, we discuss the importance of teaching both theory and practical application, giving students the skills they need to succeed in real-world sales roles. Centering the Buyer’s Journey Professor Zippi explores how to move from a seller-focused approach to a buyer-centered sales process.He explains why understanding each phase of the buyer’s journey helps build trust and close deals.To strengthen student skills in each phase, he suggests letting them do role-playing exercises with real products. This way they can get hands-on experience before leaving the classrooms. Differentiation & Competitive Positioning Professor Zippi shares data that 79% of buyers can’t tell the difference between anyone they spoke to during their sales process.How can new sellers position themselves as the prime choice among everyone else, especially when competitors are involved? Professor Zippi shares techniques for framing them as the go-to seller without bashing anyone.He also shares how he likes to do a “mentor” assignment in his classroom. Students practice analyzing strengths, vulnerabilities, and differentiation of a product along with a seasoned professional. This provides students with hands-on experience in competitive positioning. “We spend a lot of time figuring out how to differentiate ourselves. I wanted to make sure the students understood how to take that off the table and how to avoid being seen as the same as everybody else out there. That’s really important.”- Professor Greg Zippi Resources Contact Professor Zippi by email gregzippi@byu.edu and about questions on this episode or to discuss sales teaching further.

    28 min
  6. What Every Student Needs To Do On LinkedIn To Land A Job!

    4 MAR

    What Every Student Needs To Do On LinkedIn To Land A Job!

    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 consistent message that tells a clear story.They don’t just want to see that someone graduated from the University of South Florida.Recruiters want to understand your passion, the position you’re seeking, and your relevant achievements. Communicating Passion & Value Crafting a story isn’t as hard as students may think. They just need to think of their LinkedIn profile as a personal website. Even without professional experience, students can differentiate themselves by highlighting the details of their unique experiences. BJ goes into detail on how to tailor each LinkedIn profile section into a one-minute elevator pitch that lets recruiters clearly see their interest and passion for sales. Building Presence & Network Consistently Everyone thinks you have to be a big influencer to get attention on LinkedIn, but that’s far from the truth. What matters more when building a presence is consistency.Trying to provide a class assignment is one that helps students intentionally build their presence on the platform. Have them connect with ten new people weekly to secure an informational interview. Creative Cadence & Prospecting Techniques Being creative is a part of being a seller. In our course, we develop different ways students can uniquely reach out to prospects. For example, we offer a simulation that reinforces some of the advice shared in this episode. One of the best ways to stand out to prospects is by sending a voice or video message to grab their attention and encourage a response. “I tell my students to build your sales cadence by using LinkedIn for voice messages. LinkedIn has the option to do a voice message and a lot of people find them annoying, but they work because they're different. If you want to stand out, you have to TRY to stand out.” - Dr. BJ Allen Resources If you would like to view our sales course, go to thesalesevangelist.com/linkedin.

    23 min
  7. From India to the Midwest: Building a Sales Curriculum That Actually Works

    25 FEB

    From India to the Midwest: Building a Sales Curriculum That Actually Works

    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! Meet Pramit Banerjee Thirty years ago, working in sales wasn’t even on Banerjee’s radar. From a young age, he was told his only career options were doctor, engineer, or failure. Because medicine was so competitive, Banerjee decided to earn an MBA and start a career in marketing. After graduating, he landed a sales manager position at Nokia and struggled to understand sales at first. Through trial and error, he eventually got the hang of it and became a sales educator at Missouri Western State University. Making Sales Real in the Classroom If you struggle with making theoretical concepts feel real for your students, Banerjee suggests sharing personal stories from your time in the field. Students can’t learn everything from textbooks and won’t experience real sales until they start their first sales roles. Your workplace experience can give them valuable knowledge before they get there.Banerjee also recommends that professors form industry partnerships. Local companies can offer mini-mentorships to give students firsthand exposure to sales careers.Most students struggle with role plays and would rather avoid them. Of course, there’s no way around it. Banerjee shares how he keeps role plays fun and engaging so students can get the experience they need.The last creative way Banerjee makes sales real in the classroom is by using AI-driven role plays. Students scan QR codes to start role plays with AI acting as supportive or challenging prospects. The AI adjusts difficulty to each student’s skill level, creating a realistic, tech-forward learning environment. Student Reactions & Teaching Impact Banerjee’s students love the interactive nature of his classes, which keeps them engaged and involved in the learning process. Relating real-world experiences to classroom lessons helps students see the relevance of what they’re learning. The AI-driven exercises, while challenging at first, complement hands-on role plays and enhance the experiential learning experience. “Know your own strengths and be your own self. We all have different strengths. Try to find out what you are good at.” - Pramit Banerjee Resources Chat with Pramit Banerjee about this episode or sales education through email, pbanerjee@missouriwestern.edu.

    21 min
  8. Here's How To Teach Sales Mindset

    18 FEB

    Here's How To Teach Sales Mindset

    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 new professionals often struggle with motivation, rejection, and the day to day grind of selling. We talk through Carol Dweck’s concept of fixed versus growth mindset and why developing a growth mindset makes such a big difference in sales and in life beyond the classroom. Students regularly tell us that learning how to recognize and shift their mindset is one of the most valuable takeaways from their courses. Motivating Students: Discovering Their “Why” We also dig into the importance of helping students uncover their personal “why.” That deeper motivation is what keeps them going when sales gets hard. Whether it is supporting family, traveling, or genuinely helping customers, having a clear reason behind the work fuels long term persistence and confidence. Learn, Implement, Feedback Throughout the episode, we share a simple and practical approach: learn, implement, ask for feedback, and repeat. This cycle reinforces continuous improvement and resilience while encouraging students and educators to see mistakes as part of the learning process. “Teach students not just what salespeople do, but how successful salespeople think. It’ll benefit them, whether they stay in sales or not.” - BJ Allen

    25 min
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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.

Información

  • Creador
    Donald C. Kelly & Dr. Bj Allen
  • Años de actividad
    2025 - 2026
  • Episodios
    22
  • Clasificación
    Apto
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
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    Sales 101: The B2B Sales Classroom