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. 2d ago

    Everything You Need To Know About B2C vs B2B Sales

    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 Taker Patrick 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 Happens Retail 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 Carter Resources Want 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.

  2. Jul 22

    We Brought Real Sales Leaders into Class…Here’s What Changed

    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 Ruggerio Resources Reach out to Kim Ruggerio on LinkedIn, or send her an email at kim.ruggerio@asu.edu.

  3. Jul 15

    How to Design Sales Courses that Actually Prepare Students for the Field—Not Just the Final Exam

    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 Learning 1. 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 Sales 1. 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 Classroom 1. 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 Steps 1. 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. Timestamps 00:00 - 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/ Credits Produced by bluëmango | STUDIOS. Music by SoundStripe. Thanks for tuning in!

  4. Jul 8

    The Difference Between a Complaint vs. An Objection

    show notes

  5. Jul 1

    How To Have Difficult Sales Conversation as a New Seller

    show notes

    How To Have Difficult Sales Conversation as a New Seller

  6. Jun 24

    Stop Selling, Start Connecting

    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 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 Sales Tammy 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 Authenticity One 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 Connection Technology 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 Success Trust 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 Katuin Resources Professors 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.

    Stop Selling, Start Connecting

  7. Jun 17

    Turning Your Sales Program Into a Business Magnet

    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 Proposition A 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 Connection Rob 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 Transactions Rob 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 Hammond Resources Professors 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.

    Turning Your Sales Program Into a Business Magnet

  8. Jun 10

    Before You Can Sell, You Must Know Yourself

    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 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-Awareness Cheryl 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 Become One 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 Growth Sales 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 Parks Resources Professors 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.

    Before You Can Sell, You Must Know Yourself
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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.

Information

  • Creator
    Donald C. Kelly & Dr. Bj Allen
  • Years Active
    2025 - 2026
  • Episodes
    38
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
  • Show Website
    Sales 101: The B2B Sales Classroom