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. Stop Teaching AI Tools...Do This Instead!

    4D AGO

    Stop Teaching AI Tools...Do This Instead!

    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 Cherilynn 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 Tools One 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 AI Even 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 Sellers One 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 Relationships Cherilynn 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 Castleman Resources Want 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.

    23 min
  2. The Best Way To Utilize AI In Your Sales Class

    MAY 13

    The Best Way To Utilize AI In Your Sales Class

    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 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 Real One 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 Professors AI 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 World The 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 Resources 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. Learn how you can bring AI into your classroom and more about Stukent here.

    16 min
  3. The Secret to Winning Deals Before Your Competitors Know There’s a Need

    MAY 6

    The Secret to Winning Deals Before Your Competitors Know There’s a Need

    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 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 Strategies So 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 Allen Resources 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.

    20 min
  4. Everything You Need To Know About B2C vs B2B Sales

    APR 29

    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.

    29 min
  5. How My College Sales Program Prepared Me To Work At Gong.io!

    APR 22

    How My College Sales Program Prepared Me To Work At Gong.io!

    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-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 Skills Joseph 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 Matter The 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 World Transitioning 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 Success Sales 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 Resources Find 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.

    23 min
  6. How Using Videos Can Help Sellers Stand Out

    APR 15

    How Using Videos Can Help Sellers Stand Out

    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 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 LinkedIn Beyond 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 Apart Sales 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 Crump Resources Would 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.

    34 min
  7. Should I Teach Sales Navigator In My Class?

    APR 8

    Should I Teach Sales Navigator In My Class?

    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 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 Does LinkedIn 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 Prospects One 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 Conversations Sales 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 Classroom Sales 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 Allen Resources Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.

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

    APR 1

    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 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 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 EvaluationHub.

    38 min
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About

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
    28
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
  • Show Website
    Sales 101: The B2B Sales Classroom

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