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. 5d ago

    How Do I Get Admin Buy-In Into Your Sales Program

    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 to say yes to a new sales major. Why SUU Built a Sales Program Travis explains how marketing at SUU used to be folded into other departments, with almost no dedicated faculty.He read an article from the B2B Institute that changed his thinking. It argued the next hundred years of marketing would be built on B2B, not B2C.That idea became the pitch he used to convince the university to give marketing its own home. Turning a Minor Into the Fastest-Growing Program on Campus Travis walks through how the Mesa department combined marketing, entrepreneurship, sales, and analytics under one roof.He shares how COVID actually helped the case for a sales major, because it proved marketing and sales careers could work remotely and pay well.Within three years, the department grew from two and a half faculty members to sixteen. How to Sell a New Major to Administration Travis breaks down the two things that move a department chair or provost: hard numbers and education.He talks about showing administrators real job listings and real starting salaries, not just enthusiasm.We also talk about how sales skills transfer across industries once a student learns the fundamentals. Building a Pipeline of Students Travis explains how paid student "sales ambassadors" recruit other students into the major.He shares how SUU built concurrent enrollment agreements with local high schools, so students can earn college sales credit before they graduate.These recruiting efforts are what took the minor from 50 students to 75, and kept it growing. Bringing Industry Partners Into the Classroom Travis describes the sales advisory board SUU built, made up of paying industry professionals who help shape the curriculum.He talks about "Sales Never Fails," a campus competition that gets local and regional companies involved as judges and sponsors.He also shares why SUU built a sales psychology course after watching a talented graduate burn out within a year. Managing the Space Between Faculty and Administration Travis reflects on the hardest part of being a department chair: balancing what faculty need with what administration wants.His advice for professors pitching a new program: bring data, bring a plan for measuring success, and make the case in terms your dean already cares about. "The nice thing about sales is you can learn to be a better salesperson. Once you learn how to be a good salesperson, you can sell anything in any industry if you're trained on the specific knowledge." — Dr. Travis Simkins Resources Learn more about the Marketing, Entrepreneurship, Sales & Analytics Department at Southern Utah UniversityConnect with Dr. Travis Simkins or find him on LinkedInExplore the courseware Donald and BJ co-authored: Professional Selling and Advanced Selling and Sales ManagementVisit the Sales 101 podcast website for more episodes

  2. Aug 5

    Students Still Have an Ugly Perspective of Sales

    show notes

  3. Jul 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.

  4. 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.

  5. 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!

  6. Jul 8

    The Difference Between a Complaint vs. An Objection

    show notes

  7. Jul 1

    How To Have Difficult Sales Conversation as a New Seller

    show notes

    How To Have Difficult Sales Conversation as a New Seller

  8. 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
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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
    40
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
  • Show Website
    Sales 101: The B2B Sales Classroom