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. Before You Can Sell, You Must Know Yourself

    3d ago

    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.

    29 min
  2. What Is The Shadow Discovery Meeting & How You Should Teach It?

    Jun 3

    What Is The Shadow Discovery Meeting & How You Should Teach It?

    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 can better prepare students for the realities of modern enterprise selling. The Reality of Modern Buying Committees Enterprise selling has become far more complex than it used to be. Buying committees now often involve 8 to 11 stakeholders, and not every influential voice is officially part of the decision-making team.We also explain how buyers are doing more independent research before ever speaking with salespeople. Between AI tools, online reviews, and peer recommendations, many prospects already have strong opinions before the first sales conversation even happens. What Is A Shadow Discovery? A shadow discovery is the internal conversation prospects have when the salesperson is no longer in the room.These conversations can happen in meetings, Slack messages, Teams chats, or side conversations between executives after a discovery call. One negative opinion or unanswered concern during those moments can quickly stall a deal.Dr. Allen explains why students need to understand that selling is no longer just about the conversation happening directly with the prospect. It’s also about preparing for the conversations happening behind closed doors. How To Better Prepare Students For Enterprise Selling We also share strategies professors can teach students to help them navigate modern buying committees more effectively.This includes identifying true internal champions, creating tailored content for different stakeholders, using business acumen to align with executive priorities, and helping champions confidently communicate value internally.Role plays and real-world sales scenarios can also help students better understand how multi-threading and internal selling actually work during complex deals. “Shadow discoveries are happening. It's a constant piece of the conversation and we need to make sure we're ready for it.” — Donald C. Kelly “Shadow discoveries influence purchasing decisions, and they’re problematic because the salesperson isn’t there.” — 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.

    21 min
  3. Before You Teach Sales This Semester, Listen to This

    May 27

    Before You Teach Sales This Semester, Listen to This

    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 for real sales roles. Why Student Feedback Matters More Than You Think One strategy you can try is giving students an assignment at the end of every semester where they explain the four most important things they learned in class and how they plan to apply those lessons in their careers.That feedback can help identify which concepts students actually find useful in the real world and which topics may need to be adjusted or removed.Dr. Allen also shares how often students mentioned time management and planning as lessons that had a major impact on them. While it may not seem like the most exciting topic, students repeatedly shared how helpful those planning strategies became in preparing them for real sales roles. Building a More Practical Sales Classroom We also share some of the challenges professors face when trying to balance academic concepts with practical sales training.Using role plays, prospecting exercises, and LinkedIn outreach activities can give students hands-on experience and help them better understand how sales actually works outside the classroom.Creating an effective sales class also means reducing the workload for professors while still giving students a personalized learning experience.Lesson plans, activity banks, simulations, grading tools, and role play exercises can make a major difference for professors teaching sales for the first time. How AI Is Changing Sales Education Dr. Allen explains how AI role play tools now allow students to practice discovery calls, receive instant feedback, and improve their skills in a low-pressure environment.Instead of relying only on live role plays or manual grading, AI simulations can create more consistency, repetition, and flexibility for both students and professors. “There’s nothing like having students tell you what they actually found useful for their career.” — Dr. BJ Allen “Hands-on activities help students better understand how sales actually works outside the classroom.” — Donald C. Kelly Resources Professors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.Interested in bringing AI role plays and sales simulations into your classroom? Try Copient AI.For additional sales education content, listen to The Sales Evangelist. 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. Stop Teaching AI Tools...Do This Instead!

    May 20

    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
  5. 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
  6. 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
  7. 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
  8. 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
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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
    31
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
  • Show Website
    Sales 101: The B2B Sales Classroom

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