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. What Hiring Managers Wish Sales Professors Knew

    5D AGO

    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 gregzippy@byu.edu and about questions on this episode or to discuss sales teaching further.

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

    MAR 4

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

    FEB 25

    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
  4. Here's How To Teach Sales Mindset

    FEB 18

    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
  5. Is AI Killing The SDR Role?

    FEB 11

    Is AI Killing The SDR Role?

    AI has made many changes within the sales industry, including the SDR role. Those in the role will need to focus more on personalization over sequences, but how? Joining us for this episode is Kristie Jones, author and sales professional, to answer that question. She also shares how forward thinking sales education is adapting to keep up with tech savvy and highly informed buyers. From Process to Personalization We open the conversation by talking about the decreasing importance of templated outreach and rigid sales sequences. Kristie explains why deep personalization and customization are becoming essential in every buyer interaction. Today’s buyers gather so much information on their own that generic messaging simply does not work the way it once did. The Buyer’s Journey Has Changed We also discuss how buyers now expect to self educate before ever speaking with a sales rep. They download content, attend webinars, and even use AI tools to research solutions. Because of this shift, companies must lead with transparency, and the roles of SDRs and BDRs look very different than they did just a few years ago. Redefining the SDR and BDR Role We explore how entry level sales roles are evolving. It is no longer just about dialing and sending emails. These professionals now need strong critical thinking skills, the ability to interpret intent signals, and the confidence to step into conversations that are already well underway.Kristie shares why she sees a move toward a junior AE model and emphasizes creativity and value driven engagement. The New Sales Curriculum We also talk about what this means for sales educators. Kristie encourages professors to shift classroom activities away from memorizing scripts and toward understanding use cases, creating value, and developing soft skills. Trust building, objection handling, industry knowledge, and strong alignment between marketing and sales are more important than ever. Practical Classroom Applications To make this practical, Kristie suggests using real world scenarios in the classroom. She recommends challenging students to analyze buyer behavior and craft personalized, high value outreach strategies that reflect how modern sales actually works. “Buyers are so much further along that you cannot rely on email templates or generic voicemails. So the question becomes, how do you use the information you have to reach out in a way that is customized, gets their attention, and makes them say yes?” - Kristie Jones Resources Find Kristie Jones on LinkedIn or visit kristiekjones.com.

    25 min
  6. How to Make Sales Role Plays Fun For Students

    FEB 4

    How to Make Sales Role Plays Fun For Students

    No one likes role playing, but it is a necessary part of becoming a successful seller. The good news is there are ways to make it more fun and engaging for students. In this episode, BJ Allen and I share practical tactics to help students get more comfortable with role playing and show professors how to turn it into a meaningful learning experience. Why Role Plays Matter Even though students may resist role plays at first, they often become one of the most valuable parts of the course. Based on student feedback, BJ and I have seen role plays rank highly in evaluations.Introducing them early, sometimes as soon as the second day of class, helps lower anxiety and build confidence over time. Role plays give students a chance to apply what they are learning right away, helping them move from theory to real conversations. Effective Strategies for Role Plays Here’s how we design and run role plays in class:Teach, Demonstrate, Practice: We follow a simple approach. First, we teach the concept. Then we demonstrate what it looks like in action. Finally, we give students time to practice so they can build comfort through repetition.Start Simple: We keep scenarios familiar and relatable, such as selling well-known products in a B2B setting. This helps students focus on the skill instead of getting stuck on the scenario.Clear Structure: Students know exactly where the conversation starts and ends. Each role play has clear steps and a set time limit so expectations are clear.Feedback That Evolves: Early in the semester, the focus is simply on practice. As students gain confidence, we introduce more specific feedback using clear criteria so they can continue improving. Tips for Professors: Start Small and Improve Over Time If you are new to using role plays in the classroom, the advice BJ and I share is simple. Just start. Your first few role plays do not need to be perfect, and it is normal for both you and your students to feel uncomfortable at the beginning. That discomfort fades as everyone gets more reps and confidence grows.As you continue using role plays, you will naturally see what works and what does not. Each class gives you an opportunity to adjust your approach and improve how you structure the exercise.Keep things simple and give both yourself and your students room to learn. With a clear structure, limited scope, and supportive feedback, role plays become less awkward and more valuable over time. By the end of the semester, students consistently say they appreciate the experience and the confidence it builds. “Let the students give feedback, but give them very specific points to focus on.” — BJ Allen “Giving them clear criteria for how they’ll be evaluated helps fine-tune the role play. I’ve seen it be very effective.” — Donald Kelly

    19 min
  7. Collegiate Sales Competitions

    JAN 28

    Collegiate Sales Competitions

    After our last conversation on sales competitions, we decided to invite someone who is often behind the scenes of them. In this episode, Detra Montya, a sales professor at Arizona State University, joins us to share what it really takes to pull sales competitions together. She also offers coaching tips for professors on helping students work through challenges, along with useful tools to prepare for the rivalry. How the Competition Got Started We asked Detra how the Arizona Collegiate Sales Competition began, and it all started with a simple conversation over coffee between three universities. What began with about 25 students has grown into a competition with 15 schools and more than a decade of impact. Why Sales Competitions Matter We talked about why sales competitions are so valuable for students. They give students real world experience, exposure to recruiters and different markets, and the confidence that comes from practicing their skills under pressure. Detra and BJ Allen shared how these competitions often lead to internships, full time roles, and lasting relationships. What It Takes to Run a Competition Detra pulled back the curtain on what goes into organizing a sales competition. From securing sponsors and managing logistics to handling last minute challenges, she emphasized the importance of teamwork and adaptability. Coaching Students to Perform For professors and coaches, Detra shared practical strategies that work. She talked about being intentional with student selection, running timed practice sessions, using tools like Second Nature AI, and focusing on closing skills, cultural awareness, and time management. Adjusting to Each Environment Detra reminded us that success depends on more than knowing the sales process.Understanding the industry, judging style, and competition culture is key, and preparation should always reflect that. “When you do a role play in Spanish, you have to think about the culture. Building relationships and connections matter, especially when judges or buyers are Spanish speaking.” - Detra Montoya Resources Connect with Detra Montoya on LinkedIn or via her email: detra.montoya@asu.edu to learn more and exchange best practices. Put these ideas into practice by using tools like Second Nature AI and Matrix to prepare for your next sales competition.

    33 min
  8. Teaching Student How To Do Effective Daily Planning In Sales

    JAN 21

    Teaching Student How To Do Effective Daily Planning In Sales

    Did you know that sales reps spend 60% of their day on tasks that don’t directly generate revenue? Much of this time is eaten up by planning and other non-sales activities.  In this episode, BJ and I discuss how sales professors can teach students to plan their day effectively. This helps them stay productive and focus on the activities that drive results. Why Planning Matters ·  In sales, everyone talks about closing techniques and prospecting hacks, but I want to shine a light on a less glamorous but crucial skill: planning.  ·  Learning how to manage your time effectively is one of the most important foundations for early sales success, and it can make a real difference in how students perform once they hit the field. Student Insights: Planning’s Real-World Impact ·  Over the years, I’ve been surprised by how much students value planning exercises. ·  Many of them tell me that these lessons have had more impact than trendy topics like LinkedIn prospecting.  ·  BJ and I have seen students consistently rank planning skills as the most transformative lesson, both for their careers and their personal productivity. Teaching Time Management: From Principles to Practice ·   We break down how to embed planning into a sales curriculum in a practical way: o   Principles First: Students learn the difference between activity and productivity. We use exercises and psychological studies to bust multitasking myths and show the power of focused work. o   Time Blocking and Color Coding: Techniques like batching similar tasks and visually organizing a calendar help students understand where their time really goes. o   Weekly and Daily Planning: We walk students through breaking weekly targets into actionable daily routines, ensuring prospecting and customer-facing work happens consistently rather than by chance. Making Planning Measurable ·  We also emphasize the importance of metrics. Tracking calls, outreach efforts, and alignment with KPIs turns planning into a measurable skill.  ·  This approach moves students and new sellers from just staying busy to actually being productive and results-driven. "Good salespeople know how to use their time effectively...People who can kind of plan their day and do more revenue generating activities are the ones that succeed." - BJ Allen "Focus on the activity and the results will come as a natural byproduct. But if you don’t plan at a day-to-day level, you might say, ‘I did some prospecting this week,’ but how much time did you really spend on it?" - Donald Kelly

    22 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
    18
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Donald C. Kelly & Dr. Bj Allen
  • Show Website
    Sales 101: The B2B Sales Classroom