Sales 101: The B2B Sales Classroom

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.

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.

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.

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 [email protected].

Connect with Dr. BJ Allen and Donald C. Kelly on LinkedIn to chat about this episode or ask any questions.

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.

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.

Yes, you know you should teach cold calling, how to ask probing questions, and all of the classic sales techniques. But there are hidden topics managers wish professors taught before students enter the industry. Today, we’re sharing three of them so you can better prepare your students for the sales profession.

Mastering Time and Planning

• One of the most consistent themes was time management. Managers repeatedly shared that new hires struggle with planning and prioritization.
• Learning how to structure your day, block time for prospecting, and plan ahead is not just helpful. It is essential. 
• When you treat your schedule like a strategy instead of a reaction, you begin to see real results.

Why CRM and Data Matter

• Top performers do not guess. They use data. Understanding how to use a CRM, track activity, and analyze performance helps sales professionals focus on what actually works.

Business Acumen Sets You Apart

• Sales is not just about selling. It is about understanding business.
• When you can speak the language of finance, interpret reports, and understand how companies operate, you position yourself as a true advisor. That level of insight builds credibility and drives better conversations.

The Power of Mindset

• Sales is a mental game. Rejection, uncertainty, and pressure are part of the process.
• Developing a growth mindset allows you to stay focused, improve daily, and push through challenges. The ability to learn, adapt, and stay resilient is what separates good sellers from great ones.

“Finance is the language of business. If you can speak English, you can survive in the U.S. If you can speak finance, you can thrive in business.” - Donald Kelly

“Sales is not just about selling. It’s about understanding the business behind the sale.” - Dr. BJ Allen 

Resources

If you would like to view our sales course, go to thesalesevangelist.com/linkedin.

We spend a lot of time teaching salespeople how to ask great questions. But many still miss the difference between uncovering a need and understanding what a prospect already wants. We’re going over how to teach students to ask better diagnostic questions so they can recognize the difference.

Needs vs Wants

• If a customer is early in their journey, they may need help uncovering the problem. But if they are further along, they are looking for solutions.
• A simple question like, “What prompted you to take this meeting?” can completely change the direction of the conversation and save time while building trust.

Avoid the One-Path Approach

• Not every buyer is the same. Some are exploring for the first time. Others have already done their research and know what they are looking for. 
• Treating every customer the same can feel frustrating and even dismissive to someone who is informed.
• Great sellers adjust their approach based on where the customer is in their journey.

Use Stories to Guide the Conversation

• When introducing a new or better solution, stories are one of the most effective tools.
• Instead of correcting the customer directly, sharing an example of someone in a similar situation creates credibility and helps the buyer see themselves in the outcome. 
• It also makes the conversation feel less confrontational and more collaborative.

The Real Skill

• Listening is not about following a script. It is about understanding the customer’s mindset and adapting in real time.
• When you balance asking questions with understanding what the customer already knows, you create stronger conversations and better results.

“Ask early what the customer wants. It can save you from asking the wrong questions.” - Dr. BJ Allen 

“Great sellers don’t just diagnose. They guide, and stories are how they do it.” - Donald C. Kelly

Resources

If you would like to view our sales course, go to thesalesevangelist.com/linkedin.

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

1. Greg Zippi is a veteran sales and marketing leader with over 30 years of experience building and scaling B2B software companies.
2. 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.
3. 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.
4. His work focuses on data-driven, research-backed sales principles that prepare students for real-world success.

Building a Research-Based Curriculum

1. Dr. BJ Allen and Professor Zippi found that students benefit most when taught using SPIN Selling and Challenger frameworks instead of traditional textbooks.
2. Professor Zippi explains that these frameworks were chosen for their strong research foundation and their evolution alongside modern sales practices.
3. 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

1. Professor Zippi explores how to move from a seller-focused approach to a buyer-centered sales process.
2. He explains why understanding each phase of the buyer’s journey helps build trust and close deals.
3. 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

1. Professor Zippi shares data that 79% of buyers can’t tell the difference between anyone they spoke to during their sales process.
2. 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.
3. 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 [email protected] and about questions on this episode or to discuss sales teaching further.

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

1. Branding matters more than ever. When recruiters visit LinkedIn profiles, they want to see a consistent message that tells a clear story.
2. They don’t just want to see that someone graduated from the University of South Florida.
3. Recruiters want to understand your passion, the position you’re seeking, and your relevant achievements.

Communicating Passion & Value

1. Crafting a story isn’t as hard as students may think. They just need to think of their LinkedIn profile as a personal website.
2. Even without professional experience, students can differentiate themselves by highlighting the details of their unique experiences.
3. 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

1. 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.
2. 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

1. Being creative is a part of being a seller. In our course, we develop different ways students can uniquely reach out to prospects.
2. For example, we offer a simulation that reinforces some of the advice shared in this episode.
3. 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.