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 crumpc@byui.edu.

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