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.

How can you get companies genuinely excited about partnering with your sales program? Rob Hammond, Director of the Center for Marketing and Sales Innovation at the University of South Florida, joins us to share how he builds meaningful partnerships between universities and businesses. Instead of treating companies as sponsors or one-time recruiters, he encourages educators to see them as long-term partners who actively contribute to student growth, workforce readiness, and lasting industry impact.

Meet Rob Hammond

• Rob Hammond leads the University of South Florida sales program as Director of the Sales and Marketing Innovation Center.
• After a long career in industry, he brings a practical, product focused approach to sales education. He builds experiential learning opportunities, including top college sales competitions and strong business partnerships.
• His philosophy centers on real world connections between students and companies, helping students gain experience while organizations build lasting relationships and brands through meaningful campus engagement.

Start with Your Value Proposition

• A key idea from this conversation is the importance of clearly defining the value of your program.
• Rob explains that students are the product, and employers are looking for graduates who can contribute from day one.
• When you communicate that value effectively, it becomes much easier to attract business partners who want to engage with your program.

Create Opportunities for Connection

• Rob also shares practical ways to connect students with employers through networking events, classroom visits, internships, sales competitions, and company site visits.
• These experiences allow students to apply what they learn in the classroom while helping employers build relationships with future talent.
• He refers to these interactions as “micro-collisions” that often lead to meaningful opportunities for both students and companies.

Focus on Partnerships, Not Transactions

• Rob reminds us that successful programs are built on partnerships, not hiring quotas.
• Instead of focusing on how many students companies hire, the emphasis should be on helping organizations build their brand on campus and form genuine connections with students who are interested in their mission.

“You have a high-quality product. Be unapologetic about it.” — Rob Hammond

Resources

• Professors interested in curriculum, simulations, lesson plans, and sales education tools can explore Stukent Sales Courseware.

Connect with Rob Hammond on LinkedIn to follow his work in sales education and university–industry partnerships, or reach out directly via email at rwhammond@usf.edu.

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.