『Sales 101: The B2B Sales Classroom』のカバーアート

Sales 101: The B2B Sales Classroom

Sales 101: The B2B Sales Classroom

著者： 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.Copyright 2026 Donald C. Kelly & Dr. Bj Allen マーケティング マーケティング・セールス 個人的成功 経済学 自己啓発
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  • Stop Ghosting Your Customers: The Follow-Up Framework That Wins Referrals | John Rickgram - 41

    Stop Ghosting Your Customers: The Follow-Up Framework That Wins Referrals | John Rickgram - 41
    2026/09/02

    show notes
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    28 分
  • Step-by-Step Guide to Creating a College Sales Curriculum Your Students Will Love | Donald C. Kelly & Dr. BJ Allen - 40

    Step-by-Step Guide to Creating a College Sales Curriculum Your Students Will Love | Donald C. Kelly & Dr. BJ Allen - 40
    2026/08/26
    Have you ever tried to create a courseware for a sales class and just felt like you had no clue what to do?We've both been there.Knowing sales is one thing. Taking years of experience with prospecting, discovery, objections, and closing and turning all of that into a course students can actually follow is a completely different challenge.In this episode, Dr. BJ Allen and I sit down and work through the process together. We lay out four steps we would use to build a sales curriculum from the ground up, including some of the mistakes we've made along the way.Start With the Job You’re Preparing Students ForYou can’t teach everything about sales in one classroom. The first step is deciding what job you’re actually preparing your students to do.A course designed for BDRs and SDRs will need a different focus from one designed for account managers or sales executives.BJ explains how this decision helps professors narrow down their content instead of trying to fit years of sales experience into one semester.The goal isn’t to give students everything. It’s to give them enough to confidently take the next step.Build the Curriculum Around a Clear Sales ProcessA strong sales curriculum needs a foundation that gives students a clear path from one stage of the sales process to the next.Donald compares this foundation to the base of a barbecue sauce: once you have it, you can build everything else around it.The curriculum we built follows the sales pipeline, moving students from prospecting to discovery and through the rest of the sales process.BJ explains why taking pieces from different methodologies can create confusion when students don't understand how those pieces fit together.Sandler, MEDDIC, Challenger, and SPIN are discussed as examples of different approaches professors may use when building their foundation.Make Sales Education More PracticalSales is an applied discipline, so students need opportunities to practice what they learn instead of simply memorizing terminology.Guest speakers can bring industry experience into the classroom and give students another perspective on the concepts being taught.Role plays and case studies give students a chance to practice skills like prospecting, researching prospects, and handling real sales situations.One assignment used Apollo and LinkedIn to have students research companies, identify potential contacts, and create outreach sequences.One student used the assignment to reach out to someone in the industry and ultimately landed an internship.Turn Classroom Assignments Into Real Sales ExperiencePractical assignments can give students experience with the same tools and activities they'll encounter in an actual sales role.BJ shares an example that combines ICP research, prospect research, LinkedIn research, and video email into one assignment.Instead of treating each skill as a separate lesson, students have to connect the pieces and use them together.The approach also makes it easier for professors to see whether students understand the full sales process rather than just individual concepts.Even professors with limited resources can create meaningful practice through simple role plays, peer feedback, and real-world scenarios.Make Grading Easier Without Losing the PracticeOne of the mistakes new professors can make is creating assignments that are valuable for students but nearly impossible to grade efficiently.Clear grading criteria give students a better understanding of what they're expected to deliver and make the evaluation process more objective.The episode covers ways to build efficiency into grading, including teaching assistants, simulations, and assignments that test several skills at once.BJ also explains why professors need to think about the time required to grade an assignment before assigning it to an entire class.The Four Steps to Building a Sales CurriculumStep 1: Identify the job you're preparing students for.Step 2: Choose the foundation or sales process you'll build the curriculum around.Step 3: Bring real-world sales into the classroom through guest speakers, role plays, case studies, and practical tools.Step 4: Create assignments and grading systems that work for both students and professors.“They just need enough to get to the next step.” — Donald C. KellyWe also talk about the sales courseware we built, including digital videos and a simulation that gives students a chance to practice the sales process while making grading more manageable.If you're building a sales curriculum from scratch or trying to make an existing course more practical, listen to the full episode.ResourcesConnect with Patrick Carter on LinkedInInterested in our courseware? Check out Professional Selling and Advanced Selling and Sales Management, built with StukentVisit the Sales 101 podcast website for more episodes
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    33 分
  • This Is How You Open A Discovery Call | Donald C. Kelly & Dr. BJ Allen - 39

    This Is How You Open A Discovery Call | Donald C. Kelly & Dr. BJ Allen - 39
    2026/08/19

    Have you ever reached the middle of a sales call and realized you spent most of the meeting just trying to figure out what the buyer actually wanted?

    If the buyer isn't clear on why they're there, or the salesperson doesn't take control of the conversation, valuable time can disappear fast. And on a cold call, you may not even get enough time for a second sentence.

    In this episode, Dr. BJ Allen and I break down how to open discovery calls and prospecting calls with more clarity and relevance.

    We talk about setting the agenda, getting buyers prepared before the meeting, using trigger events to make cold calls more personal, and when social proof can actually help.

    Starting Discovery Calls With a Clear Agenda

    • A discovery call should not take five or ten minutes just to figure out why everyone is there. The buyer should know the purpose of the meeting before it starts.
    • A simple agenda can set the tone: why we're meeting, what we'll cover, and what we want to accomplish by the end.
    • Asking the buyer if the agenda sounds right gives them ownership of the conversation instead of making them feel like they're there to be talked at.
    • Coming prepared also gives you more time to focus on the customer's actual problem instead of explaining everything about yourself.

    Making the Buyer Part of the Conversation

    • Sending useful information before the call can help the buyer come prepared instead of expecting the salesperson to explain everything from scratch.
    • A short self-serve demo can cover basic product information before the meeting, leaving more time to focus on the customer's specific use case.
    • The goal is to make the conversation feel tailored to the buyer rather than like another standard sales presentation.
    • Most importantly, the call should end with clarity about what happens next so neither side is left wondering where things stand.

    Using Trigger Events to Open Cold Calls

    • A cold call becomes much stronger when there is a real reason for making it. A new sales leader, company expansion, acquisition, or new product launch can all create an opening.
    • The trigger is only useful when it connects to a problem that person is likely dealing with.
    • Instead of asking for ten seconds and launching into a pitch, lead with something that shows you understand what is happening in their world.
    • That relevance can turn a cold call from a fishing expedition into a conversation worth having.

    When Social Proof Actually Works

    • Social proof isn't automatically a good opener. The real question is whether the example is relevant to the person you're calling.
    • A competitor's success can create that relevance and even introduce a sense of FOMO when the prospect is facing the same market pressure.
    • AI can help sellers research competitors, case studies, testimonials, and other signals that reveal what matters to a prospect before making the call.
    • The goal isn't to use AI to blast out another generic message. It's to use research to sound like someone who understands the customer's problem.

    “Use it to be able to make you sound as a consultant and as someone in tune with their problem.” — Donald C. Kelly

    Resources

    If you're looking for sales courseware with an up-to-date textbook and an AI-based simulation, visit The Sales Evangelist.
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    25 分
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