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

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

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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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