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We are pleased to announce that the SEA 2020 conference, previously set for June 2020 at Aston Business School in Birmingham, UK, will run as a virtual conference! 

Aston Business School is honoured to be able to organise the Virtual SEA for this year, especially given the unprecedented situation we are all in globally. We believe this virtual conference format is a fantastic opportunity for sales academics around the world to connect and exchange best practices in all aspects of sales education. The signature cutting-edge content and interactive style of SEA will still be in place, just not 'in person!'

Additional details will be posted very soon, but for now please mark your calendars, as SEA 2020 will take place in a virtual format on 16th and 17th June 2020. In order to make things as convenient as possible for attendees on both sides of the Atlantic, sessions for both days will run from 2 pm to 7 pm UK time (British Summer Time - BST ), which in the US translates to 9 am to 2 pm Eastern Daylight Time (EDT).  The anticipated conference fee is £95, which roughly is $125 US at today’s exchange rate.

Conference Organisers: 

  • Geoff Parkes 
  • Greg Marshall 
  • Wendy Tabrizi 
  • Rukshana Khusainova 

Sales education is becoming increasingly important for today’s business school graduates. Recent research shows that 82% of all marketing majors and 66% of ALL college of business students are headed for a sales-related job. While a host of conferences provide resources for sales faculties to conduct and present sales research, no other such programme exists for the exclusive purpose of exchanging best practices in sales education.

As a result of the longstanding and highly successful SEA partnership in the US between Florida State University and the Crummer Graduate School of Business at Rollins College, who have offered this programme multiple times, a few years ago the the decision was taken to expand the growth of the programme globally and specifically every other year at Aston in the UK. 

The goal of the Sales Educators' Academy (SEA) always is to support sales educators of ALL experience levels to enhance their ability to educate sales students about the cutting edge skills and knowledge that they will need when they graduate from a business school.

Among the core sales-centric themes within the conference will include: 

  • Interpret and use business analytics
  • Psychometrics and social styles - empathy and adaptability 
  • Management of CRM systems understanding strategy 
  • Implementing key account management 
  • Financial analysis 
  • Case study analysis 
  • Identifying the value proposition 
  • Team selling 
  • Ethics 
  • Business buyer behaviour 
  • Complex selling 
  • Internal selling
  • Recruiting students 
  • Grabbing attention  

Conference registration fee is £95 (which is approximately $125 US at today’s exchange rate). This fee grants one individual full-access pass to the virtual conference on both days. 

Sessions on June 16th and 17th will run from 2 pm to 7 pm UK Time (British Summer Time - BST), which in the US translates to 9 am to  2 pm Eastern Daylight Time (EDT) each day, with a mix of kickoffs, sessions and discussion, breaks, and a keynote activity.

To register please click here. Deadline for registration is Thursday 11th June 2020. 

Bob Kelly, Chairman, Sales Management Association

Robert Kelly (Bob) founded the Sale  s Management Association in 2008. Bob was previously vice president of sales operations and strategy at Genuine Parts Company (NYSE: GPC) where he ledo sales management and developed sales effectiveness programs at GPC’s S.P. Richards division. Bob earned an MBA from Emory University’s Goizueta Business School, and a bachelor of arts in English literature from Washington and Lee University. He is an adjunct faculty member at Goizueta Business School, where he teaches a sales force effectiveness course to MBA students.

The Four Salesmen of the Apocalypse

In the Book of Revelation, four horsemen (Death, Famine, War, and Conquest) open a can of world-ending whoop ass before the last judgment. Similarly, four scourges now circle sales organizations, ready to inflict suffering in a time of existential crisis. They are technology, process, management, and training.

Pre-crisis, technology, process, management, and training served sales organizations haphazardly. Sometimes they helped, but often by maximizing short term results rather than creating sustainable value. Once a global pandemic hit however, these four are emerging on horseback to visit mayhem, incompetence, and torment upon sales organizations already reeling.

Using a combination of Biblical prophecy, inappropriate anecdotes, and R, Sales Management Association Chairman Bob Kelly describes how to defeat the Four Salesmen. His talk reveals the outdated concepts that underlie sales tech, process, management, and training as practiced by most organisations, and the future models, whose adoption will be accelerated by crisis, that will define success in the next normal.

Day 1 – Tuesday 16th June 2020

UK

US EST

Abstract Title

Presenter

2.00pm

9.00am

Welcome, Introduction and Explanation of Protocol

George Feiger 

2.15pm

9.15am

Sales Technology Innovation in the Modern Sales Curriculum

Howard Dover

2.45pm

9.45am

 Break (15 minutes) 

 

3.00pm

10.00am

Engaging the Customer Through Storytelling

Daniel Andrews 

Co presenter Paul Jackson

3.30pm

10.30am

Movie Education for Sales Education: the results of EU projects

Silvio Cardanali

4.00pm

11.00am

 Break (15 minutes) 

 

4.15pm

11.15am

Adaptive Selling Techniques

Jessica Gardner

4.45pm

11.45am

Diversifying Delivery Methods: Weekend-Intensive Sales Education

Stephanie Mangus

5.15pm

12.15pm

 Break (15 minutes) 

 

5.30pm

12.30pm

The role of the Sales Practicum Class in the Development and Launch of a Sales Center

Dimitri Kapelianis

6.00pm

1.00pm

KEYNOTE SESSION -  The Four Salesmen of the Apocalypse

Bob Kelly

7.00pm

2.00pm

Conference close

 

 

Day 2 – Wednesday 17th June 2020

UK

US EST

Abstract Title

Presenter

2.00pm

9.00am

Introduction and Explanation of Protocol

Welcome to Day 2

2.15pm

9.15am

NCSC – Transitioning from On-Campus to Virtual in Two Weeks

Scott Inks

2.45pm

9.45am

 Break (15 minutes)

 

3.00pm

10.00am

Enhancing the Advanced Selling Student Experience

Andrew Loring

3.30pm

10.30am

Practical Experiential Learning and the Use of Artificial Intelligence in Key/Global Account Management Education

Christian Stadlmann

4.00pm

11.00am

 Break (15 minutes)

 

4.15pm

11.15am

Creating a Win, Win, Win: Development and Delivery of a Prospecting in Tech Student Workshop with Business Partner Engagement

Rob Hammond

4.45pm

11.45am

Everything You Wanted to Know about B2B Buyer Behaviour

Irving Corrales

5.15pm

12.15pm

 Break (15 minutes) 

 

5.30pm

12.30pm

'Live client' Projects and Assessments - How can we Maximise Rewards for Stakeholders?

Beth Rogers

6.00pm

1.00pm

The Use of Literature in a Business Context

Christine Eastman

6.30pm

1.30pm

Optimising student desire of class time by moving sales classes to a hybrid format: Ideas and best practices

Blake Neilson

Co presenters Jo Ellen Jonsson, Brock Adams, Nicole Flink 

7.00pm

2.00pm

Conference close

 

 

VIRTUAL SEA 2020 PRESENTER

PRESENTATION

Daniel Andrews, Research Fellow in Gamification, Operations & Information Management, Aston Business School

Co presenter Paul Jackson, UV Light Technology Limited

Engaging the Customer Through Storytelling

This presentation introduces a method for engaging customers using storytelling that has been taught in workshops run from Aston Business School in the UK to around one hundred regional businesses and several multinationals. An issue these companies have is engaging customers with this model and selling the service propositions. The method used to help them do this bridges the academic-practitioner gap by adapting the research on storytelling to an approach to generate engaging narrative content.

Silvio Cardinali, Associate Professor, Politecnica delle Marche University

Movie Education for Sales Education: the results of EU projects

This presentation mainly aims to present the results of an experimentation in the context of the HEI of a new methodology: "movie education" (Conform, 2019).The novelty of movie education is that it has allowed to combine many of the benefits of the aforementioned methodologies, because, thanks to the edutainment approach, teaching and entertainment are combined, allowing students to reflect and elaborate the knowledge acquired, using it as a starting point to build storytelling and film group works, interacting directly with sales situations with a high degree of cognitive and emotional involvement. 

Irving Corrales, Assistant Professor of Marketing and Sales, Morehouse College

Everything You Wanted to Know about B2B Buyer Behaviour

For the Virtual SEA2020 Conference, Irving is planning to use his years of experience working in B2B sales and marketing with multi-national companies and also his academic experience putting together and participating in dozens of B2B Sales Competitions for real examples. Attendees will receive slides and a conceptual literature review research paper on the subject matter.  

Howard Dover, Director of the Centre for Professional Sales, Clinical Professor of Marketing and Sales Coach, University of Texas at Dallas.

Sales Technology Innovation in the Modern Sales Curriculum

The intent of the session is to inform you of the current trends and common practices in sales technology including how Artificial Intelligence is now becoming commonly used in sales organisation to automate and augment industry sales motions. Howard intends to lead a discussion around how sales professors, programs, and Universities can strategically position their curriculum, degree plans, and executive offerings to prepare students and organisations to compete in a technology infused sales environment.

Christine Eastman, Associate Professor of Marketing, Emlyon Business School.

The Use of Literature in a Business Context

Christine looks at developing ways of supporting students to use literature in a business context, in particular, how students can use fiction writers’ techniques to develop persuasive, powerful and unique voices as leaders. She will present a summary of student work, ranging from how to use myth (in particular Grimm’s fairy tales and Greek myth) to communicate organisational messages better, and to work in a more collaborative sense in teams to how Herman Melville’s story, Redburn, helps leaders to see better the bullying, backstabbing and groupthink going on in front of them, and how an engagement with Gothic themes (such as from Edgar Allan Poe) can be used to interrogate personal morality and leadership in today’s hyper-connected workplace.

Jessica Gardner, Marketing Lecturer / Assistant Director of Center for Sales and Sales Management, University of Wisconsin – Eau Claire

Adaptive Selling Techniques

Jessica will outline the importance of recognising social style differences for effective communication and recognising visual and non-verbal cues to identify prospects' social style and adjust accordingly. An activity will take place where student teams compete to correctly identify prospects social style based on office photos and videos of introductions from industry professionals. Jessica will also look at sales techniques used to adapt to key customer segments.

Robert Hammond,
Director of Muma College of Business and University of South Florida

Creating a Win, Win, Win: Development and Delivery of a Prospecting in Tech Student Workshop with Business Partner Engagement

Robert will speak about the experience of developing and delivering a Prospecting in Technology workshop for students at the University of South Florida. A technology company sponsored the program and assisted in content development. The results have been multiple job offers and internships for students, market ready resources for the company, and a vibrant long-term relationship for the university. The business partner value proposition, workshop structure, workshop topics, learning objectives, and results will be reviewed.

Scott Inks 

 NCSC – Transitioning from On-Campus to Virtual in Two Weeks

The National Collegiate Sales Competition (NCSC) is one of the oldest and largest collegiate sales competitions.  The competition includes hundreds of students from 72 universities, their sales coaches, and several hundred business professionals coming together for three days of sales call role-plays, networking, and recruiting.  Two weeks prior to the 2020 NCSC, the decision was made to change to a virtual sales competition.  Despite the last-minute change, the 2020 NCSC went off without a major hitch. Scott will outline how the event was made virtual and what it takes to hold a successful virtual sales competition.  We will also discuss the relative advantages and disadvantages of each format.

Dimitri Kapelianis,
Associate Professor of Marketing, Anderson School of Management, University of New Mexico

The role of the Sales Practicum Class in the Development and Launch of a Sales Centre

Several universities offer a sales practicum class. However, this class is typically a component in a portfolio of mature course offerings associated with an established sales center. Dimitri will recount an instance where the sales practicum class was an integral element in developing and launching the sales center. Students taking this course: (1) researched every sales center that was a member of the University Sales Center Alliance; (2) created a value proposition for prospective partners including benefit tiers and price points; (3) developed prospect lists; (4) cold-called and secured meetings with prospects; (5) signed up more than a dozen corporate partners; and (6) secured funding to sustain the sales center after launch. In the session, Dimitri will offer hands-on advice for securing support from colleagues, administration, students, and the business community.

Andrew Loring,  Assistant Director  & Senior Lecturer, Reynolds & Reynolds Sales Leadership, Texas A&M University, USA

Enhancing the Advanced Selling Student Experience

This presentation will provide a successfully proven advanced selling course outline and details of the specific high impact learning experiences necessary for faculty to adhere to accreditation and university standards. By enhancing the advanced selling course, instructors may see reduced student anxiety and higher engagement, confidence, and success.

Blake Neilson, Ph.D. Department Chair of the Professional Sales Department, Weber State University

Co presenters Brock Adams, Nicole Flink  and Jo Ellen Jonsson, Weber State University

Optimising student desire of class time by moving sales classes to a hybrid format: Ideas and best practice.

In this presentation Blake will show how they have moved their traditional sales classes to a hybrid schedule which has raised student satisfaction while keeping the academic integrity. Schedule optimisation will be shared for both faculty and students. Examples will be given on how to have less class time and still accomplish learning outcomes for advanced sales, sales management, sales club and sales profiling classes. This could be very important as some universities are already discussing the possibility of mostly hybrid courses this fall to help with social distancing efforts. 

Stephanie Mangus, Assistant Professor, Baylor Universit

Diversifying Delivery Methods: Weekend-Intensive Sales Education 

 This presentation covers the design and implementation of Baylor’s Center for Professional Selling weekend-intensive format for teaching professional selling. Discussion of this intensive format will highlight integrating executive partners in the classroom, along with recommended topics and activities. The presentation will address using an iterative learning model with multiple role plays and strategies for protecting faculty time (and avoiding role play burnout). The session also addresses using Salesforce’s Trailhead training modules as part of course and curriculum design. The session will include discussion of student outcomes and impact on recruitment season for junior students seeking internships.

Beth Rogers, Visiting Fellow at Cranfield University School of Management, Cranfield University

'Live client' Projects and Assessments - How can we Maximise Rewards for Stakeholders?

This workshop-style session will start with some details about how we do a “Sales Diagnostic” assessment for MSc students at Cranfield, and open up discussion about other types of engagement used by attendees, and their feelings about their effect on student learning, business perceptions and academic job satisfaction. 

Christian Stadlmann, Professor of Sales Management and B2B-Marketing, University of Applied Sciences Upper Austria

Practical Experiential Learning and the Use of Artificial Intelligence in Key/Global Account Management Education

The presentation highlights the integration of experiential learning practices in KAM/GAM education to narrow the knowing-doing gap in the age of AI. In a first KAM-course at Master’s level, AI is integrated thematically in the course outline, where its impact on the elements of the KAM program and the KA-Manager’s tasks are discussed.