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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.

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.

Many presenters who were originally scheduled for the in-person version have already rolled to the Virtual SEA conference.  We are happy to announce that due to a new virtual conference layout, we have a few presentation slots available, so if you would like to be considered for presenting at Virtual SEA 2020 please send your name, email address, organisation, job title and abstract of  no more than 150 words to right away. The deadline is Friday 15th May.

To register please click here




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

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.

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

Business Buyer Behaviour (BBB), B2B Decision Making, B2B e-Commerce and Advantages for our Students to Join these Organisations, or 'Everything You Wanted To Know about B2B Marketing & Sales.'

For the 9th SEA at Aston University, Irving is planning to use her years of experience working in B2B sales, marketing companies and academic experience of putting together more than 15 B2B Sales Competitions for real examples. Attendees will receive slides of the subject matter, a winning sales methodology for B2B salespersons easy-to-use by students and a framework to teach this class separately or as an add-on to the typical Buyer Behavior class.

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.

Charles Keene,  Director, Centre for Sales and Customer Development, University of Missouri

Flipped Classrooms and Personal Selling Courses

 This will be an interactive presentation of best practices for flipped classroom design and implementation in a personal selling course.  Lessons learned from a decade of course reinvention culminating in the seamless interplay of theory and practice. Practical tips for maximizing course time to deliver content to students and classroom interactions with corporate partners. Additionally, there will be a discussion on the design and launch of a fully functional Inside Sales Laboratory that extends the classroom experience

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.

Stephanie Mangus, Assistant Professor, Baylor University

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.