Sales Educators' Academy

15-17 May 2018, Aston Business School

Sales education is becoming increasingly important for today’s business school graduates. Recent research reveals 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 to sales faculty to conduct and present sales research, no other such program exists for the purpose of exchanging best practices in teaching sales.

As a result of the highly successful partnership between Florida State University and Rollins College that has offered this programme several times in the US, the decision has been taken to extend the growth of the programme globally. Hence, the 5th Sales Educators’ Academy (SEA) will be held in Birmingham, UK and will be hosted by  Aston Business School  in partnership with  Florida State University


The goal of the SEA is to help sales educators of ALL experience levels  improve their ability to teach sales students the skills and knowledge that these students will need upon graduating from business school.

Download the programme.

SEA 2018 is chaired by:

We now have our speaker line-up for SEA 2018. We have confirmed:

  • Duncan Preston from Jaguar Land Rover (JLR) will present a talk about the skills JLR looks for in sales graduate recruits. 
  • Luke Organ, Chief Commercial Officer will make a presentation on ‘selling soccer.’ And … we will also have an executive tour of the Aston Villa Stadium!
  • Rodrigo Guesalaga from Cranfield University will present How executives (DO) learn, and how they SHOULD learn about sales.
  • Beth Rogers from Portsmouth University will talk about Work-based learning in sales
  • Christine Eastman from Middlesex University will present  Coaching from selection to success: What part can coaching play in dealing with a contemporary recruiting and on-boarding?
  • B. Tod Cox from Stetson University will discuss Lessons learned in developing a new sales curriculum.
  • Javier Marcos from Cambridge University will present Teaching through real-life scenarios.
  • Harvey Markovitz from Pace University  discussing Pedagogy and cold calling.
  • Carole Creque from University of Central Florida will present The elevator pitch revisited.
  • Andrew Loring form Texas A&M will present Enhancing the student role-play experience.
  • Tamara Schenk and Robert Racine from CSO Insights (Miller Heiman Group)  will present on Sales enablement. We all know the importance of providing the sales organization with the information, content, and tools that help salespeople sell more effectively. Tamara will present CSO Insights’ research on this and how we might include it in the classroom. 
  • Once again SEA welcomes Howard Dover from UT Dallas  who will present a session on Digital disruption in sales field, including a workshop on how to morph this into the curriculum.
  • Amanda Helm from Xavier University of Louisiana  will tell the story of a Business code of conduct and a professional ethics code for sales students.
  • Kenneth Le Meunier-Fitzhugh from the University East Anglia in the UK will talk about Four selling interactions (transactional, relational, collaborative, and key account) and how to most successfully teach them.
  • Philip McGowan from Portsmouth University  will speak on How to teach about sales failure.
  • Rushana Khusainova from Aston Business School will introduce the topic of (Re)defining salesperson motivation: adapting sales motivation research in the sales management syllabus.

For full details, you can download the conference programme.

Who should attend?

Specifically, the Sales Educators’ Academy is targeted for:


  • Experienced sales educators seeking to re-tool their course curriculum.
  • Clinical faculty who may have valuable sales experience but who would like to learn more about how to leverage this experience in the college classroom.
  • Faculty new to sales teaching.
  • Faculty who are considering starting or who have recently started a sales center at his/her university.
  • Adjunct faculty who teach sales on a part time basis.


We have an allocation of rooms reserved for SEA 2018 conference delegates at the Hyatt Regency Birmingham.

Booking the Hyatt Regency Direct 

  • Single Occupancy Bed and Breakfast Rate: £147 per night
  • Double Occupancy Bed and Breakfast Rate: £162 per night

Rates are inclusive of Full English Breakfast (when taken in Aria Restaurant Only), WIFI and VAT at the prevailing rate.

Please book early as the bedrooms are on a first come first served basis. Please note that any unsold bedroom allocation will be returned to the hotel for general sale. Release Date: 14th April 2018.

Booking By Phone

  • Please Tel +44 (0) 845 888 1234 to book directly to reserve your accommodation by quoting booking reference: G-AST2 
  • Credit cards are required to guarantee booking. The following information is required at the time of making a reservation:
    Card Number/ Expiry Date/ Name of Card Holder
    Postal Code & address for whom the card is registered to.

Booking Online 

Please book here.

  • Go to 'Find rates and Offers', once completed with your date requirements 
  • Click on special rates and choose Group Rates insert the booking reference G-AST2
  • Click on check availability

Cancellation (applicable to bookings made directly with the hotel) 

  • All cancellations must be confirmed and guests must have the cancellation reference. An individual may cancel by 16:00hrs, 3 days prior to the arrival date without incurring any cancellation charges. Any cancellations after this time will be subject to full cancellation charges. 
  • In case of Late Cancellations or No Shows charges would be made to the credit card provided at the time of making the reservation. 


The event will take place at: 

Conference Aston Marketing Suites (CAMS)
Aston University
Aston Triangle
B4 7ET

Please see Conference Aston  and click on the small car icon for information  according to your mode of transport and for car parking on campus .  

Car parking is available at the Millennium Point multi-storey car park, which is situated opposite the University Campus. The car park charges £2.90 for 3 hours and £3.60 for 4 hours. The car park can be accessed via Jennens Road. If using a sat-nav please use the following post code: B4 7AP. 


Birmingham is a fantastic place to live and is in the middle of a massive growth, with big companies investing in the city. Watch our video of Birmingham or find out more with Visit Brimingham. 

Registration and prices

SEA 2018 only 

Conference registration fee £560 [early bird rate £495 until 15th April]: grants one full-access pass to the conference including one place at the conference dinner.

Cancellation terms

Register SEA 2018 Aston Business School