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5th Sales Educators' Academy Conference

Sales Educators' Academy

7-9 June 2016, 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.

Programme

The programme can be found HERE.

SEA 2016 is chaired by:

  • Leff Bonney - Florida State University

  • Greg Marshall - Rollins College and Aston Business School

  • Ad-de-Jong - Aston Business School

  • Geoff Parkes - Aston Business School

  • Mark Johnston - Rollins College

SEA 2016 speakers:

  • Dr David Baker - teaching cultural selling intelligence 
  • Dr Howard Dover - innovations in socal media and their impact on sales education 
  • Prof Nick Lee – teaching sales analytics
  • Prof Mark Johnston - sales ethics
  • Dr Javier Marcos - how to integrate behavioural change into marketing strategy
  • Dr Beth Rogers - sales ethics
  • Prof Lynette Ryals - self-directed learning, module design and engagement with industry
  • Dr Ian Speakman - strategic selling: the procurement perspective
  • Prof Niladri Syam - teaching sales analytics
  • Prof Willem Verbeke - neuro-biological perspective 
Cultural Selling Intelligence is especially important in today’s globalized world because the cultural interpretation of context can be significantly different from one set of cultural values to another. Even within national contexts, there is a growing level of difference in culturally based self-reference criterion between buyers and sellers. A salesperson who is high in cultural intelligence has the ability to be effective in intercultural selling, as he/she is better able to actively adapt to the different cultural backgrounds from which the customers are influenced. In this session, SEA participants will learn creative ways to teach Cultural Selling Intelligence using assessments, role-plays and various case techniques.
The world is changing fast. It’s often heard that more and more sales transactions are taking place digitally. So how do we address the current convergence of sales and digital marketing in our sales curriculum? In this session, Dr. Howard Dover builds off of his SEA 2015 presentation to describe how digital tools and concepts are morphing the curriculum at UT Dallas. From activities in Introductory sales using Linkedin to changing Customer Relationship Strategy to Digital Prospecting to a new MBA course, Digital Sales Strategy. Time will be set aside for small group work to discuss opportunities to place more digital tools into our curriculum.
Sales organizations face a multitude of problems that cannot be effectively solved by seat-of-the-pants thinking and ‘gut feel’ decisions. In response, leading-edge research has developed analytics-based models, and these have been successfully deployed by their authors in various collaborating companies. Scholarly reports of these efforts are available in the scientific literature, but they rarely filter down from there to be used by the majority of practicing sales managers. The goal of this course is to introduce students/executives to the science of sales analytics. The major focus is learning-by-doing, where students work on data sets, and the major pedagogic tool is Excel. The fundamental principle of the course is that the sales force’s productivity can be substantively improved by using spreadsheets, developed from cutting-edge research into sales analytics, as decision-making tools. At the end of the course the students will have implemented state-of-the-art tools for addressing salesforce management issues, and further, will have a whole new outlook on sales management and decision making.
Ethics has never been more important in the sales profession. Unfortunately, it can be a challenge to effectively present the topic of sales ethics in the classroom. This interactive session features a “best practices” approach to teaching sales ethics. Beth Rogers and Mark Johnston will lead the discussion with a goal of providing immediate tools and suggestions on bringing sales ethics into classroom focus.

Over the last two decades, coaching has become a well stablished approach to develop skills in sales people. Moreover, there is recognition that coaching can improve sales performance. Javier will present his practical experience of coaching more than 100 sales people and the extent to which he was able to achieve sustainable behavioral change through this intervention. A reflection of how can coaching be incorporated in sales education courses will be proposed.

Ethics has never been more important in the sales profession. Unfortunately, it can be a challenge to effectively present the topic of sales ethics in the classroom. This interactive session features a “best practices” approach to teaching sales ethics. Beth Rogers and Mark Johnston will lead the discussion with a goal of providing immediate tools and suggestions on bringing sales ethics into classroom focus.

The currency of selling largely centres upon talking, empathizing, relationship building and adaptation. This is at odds with conventional notions of learning and education, in which lectures, modules and even entire courses may be pre-designed and delivered in ‘set piece’ formats with – if the delegates are lucky - a little group work on the side. This session considers educational designs that may be more appealing to sales people and deliver better learning gain for the companies who employ them.

Sales professionals particularly in strategic selling relationships need to improve their understanding of procurement and their management of strategic supplier groups, the methods of analysis used and their communication strategies (Van Hoek, 2014). Procurement has moved from the basement to the boardroom over the past two decades and will continue to develop unleashing full business value through the procurement process. How will this impact selling strategy. Should sales student be educated in the principles of procurement?

Sales organizations face a multitude of problems that cannot be effectively solved by seat-of-the-pants thinking and ‘gut feel’ decisions. In response, leading-edge research has developed analytics-based models, and these have been successfully deployed by their authors in various collaborating companies. Scholarly reports of these efforts are available in the scientific literature, but they rarely filter down from there to be used by the majority of practicing sales managers. The goal of this course is to introduce students/executives to the science of sales analytics. The major focus is learning-by-doing, where students work on data sets, and the major pedagogic tool is Excel. The fundamental principle of the course is that the sales force’s productivity can be substantively improved by using spreadsheets, developed from cutting-edge research into sales analytics, as decision-making tools. At the end of the course the students will have implemented state-of-the-art tools for addressing salesforce management issues, and further, will have a whole new outlook on sales management and decision making.

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.

Accommodation

We have an allocation of rooms reserved for SEA 2016 conference delegates at the Holiday Inn Express (approx.12 minutes walk from the University) and at Conference Aston Hotel located on campus.

Conference Aston Hotel
Aston St, Birmingham B4 7ET

To book accommodation in Conference Aston (£89 per night bed and breakfast ) please click here.

Conference Aston bedroom
Aston suite - bedroom

Holiday Inn Express, Birmingham Snow Hill
1 Snow Hill Plaza St Chads, Queensway, Birmingham B4 6HY
T:+44 (0) 121647 3999 
Email: sales@holidayinnexpress.com

To book a room (£75 B&B single occupancy per night) from the allocation please call the Holiday Inn and quote the following reference SEA Conference code: LTN

Holiday Inn

The event will take place at: 

Conference Aston Marketing Suites (CAMS)
Aston University
Aston Triangle
Birmingham
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. A precise description of how to drive to this car park and then walk to the campus can be found by clicking the following link.

Birmingham

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 2016 only 

Conference registration fee £650 [Early bird rate* £495]: grants one full-access pass to the conference including one place at the conference dinners.

SEA 2016 registration "Two conference discount" with GSSI conference

To support the move of the GSSI Conference to Aston Business School (see: http://www.vlerick.com/en/no-navigation/gssi2016/call-for-papers) those delegates attending GSSI and who wish to attend SEA will now receive an increased discount to 30% for SEA (Registration fee now £455.00 - Early bird rate* £346.00).  If you have already registered for the GSSI 2106 conference you will have received the discount booking code for the SEA 2016 conference. 

SEA 2016 registration with intention to book for GSSI: "two conference discount"

If you have not yet booked GSSI 2016 but intend to do so please register for SEA 2016 first to obtain the 30% discount code for GSSI 2016 and then register for GSSI 2016. You will then be issued with a 30% discount code for SEA 2016. Please email the code, together with your Conftool user ID and your name to SEA2016@aston.ac.uk within 2 weeks of registering for SEA 2016 to obtain the 30% discount. 

NB Payment for SEA 2016 will be due once the discount has been issued.

*Early bird deadline: Extended to 1 May 2016  

Additional conference dinner reservations are available to purchase on registration [£40.00 per person per night]. 

Please first create your log in details in Conftool and proceed to registration.   https://www.conftool.com/sea2016/ 

Visa: If you are travelling from outside the EU please ensure that you have a valid visa. If you require more information please contact SEA2016@aston.ac.uk 

For more information on GSSI 2016 go to http://www.vlerick.com/en/no-navigation/gssi2016/call-for-papers

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