We are pleased to announce that the 2022 Sales Educators' Academy Conference (SEA) will run as both an in-person and online live streamed conference. The in-person sessions will start with morning workshops and presentations will be scheduled in the afternoons and live streamed.

Aston Business School is honoured to be able to organise the first Hybrid SEA, especially given the unprecedented situation we are all in globally. We believe this hybrid conference format is a fantastic opportunity for sales academics around the world to connect and exchange best practices in all aspects of sales education. For those wishing to visit our Birmingham campus, they will be able to participate in morning workshops themed around sales education best practice, and the afternoon sessions will be live streamed so a more global audience can still engage in the event.

Additional details will be posted very soon, but for now please mark your calendars, as SEA 2022 will take place in this hybrid format on 21-23rd June 2022.

Discussion, insight and the latest in Sales Education.
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 faculty 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 decision was taken to expand the growth of the programme globally and specifically every other year at Aston University in the UK.

The goal of the 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 fees

Conference fee for 3 day on-campus attendance is £695 (early bird before 15th April £450); fee for live stream attendance £195 (early bird before 15th April £150).


Registration is expected to open in early March. 


If you would like to be considered for presenting at Hybrid SEA 2022 (either on campus or live streamed) please forward your name, email address, organisation, job title and abstract of no more than 150 words to sea2022@aston.ac.uk right away, but no later than Thursday 31st March 2022.

Dates, times and locations
Date: 21/06/2022
Time: 09:00 to 17:00
Aston University / Online
Registration TBC
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