The nature of selling has changed in our technology-driven world, but the Center for Leadership in Professional Selling in the Palumbo-Donahue School of Business is preparing students for the challenge.

Located on the fourth floor of Rockwell Hall, the Center’s newly renovated space features simulation labs, where students can role-play their sales approaches in various settings with executives from partner firms. For example, students can practice their pitches in a simulated office, a corporate office lobby, an executive conference room or a larger training room. All simulated spaces allow students to project presentations onto a flat screen and are part of a sophisticated digital video capture system. Sales sessions can be live streamed or recorded so students can review and hone their work. Sales professionals can also embed comments and suggestions in recorded videos to help students.

“Sales is the front line for any business—it’s the revenue generator,” said Dr. Dorene Ciletti, assistant professor of marketing. “Nearly 70 percent of all business graduates have jobs that involve sales of some kind. The Center for Leadership in Professional Selling sets students up for greater success more quickly.”

Thanks to online resources, customers today have access to more information and options, meaning sales people must provide added value to the buying experience. “Great salespeople identify and understand the buyer’s needs so they can provide the best solution, while working in an ethical and socially responsible way,” Dorene said.

The Center will focus on teaching, research and community engagement, with the opportunity for companies to participate in student projects or executive education offerings. The Center and Steel Dynamics, Inc., co-sponsored the inaugural Steel City Sales Challenge on Oct. 21, where students from six universities in the region engaged in a sales role-playing competition.

“The Steel City Sales Challenge supports our growing focus on business-to-business professional selling and is in keeping with our goal of offering compelling programs to students seeking distinctive, transformative business education,” said Dr. Dean McFarlin, dean and professor of management at the Palumbo-Donahue School of Business. “Our new Center is one the finest facilities for sales training anywhere in the country and offers us a distinct opportunity to work closely with companies to further enhance students’ skills.”

In addition, the Rockwell floor includes a “maker space” shared by the new Centers of Excellence in Entrepreneurship and Supply Chain Management, giving students additional opportunities and providing a fuller business experience for sales students. Dorene noted that the decision to co-locate all three Centers on the same floor was intentional.

“Supply chain students often participate in sales role plays as buyers and entrepreneurship students rely on sales techniques to influence potential investors,” Dorene explained. “Having these Centers near each other really supports collaboration and will enhance our educational efforts.”

The skills necessary for sales—communication, presentation, identifying needs and creative problem solving—are valuable for any profession, Dorene said.

“At its root, sales is about persuasion and influence. We sell ideas constantly, and sales education allows you to present yourself and your ideas more effectively,” she said. “Even if students don’t enter the sales field, the skills they learn at the Center can benefit them throughout their careers and lives.”