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Journal of Personal Selling & Sales Management

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Promoting Sales Programs: The National Collegiate Sales

Competition
a b
Terry W. Loe & Lawrence B. Chonko
a
Terry W. Loe (Ph.D., University of Memphis) is Assistant Professor of Marketing, Baylor University,
Hankamer School of Business, Marketing Department, P. O. Box 98007, Waco, TX 76798-8007.
b
Lawrence B. Chonko (Ph.D., University of Houston) is a Holloway Professor of Marketing, Baylor
University, Hankamer School of Business, Marketing Department, P. O. Box 98007, Waco, TX
76798-8007.
Published online: 24 Oct 2013.

To cite this article: Terry W. Loe & Lawrence B. Chonko (2000) Promoting Sales Programs: The National Collegiate Sales Competition,
Journal of Personal Selling & Sales Management, 20:1, 11-13

To link to this article: http://dx.doi.org/10.1080/08853134.2000.10754216

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 Promoting Sales Programs: The National Collegiate
Sales Competition
Terry W. Loe and Lawrence B. Chonko
Universities with sales programs have the task of preparing students to successfully pursue careers in
professional sales and also promoting the programs and students to the business community. This paper
outlines the National Collegiate Sales Competition (NCSC) that was held in April 1999 and will be held again
in February 2000. The NCSC provides universities an opportunity to further develop sales students, while at
the same time displaying their students and programs to business organizations that have a strong emphasis
in the sales area.
Central to the mission of sales programs in higher education
is the development and preparation of students. This task re-
quires that instructors instill informative and persuasive com-
munication skills, with the hope that they pursue a successful
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career in professional selling. Achieving this mission necessitates
promoting and exposing collegiate sales programs and these stu-
dents to the business community. There are many facets to real-
izing sales programs' mission, some of which include: exposing
students to proven sales practices and sales practitioners; offer-
ing opportunities to learn selling skills experientially through
sales role-play situations and exercises both in the classroom
and in the field; and exposing and promoting students to local,
national and international sales organizations.
Professors and instructors across the United States and
around the globe promote sales programs in a variety of re-
sourceful and innovative ways. We often learn of the method-
ologies of our peers through conferences such as the recent
American Marketing Association Consortium on Professional
Selling and Sales Management, and the National Conference
in Sales Management, as well as through the Sales Profes-
sional Network Website (http://cbpa.louisville.edu/
salesnetwork).
In their search for promising sales talent, sales organiza-
tions need to identify and connect with programs that consis-
tently produce well-prepared students who seek a sales ca-
reer. While many business schools have arguably been on
target concerning the central mission (preparing our students),
promoting university sales programs to sales organizations
and thus our students at the regional, national and interna-
tional level has been left largely to chance or to college place-
ment offices. This facet of our sales programs' mission re-
quires additional skills and energies.
The National Collegiate Sales Competition
The National Collegiate Sales Competition (NCSC) was
launched in April 1999 to help universities with sales pro-
grams promote their graduates.
The primary purposes of the NCSC are:
Lawrence B. Chonko (Ph.D., University of Houston) is a Holloway
Professor of Marketing, Baylor University, Hankamer School of Busi-
ness, Marketing Department, P. 0. Box 98007, Waco, TX 76 798-8007.
Terry W. Loe (Ph.D., University of Memphis) is Assistant Professor
ofMarketing, Baylor University, Hankamer School of Business, Mar-
keting Department, P. 0. Box 98007, Waco, TX 76798-8007.
to promote the sales profession as an attrac-
tive, honorable and viable career option for
college students.
to provide an opportunity for interested sales
organizations to preview and interact with top
collegiate prospects for sales positions.
to provide an opportunity for talented and
qualified students to exhibit and enhance their
selling skills.
to provide a venue for students, professors,
and sales executives to share sales techniques
and sales education methods.
On April 23 and 24, 1999, selected sales students from
twelve schools around the U.S. came together to compete in
the first NCSC. Twenty-three sales students participated in
the competition hosted by Baylor University's Center for Pro-
fessional Selling. The event lasted for two days and involved
students in a three-round role-play competition.
NCSCFormat
Competitors were provided with products and related sales
materials two months prior to the competition. Each round
involved a student's conducting a one-call sales interview.
The sales interview required the student to establish rapport,
uncover the prospect's needs, present the product's benefits
as they related to those needs and close the sale.
The Participants
Each university could field up to two students. Several of
the schools represented chose their competitors from their
current sales classes. Several universities held preliminary
competitions in order to determine which students would
compete in the national competition. These universities took
advantage of the preliminary "sell-off' by promoting the com-
petition through the local media and getting local businesses
and executives involved as buyers and judges. Table 1 lists
the participating faculty advisors and university affiliations.
The Competition
The competition was held over two days. During the first round
of the competition the students represented a company that sells
Journal of Personal Selling & Sales Management,
Volume XX, Number 1 (Winter 2000, Pages 11-13).
 12
Table 1
Participants In the First National Collegiate Sales Competition
University
Ball State
Baylor University
Bowling Green
Central Michigan
Kennesaw State
Louisville
Middle Tennessee State University
Purdue
Univ. of Arkansas-Little Rock
Univ. of Houston
Univ. of Toledo
Western Carolina
Western Michigan
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personal planners or organizers (a good). The second round re-
quired the students t.o sell a time management seminar (a service).
The products and services, along with role-play scenarios were
provided t.o the students in advance of the competition.
The competit.ors were judged according to specific weighted
criteria representing sales and communication skills (see Table
2). Students' scores from the two rounds were added together
t.o determine the t.op three students who would go on to the
championship round.
Students competed for individual prizes and a team award.
The top three competitors received trophies as well as cash
awards. In addition the top individual scorers in the ''prod-
uct" and "service" categories were awarded trophies. The uni-
versity with the highest combined competitor scores from the
first two rounds of competition was awarded a plaque.
The top three student competitors, based upon combined
first and second round scores, participated in the champion-
ship round. This competition consisted of each student selling
the same product to a professional buyer. Four to six judges
from the business community evaluated the role-plays. Cor-
porate representatives, faculty from all participating schools,
and the students not making the final round viewed the cham-
pionship proceedings via remote monitor.
Corporate Partners
Corporate sponsors were critical to the success of the competi-
tion (See Table 3). Companies with a commitment to building a
strong sales recruiting system provided funding that allowed all
interested and qualified students t.o compete regardless of their
ability t.o raise funds. Thereby corporate sponsorship provided the
opportunity for arguably some of the best sales students in the
country t.o compete. Corporations benefited by being exposed t.o
students of several leading universities in the sales area. As well,
sponsors were able t.o leverage their recruiting funds.
Comments of several of the corporate sponsors indicated
that they had a very positive experience.
Journal of Personal Selling & Sales Management
Faculty Sponsor
Ramon Avila
Terry Loe
Greg Rich
Don McBane
David Shepherd
Buddy LaForge
Scott Inks
Lucette Comer
Ed Bashaw
Eli Jones
Sue Mantel
Julie Johnson
Jeff Lewin
Dick Plank
The talents exhibited at this competition normally require
thousands of dollars in training costs after you find the
right person. Hiring new salespeople of this caliber could
significantly shorten our company's training time and shorten
the time it takes for these reps to become productive.
Tom Willis, Vice President Business Services Division
Office Depot
We can look at 100 perspective job candidates and may hire
one or two. Of the students I have seen during this sales
competition, I would hire 50% of them.
Bill Patterson, Vice President of Marketing
Xerox Business Services
The NCSC offers firms an opportunity t.o earmark promis-
ing salespeople. Several of the corporate sponsors hired stu-
dent competitors from the NCSC. Prior to the completion of
the competition the representatives from Xerox Business Ser-
vices offered the top five student finalists automatic summer
internships at their Xerox University in Leesburg, Virginia.
National Collegiate Sales Competition 2000
The inaugural NCSC spurred paticipants' and sponsors'
interest to continue the competition. The NCSC 2000 is sched-
uled for February 25 and 26, 2000, at Baylor University.
Details concerning the products and services to be sold during
the role-play competition, and the associated buyer and seller
scenarios and profiles are currently being developed and will
be sent to all universities who have indicated an interest in
competing. The logistics of the competition allow for only 25
schools (50 student competitors) to participate, and these slots
will be filled as applications and entrance fees are received.
Some level of funding may be provided for students who are
unable to raise funds from their respective universities. The
intent of corporate sponsorship is to allow the best students
to compete regardless of their ability to cover their expenses
to the competition.
 Winter2000 13
Table2
National Collegiate Sales Competition
CONTESTANT EVALUATION SHEET

Score: _ _ _ _ (Out of possible 1O points)

Salesperson:---------------- School A f f i l i a t i o n : - - - - - - - - - - -
Time Limit: 20 minutes
Score each item on a 0 to 10 scale with 10 being the best possible score and 0 the absence of the skill or behavior being evaluated.
You may use 10"' of a point (e.g., 4.5, 9.8, etc ..). Average each section and multiply by the weighting assigned each section. Add these
scores together for the overall score.

5% APPROACH (Effectively gains attention and builds rapport)

Professional introduction
Salesperson gains prospect's attention
Effectively builds rapport
Smooth transition into needs identification
25% NEEDS /DENT/FICA T/ON (OBJECTIVE: Obtain a clear understanding of customer's situation in order to
prepare a customized presentation)
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Uncovered decision process (decision criteria, people involved in decision process)

Effectively determined relevant facts about company and/or buyer
Effectively uncovered needs of the buyer (discovered current problems, goals, etc.)
Asked effective questions that brought to the buyers' attention what happens to company or the buyer when
problems continue (helped convert implied needs to explicit needs)
Gain pre-commitment to consider the product/service and smooth transition to presentation
25% PRODUCT/SERVICE PRESENTATION (OBJECTIVE: Persuasively match your product's benefits to meet
needs of the buyer)
Presented benefits-based upon needs of buyer instead of only features
Logical, convincing presentation (display a strategy to communicate and persuade; Clearly understands needs
"hot buttons" of prospect and concentrates on those needs)
Used appropriate/professional visual aids
Effectively demonstrated product
Effectively involves the buyer in the demonstration
Effective use of trial closes (follow-up questions to determine where buyer is in decision process)
15% OVERCOMING OBJECTIONS (OBJECTIVE: Eliminate concerns or questions to customer's satisfaction)
Initially gains better understanding of objection (clarifies or allows buyer to clarify the objection)
Effectively answers the objection
Confirms that the objection is no longer a concern of the buyer
10% CLOSE (OBJECTIVE: Take initiative to understand where you stand with buyer now and for the future)
Persuasive in presenting a reason to buy
Asked for business or appropriate commitment from the buyer, given the nature of this particular sales call
15% COMMUNICATION SKILLS
Effective verbal communication skills (active listening; restated, rephrased, clarified, probed for better
understanding, etc.)
Appropriate non-verbal communication
Verbiage (clear, concise, professional)
5% OVERALL
Salesperson enthusiasm and confidence
Product knowledge

Table 3
1999 NCSC Corporate Sponsors

Office Depot Arrow Electronics

Xerox Business Services Carlton-Bates Company
Wilsonart International Elk Corporation
EDS Ericsson Inc.
Edward Jones Shaw Industries
Wallace