Mark Imfeld, Director of Strategic Partner Development for the Association for Supply Chain Management, recently reported that the logistics economy represents the largest industrial sector in the American economy, employing approximately 6 million people, and is the only industry realizing growth over pre-COVID periods. He went on to state that within the next 5 years, an additional 5.9 million supply chain positions are expected to become available (over 3 times the number of new jobs in industrial big data analytics, for instance). Imfeld also noted that since the onset of the pandemic, logistics positions have increased in value in organizational strategies.
Rickards (2022) outlined how energy issues and inflation have made the selling component within the supply chain more unpredictable and volatile than ever in the post-pandemic environment. In the current global supply chain, where port delays are no longer in the headlines but instead labor disputes have arisen in sectors such as the American automobile industry and European public transportation, American organizations are attempting to reshore their supply chains, and automakers Ford and General Motors have recently vertically integrated their semiconductor chip production strategies by producing in-house to avoid the bottlenecks that idled factories in the Spring of 2022.
Pedagogical remedies to propel the selling area in global supply chain and prevent similar post-pandemic supply chain issues have been added to coursework across the country. The Supply Chain Sales and Engineering Technology major at Purdue’s School of Engineering Technology prepares students for positions in national and global supply chain organizations, including the country’s top industrial organizations such as Boeing, Toyota, Allison Transmission, Rolls Royce, Cummins, Caterpillar, and GE Appliances. Purdue Polytechnic Institute offers a Technical and Service Selling course (IET 343) as part of the coursework for a Marketing and Sales concentration for hospitality and tourism management. However, students enrolled in IET 343 have been mostly pursuing coursework in Purdue’s School of Engineering Technology program. IET 343 is:
“A study of sales models and techniques for technical and service sales in business-to-business environments, including development of channel relationships, long-term sales agreements, customer relationship management efforts, total cost of ownership tools and complex sales presentations. Covers critical sales skills such as e-economy sales and marketing, lead management, building credibility, consultative selling, ethical negotiations, and sustainable product management.“
The Indiana University Kelley School of Business undergraduate business program is ranked #8 in the country as of 2023, and its Marketing and Professional Sales major is one of only about 20 in the US. Kelley’s MBA was ranked #3 in the US News and World Report list of best MBA programs for Marketing. The Center for Global Sales Leadership is one of the first educational sales research centers in the country, and in February 2023 it was announced that the program was partnering with an AI-based buyer intelligence program to advance the selling pedagogy.
Purdue students enrolled in IET 343 have the opportunity to participate in the IU National Selling Competition as part of their course requirements. Over the past two years, two four-person multi-disciplinary undergraduate teams from Purdue University competed in the 16th and 17th annual National Team Selling Competitions, which are “complex, quantitative, B2B, value-added team selling competitions”. Students traveled to Bloomington to compete, with registration and lodging expenses graciously funded by private corporate donors (Altria and Nucor in 2023 and 3M, Altria, and Nucor in 2022), and had the opportunity to network with corporate partners and prepare, unwind, and dine at Indiana Memorial Union (called the “lifeblood of IU Bloomington”).
The IU competition is a “premier event that brings together top-level sales talent from colleges and universities across the country” and an “invaluable learning experience”. It consists of two 20-minute appointments (and potentially a third round if things go well) with representatives from a fictitious company. Details about the organization, employee backgrounds, and case dilemma are provided in advance. The 2022 case was presented as follows:
“Our sales team works for HITECH, a technology and engineering company that conceptualizes, develops, and markets innovative products. Your team represents a groundbreaking, in-store customer experience technology called iScan. Great news! Your team has secured time with a prospective new client, On-the-Go Convenience Stores, that are predominantly located in metropolitan cities across the Midwest. On October 20 and October 21, you have the opportunity to meet with the On-the-Go CEO and the On-the-Go Marketing Director. Your team’s goal is to sell iScan screens for installation in On-the-Go Convenience Stores.”
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2023 Team Captain Luke Paul answered the following questions upon returning from his visit to WL from B-Town:
Why is knowledge of the sales process important for students studying the supply chain?
- Understanding how to market and sell your solution to people who might not have much technical experience is something very useful for supply chain majors. You could have the best solution, but if you can’t pitch it, it’s not worth very much.
What impressed you about the 17th annual IU Sales competition?
- The accommodations were great, the food and hotel were both super nice, and everyone on the staff from IU was very friendly, even to us Purdue students! Also, the case study had a great level of detail.
Why is the ability to successfully navigate professional conferences important for Generation Z?
- For our generation, especially post-COVID, having the ability to network in person is becoming a rarer commodity and something that will set individuals apart.
What stood out on the campus of IU that was surprising?
- The IU campus has some really nice study areas with fireplaces, a good energy, and an exciting nightlife.
Describe the recommendation that you developed and delivered in Round 2 of the competition
- You want to bring technical knowledge, data, graphs, etc., but from my experience, the judges are really impressed with smooth, energetic pitches, and don’t forget to close the sale!
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