Ryerson’s Sales Leadership Program gives students top skills for in-demand jobs

In November 2018, when Prof. Karen Peesker and her student sales team were announced as winners at a prestigious U.S. sales competition, no one could believe it – not even the Ryerson University team itself.

“It was like a Disney movie,” Peesker beamed. “It was crazy, just, so exciting.”

The Ryerson contingent, part of the new Sales Leadership Program (SLP) at the Ted Rogers School of Management (TRSM), was the only Canadian team at the Boston-area NorthEast Intercollegiate Sales Competition (NISC) (external link) , which included 22 other schools from across the USA. And– Peesker had only recently put the team together.

“Next thing I know, we’re in Boston – we’re winning – and this whole program took flight,” said Sarah Oliver, who placed third overall in the individual category, and who, until joining the SLP, hadn’t even considered a career in sales, but now works for Microsoft.

Indeed, the rookie-team-takes-all has a bit of a Cinderella meets Mighty Ducks storyline. The analogy is best understood when you realize that Peesker herself didn’t even begin at Ryerson until that year, and only launched the program with Brian Segal, Chair of the Ted Rogers Leadership Centre, a few months earlier.

“We didn’t even have uniforms yet,” Peesker laughed, recalling the polished uniforms of their American opponents.

But what her team was wearing didn’t seem to matter.

“We worked really hard to prepare, we had the right skills, and we operated effectively as a team,” she said, while also praising Winston Devendrarajah, who was the top competitor in the individual and speed selling categories.

Program meets ‘real need’ in Canadian business

Peesker was inspired to launch the SLP following 16 years in the sales industry, and after having seen similar sales programs at universities in the U.K. and in the United States. When she arrived at Ryerson’s TRSM, she knew there was huge potential for something similar.

While some people hold old-fashioned stereotypes of the sales industry, she says many underestimate its importance, noting that despite changes brought on by technology, core selling skills and people skills are more and more important.

“As AI develops, there will be new tools and apps to support smaller transactions sales, yes, but people buy from who they like and trust. That’s not going anywhere,” she said.

Furthermore – there’s a need: sales and marketing professionals have been among the top five specializations in highest demand over the past decade in Canada, but there has been a shortage of qualified people able to fill these roles.

Despite this, she says Canada’s major business schools haven’t made sales a focus of their programs – which means business students aren’t getting some of the skills they need to fill the gap.

TRSM is trying to change that.

“This program meets a real need in Canadian business,” she said.

Skills and experience for the real world

The SLP is unique in that it provides sales leadership experiential opportunities for third- and fourth-year undergraduate and graduate students of various business disciplines. Students gain experience in international sales case competitions, role-playing, “improv” and CRM learning opportunities, live sales projects and social selling opportunities.

Through these opportunities, students in the faculty-led program, located in the Ted Rogers Leadership Centre, learn strategy, collaboration, planning, how to deliver impact and outcome for customers, and more.

To be eligible, students must ensure that they take one of TRSM’s four sales courses. They can take part in the program for one or two years, and since it’s extracurricular, most components are completed outside of regular course hours.

Company sponsors have so far have included DHL (Platinum*), Canadian Professional Sales Association (Gold*), Softchoice (Bronze*) and TEKsystems (Bronze*). Some companies involved with SLP hire students once they graduate.

Oliver was one of them.

Grad lands at Microsoft

The spring 2019 grad didn’t always envision herself in sales. But during her fourth year in TRSM’s Hospitality and Tourism Management program, thanks to Peesker and the SLP, Oliver found her calling.

“It wasn't until Dr. Peesker's classes where I really even understood what the program would entail. She helped me realize that sales is incorporated into so much of our day-to-day lives. Not to mention, an exciting and dynamic profession,” said Oliver, who now works as a sales operations partner with Microsoft Canada Services.

“I wouldn't have the job I have today if it wasn't for the SLP. Working with Dr. Peesker, improving my skills and networking with top sales professionals led to me getting a job at the world’s largest software company,” she said, noting the sales competitions and training sessions put students in real-world situations.

“You can't get that from a textbook,” she continued.

Oliver says another valuable feature is the student/alumni-advisory team, which provides input on various aspects of the program.

“I think that’s part of what makes the program so unique. It was created with a lot of student-influence, so the content being delivered and the activity requirements are relevant to today's modern student,” she said.

Located in business capital of Canada

Peesker also points out that Ryerson’s location – in the heart of downtown Toronto – is a major advantage, making speaking engagement and mentorship opportunities with key industry leaders even more accessible.

TRSM’s SLP is already underway for the 2019-2020 academic year, and the team will be looking to impress yet again when they return to the NISC competition in November.

“And we have uniforms now,” Peesker said with a laugh.

This year’s SLP cohort launches Sept. 25. Students interested in applying for the 2020-2021 academic year can contact the SLP in Winter 2020.

Companies interested in becoming a partner or sponsor can inquire with the program.  

*Companies can select various levels of sponsorship, including Platinum, Gold, Silver or Bronze.