From small beginnings to a network of sales leaders: The evolution of the Ted Rogers Sales Leadership Program

From humble beginnings to evolving into a thriving network, the Sales Leadership Program (SLP) has not only shaped the careers of countless alumni but has also cultivated a robust community of sales professionals. This transformation not only speaks to the program's ability to bring about positive change but also reflects the strong backing it receives from respected sponsors like Softchoice and Fidelity Investments.

The roots of the Sales Leadership Program can be traced back to the visionary leadership of Dr. Karen Peesker; with 16 years of experience in the sales industry, she recognized the need for a program in Canada that would fill gaps in sales education. 

“Sales and marketing are among the specializations most highly sought after by employers in Canada today,” says Dr. Peesker. “It is crucial that Canadian business students receive training in how to sell ethically and how to lead successful sales teams with integrity.”

The SLP was the first English-speaking sales program in Canada, providing sales leadership and experiential opportunities for students across various business disciplines. Students gain experience in international sales case competitions, role-playing, “improv,” customer relationship management (CRM) learning opportunities, live sales projects and social selling opportunities. 

“I think what's really unique about the sales leadership program is that it doesn't matter what major you did before. While in the program, we realized quickly that the skills we were learning were transferable to any career path we went into,” explains Sheniese Van Heer. 

Van Heer (Human Resources Management, ‘21 & MBA, ‘23) was part of the original cohort as a TRSM student, currently part of the Advancement Team that works with the SLP’s industry sponsors. 

“You're always going to have to sell yourself in a job interview. You're always going to have to sell your ideas to a coworker. You're always going to have to sell your business to your clientele. You're constantly selling on a day-to-day basis in any profession you do,” says Van Heer.

The SLP has now evolved into a multifaceted sales ecosystem with numerous branches, a testament to its dynamic growth and expansive reach. Part of that ecosystem is the Ted Rogers Student Sales Club (external link) . The club is geared toward first- and second-year students eager to learn foundational sales skills such as strategy, collaboration, planning and more. The club then feeds into the Sales Leadership Program for students in their third and fourth years. Key performers can join the Ted Rogers Undergraduate Sales Team (TRUST) to compete in sales competitions.

Since its inception, TRUST has consistently garnered acclaim for its achievements. In 2018, standing as the sole Canadian representative in its inaugural year, the team emerged victorious at the Northeast Intercollegiate Sales Competition (NISC) (external link) , outshining 22 other schools from across the USA. In a remarkable achievement this past month, they clinched victory in the same competition, reaffirming their status as the overall University Champions once again.

However, the true testament to the program's success lies in the stories of its alumni. From the first cohort to the current year, graduates enter the industry as passionate and skilled sales professionals. Alums have since grown in leadership roles across industries, including Fortune 500 companies like Microsoft. 

“I’ve seen how transferable the skills are. I've seen students who’ve gone through the program, who are now in their early careers, and I can see how successful they are,” adds Van Heer. “From the time they graduate, they've been told by their employers that they're top performers. Because of the skills they’ve gained from SLP, they're already ahead of the game.” 

Recently, former SLP members decided to launch an alumni association to maintain a stronger sense of community post-graduation. Dubbed Ted Rogers Sales Alumni (external link)  (TRSA), the group aims to foster continued connectivity and mentorship.

“We're just so grateful to Dr. Peesker for what she did, and we didn't want that community to stop after we graduated. We wanted to continue that sales community, but also give back to the sales program that helped us kickstart all of our careers,” says Van Heer. 

By launching the alumni association, they were able to add another connectivity piece to the growing SLP ecosystem to connect graduates from the sales program. However, the association goes beyond just that. The alumni association extends its recognition to all those who paved the way before the SLP, providing a platform for any alumni engaged in sales to connect. This creates a full-circle moment for anyone involved in the sales community from TMU.

TRSA empowers alumni with the opportunity to support current students. Being a part of the Sales Ecosystem, alumni can give back to the SLP and act as mentors, attend events, put on workshops, participate in panels and run sales lessons for current students of the program.

What began as a small program has blossomed into a thriving network of sales professionals, leaving an indelible mark on TRSM. Today, as alumni contribute to the growth and success of various industries, the Ted Rogers Sales Leadership Program stands as a testament to the transformative power of education and community. As the program continues to evolve, we look forward to witnessing the achievements of future sales leaders shaping the landscape of Canadian business.