Nerves of steel prevail as WMU sales students win big at Steel City Sales Challenge

KALAMAZOO, Mich.—Western Michigan University sales and business marketing students were victorious at the Steel City Sales Challenge, hosted by Duquesne University’s Palumbo-Donahue School of Business in late October. The virtual competition, sponsored by Ally Financial, saw over a dozen universities competing in the elevator pitch and role-play categories. 

Senior Drew Gassman, from Littleton, Colorado, placed first in the elevator pitch competition, claiming a $1,500 prize. Senior Josh Major from Battle Creek, Michigan, placed second in the role-play competition, earning a $2,500 prize.

Coached by Mary Nielsen, faculty specialist II in marketing, Western students posted top finishes in both competition categories, and five additional students were named finalists. WMU students faced the real stakes of being prepared to sell, paired with real support from their faculty coach and fellow students.

“My main goal is for students to have fun while learning and gaining confidence,” says Nielsen. “I watched them bond as a team. They helped and supported one another, worked very hard, and made great memories. They all took away something from the competition that they can highlight in interviews and conversations with potential employers.”

Elevator pitch perfect

In the elevator pitch competition, students produced a 60-second video where each student pitched themselves to be Ally Financial’s next sales representative. 

“I worked hard to make my elevator pitch as friendly and professional as possible, highlighting the values that Ally takes pride in. I emphasized my ability to work effectively on a team and contribute to a sense of community at an organization,” says Gassman. “This competition gave me the opportunity to put all the great skills I've learned in the sales and business marketing program at WMU into practice. I learned that preparation is key and leads to superior performance.”

‘Selling the Western Way’

The role-play competition involved progressive rounds of competition that first asked the students to participate in a simulated sales call, where they acted as Ally Financial business development managers, specializing in the automotive sector. They were asked to meet with the leaders of a car dealership who were searching for a different financial services provider. The students then introduced them to Ally Financial’s range of products. 

Students with the top scores moved to the finalist round where they furthered a conversation about a line of credit available to the car dealership and additional Ally products that might be of interest.  

“I approached all the interactions as conversations—structured, guided and facilitated, but still conversations,” says Major. “I adapted my approach quickly as I gained more information from the potential client, connecting only applicable services as solutions to their specific challenges.”

Throughout the competition, Major enhanced his sales skills in a virtual setting—something becoming increasingly important in today’s business environment. He also gained a high degree of confidence, which was his “big win” from the experience. 

“Selling through a screen is something that takes getting used to, and this event allowed me to practice those skills., This competition allowed everything to ‘click’ for me. Suddenly the sales strategies I had been practicing felt natural, and the nerves went away as I treated each interaction as a conversation. I gained trust in my skills, my curiosity about the client’s needs, and the process of ‘Selling the Western Way.’ Our team's performance in this competition really solidified the caliber of our sales training.”

Major encourages other sales students to seek out opportunities like this one to build their professional self-esteem. 

“Every student in the sales and business marketing program should do at least one sales competition before they graduate. This was my first competition, and I am extremely glad that I pushed myself to be uncomfortable, because it helped me grow. It's okay to not feel completely ready for a sales competition. The faculty coach and your peers will help you be your best. Trust your professors and the sales program, but most importantly, trust yourself.”

To learn more about the sales and business marketing program, visit the website.

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