Purdue University Northwest Welcomed into the University Sales Center Alliance

November 15, 2021

Two students in suits speak over a table. — The White Lodging Professional Selling Lab at Purdue University Northwest is a high-tech sales lab where students develop confidence and hands-on skills in the sales minor program.

Purdue University Northwest (PNW) has been accepted as an associate member of the University Sales Center Alliance (USCA), one of only 62 universities in the United States and Europe to be part of the organization.

“This is THE sales organization to be a part of,” said Claudia C. Mich, director of PNW’s Professional Selling Program. “It consists of the top sales educational programs across the country. Our acceptance into the USCA raises the visibility of Purdue Northwest’s sales program in the community and also with national and international companies.”

PNW launched the sales minor program in 2016. The curriculum is designed to develop skills that students need in a 21st century workplace through exposure to real world selling situations. The program trains students in relationship building, sales planning, needs assessment, customized product presentations, handling objections, effectively listening and closing, as well as other sales-focused skill sets.

Also part of the successful sales program is the White Lodging Professional Selling Lab. The lab is a high-tech central classroom with six practice suites used for role-play training. The role-play scenarios help students develop confidence and hands-on skills in sales. A sales engineering minor program was introduced in 2021.

The USCA, a consortium of university sales centers and educators, is dedicated to continuing the advancement of the sales profession through teaching, research and outreach. The USCA sets and monitors sales program standards while sharing best practices, enhancing sales curricula and ultimately preparing students for a career in sales.

One advantage of associate membership in the USCA is the mentorship program. “I’m really looking forward to having that mentor to help us grow,” said Mich. “The support we will receive as an associate member will help us continue to expand and grow our sales program. The new insights and ideas we will receive from all the peer institutions’ top sales and education programs across the country will be invaluable.”

Ultimately, it’s the PNW sales student who will benefit from the membership. “The Purdue Northwest sales program builds self-efficacy and confidence in our students,” said Mich. “Our acceptance into the USCA ensures our students are receiving a rich, engaging, top-level education in the sales profession.”