Brief: Embedding Sales Training into Academic Learning

The University of East London’s School of Hospitality and Events Management identified a growing need to bridge academic theory with practical sales training. With career readiness a priority, the faculty wanted to ensure students graduated with the commercial skills hospitality employers are increasingly demanding – particularly in sales, events, and revenue management.

Although many graduates enter sales-related roles, traditional course structures often lack specific sales training. To address this, the university partnered with us to provide industry-led learning that complemented theoretical study and improved students’ employability.

Solution: Industry-Led Sales Training for Hospitality Students

Since 2018 we have delivered a series of sales training workshops and guest lectures for students at the University of East London. These sessions are tailored to support the curriculum while offering valuable real-world commercial skills and industry insights.

Core Focus Areas:

  • Sales Training for Non-Sales Roles
    Helping students understand that sales skills are vital in hospitality – even in operations, coordination, or planning. Content includes the buying cycle, value communication, and consultative sales approaches.
  • LinkedIn and Personal Branding
    The LinkedIn training module helps students establish a professional presence, grow their network, and become visible to future employers, all while learning how personal branding impacts career progression.
  • Gamification and Real-World Application
    We built sessions around collaborative activities, case studies, and role plays, making learning practical, interactive, and immediately useful.
  • Inspiring Industry Insights
    Our team shared their own career paths, giving students a real understanding of what’s possible in hospitality – and the confidence to explore commercial careers.

Results: More Confident, Career-Focused Graduates

The introduction of practical sales training at the University of East London has helped these students approach their studies – and their future careers – with more focus and confidence.

Key Outcomes:

  • Better Career Awareness
    Students are now actively considering careers in sales and revenue management, areas they hadn’t previously explored.
  • More Active LinkedIn Engagement
    After the LinkedIn training, students are more confident in networking professionally and marketing themselves to employers.
  • Enhanced Course Appeal
    Embedding sales training has made the programme more attractive to prospective students looking for a career-ready course.
  • Stronger Industry Integration
    We believe that our partnership has strengthened the university’s reputation as a forward-thinking institution, one that actively connects students to the real world of hospitality.

Feedback: A Longstanding, Valued Partnership

“We’ve worked with Selling Savvy for over six years now, which shows the value it brings – not just to the curriculum but to the students as individuals.”
Lynthon Musamadya, Senior Lecturer, University of East London

Conclusion: Equipping East London Graduates with Sales Confidence and Industry Insight

The sessions we delivered at The University of East London provided a real-world value of sales training for hospitality students. By combining theoretical study with practical industry insight, the university has created a more well-rounded, career-focused learning experience.

As the hospitality sector evolves, the need for commercially-aware, confident graduates is more important than ever and we’re very proud to play a role in shaping the next generation of event and hospitality professionals!

To explore how sales training can support your university’s curriculum and student success, visit www.sellingsavvy.co.uk.

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