Abstract
Business schools are periodically criticized as out-of-touch with the needs of the industrial marketplace. The knowledge base and skill set educators incorporate into their courses and instill in students are sometimes viewed as dated and not in keeping with the practices and needs of the organizations that hire college graduates. Senior sales executives at 400 industrial firms were surveyed on the importance of topics and the structure of the undergraduate personal selling course. The executives' advice and assessments of the value of selected out-of-class experiences for students interested in pursuing careers in industrial sales were also solicited. The results provide benchmarks for designing and delivering the personal selling course in a postsecondary environment and advising students to best prepare them for careers in industrial sales.
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