show notes

show notes

Does the European Union have formal sales education? Sales isn’t just a U.S. conversation, it’s happening across the world. That’s why we invited Bert Paesbrugghe, a French author and sales professor, to share how Europe approaches sales education, including programs that go as far as a master’s degree.

Meet Bert Paesbrugghe

• Bert Paesbrugghe is a sales expert, author, and educator based in Paris. He teaches sales and purchasing at ESSEC Business School, where he is also helping shape the next generation of sales professionals.
• Through his teaching, writing, and work with businesses, Bert has played a key role in advancing sales education across Europe. This includes helping develop formal programs like master’s degrees in sales.

Sales Education Is Evolving Quickly in Europe

• Paesbrugghe shares how the shift is being driven by companies that need more advanced sales talent. This pushes universities to move from offering no sales courses to building full master’s programs.
• While U.S. schools openly promote sales programs, European institutions have traditionally been more reserved. In many cases, they position sales under areas like negotiation to attract students.
• Even with fewer established programs, European schools are often quicker to adapt. This is largely due to close collaboration between universities and the business world.

How Sales Is Being Repositioned for Today’s Students

• One of the biggest challenges is changing how people view sales. Many students still associate sales with outdated roles like door-to-door selling or entry-level retail positions.
• To attract top talent, programs are reframing sales as business development, account management, or international negotiation.
• As more graduates enter high-paying roles in tech sales, peers are starting to see sales as a path to both financial success and a high-quality lifestyle.

Understanding How Buyers Actually Operate

• Paesbrugghe emphasizes that sellers and purchasers often think very differently, and that gap can make or break a deal.
• Large organizations are managing thousands of suppliers at once, which forces procurement teams to prioritize business continuity and streamline decisions.
• Many sellers attempt to bypass them, but that often creates friction and leads to tougher negotiations or lost deals.
• Why follow the platinum rule? When you treat others how you want to be treated, it helps build trust and make complex buying processes much smoother.

“Sellers are from Mars and purchasers are from Venus. Despite their differences, they’re both working toward the same goal: a lasting relationship.” — Bert Paesbrugghe

Resources

For more insights into the buyer's perspective and Bert’s research, check out his book, The Buyer’s Balance.

Connect with Bert Paesbrugghe on LinkedIn to discuss the insights from his book or this episode.

To learn how to better manage your customer experience and supplier relationships, visit Evaluation Hub.