From Keurig to The Classroom: Three Things Students Must Know About Professional Selling | Christopher Stevens - 07

What’s the difference between sellers making millions and those who struggle to close a deal? Keurig founder Christopher Stevens says it’s not about being the best. It’s about getting things done. In this episode, he shares lessons professors can pass along to students, proving that big results can come from anywhere.

Meet Christopher Stevens

1. Chris is currently an Associate Professor at the University of Notre Dame, where he returned to teach after a long and successful business career that began in sales at Procter & Gamble.
2. He went on to lead an Anheuser-Busch distributorship and later ran a large spirits, wine, and beer company. In 1996, he joined two entrepreneurs to help launch what would become Keurig, where he led sales, marketing, and corporate responsibility as the company grew from a fad into a phenomenon.
3. Today, Chris continues to shape future leaders at Notre Dame while also serving as an active angel investor supporting startups focused on doing good alongside making a profit.

The Reality of Selling

1. Selling isn’t what you think it is. You have to see it beyond the transaction to understand the true meaning of selling.
2. Chris reminds us that nothing happens in business until someone sells something, and most startups fail because they do not sell enough.
3. He challenges students to rethink rejection, explaining that real selling often starts at the first no and becomes an opportunity to earn trust and solve real problems.

Being Human Builds Relationships

1. Deep human connection is at the heart of successful sales. Chris shares several stories from his classes, such as assigning handwritten thank-you notes and service projects.
2. These experiences help students look beyond themselves and foster genuine relationships.
3. Through service and storytelling, students learn that success in sales comes from empathy, connection, and real understanding of others’ needs.

Advice on Designing a Sales Curriculum

1. Chris shares how he doesn’t understand how students manage it today with AI and social media constantly in their face.
2. He says it’s important for professors to recognize just how overwhelmed students are and recommends integrating motivational content like TED Talks.
3. Chris also stresses the value of finding mentors and partners and encourages educators to help students discover their “why.”

“There are three kinds of people: those who make things happen, those who watch, and those who wonder what happened. To make things happen, follow Winston Churchill’s advice: don’t do your best, do what it takes to get the job done.” - Christopher Stevens

Resources

Christopher Stevens contact: email - [e-mail], number - 617-510-5028

Books: