Brian Collins named first-ever IEPS College Sales Educator of the Year

When Virginia Tech’s Professional Sales Program steps onto the national stage, whether at the Steel City Sales Challenge, the International Collegiate Sales Competition, or the Global Collegiate Sales Competition, the world sees polished presentations, confident communication, and students who perform with poise. What they don’t see is the person who has spent years designing the engine behind all of that success: Pamplin College of Business Professor of Practice and Sales Program Director Brian Collins.

This year, Collins was named the first-ever Institute for Effective Professional Selling (IEPS) College Sales Educator of the Year, an honor that reflects both his impact on students and his leadership in advancing sales education. Collins is the strategist and architect who moves the pieces behind the scenes so that Hokies can shine in front of judges, employers, and industry leaders. With more than 20 years of high-level experience in banking, mergers and acquisitions, sales strategy, and executive negotiation training, he brings a real-world perspective to the program that few universities can match. One that has earned national recognition.

Under Collins’s leadership, the Professional Sales Program has seen remarkable growth. What began as a small collection of courses has evolved into a comprehensive ecosystem that includes a concentration, a minor, a thriving student organization, and a nationally recognized competition team. That growth will culminate in 2026, when Virginia Tech will be one of the only universities offering a major in professional sales.

The culture he has cultivated is one rooted in preparation, discipline, and the belief that “it’s not about you, it’s about your client.” It now serves as the foundation for one of the most dynamic sales programs in the country.

"Professor Collins is the epitome of dedication, and that commitment is to his students," said Jack Spurlin, a senior majoring in marketing management with a concentration in professional sales. "I've witnessed firsthand the care, patience and willingness to help all of his students at any given moment. I think what truly separates him above the rest is his ability to craft a real unique connection with any student and do what it takes to help them find success no matter their career choice."

A day in the life of building champions

To understand what it takes to build an elite sales program, you only need to look at Collins’s daily routine. A “normal” competition season day might include early-morning coordination with industry partners, midday coaching sessions, afternoon role-play critiques, and evening strategy calls with students who want one more round of practice. All of these activities are in addition to teaching the Advanced Professional Sales and Sales Force Management classes where students earn scholarships through role play and live case competitions.

Even on weekends, he’s known to review practice videos so he can offer targeted feedback that helps students break through their next performance barrier. This relentless commitment shows up in the results.

During the 2025 fall semester, Virginia Tech students competed at three high-profile collegiate sales competitions. Each one of those attracting dozens of universities and hundreds of competitors. At the Steel City Sales Challenge, Hokies stood out with a finalist finish in the speed sell competition and a first-place win in the role play.

At the International Collegiate Sales Competition in Orlando, students advanced to semifinal rounds in both the role play and case competitions, contributing to an 11^th-place team finish out of 80 universities.

And at the inaugural Global Collegiate Sales Competition, which was co-created by Collins and fellow Pamplin professor Mark Michalisin and hosted in partnership with Informa Markets and the ISSA Show, Virginia Tech earned first and third place in the role play, and second place in the speed sell.

Each event underscores the same message: Virginia Tech students don’t just show up, they compete to impress, and they represent the university with exceptional professionalism. That doesn’t happen by accident. It happens because Collins builds a system where preparation is nonnegotiable and excellence becomes a habit.

The experience behind the expertise

Collins’s ability to coach students at a high level stems from a career defined by real-world leadership and service. Before joining Virginia Tech, he spent more than two decades in financial services, rising into executive roles and leading teams through complex negotiation and sales strategies. He trained professionals across the country on how to communicate with executives and manage high-stakes business conversations.

This background infuses his teaching and coaching. Students learn how decision-makers think, how to frame solutions in terms of strategic value, and how to adapt when a conversation shifts unexpectedly.

His commitment to mentorship also extends far beyond the classroom. Over the years, Collins has served in leadership positions on the VT MBA Alumni Board, the Marketing Advisory Board, the National Pi Sigma Epsilon Board, and The University Sales Center Alliance Board. He has earned multiple mentoring and teaching honors, guided countless students toward meaningful careers, and built enduring partnerships that strengthen the program year after year.

His leadership has always centered on Ut Prosim (That I May Serve) and helping others rise, and that philosophy continues to define the Professional Sales Program today.

The Professional Sales Program’s rise and the road ahead

The momentum surrounding Virginia Tech’s Professional Sales Program is undeniable. With each competition season, students continue to prove they belong among the best in the nation. Their success reflects a culture that values preparation, integrity, and the relentless pursuit of excellence. All of these are qualities that Collins has intentionally embedded into every facet of the program.

But for Collins, the victories are not the finish line. They are milestones on a journey of continued growth. The expansion of industry partnerships, the increasing visibility of the competition team, and the launch of the Global Collegiate Sales Competition all point toward a future filled with new opportunities for students.

He envisions a program that continues to push boundaries and prepare Hokies not just to succeed in their first jobs, but to become impactful leaders throughout their careers.

Virginia Tech’s sales students are already proving what is possible when preparation meets purpose. And behind their success stands a director who believes wholeheartedly in their potential and continues to shape one of the country’s most dynamic and competitive collegiate sales programs. Collins isn’t just building a curriculum. He’s building leaders and the future of professional sales education at Virginia Tech.

After all, it’s about his clients (the students), not him.

Written by Monica Hillison, assistant professor of practice in the Pamplin College of Business