Caleb Roche

Roche teaches Professional Selling (MKTG 3473) and Advanced Professional Selling (MKTG 4473) within the Spears School of Business.

His teaching philosophy centers on practice-based instruction. Students in his courses do the work of selling in the classroom rather than learning about it in the abstract. Class sessions typically involve live roleplay exercises, recorded sales conversations reviewed against professional benchmarks, real-time coaching, and case-based analysis of contemporary sales situations. The classroom is treated as a lab where students build the specific skills — discovery, qualification, objection handling, negotiation, and closing — that determine success in professional sales careers.

Both courses integrate directly with the resources of the Center for Sales & Service Excellence, including the CSSE Sales Lab, corporate partner engagement, and preparation for national collegiate sales competitions. Students in these courses graduate with a portfolio of live sales experience, direct exposure to industry leaders, and the technical and interpersonal skill set required to succeed in modern sales and service roles.

Roche's teaching approach draws from established pedagogical research on experiential learning, deliberate practice, and skill acquisition in professional domains. He is committed to the view that sales, like any craft, is developed through structured repetition, honest feedback, and increasing challenge over time — not through lecture alone.