Toronto Metropolitan University (TMU) made history earlier this month by hosting the inaugural Canadian University Sales Competition (CUSC), the first-ever national event of its kind.

Hosted at the Ted Rogers School of Management on February 7, CUSC provided a platform for students from nine Canadian universities to showcase their talent in sales through tournament-style role play and speed sell competitions. The day also featured networking sessions with industry professionals, skill-building workshops and an awards ceremony celebrating the competition winners. 

BSAP caught up with Dr. Karen Peesker, TMU associate professor in the department of hospitality and tourism management, who spearheaded the initiative. Says Dr. Peesker, “At a time when the business community has made it clear that sales expertise is a key hiring priority, we were proud to bring together top sales talent with industry and academic leaders to foster learning, collaboration, and the advancement of sales education in Canada.”

She continued, “Sales skills are developed through a blend of theoretical knowledge and hands-on, real-world experience. My research shows that success in the digital sales environment requires a blend of empathy, drive and strong analytical skills — making it essential to attract university-educated students to the field. Competitions like CUSC play a vital role in this preparation by challenging students to step outside their comfort zones, develop and refine key sales skills, and navigate complex business scenarios. By immersing themselves in high-pressure, real-world situations, Canadian students gain the confidence and adaptability needed to excel in their sales careers.”

Congratulations to Dr. Peesker, TMU and the participating students for platforming the future of sales — in the tourism industry and beyond.

To learn more about the CUSC, visit torontomu.ca.