Wittenborg Students Gain International Experience at European Sales Competition

Learning, Negotiating and Connecting with Europe’s Future Sales Talent in Oslo

Four students from Wittenborg recently represented the institution at the 12th European Sales Competition, held in Oslo, Norway.  

The competition brought together more than 60 students from over 20 European higher education institutions to test their skills in realistic sales scenarios, negotiations and business challenges while connecting with industry professionals and fellow students.  

Held annually since 2014 and coordinated by the European Sales Competition Association (ESCA), ESC aims to strengthen sales education across Europe by allowing students to apply classroom knowledge in real-life situations.  

Learning beyond the classroom  

Associate Professor of Applied Sciences Alexander Bauer, who accompanied the Wittenborg students, highlighted the value of the competition as an international learning experience.  

“Studying negotiations is one thing, but trying it in role plays with students from other institutions and sponsors is a high level,” Bauer explained.  

He emphasised that ESC is about more than sales. Students develop skills in negotiation, presentation, intercultural communication and relationship-building.  

“In the competition, you meet managers from sponsors, lecturers from other institutions and students with different styles. This creates a much more realistic learning experience,” he said.  

The Wittenborg students achieved results in the mid-range of the competition, which Bauer considered a positive outcome given that many participating institutions have a stronger focus on sales and negotiation training.  

“I would like to bring more negotiation into Wittenborg to further increase the employability of our students,” he added.  

Developing future business skills  

Preparation for the competition included training in SPIN Selling, a structured approach to sales conversations and negotiations. Students also learned the importance of adaptability, finding common ground and creating win-win solutions. 

“Students need to think outside the box, adapt to different communication partners and negotiation styles and find cooperation opportunities. These skills cannot simply be read from a book, they need to be trained and applied,” Bauer said.  

He also highlighted one of the biggest lessons from negotiation: success is not always guaranteed.  

“You might have done everything right and still not be successful. This is why you always need alternatives and a Plan B.”  

Student perspective  

For Wittenborg student Shayan Bidabadi, the competition was an opportunity to represent the institution while gaining valuable professional experience.  

“This event brought together talented students and professionals from across Europe, creating an excellent environment for learning, networking and personal growth.”  

He added that the experience strengthened his understanding of professional sales, communication and relationship-building while allowing him to connect with people from diverse backgrounds.

WUP 15/07/2026 
by Erene Roux 
©WUAS Press