Act Classy, Work Hard: Vicki West

by Valerie Figueroa

As she approaches retirement, Vicki West leaves behind a remarkable legacy spanning over three decades at the McCoy College of Business. As a professor of instruction and the founding director of the Center for Professional Sales, she has profoundly impacted the lives of countless students.

West's career has been dedicated to empowering future leaders, cultivating strong industry partnerships, and driving innovation in free enterprise and professional sales education. Her enduring legacy is one of passion, leadership, and an unwavering commitment to student success.

Raised far from Texas, on a soybean and corn farm in Missouri, her parents emphasized the importance of “acting classy, working hard, and producing results,” instilling in her a strong work ethic from an early age.

“I was taught, work hard, play hard,” she said. “I'm from an active, very involved family. So I credit them with all of [my] character traits.”

These values carried her through her academic pursuits, earning a BBA and an MBA from Georgia College and State University, where she was one of the few women in her business program. She served as the Sam Walton Fellow in free enterprise and taught those classes for over 20 years. She currently teaches undergraduate courses in professional selling and serves as the Founding Director of the Center for Professional Sales, one of only approximately 100 accredited programs of its kind in the world.

Before joining Texas State in 1989, West worked as an administrator for Hospital Corporation of America (HCA) in a healthcare joint venture in Georgia. She was also president of the Museum of Arts and Sciences in Georgia, where she led multimillion-dollar fundraising campaigns. These experiences helped shape her leadership skills and laid the foundation for her pivot to academia.

“I like that young students are full of hope, and they want to start their careers. And you know my early upbringing, I observed the impact of motivation,” she said. “It's only two things: motivation and ability. Well, the students had the ability. All they needed was motivation. I knew exactly what to do because I watched my parents do it.”

One of West’s major contributions to McCoy College is the development of the Center for Professional Sales. The program’s recent recognition as the #1 Sales Program in the World by the University Sales Center Alliance (USCA) is a testament to her determination and vision. West says the factors that led to this recognition are the program’s strong corporate partnerships, outstanding competition record, and exceptional student talent.

“It was the inaugural award. They've never given it,” she said. “I was just stunned…it was just wonderful and so nice that the recognition for the program came before I retired.”

Companies like 3M, ADP, and Caterpillar have provided vital support, and Texas State remains the only university to win undergraduate and graduate sales competitions across all levels in a single year. According to West, the students’ talent and hard work are at the core of this success, making the recognition meaningful and well-deserved. 

Through strategic planning, West facilitated partnerships for the sales program with leading global companies, including Dell, Henry Schein, and Liberty Mutual. These partnerships provide students with unique career opportunities, not just jobs. 

“My greatest student success story–well, one of many, is the story of Elizabeth Terrell. She was one of my first students, more than 32 years ago,” she said. “She accepted a sales position at UPS, and after many years of hard work, she is now Vice President of Sales and Chief Revenue Officer of UPS for the world; naturally, they're a corporate partner of ours. She is the current Chairman of the Center for Professional Sales Advisory Board, and she was recognized as a distinguished alumni last fall, so it came full circle.” 

West has received numerous accolades and awards during her time at the university. From 2015 to 2018, she was honored with the prestigious Paul R. Gowens Excellence in Business Administration Endowed Professorship and was named Best Professor by the McCoy College of Business Advisory Board in 1994 and again in 2014.  In 1999, she won the Presidential Award for Excellence in Teaching, a university-wide recognition.

Prior to developing the sales program, West led the Students in Free Enterprise (SIFE), now Enactus, to numerous national and world championships. The team was spotlighted in USA Today and Entrepreneur magazine and represented the U.S. at global competitions in Malaysia and China. 

“What I'm most proud of are the careers the students were able to launch because of the support of our corporate partners, who, by the way, are best of breed in the world,” she said. “So, because of our teaching, they were able to launch their careers.” 

West is known for her motivational and engaging teaching style. However, she says her greatest reward is the future she can provide for the students.

“I will miss the students most. It's all about them,” she said. “I will miss seeing their faces. They want to excel and be successful, and anything I can do to give them that opportunity is what makes me happy.”

West has an unwavering commitment to her students. Even during personal challenges, including a battle with cancer, she remained committed to her teaching. Her advice to students is to stay positive and aim high when pursuing career opportunities.

“Don't go to work for somebody that somebody knows because you don't have to interview,” she said. “Go to the very best company in each of the 11 economic sectors.”

Her positive outlook and adaptability in a constantly evolving discipline fuel her desire to stay current on trends and technological changes in the field. She regularly attends sales conferences and is deeply involved in studying disruptive technologies in sales, having written an open-source book on the topic.  

“I think there will be some drop off in the tedious tasks and the people doing the tedious tasks,” she said. “But I think there will be greater productivity for the talented students. I think new technology will just make us better. I'm very positive, but to stay positive, you have to get out front of changing technologies. It's going to affect every industry.”  

Surrounded by a wall adorned with awards and trophies, West reflects on a career rich with purpose and distinction. She plans to stay active in her community – participating in the Daughters of the American Revolution and focusing on historic preservation – but will miss Texas State and her students.

“I would just say be happy every day because bad things will always happen. But if you keep waiting for happy times, you've missed 3/4 of them,” she said. “I can have fun doing darn near anything, darn near anywhere.”✯