Teacher-centred teaching and learning has strong roots in Indonesian education and conventional learning methods are still prevalent in most of Indonesian Universities. In Thailand, higher education organizations can’t attract new students in proportion to their existing structures and resources. Higher education is the efficiency enhancer and acknowledged prerequisite for the economic success of a country. Therefore, it is obvious that Indonesian and Thai higher education should meet better the international standards and needs of the society.In modern business-to-business (B2B) environment, companies are not competing against each other’s but instead the competition is done in between of different supply chains and value networks. Higher education graduates can’t rely on old business models; they must be armed with the mindset and competences needed in modern international businesses. B2B sales is a growth accelerator but it has not been given the appreciation it deserves as a profession, neither a stable position as in higher education.The main aim of the SEASAC project is to strengthen South-East Asian Universities’ capability to provide highly skilled B2B Sales professionals for the emerging international markets. In the project, we will utilize existing European knowledge and experiences in developing a pedagogically rich concept for the cooperation of Universities and companies in the sales education. Best practices from Europe will be matched with Asian sales cultures.A concrete tangible output will be a South-East Asian Sales Competition concept, consisting of International B2B Sales Course and South-East Asian Sales Competition Finals event. These novelties engage companies to the University level Sales education in its all phases: planning, implementation and assessment of students’ performance. In addition to core partner countries, concept will attract Universities from other South-East Asian countries during the implementation of the project.