A sales institute helps students develop powerful communication skills to meet the goal of establishing successful careers in professional selling. It often employs the concept of video self-modeling to teach the finer points of salesmanship. Russ Berrie, a devotee of the art of sales, donated to William Paterson University enough money to found a sales institute, with one caveat--it had to offer a credit curriculum in sales using the latest in instructional technology. In this article, the author describes the design and installation experience of the Instruction and Research Technology (IRT) staff at William Paterson University in developing a new school called the Russ Berrie Sales Institute. The Russ Berrie Sales Institute showcases a convergence of analog and digital, theoretical and practical, supporting entering students by providing advanced communications and video self-modeling technology. (Contains 1 figure and 3 endnotes.)