Indonesia has a rapidly changing economy supported by the vastly growth of product and service providers. In order to compete in the highly demanding economy, those products and service providers need reliable, competent sales force as the companies’ spearhead to win customers’ attention and maintain the most valuable customers. However, the career in sales is likely to be under appreciated. Most people, including university business students have negative perception and tend to consider selling profession least prestigious. This study tries to investigate the perceptions of university business students about the career in sales. This study also tries to explain the challenge faced by educators and users in improving sales profession image in the eyes of the students.