This is an interesting topic, and that is why we would like to cover it here.  God has given us the gift of being different.  We come from so many backgrounds that it is difficult to point them all out.  There are as many variations in our culture as there are reasons to rejoice about it.

I am going to give a definition of your culture that is slightly shortened from Webster’s Online Dictionary (Definition of Culture):

The integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for learning and transmitting knowledge to succeeding generations.  Additionally, the customary beliefs, social forms, and material traits of a racial, religious, or social groups.

In other words, that which is part of you because of your surroundings and your past including that which is learned and absorbed, and that which you will be passing on to others.

This is a broad interpretation.  I think you will agree that it is interesting that culture, in the form of one’s diverse background can actually be a lightening rod for criticism or even a reason for exclusion in the world of corporate employment.  Comfort, likeability, even preference is affected by one’s background, color, and certainly culture.  Now these are not synonymous at all, they just blend to make a concoction that many employers avoid drinking.

Decisions on hiring, promotion, and even things as simple as who gets referrals and redistributions are done on the basis of how you are perceived.  Is it always fair?  I am more than certain that it is not!

What Are You Suppressing?

It is always wise to be yourself while in the office or work environment, as it is easier that way.  But…the self you need to be is the one that not only got you hired, but the one that can sustain your employment.  I am not saying you should be a chameleon.  You need to know how to be you, the business professional during the hours that you are selling the services and products that provide your living.

The workplace is a vessel of many principles and traditions.  You don’t have to conform to all of them, yet need to know which ones are important enough to follow so that you don’t damage your chances of success.

Suppress your culture?  Suppress it only if your culture runs afoul of the principles and traditions of your customers and your employer, and then, you only need to suppress it at work.  Should you wear your culture on your sleeve while you are at work?  I think you will agree that the answer is a resounding NO!

Let’s be Practical

Here is a brief look at some of the situations that commonly occur just to give some practical perspective.

Promotion - Your interview for a promotion is much anticipated.  You are working, in a conservative industry (commercial banking), for a conservative bank.  What do they expect from you in terms of your delivery, your approach to customers, your educational background, and your appearance?

Job Interview – You are in search of a position fitting your years of experience and your success in the past.  You are known as a solid sales professional and you want to move up in position by taking a sales manager role.  In addition to all else, your results have indicated that you are the likely candidate.  What will get you hired in this coveted position?

Reduction in Force – You are a solid performer, yet you recognize that they are considering layoffs in your sales department.  You feel you are a key performer, yet realize that there are others who have done a good job as well.  Your numbers are solid, and your product and industry knowledge are exemplary.  How are they going to make that decision as to who stays and who goes?

In each of these examples, there are two common denominators.  One is the fact that you are competing against others.  The other is that you still have a customer who has expectations from a business standpoint.

In each of the above, you could have problems if you stray from being race neutral in your approach.  Also note that you still deal with the forces of the 3P’s, Perceptions, Preference and Prejudice. Cultural diversity can and will sensitize this.  Whether you are black, brown, tan, yellow, or white, you need to recognize that if you are race neutral in your professional manner, you have a better chance of professional success.

I don’t care whether you are white or brown, if your organization has a policy against dreadlocks, braids, and Mohawks, you may want to avoid fighting it, and consider a profession or employer who does not care.  Keep your individuality, and exercise it when you are on your own time.

If tattoos and piercings are part of your culture or appearance, you should consider a sales career where those things don’t matter.  Most sales careers are not the place to be too different as there is a customer out there who will make the decision on degree of difference.

There is no doubt that you need to be the image of the consummate professional in the customer’s eyes.

Is this selling out?

This is a good question.  What I am actually sa

ying is that you must play the professional role in this theater.  Be as different as you want during your off hours.  Your alternatives to conforming are self-employment and other careers.  You are not selling out by being the professional.

One Last Word

You can be an activist in the street, a militant about social issues, or a pacifist about conflict.  I am advocating that when it comes to professional sales, be the consummate professional (while at work) who is also an activist in the street, a militant about social issues, or a pacifist about conflict.

It can be done.  It is done in sports and in many other arenas.

Be the best!

Your comments are welcome.

You have managed to get a return call, then an appointment.  Your ultimate goal is a sale, yet the buyer does not know you from “the man on the moon.”  You know that your company is good, your product superlative, and you are a darn good sales professional.  So what is missing?  Sometimes it is credibility.  That bit of assurance that you know what you are talking about, will act in the interest of the customer, and will be there for the tough times.

There Are Some Things Money Can’t Buy

You cannot buy credibility.  It is something that you earn.  It is an aura that will exude from your persona and it will seldom be questioned if you do the right things.  It is impossible for you to claim it.  That label will have to be bestowed on you by the people you sell to and sell for.

Someone has to believe that you are believable, accept your instructions with minimal concerns, and write a check or surrender a charge card without seeing a product in many cases.

Earning Credibility

You make the sales process easier by establishing strong credibility.  Chances are you already have it with some of your customers.  The trick is that you should be able to expect it by all as you work the sale process.  It is something that starts with you, and is enhanced by familiarity if you make every interaction a quality interaction.

Sources of Credibility:

Appearance – Appearance is important.  Dress as a professional.  No one takes a clown seriously, and if you don’t dress properly, they won’t give more than a laugh either.  Always be presentable.  Remember, you represent your organization and yourself…there is no casual day.  Don your uniform, it will keep you in character, and set you apart from those that don’t know the drill.

Be Client Focused – Use every interaction, Meetings and phone to reinforce that you are client focused.  Know your clients needs and anticipate the ones they will need in the future, and exhibit it.  If you take care of your clients, they will take care of your company, and you!

Be Responsive – Do what you say you are going to do, by when you say you are going to do it.  Answer the phone, return phone calls, and be on time for appointments.

Communicate Often and Early – Don’t assume anything and deliver bad news as soon as possible.

Be discreet – Never share customer information with other customers…never.  Once you do, in an effort to drop names or seem important, your customer will assume that you will share information about their operation with others as well.  Your quest will be over before it starts if you do that.

Exhibit integrity – Always tell the truth.  If you don’t know the answers, then admit it.  Always be the corporate citizen that you would like to work with.  No jokes about race, disability, ethnicity or otherwise.

Be an Expert – Always know your own product or service.  Know your customer’s industry

Be a Master of the Sales Process – Know how to probe, support, summarize, and close, and when to do it.  Moving the process along, without heavy pressure helps to create urgency without seeming like a “used car salesperson.”

Always Have References – It gives credibility when you can show who believes in you.  It shows preparedness to have references including phone, address, and titles ready to hand to a customer.  Make sure you have references

Have Proof Sources – It is wise to always have proof sources for the claims of your company’s product.  A buyer/customer will be impressed when you can provide names of customers, especially customers within your prospect’s industry.  Make sure you have permission from those who you will use.

A Real Example

Much business is done over the phone.  As a matter of fact as a result of travel costs and increases in territory many professionals work many states, and numerous customers by phone, they may never see you in person.  I was in charge of an operation and was solicited by a sales professional (I will say that loosely) from a software firm who was selling a prospect management system.  I listened to the sales pitch even though I was not going to make the final decision on a system like that.  The individual then told a joke about marriage that offended me in the way it referred to women.

Was his product good? Was he a product expert? Was he client focused?  The answers to this might have been yes, but I was not going to refer him to our buyer.

The lesson is that not paying attention to several of the items above can remove you from contention as a business partner for an organization.

Summary

You have seen most of these items at some point or other in Black Sales Journal posts.  I cannot be more serious about the fact that after you work hard to get credibility, that you can lose it quickly by doing the wrong thing.  Now the best part is that many of you are there already.  You know how hard it was to get the credibility that you deserve.

Your references are in place, and your product knowledge superb.  You have an opportunity to benefit from all of that work.

Always be your best.

Your comments are welcome.