Many years ago I had a meeting with a buyer to discuss adding another line of business to his account.  I felt that I could save him money, and I felt I could make some money for my company and me as well.  He was always an easy person to talk to, and I measured my relationship with him at to be at the highest level.  As his need for the product was high, this might just be a matter of timing.  He was accepting proposals from three vendors in total.

I went to him, presented a ‘death grip’ (a proposal that had price and product that could not be denied) and his response was, “I am going to stay where I am on this one.  You price is good, and I like your organization, but maybe next time.

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Almost every business relationship has a limit, and it is usually because of the trust factor.  When the requisite level of trust is absent, the resulting trust deficit might be based on the sales professional, and in many cases, it will be based on the company that sales professional represents. Either way it ‘stops’ the sales process in a way that does not result in any revenue changing hands.

In the case above, the buyer did not have enough confidence in either me, or my organization, to let money change hands.  Getting the order means getting over this “hump”.  Obviously this was a learning situation for me.

The Trust Deficit

“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

Zig Ziglar

No one wants to think that they are not trusted, but usually this is not personal …this is business!  You have not necessarily done any wrong, but you may still have work to do getting rid of the trust deficit

This obstacle is seldom meant to beckon that you aren’t trustworthy, it is meant to show the relationship is not as solid and intimate as you thought.  You can overcome this lack of trust, and should not take it personally.

Are You At a Disadvantage?

Black sales professionals should assume they are at a disadvantage until it is proven otherwise.   Let me explain that.  Being at a disadvantage means that you have work to do.  Assume you do not have all of the trust necessary to close the deal, but the good part is that you are in the game.

Trust is an essential factor to consummate a business relationship, and the raw truth is that when you are Black or another minority, you need to work continuously to make sure that trust is present as you may be lacking one of the most important aspects of a positive business relationship, something I call preference.  If you will remember from earlier of issues of Black Sales Journal, specificallyBSJ 12/27/2010 Preference, Prejudice, and Perceptions and Your Customer, and BSJ 12/12/2011 Racial Preference in Action to name an important few, preference is important.  It is at the top, and the bottom, of any business relationship.

Preference is ‘socially’ legal. Preference is still different from “racial preference” as you will see if you read the above articles.  Racial preference is vexing, and is everything wrong with business.  Racial preference is racial prejudice!

I will speak more on this important item in a moment.

Building Trust

How do you get the trust you need.  How do you generate the most complete relationship?  Well, I am going to point you in the direction of a couple of in-depth articles on building the trustful relationship between you and the customer:

Black Sales Journal 7/11/2011- Deepening Your Customer Relationships – The Holy Grail for the Black Sales Professional

Read this to know how to construct and maintain the strongest relationships.  Remember, relationships are everything.

Black Sales Journal 1/20/2011 – Deepening Your Customer Relationships Part 2

Read this one to gain access to a simple customer profile that you can change as you see necessary, and other tools to help you record and recognize the relationship and its strength.

The Role of Racial Preference

Racial preference is essentially racial prejudice, and there is frankly no other way to state it.  Are you at a disadvantage?  The answer is ‘possibly’.

We need to face the fact that there are many buyers who could care less about your color, and believe in fairness.  Many more believe that they do, but are affected by forces that they don’t even recognize.

That is the nature of racial prejudice.  It is easily hidden from view, and with that in mind I suggest you always assume you are at a disadvantage.

Read about it in the articles I cite, you will recognize it, and learn to make the proper assumptions.

Relationship Building 101

Build a relationship for all of the reasons cited in these posts, and put your energy and resources toward making sure that you cement together a solid, enduring relationship founded in trust.  Deliver on your promises and commitments and you will create the underpinnings of a trusting relationship.

Ask the customer how you are doing…get meaningful feedback from this important relationship.  More in Black Sales Journal 3/12/2012, Ask Your Customer for Feedback.  You will be amazed at how the customer begins to start to develop an affinity for you if you will put yourself on the line like this.

Be the best at what you do, and remember you cannot win without your customer’s trust, and relationships are everything.

Your comments are appreciated.  You can reach me at michael.parker@blacksalesjournal.com.

The sales profession is one-of-a-kind. There are ups and downs, ins and outs, and a whole list of goods and ‘bads’ that make it both rewarding and challenging. You will go through some trials, but my hope and prayer is that you don’t have to go through some of the ones that I endured.  Check these out!

The Boss Comes to Town

I was a sales representative for a major insurance company in commercial business sales.  I was young, and thought that I was on track to get somewhere, yet nothing was assured.

I was at a sales meeting, and was sitting at a table with the  Sr. Vice President for our business unit, who was someone that I had only seen his picture in company publications.  We will call him Bob F. I don’t know why he sat at our table, yet we were all exhibiting our best manners.

During a lull in the meeting a sales associate of mine, who happened to be Black as well (there were 3 of us out of 62 sales professionals) began to criticize one of the local college basketball coaches.  He was a venerable older coach who was not winning the ‘big one’ but was respectable.

The SVP listened to us from behind his newspaper, and then slammed his had down on the table and said, “How dare you criticize him.  One day you will be judged on your record, just like him, and you should hope you stand up to the criticism.” He went on to say, “If you two would stop reading the sports pages, and start reading the financial pages, one day maybe you will amount to something!”  He then stormed from the table.

I wanted to be rude in my response, but was calculated.  As a single parent of three, I needed my job badly.  It is unfortunate that someone is “judged” like that.  He did not know either of us.

To this day, there is nothing that has ever infuriated me like that comment.  He did not know, but I was reading a lot more than the financial pages.  Whether I did, or did not, it was not his business.  We were merely having a conversation within his earshot.  What is larger than that was the perception that we were absorbed in the sports pages, which was something that I seldom read, or read now.

He made that assumption based on his perception, and how categorically wrong it was.  Needless to say, he was long retired before I moved up in to a senior vice president and executive vice president roles, yet I have often relived how I should have reacted to him.  I made sure that I respected our young professionals regardless of color and gave good constructive counsel without inserting my view of what they “must” be like.

Hello, I am Your New Sales Representative!

I was more than willing to accept, and take a chance on, any reassigned account, as it was a way to increase sales revenue.  I needed new accounts badly.

This account was medium in size, and although complicated, well within my capabilities as a new sales representative.  After much preparation I made my first visit to the account to make my introduction and discuss a change in pricing on the account.  My sales manager accompanied me on the call, as the increased price was sure to be a touchy issue.

After the introduction it was obvious that the call was not going to be warm and fuzzy.  The customer, who was an older individual, sat motionless with a foul expression even before the increase in price was discussed. Once pricing was discussed, the customer slammed his hand down on the desk and said, “This is bull _ _ _ _ , you are trying to put me out of business!”.  “I will not accept this!  Get the hell out of my office!” he ranted.  We made a feeble attempt to explain the pricing but were told again to “Get out now!”

We gathered our materials and made a hasty retreat.  The buyer followed us through the open office, full of his employees, ranting at us.  On our drive back to the office, my manager and I discussed the call and it was obvious that neither of us expected the reaction, price increases were happening everywhere and ours was modest compared to others.

Upon arriving at the office the Regional Sales Manager (my sales manager’s boss) called me to discuss.  The customer had called him and advised that he was ticked and that they were going to move their business if a change was not made.   I told the Regional Sales Manager that I had done everything possible on the pricing.  He said to me “It is not the pricing that he wants to change, he wants you off of the account.  He advised that he was not going to work with you based on your race.”  I knew from the conversation that he was sparing me the actual comments made.

Then came a statement that changed my life.  He indicated that he told the account that if that is the way you feel, “He is our sales representative, and if you work with us, you will work with Michael.  If not, we will, at your suggestion, terminate your account.”The account ‘fired us’ later that day he indicated that he was moving his business and never would return.

Lunch With “the Guys”

I highlighted this situation in one of my Black Sales Journal articles over year ago.  Sales is historically one of the loneliest professions.  Countless hours of cold calling in high-rises and industrial manufacturing complexes and numerous hours on the phone tend to put you in the mood for some type of camaraderie.  This was usually reserved for paydays.

We ‘lunched’ at local restaurant exchanging stories.  There were six of us, and I was the only African-American. At that time, I was the only Black sales professional in an office  of more than 30 sales professionals.

The subject of automobile accidents came up and here’s the dialogue that followed:

“People are driving crazy these days! On the way to the office this morning I almost got hit by a car load of nig…” He paused before the word could be completed. There was not a person at the table that did not know what he was going to say next.  There was also not a person at the table that was not quickly and silently embarrassed.  You could see them thinking, “What in the heck is he doing?” I don’t know what normally happened when I was not at lunch with them, but today I happened to be there, and the comfort level was just a little too high.

The table fell silent, and I felt I needed to reinforce what happened by allowing the silence to be deafening. My associate exited to the washroom, and everyone turned and looked at me. I thought that was interesting, but it was an expected reaction. One of my associates said, “I thought you were going to clock him!”  I responded, “Then you don’t know me at all.”  You could cut the tension with a knife at that point.

Had I not been there the conversation would have continued.  Had I not been there tension would not have enveloped the table.Had I not been there no one would’ve been embarrassed.  Being there served as a stark reminder that things are often different when you are not around!

When he came back to the table, I took the opportunity to say, “so what happened next?” Letting him know that I heard everything he said clearly and succinctly.  He paused in obvious discomfort.  As everyone else had a sandwich stuck in the throat, I gave him a less than threatening stare and finished the last bite of my food.

Later that afternoon at the office, several individuals present at the lunch came over to me and told me how uncomfortable they were.  But… I know that had not been present there is a strong possibility that no one would have been uncomfortable with the language that was used.

Conclusion

I think it is better in this day and age, but the underlying problems can still exist for some professionals of color.  I think the key is to never overreact.  Coworkers, customers, and upper management all showed to be a challenge at some point or other.  I can only emphasize that I worked with an outstanding company, and with a wonderful group of people, on average, and was blessed with customers that I still consider friends to this day.

Make the best of all of it, and always learn from others.  Always be prepared!

Your comments are welcome. You can reach me at Michael.Parker@BlackSalesJ0urnal.com.