Sales Representative Job Description– Individual needed to convince others to do something that they otherwise would not do! Job Duties - To make this happen, you need to be able to create interest, develop relationships, clarify the product/service and its uses, close the deal, and service the customer.  Not capable of being done by a machine or robot.

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Why Aren’t There More Blacks in the Sales Profession?

As a Black sales professional, or an aspirant one, you may have wondered the answer to this question.  As the question is intriguing, I attempted to research it on the basis of items written and published.  There is not much discussion in print. The only citation evident appears to have been a doctoral work done in the late ‘70s.  As that is somewhat stale I will pose some observations on this issue for 2011. In a profession that is “rubber meets the road” for most organizations involved in manufacturing and distributing durable goods, providing financial services, and others looking to put their products/services in the hands of business to B2B end users, a simple observance would tell you that Blacks are underrepresented. There are many reasons.

I will outline some major ones:

Many organizations don’t seek out Black Sales Professionals to hire – There are organizations that do recognize the benefit of the Black sales professional and actively hire and recruit.  More organizations need formal recruitment programs.  In some cases it is just racial discrimination.  As I advise below (Difficult Assignments) don’t fall into the trap of being “dedicated” to reaching the Black B2B market, unless your product is primarily used there.  You need every opportunity to succeed.

Lack of Confidence – Based on the fact that most buyers are white, the Black sales professional often has many concerns regarding acceptance.  This can be a serious barrier.  Mentoring, training, and general support can help here.

Difficult Assignments – Often when a Black sales professional is hired, they are more likely to get a difficult assignment.  Sometimes that assignment is related to an area or territory which has languished, or a company trying to reach Black businesses.   Black sales professionals should be very clear about the territory that they are entering and what is expected upon hire and deployment.  Give yourself a fair chance.

Lack of mentoring - It is well observed that we need more mentors, and there are many programs out there attempting to provide more mentoring.  We need to increase this activity to fill the void, as it is obvious that there are deficiencies in this regard.  Organizations need to provide more mentoring, yet mentoring from outside the organization can be effective as well.

Lack of Training and Support - Organizations who hire should attempt to provide the proper training and support. As they have made the first move, now they need to give the Black sales professional the opportunity to succeed.  Black Sales professionals should request details about training, and ongoing support prior to accepting a position.

Retention of Black Sales Professionals is Difficult – Much of this is based on what is above.  A solid Black sales professional has many talents, and if thwarted by the points shown above, they will move to other sales positions, and possibly to other occupations.  Having them move out of sales positions keeps the numbers anemic.

The Professional Sales Outlook 2012 – 2018

The importance of this issue is based on the fact that as many occupations languish, professional sales is projected to grow through 2018. Let’s quickly look at the number of sales positions available.   The source of this information is the United States Department of Labor. This link will take you to the actual report.  This report projects through 2018. A quick look at the sales profession in this jobs report will show the following information:

Sales Representatives, Wholesale and Mfg 1,973,000

Sales Whsl and Mfg (Excl Tech and Sci)     1,540,000

Sales Whsl and Mfg (Tech and Sci)               433,000

The jobs pay well in the overall also:

• Wage estimates ex tech/sci– Median $51,920, with the 75th percentile showing $74,310 in the overall.  This is wage, and does not include commissions or bonuses.
• Wage estimates tech/sci – Median $71,300 with the 75th percentile showing $100,910 overall.  This is wage, and does not include commissions or bonuses.

Total sales employment for 2018 is projected to rise to 2,116,400 by 2018 for a 7% projected increase. All of the numbers shown are from the May 2009 DOL Report. Almost all sales positions have some arrangement regarding bonus or commission, although some sales positions are commission only.

In Summary

In Summary In a country that has a reduced focus on manufacturing products, the occupation of sales has increased  in importance.  This importance comes from selling US manufactured goods as well as goods manufactured outside the US to businesses in our country.  This is basically the essence of distribution. You will note that the positive effects of mentoring are mentioned in the major areas above.

You can access Black Sales Journal 1/27, Do You Need A Mentor, Actually You Probably Need Two! Also, as we talk about  finding that new sales job in Black Sales Journal 1/24, 5 Suggested Internet Sites For Finding That New Sales Job. If you are an accomplished sales professional, consider mentoring an upcoming Black Sales professional.  It is the type of giving back that we really need. Thanks for reading, and your comments are always welcome.  Contact me at Michael.Parker@BlackSalesJournal.com.

If you have read Black Sales Journal before, you know of my obsession with the mechanics of the business relationship and how it affects the sales process and the fate of capable sales professionals.  Now, as important as that may sound, it is even more crucial in its impact to the Black sales professional.

Think about this graphic statement – “People will question all the good things they hear about you but believe all the bad without a second thought!”

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This statement speaks to the nature of all relationships, and especially business relationships. In business relationships, you are obviously under scrutiny.  You may eventually need references, certifications, and even credentials to get the customer’s confidence.  The prospective customers will go as far as to check references, interview you, and re-interview you regarding your ability to be a good vendor or sales professional.

If you have made the sale, you probably have done it by ‘jumping some hurdles’, and ‘passing the muster’ and all of this is to your credit.  After all of that ‘investigation’, your relationship is still fragile because of the premise above.

Credibility Is Indispensible

I talk extensively about the ultimate benefits of building credibility in BSJ 4/16/12 – Credibility – Can’t Buy It; You’ve Got to Earn It! But… it is fragile, and even more fragile when you are not the same color as the decision maker.

Note these tips to building credibility from that important post:

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, 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 “snake-oil salesman.”

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.

Some Things You Can’t Change

The vexing problem of the statement above is that you cannot change human nature.  That human nature leads people to be doubters and even quickly turn to nonbelievers.  With this in mind, develop strong relationships as best you can.  Avoid any behavior that could rob you of your valuable credibility.  That means avoiding jokes, discussions about religion, references to politics, and obviously race.  Check out this post for some guidance as well:  Black Sales Journal 1/3/11 – The Three Unmentionables for the Black Sales Professional!

This job is hard enough without self-inflicted wounds.  Stick to the business of selling and making money.

Always remember, be the professional! You can reach me at michael.parker@blacksalesjournal.com.