This is, and will remain, an important topic.  No matter whether it is the 60s, 70s, 80s, 90s or any decade in the 2000s.  Some things will get incrementally better, yet hope that they will change is still an interesting premise.

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This post will reinforce the fact that the customer makes choices, and the sales professional must determine the way to interface  and find success.  This post will show clarification of my view on racial perceptions, racial preferences, and racial prejudices. I will also expand on some previous posts as to ways to change increase effectiveness when faced with preferences and prejudice from your prospect or buyer in some of my upcoming posts.   I have dealt with it in earlier posts; yet will impose a more striking angle in the upcoming posts.

The reality is that an understanding of these two items is essential in the day-to-day activities of the Black sales professional.

The 3Ps – Perceptions, Preferences, Prejudices

Racial Perceptions

Perceptions can slowly be changed.  They exist, and come from many sources. A person’s life experiences, the media, parents, friends, and the knowledge and ignorance of interaction or lack of interaction formperceptions.  When these life experiences are negative, we have negative perceptions that fuel preferences and help substantiate prejudices.

Perceptions are normally wrong based on their application against a group of people based on some input which was either not factual, or was spread across a group of people without warrant. We will talk more about perceptions in an upcoming post, exposing activities that help to give credence to the negative perceptions.

Perceptions are prevalent in all racial and ethnic groups, and we should not criticize perceptions that we disagree with if we are going to carry perceptions of our own which are damaging to other races or ethnic groups.  We all need to fight against this activity.

Racial Preference

Racial preferences are powerful. They are not always meant to be deleterious to a race or ethnic group, yet can have the same effect.   Your customer’s level desire of whom they want to work with is directly related to their relationship comfort.  That does not make it right.   Some of the preferences come from perceptions and some come from prejudice, yet preference is more substantial than those two inputs.  Comfort levels, familiarity, a lack of understanding, and some “lumping” of people into groups based on common elements manifest preference.

As an example, putting all Hispanics or African Americans into respective group on the basis that their ethnic background and “perceived” activities that are similar in nature is a perception which can be damning.  It is not often thought of that way, yet it is true.

Whether it is preference or it is prejudice, the effect is the same; lost opportunities, lack of diversity, locking out of good people of all races and ethnic backgrounds.

Racial Prejudice

Prejudice in life, and what we do from the standpoint of an occupation is wrong. If we define prejudice as Webster does,  “an irrational attitude of hostility directed against, [in this situation] a group or race”, it is insidious.

To discriminate because of race, ethnicity, or gender is at the base of everything we should never endorse.  When it comes to sales, it is no different.  It is not manufactured by anything substantive, but is fueled by narrow-mindedness.  I am sure you recognize that if it is wrong for one group, it is wrong for all.

Prejudice changes the landscape.  It cannot necessarily be changed, and any changes may well be short lived.  It robs the Black sales professional of opportunity and in some cases, based on your territory, success, yet exist, and will not be removed from the marketplace in my lifetime.

I will aver in an upcoming post that as sure as we are that prejudice exists, it is much less prevalent than the problems with preference.  This, we need to recognize.  We can change perceptions…we can overcome preference.  Should we spend time trying to solve or sell when prejudice is involved?

Blacks who discriminate against Hispanics or Whites in the sales arena are in the same “boat” as other ethnic groups that discriminate.  Whites who are in positions of power get more attention because of their roles.  The truth is that prejudice whether in a role of power or any role is wrong.

Why is this a Big Deal?

This is a big deal because recognition and tactics are so important for success.  There are tactics to defeat racial preference.  There are tactics to nullify and change negative racial perceptions.  Racial prejudice is different. It is pervasive and even in situations where you are given the business, a positive relationship does not exist, so the business is potentially borrowed anyway.

There is no situation more gratifying than enjoying your occupation and getting a fair opportunity to perform it to your best ability.  Learning what you can change and what you cannot will conserve energy for redirection to positive tasks, as well as promote growth.

I hope you will read these items in the next couple of weeks.

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

You are dependent on this individual for you income, and the stability of you family.  This position doles out the training, and even access to some key prospects.  How should you react when this individual makes an “off-color” comment. How measured should your reaction be? Should you ignore it? Should you lash out? You won’t be the first in this situation, or the last!

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Insensitivity and racism exists, and it is not institutional as it is an individual’s personal problem in most cases.  This insensitivity coupled with a lack of respect for racial differences can be vexing.  When it is not handled correctly, it manifests itself as organizations being called racist, when it is actually a particular (or more than one) manager who is the problem.

No one can predict the source or the timing of these types of comments, we just know that as long as you are interacting, there is a possibility that an improper remark will happen.

These are Not Mistakes!

Everyone comes from a different station in life, and their ability to relate to others is hindered by a lack of understanding others and their sensitivity.  Sometimes, it comes across as being insensitive, sometimes rude, and in other instances, it can rank as downright boorish. The fact of the matter is that many, but not all of these statements represent unadulterated displays of racial prejudice.  Be smart enough to know the difference, as they deserve different courses of action.  Be smart, not oversensitive.

I honestly encountered this during my early years of employment, and quickly learned, as will you, who the source of these types of comments would be.  These types of comment are not mistakes.  They are utterances of ones viewpoints, and in many cases a window into one’s upbringing.  I explain this in Black Sales Journal 12/30/2010, Preference, Perceptions, and Prejudice and Your Employer.

I had an opportunity to cover an issue like this in Black Sales Journal 6/27, Changing Racial Perceptions.   This is one you should check out.   I write about it under the sub-heading “Perceptions – An Example from My Past”.   Frankly, as a young sales professional I did not know what to do.  I was left speechless, and that was the last time.

I don’t care if it is 2011, these comments do still happen.  No one cares about hearing an apology from someone for making the statement when the problem is that someone actually feels this way, and they are your superiors at your place of employement.

Measured Reactions When it comes from “the Top”

When a manager or a senior executive makes a comment that is offensive the other managers and employees who are listening immediately sense the impact of the statement.  Many get uncomfortable, and some want to exit.  Remember this in the examples of actions that I suggest, it is the moment of truth, but the group is your ally.  Groups (the audience to your comment) have a way of being very uncomfortable when someone is singled out, and unjustly aggrieved.

When the comment is made, the audience and you are affected:

• Something wrong has been said
• Someone has been wronged or hurt (You)
• There are witnesses to this wrong, and they are victims as well

It is at this point that your actions are most visible, and most observed.  You cannot avoid the spotlight, and your face will quickly show something is a problem.

Here is what you need to remember:

• Don’t be afraid to show that you are disturbed if you are. You do not have to be stoical.
• Show your maturity by not reacting improperly as you are a professional.
• Exiting the conversation speaks volumes, even more than the suggestion of exiting the conversation when it is a peer. Leaving shows your feelings about the comment, and the commenter.
• Match the gravity of the comment to any verbal response you might have, yet I will guarantee you that if the comment has any gravity at all, an “excuse me” will result in a future discussion, or even an apology in the very near future.

Realistically, any apology may be more for having said the comment rather than feeling those things that compelled them to make it.  An apology or admission that the comment was inappropriate will show that this comment should not have been uttered.

These Remarks Are About Power

When you hear a remark that is improper and inappropriate from a manager it is usually results in feeling vulnerable, at least at that moment.  Factually, you should not accept it even if alcohol is involved.  I mention alcohol, as that is a common excuse. The ”he had too much to drink” bit is not kosher, and any manager’s drinking issue is not your problem.

Trust me, no manager wants to have a discussion with his/her manager or human resources about remarks they make involving race, gender, religion, or sexual orientation to a employee.  What is even more problematic is if they have to have that conversation because there was more than one incident.  Most employers, especially large ones have no tolerance for that discussion, especially after the first time.

The Role of Human Resources

I have had the pleasure of working with some very good HR professionals.  As a manager I recognize their focus on the well being of the employee and their willingness to take a manager to task when it is truly necessary.

If you feel aggrieved by a comment, you definitely should approach HR and frankly tell the story.  This is definitely a situation where “the truth will set you free”.  Advise what was said including the audience, and how that made you feel.  Be factual and not emotional.

There are a couple of things that can happen when you talk to HR:

• The manager might be told to have a conversation with you, perhaps including an apology
• The manager can receive a memo of either admonishment or reprimand.
• There is a possibility of the manager being placed in ‘sensitivity or diversity training’.
• If this is a repeat incident, there could be more harsh punishment meted out including termination.

Intelligently realize that you should only involve HR if you really feel aggrieved and they will help you sort it out, as this is not a trivial matter.  Don’t be thin skinned or you will lose credibility.

It goes without saying that you need to avoid jokes about any of those forbidden topics, and stay “clean” yourself.  Recognize that peers and managers should show you respect, and you should do the same.

Your comments are appreciated.  Write me at Michael.Parker@blacksalesjournal.com.