Black Sales Journal

This is always one of my most popular post, probably because it is a question that many want to ask.  In a world of tattoos, hair styles, and social media, so many want to be ‘individuals’.  I run it because I want you to be yourself, but also be employed.  Sales may not be unique in its level of internal and eternal visibility, but it is special.  Check it out!

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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 saying 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.

Empathy - the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner; also : the capacity for this.

Merriam-Webster Online Dictionary

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Selling and the sales process in general can be consuming.  Remembering the sales techniques, the product specifications, the time lines, and…oh yes, the customer.

The customer, regardless of the quips and quotes of many sales books and sayings, should not be forgotten, yet frequently is either forgotten or not made the focal point.

The best sales professionals realize that the customer’s plight will spell their success.  Having an insight into the concerns and feelings of the customer may take a little more energy, yet can result in the type of relationships that are enduring and profitable.

Logical Order

You meet a new customer for the first time, and this is your great opportunity to land a profile account and you have been waiting for it for a long time.  After the perfunctory introductions you begin to describe your company’s history, philosophy, and superb reputation.  He shows signs of agreement and understanding, and even compliments your fine organization.

You launch into the products that made your organization what it is, and even note which of your fine products you think would fit the customer’s needs based on the best selling product in your companies cadre of products.  He is engaged in the process, and showing interest.

Before we go any further with this, take note, you may be showing your knowledge of your company’s products and your presentations skills, yet you have missed the opportunity to understand what the customer needs.  You will likely blow the sale, or even worse, sell the customer something that they don’t need.  If you miss the opportunity to know the customer’s needs you will be hard pressed to provide solutions and satisfy needs.

Stephen R. Covey said it best in his book, The Seven Habits of Highly Effective People, “Seek first to understand, then to be understood” (Habit 5).  It has been said many other ways, but this one is the easiest to internalize.  The more knowledge you have about the customer, the more qualified you are to help that customer.  Knowing gives you the basis for empathy.

At the basis of this is good communications and the one of the least mastered skills…listening. (Black Sales Journal 4/14 – Are You Listening To Your Customer?)

How Would You Feel?

The easiest way to think about how your interaction affects the customer is to put yourself “in the shoes” of your customer.  As a customer, you want to have solid communications and a sales professional servicing your business that understands your business, and your businesses situation.

Customers want someone who has taken the time to carefully probe their needs, including their strengths and weaknesses so that they can offer solutions.  They want you to know relevant aspects of their business plan as well.  When you probe with the question, “What is your company going to look like in 8 years?” The customer might respond “Our growth will result in a tripling in size most likely because of our movement to automatic widgets as opposed to manual ones, as that is the most profitable line that we have.”

If appropriate, ask relevant questions regarding business goals and objectives.  It takes time, but that it what a true professional does.

This professional does the following:

• Seeks to understand your customer’s needs and priorities, and is genuinely empathetic because they do understand.
• Knows the customers goals and objectives and works to get fulfillment
• Clearly communicates with the customer, then follows with correspondence for monitoring and clarity.
• Avoids using technical language and jargon that your customer may not understand.
• Allows the sales process to proceed naturally, and does not exert unnecessary pressure.

Empathy allows you to recognize the importance and gravity of many of the issues in the customer’s world, and how they are affected.  It increases the urgency on some matters and decreases it on others, and that allows you to know, as the client knows, what is most important.

Don’t Fake It

Care must be taken not to be artificial in showing empathy, as if your buyer thinks that you are feigning empathy, it will almost seem patronizing.  It will simply look as if it is being done to ‘get the account’.  This is not a good place to be as no one wants to be manipulated in that fashion.  This is very evident in B2P sales, where some of the sales happen over the kitchen table.

If you cannot be genuine, then you may want to avoid the appearance of empathy, as it will be noticeable.  We have all had a sales professional (used loosely) who tried to act understanding, yet was not that good of an actor.  It is insulting to say the least.

If you have the passion that should be evident as a professional attempting to help your customers find solutions, none of this will be an issue.  You will feel the empathy more when you have uncovered the customer’s needs and special situations through your interviews and probing.

Your customer’s need you to understand, and will award you appropriately.

Your comments are appreciated.