Black Sales Journal

Amazingly enough, it is still not too late to be the first! Being the first is an important role in American society.  It is equally important in business.

I am going to use cite one iconic American company, IBM, as an example. As a matter of fact, it is more than symbolic, because this organization took a leadership role.  This is a brief study in how an organization handled diversity. Think about the pressures of selling even before the Civil Rights act of 1963!

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Let’s revisit a true sales pioneer and trailblazer, Thomas J. Laster. His ability to deal with racial preference, racial discrimination, and acts of racial prejudice are legendary.  We cannot avoid giving kudos to International Business Machines (IBM) in their effort to promote diversity.

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A Leader in More Ways than One

In 1946 International Business Machines, also known as IBM, hired its first black sales representative. It was an individual named Tom (T.J.) Laster. This was well before the Civil Rights Act of 1963.  This act was also well before the Jackie Robinson broke the color barrier in professional baseball.  This was not a beauty products company, or someone selling durable goods products to the Black community, this was a business products company that was on the technical leading edge, and selling their product to basic ‘white’ America’s businesses.

The audience that Laster was something to was decidedly in the majority. If we think we see racial prejudice and racial preference, we need to recognize that we see nothing like this gentleman was faced with during his tenure as a sales professional.  A couple of years later, Laster joined the 100% Club, an honor for reaching his sales quota.  This was affirmation to many that this individual was a qualified and accomplished sales professional.

The 40s, 50s, and 60s were decidedly difficult time to even dream of being “the first” in B2B sales, but someone had to do it.  Soon after Laster, IBM hired their first Black marketing representative (Lionel Fultz) in 1951, their first Black engineer in 1952 (Harry Cochraine), and their first Black engineering manager, (Calvin Waite) in 1956.  Lionel Fultz also was named branch manager in 1964.

This made IBM a leader in both business machines as well as employment diversity.  It also made Tom Laster a pioneer in the sales diversity situation.  He was willing, and obviously began destroying the racial perceptions that Blacks, or Negros as we were referred to in that time, could not handle the technical nature and business relationship issues related to B2B sales to a white business populace.  I would believe that partially as a result, many others Black professionals followed through the doors that were opened.

There was no greater a threshold in business sales as this one!  This was certainly important.  Although you probably won’t read books about it there is no doubt as to the impact.

Following this, IBM, assuming the leadership role again, penned and enacted its Equal Opportunity Policy through the Thomas Watson’s (the president of IBM) letter to his organization termed as Policy Letter # Four.  This September 21, 1953 letter directed his managers to “…hire people regardless of race, color, or creed.”  We wish it was as easy this declaration, but this was a start.

This is Significant, But Why is it Important?

I hope you see the significance in the story of Laster. He is truly a pioneer, and really knows what it feels like to be the first.  What is equally important is that you still can be the first Black sales professional in many organizations.

By the same token, you still can be that individual the changes everyone’s ideas about the abilities and work ethic of black professionals.  It would be nice not to worry about that, but it is significant.

I was not the first Black sale professional in the organization that I came up in. I was actually the third. I was the first Black sales manager, and the first Black vice president, senior vice president, and executive vice president.  I had some interesting experiences, which I try to share in this ‘journal’, but I am certain that many of these assertions would have paled in comparison to the stories that Laster could tell.

Be the Best

There are many small and medium sized organizations that have avoided, for whatever reason, employment diversity.  They could have avoided it because of their small size, or because they purposely have not hired Black sales professionals.  They may have other Blacks and minorities working for the company.  It does not matter what the reason might be, embrace that opportunity to work for and to change those organizations.  Show your stuff!

Your only requirement is to do be best that you can be at what you do.  By being the best, you increase your opportunities for success, as well as destroy ridiculous and erroneous racial perceptions.  Your success will be rewarded with a high compensation rate, but also in the pride you have in being the first!

Be the Best!  Your comments are appreciated. Contact me at Michael.Parker@Blacksalesjournal.com.

I will not attempt to convince you that the annual performance discussion is a guaranteed positive moment in your life. Everyone has a different situation. This is an important milestone in your employment, and you should be prepared for this discussion as it will memorialize the past year. This post and the post on January 19th deal with this annual ritual. Make sure you read both.

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The Dreaded Performance Discussion

Whether it is called a performance review, a performance appraisal, or some other term, you will find this time useful in determining if your manager values you. You will be able to determine this based on the amount of preparation and forethought that the manager shows.

For some, this is a time of discovery.  You may be asked to gather baseline data that this session will be based on. In other words you will need to sift through the sales and operational statistics to determine what you have been doing for the past year. You might think that this is laziness on the part of your manager.  You might think that  you have been asked to gather the information to “hang yourself.” On the positive side it gives you the opportunity to determine your weak points, accentuate strong points, and in general fairly and cautiously spin the information in the best light, all while preserving the truth.

Scenarios–A Few Practical Examples

Here are a few examples of how you can use this activity in your favor:

Scenario 1 : You have not been successful in developing one or more portions of your territory. Your numbers show it, and you know it will be an issue.

In your self-review point out the territorial weaknesses, the reasons for the shortfall, and the objectives that you will undertake to solve the issues. Indicate interim check dates, final completion dates and intended results. In essence put together the plan for producing acceptable results. Advance the discussion toward constructive solutions that you have drafted.

Scenario 2: Your sales numbers indicate lower sales figures and close ratios than some of the other sales professionals.

If your activity generates lower production and close ratios than are the company norm, you need to consider “baking in” those lower ratios into your activity goals. It is not uncommon for Black sales professionals to have reduced close ratios yet still be effective and successful. Everyone is not your ideal customer. The reality is that you may have to work more prospective customers to get as many sales as others in your organization. You need to be prepared to point this out and have these additional numbers considered in your sales funnel or plan. Estimate your quote/proposal ratios and sales ratios in a realistic light then share these estimates in your plan if you have confidence in them.

Scenario 3: Your sales totals are lacking and your prospect base is light and lacking productivity.

Here’s where you need to consider some real changes. You need to have a plan that is aggressive, and puts in your own milestones for your goals. Take the opportunity to outline a plan (if possible) based on quarters (this is better than months) and what the numbers will be for the interim checkpoint dates. See the two examples above for examples of how you might structure this. Above all, you must have a stronger prospect base to succeed. Consider a niche for a specialty, maybe even more than one.  As you read here previously (Your Customer Needs An Expert, December 20– see Recent Posts), this can be in terms of industry, product, or maybe even geography. Check the potential of the niche in terms of availability and numbers of customers and go in with a plan to increase your prospect base. Be honest with yourself regarding the potential and do some preliminary research on the niche.

Remember: You Are the Expert On You!

Above all, as was stated in the last post,  “Be the expert on you!”.  If your sales funnel is weak you will continuously be subject to problems as you go forward. There is a “law of large numbers”. You cannot have the success that you need without some solid sourcing of perspective customers.

Remember, you cannot instill confidence in others regarding your activities if you don’t have confidence in what you are trying to accomplish.

There are Resources at Stake

Your access to resources like house accounts, call-in business, and accounts and prospects from terminated reps is all open territory for this annual discussion. All this is made much more easy by having a well-thought-out approach to any deficiencies in your performance. Be prepared with well documented facts and logic. As a manager of a production staff, if someone had a plan, I tended to let the plan play out if it made sense.

Let me know what you think on this issue. You can reach me at Michael.Parker@BlackSalesJournal.com.