Diversity presents amazing opportunities, so we need to be aware of how it can influence selling in today’s markets. There are many aspects to diversity in sales teams, and in this article we will look at four: gender identity, age, culture and language. As we review each of these categories, ask yourself how your organization’s sales force aligns with the market it serves.
Gender Identity
Perhaps one of the most visible signs of diversity in sales – and society – is the increased recognition and acceptance of people’s gender identity, including the preference of some people not to identify with a specific gender. We see it in the increased focus on pronouns. In just a few decades, North American businesses have evolved from exclusively white male sales teams to being representative of our society today.
Age Demographics
Today there are more generations in the workplace than ever before, so how does that impact selling? There are 65-year old start up entrepreneurs and 22-year old CEOs of fast-growing companies. Baby boomers are still in decision-making roles although they are now outnumbered by Millennials. And decision makers who assume younger reps haven’t the skills or experience necessary to be successful may mistakenly discount their ideas.
A young, high-energy sales professional can be very successful, while older, more skilled representatives often have a higher batting average. Selling is a combination of art, science, energy, and experience.
Culture
Global migration has created opportunities for businesses locally and internationally. There are also risks since cultural diversity can result in friction. This can occur when parties do not communicate well or understand the subtle differences in how others interact. There is much information available, including on the internet, about how to conduct business in different regions of the world and with people from other parts of the world who are enriching your market through diversity.
Language
Language, like culture, enables organizations and salespeople to expand their reach, so the ability to communicate in multiple languages creates opportunities with:
- Existing clients who require services in different languages.
- New clients in markets within your home country.
- Clients in new international markets.
Being fluent may not be enough; a company needs to have the infrastructure to support another language such as product packaging, and customer service.
Putting it All Together
How well does your sales organization reflect your client needs in each of the areas listed above? Are you being mindful of employment legislation in your market regarding diversity? Creating a rubric of how each current and potential employee fits across a diversity strategy is a good start. Aligning your sales force hiring and training practices with your clients’ realities, your organizational diversity policies, and your strategic goals will ensure a sales team that is reflective of the market today. It’s complicated, but it’s worth doing well.
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