When we talk about diversity, we mean a range of very many different things. Many are time, you have heard people talk about cultural diversity, tribal diversity, diversity in languages and this simply means a range of many things involved. Sales diversity is our business today.
Having diversity within the sales team means having different sales representatives with different backgrounds who speak diverse languages. We have seen an increasing number of clients recognize the business value in finding diverse sales representatives.
Diversity can have a significant positive impact, especially on the sales team because people find it friendlier and easier to support a company where there is someone who is of their tribe or share the same background.
Merhawi Kidane says that diversity means hiring and retaining employees who represent several different characteristics and walks of life. An organization can increase its diversity of gender, education, ethnicity, social-economic backgrounds, age, sexual orientation, and religious beliefs. Diversity is advantageous in a way that you can apply a range of different perspectives to the problems that a company needs to get solved.
According to a study by Havard Business review, they found out that a team with a member who shares ethnicity, culture or tribe with a client is more likely to win the support of that client as compared to the other members within the team.
Diversity within a company allows lots of innovative and creative ideas that are so vital for the survival and growth of the company, creates high rates of employee engagement and productivity yet this is what most employees are looking for.
REASONS WHY YOUR COMPANY NEEDS DIVERSITY IN SALES
1. Diversity overcomes Groupthink
Groupthink is a tendency of highly cohesive groups to assume that their decisions can’t be wrong and all members must support the group’s decision and ignore any information contrary to it. In other words, it is a strong tendency for decision making groups to close tanks, cognitively, around a decision, assuming that the group can’t be wrong and all that members must support the decision strongly and that any information contrary to it should be rejected.
Groupthink usually occurs due to a very high level of cohesiveness among group members, groups that fall, a victim of groupthink, tend to consist of persons who share the same background and ideology. The other thing is emergent norms; these suggest that the group is incapable of failure and morally superior and that therefore should be no further discussions of the issues at hand.
Taking a look at the meaning of groupthink and what causes groupthink, in an environment where this certain aspect is occurring it would be too bad for a company and it would collapse in the next few years. However in a company where there is cultural and tribal diversity group think can never tend to exist because of the different people with different thinking capacities, ideas, innovativeness, and creativity.
2. Connects better with customers
Where one man fails, another one can step in. The same analogy applies to the field of sales. Assuming that there comes a customer who is let’s say from the Karamajong (a tribe that occupies the biggest part of northeastern Uganda) who doesn’t understand English and would love to make business with Monkeypesa but unfortunately, all the people in sales of Monkeypesa don’t understand his or her language, what do you think would happen next?
Probably, the client would have to leave the company and move to somewhere else where there are people who can speak the same language as he or she does thus Monkeypesa will have lost a potential customer. But in case there is a member of the team of MonkeyPesa who understands the K’jongs language it would be very easy to connect with client and turn that person into a real customer.
Additionally, the customer would feel more comfortable talking to someone who clearly understands them as compared to any other person. Also, it builds trust and friendship between the two parties. Rapport is a good thing to have with clients.
3. Attracts many more customers and employees from diverse places
East-West home is the best. It is human nature that people will always get attracted to where they feel like its home. This does not only exist in people’s cultural world but also the world of business and sales. Sales diversity widens the customer pool.
Additionally, many people love to work in an environment where there is diversity people because such environments promote great learning, higher rates of productivity, and a healthy business environment.
4. Diversity eliminates and reduces the rate of biases in the recruitment process.
It’s human nature that we all have our personal biases and preferences that hinder our judgments and the choices we make.
An organization where there is diversity in the sales team all these biases are eliminated and can’t be seen anywhere thus judgment during the recruitment process will be done based on qualifications, knowledge, ability, and who deserves what. This is so important for an organization that wants to grow and explore, therefore diversity in salespeople and the entire company is not only recommended for but a necessity for all companies.
5. Diversity eliminates company and sales stereotypes
Stereotypes refer to beliefs and explanations about members of these groups that all members of the groups possess certain characteristics and behave in certain ways.
Stereotypes are cognitive frameworks consisting of knowledge and beliefs about specific social groups. They involve generalizations about the typical or modal characteristics of members of various social groups. They suggest that all members of such groups possess certain traits at least to a degree. Once a stereotype is activated, these traits come readily to the mind hence we can easily identify traits related to different ethnic groups.
In a company, there are tribal diversity stereotypes that can never exist because people are different and more so they have different beliefs. Diversity in the sales team and the entire company in terms of age, culture, and tribe are important so that at least people are focused more on work and productivity as compared to centering and talking about other tribes.
6. Promotes learning knowledge acquisition and openness to the outside world
In a company where there are diversities in terms of knowledge, education backgrounds, and qualifications there is lots of learning from each other most especially for those who are of low qualifications learning from those who are of higher qualifications. This doesn’t only add knowledge to them but also value in terms of productivity and performance which is core for the success of the company.
7. Promotes balance within an organization
Diversity promotes a balance within an organization through hiring different people with different genders say both males and females.
Diversity of the sales team encourages hiring people of different backgrounds and ethnicity thus striking a balance. It is an advantage in that the team is built differently. More so it becomes easy to balance the strength and weaknesses of people for example if one tribe is weak in performing one activity, the other tribe could be better in performing it thus supporting each other in terms of productivity.
8. Diversity is a powerful and good strategy as well as a driver to change.
Currently, sales organizations prioritizing diversity are realizing the powerful impact a more diverse sales team can have on the bottom-line. A broader range of mindsets and backgrounds leads to better thinking and innovation, along with an improved ability to overcome stale ways of working and truly connect with the customer.
Considering today’s competitive environment, empathy-based selling has become critical to sales success. The ability to listen, connect, and empathize with customers is a game-changer and a diverse sales force is better-placed to have empathy for its diverse customer base.
9. Diversity Makes the Team Stronger
Diversity builds teamwork and causes employee satisfaction.
According to a study published in Harvard Business Review, companies with both “inherent” and “acquired” diversity out-innovate and outperform other companies. Employees at these companies are 45 percent more likely to report that their firm’s market share grew over the previous year.
They are 70 percent more likely to indicate that the firm captured a new market. Companies with greater gender diversity are 15 percent more likely to see higher profits.
Final thoughts and conclusion
It’s not always good to embed all your trust in one group of people but rather to try the luck of different groups in the name of diversity. If you want the true fruits of diversity then have in mind you must appreciate the value of each individual and promote different career paths and opportunities within your organization.
MonkeyPesa is here with a ready-made Business Management Suite that helps streamline everything from Leads to Deals, Tasks, Accounts, and contacts.
MonkeyPesa is genuinely built for Sales teams. It is simple but well streamlined and organized.
You can contact us on or by a phone call or WhatsApp +256757537658
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