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Sales diversity matters – resetting perceptions and growing talent
Statistical and anecdotal evidence suggests that companies perform better financially when there is a more equal gender mix, both at a team and an organisational level. Recent figures for the UK B2B sales industry indicate that 70% of men and 30% of women work in this sector with the gulf starting to widen at leadership level with a 78% vs 22% male/female split
The Association of Professional Sales (APS) has been established to promote excellence and best practice within the sales industry and increasing diversity and gender balance is high on its agenda.
”We see within our own membership at the APS a gender imbalance reflective of the industry as a whole,” said Andrew Hough COO of the APS.
”The nature of selling is changing and the market today is increasingly polarised; buyers either want to purchase very transactionally or very consultatively. The latter puts the emphasis squarely on relationship building, inclusiveness and collaboration – all traits which women are shown to demonstrate strongly. In a recent APS poll, 100% of sales leaders said that identifying and retaining talent was rated one of their highest priorities. The drive to extend the talent pool and encourage more women into the sales profession could not be more pressing.”
The APS’s Diversity programme will be spearheaded by Claire Edmunds, CEO of strategic business development specialists, Clarify. After undertaking some initial research, Clarify discovered that just over 20% of field sales positions are held by women in enterprise businesses and the figures for sales management are even lower – or in several cases non-existent.
”This is a complex issue to tackle but it is critical that we raise awareness of it. Companies who fail to recruit and retain women are limiting innovation and collaboration internally as well as undermining their long-term competitiveness,” comments Edmunds.
”The APS is working on a number of initiatives to extend and retain the female talent pool.
From the bottom up we know roughly 30% of people fall into sales but we have a number of initiatives in place to make sales more of a destination career for graduates. From a recruitment and retention perspective, the APS will be working strategically with existing corporate women’s networks to support the progression of women within sales and providing best practice tools and a framework
Claire Edmunds
to support both men and women within the sales profession.”
Dr Shaheena Janjuha-Jivraj, co-founder of Boardwalk Leadership, a consultancy which provides leadership development and diversity training so companies can improve their retention of talented women, recommends promoting a more even mix of women and men at all levels of a sales operation as this has a significant impact on business performance.
”Corporates are increasingly recognising the potential of the female consumer, global statistics estimate that women now influence over 70% of the buying decisions. In order to exploit the potential of the female consumer market companies need to understand this market. This requires companies having more women not only at board level taking decisions that will influence strategy and development of the business but also at an operational level such as sales. This is further evidenced as UK data indicates 60% of buyers and procurement specialists are now female; having a strong
THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – SEPTEMBER 2015
gender mix will enhance customer alignment – a compelling argument for any sales- based organisation today,” Dr Janjuha-Jivraj concluded.
This view is echoed by SAP’s global head of field operations Cathy Ward: ”Communication and long-term relationship-building skills, team collaboration and a service-based approach are some of the essential qualities which every great sales person should possess to succeed in the new economy.
”In today’s sales environment there is a noticeable shift from a single decision-maker to an average of seven people in a buying team and increasingly females are accounting for a large percentage of this team. This has a number of implications for sales; the ability to build relationships, engage all stakeholders and collaborate are all critical to success – and it is these core competencies where women typically excel. In addition, research repeatedly demonstrates that men and women respond to different selling behaviours so now, more than ever, there is a strong argument to have a gender-balanced sales team.
”I would encourage women to set aside any preconceptions they may have of the sales profession and consider a career in the industry. Right now I believe it is an exciting and rewarding time to be a woman in the sales profession.”
Nicola Robinson, field sales director at Coca Cola Enterprises. highlights the importance of role models within the sales profession to lead the way for new talent. She reflects: ”There is a huge amount of brilliant female talent in the workplace and yet there are still functions like sales, where it is more difficult to attract and retain women.
”Traditionally sales has been seen as male dominated and, additionally, there persists an assumption that there’s a prerequisite to be aggressive and have the capacity to work in a cut-throat environment. Today the reality on what works and drives great results in the sales profession couldn’t be further from the old myths and stereotypes. With women making up 50% of the talent pool and yet still under-represented, it’s now more important than ever to showcase successful female role models within the sales industry, to encourage more women into a profession which is both dynamic and rewarding.”
To find out more about a career in sales or to get involved in the APS diversity programme, contact the APS.
Details:
diversity@associationofprofessionalsales.com
www.businessmag.co.uk
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