{"id":51537,"date":"2018-03-09T19:17:00","date_gmt":"2022-10-18T19:17:29","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51537"},"modified":"2023-10-05T16:28:08","modified_gmt":"2023-10-05T05:28:08","slug":"how-diversity-can-drive-high-performance-in-sales","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-diversity-can-drive-high-performance-in-sales\/","title":{"rendered":"How Diversity Can Drive High Performance In Sales"},"content":{"rendered":"\n

Earlier this week, I had the honour of hosting a panel event at Salesforce World Tour in Sydney, discussing the business case for diversity and inclusion, and particularly the positive and powerful impact it can have on a sales team. Joining me on stage were three passionate diversity advocates: Bec Brideson, author of Blind Spots: How to Uncover & Attract the Fastest Emerging Economy, Angela Theodore, National Manager of Customer Service at BlueScope; and Andrina Graham, Director and Co-Owner of Argyle Prestige Meats. With yesterday being International Women\u2019s Day, it feels pertinent to reflect on some of the highlights of the session.<\/p>\n\n\n\n

Despite a mounting body of research showing that diverse teams outperform their competition across a broad spectrum of metrics, including profitability, innovation and productivity, workplace diversity appears to be the global warming of the business world. People seem hesitant to believe the evidence and instigate the change required to move the diversity dial.<\/p>\n\n\n\n

Inevitably it\u2019s going to be the customer that forces change. Why? Because consumers have never been more informed or had more choice than what they do today. The internet has opened up a whole new world of buying opportunities, and customers want to buy from those who get them. If a sales team isn\u2019t diversified, how can it represent or understand the diverse community it\u2019s selling in?<\/p>\n\n\n\n

During the World Tour session, Brideson spoke about the growing importance of the female economy, who control $28 trillion of the $35 trillion global consumer economy. Yet gender blind spots along the sales pipeline are hindering businesses\u2019 ability to leverage and enable buy-in from the relatively untapped, ignored and underserved female economy.<\/p>\n\n\n\n

\u201cOne of the most seismic shifts in the marketplace this century is going to be the realisation that women are highly valuable consumers who are in urgent want for better connection, and better designed products and services. This is a golden opportunity not to be missed,\u201d she said.  <\/p>\n\n\n\n

While Graham agreed that you need alignment between your workforce and customer base to ensure that your products talk to the customer who\u2019s buying them.<\/p>\n\n\n\n

True diversity goes beyond gender<\/h2>\n\n\n\n

It\u2019s incredibly important to keep talking about and advocating for gender diversity, particularly on days like International Women\u2019s Day, and especially when the World Economic Forum reminds us that gender parity is 217 years away.<\/p>\n\n\n\n

But, we must not forget that true diversity, and the benefits that ensue, comes from more than just gender. It\u2019s also diversity of age, race, culture, sexual orientation, religion and thought. Research has shown that all of these differences combined can produce powerfully diverse teams, who question and challenge one another, and collectively create better business outcomes.<\/p>\n\n\n\n

It\u2019s dangerous for any organisation to be thinking they\u2019ve ticked the diversity box if they have a 40% female board. It\u2019s a start, but certainly not the finish line.<\/p>\n\n\n\n

Diversity in sales is a powerful strategy<\/h2>\n\n\n\n

Sales organisations prioritising diversity are realising the powerful impact a more diverse sales team can have on the bottomline. 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.<\/p>\n\n\n\n

In today\u2019s hyper-competitive environment, empathy-based selling has become critical to sales success. The ability to listen, connect and empathise with customers is a game changer \u2013 and a diverse sales force is better-placed to have empathy for its diverse customer base.<\/p>\n\n\n\n

Driving a change to diversity<\/h2>\n\n\n\n

At World Tour, Theodore shared Bluescope\u2019s inspiring story, with the Australian global steel manufacturer making significant inroads towards achieving a more gender diverse workforce. Bluescope has introduced sweeping diversity and inclusion initiatives that specifically target recruitment, selection, flexible work practices and team culture.<\/p>\n\n\n\n

\u201cIf we want to be representative of our customer base and driving profitability for our business, we need a more balanced workforce,\u201d said Theodore.<\/p>\n\n\n\n

\u201cGender diversity is a priority, because that’s where we have one of the largest gaps,\u201d she said, highlighting that in 2016 only 16% of its workforce was made up of women.<\/p>\n\n\n\n

We all agreed, that an important first step in driving diversity is to take stock of your current workforce, and identify priority areas and gaps that need to be closed. Here at Salesforce, as part of our overall commitment to advancing equality for all<\/a>, we\u2019ve pledged to evaluate our workforce on an ongoing basis to ensure that employees performing similar work, at the same level, are paid consistently.<\/p>\n\n\n\n

Meanwhile, the real challenge in overcoming gender \u2018blind spots\u2019, according to Brideson, is empowering men and women to collectively think differently and look past gender stereotypes in order to uncover how to best serve the customer and hone the right sales message.<\/p>\n\n\n\n

And, again, this applies beyond gender. Sweeping biases often trap companies and halt diversity progress. Stereotypes and fallacies, such as millennials are the only generation good at using technology or older salespeople aren\u2019t as effective in the modern marketplace, are just as harmful to diversity agendas, and they certainly aren\u2019t going to advance equality.<\/p>\n\n\n\n

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The impact of equality and values driven business<\/h2>\n\t\t\t\t\t\t\t

Learn more about workplace equality trends and how you can lead with your values to drive real business impact. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tDownload now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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The powerful and positive impact diversity can have on a sales team was one of the hot topics at World Tour. Here are some of the key takeouts.<\/p>\n","protected":false},"author":1,"featured_media":51539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"ac7754482faa4d6aa6538dcb235893c0","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2468,2470,2453],"sf_content_type":[],"coauthors":[2465],"class_list":["post-51537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales","sf_topic-sales-strategies","sf_topic-salesforcetour"],"yoast_head":"\nHow Diversity Can Drive High Performance In Sales | Salesforce<\/title>\n<meta name=\"description\" content=\"The powerful and positive impact diversity can have on a sales team was one of the hot topics at World Tour. 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Tiffani has extensive knowledge of go-to-market, sales and channel strategies. Prior to Salesforce, she spent 10 years at Gartner as a vice president, distinguished analyst and research fellow, covering sales transformation and indirect channel innovation. Over the past decade, she has worked with hundreds of technology companies to develop highly effective growth strategies and innovative go-to-market models. She won the Gartner Thought Leadership Award for her comprehensive body of work on the Future of Sales and has delivered more than 200 keynote presentations around the globe to over 250,000 people on sales transformation and business model innovation. Before her time at Gartner, Tiffani spent 15 years in various sales and leadership positions, managing both start-up and Fortune 500 sales organizations, and she still considers herself a \u2018recovering seller.\u2019 Tiffani has been published in Forbes, Harvard Business Review and The Huffington Post. She was named one of the 50 Most Powerful and Influential Women in California in 2014 by the National Diversity Council, Top 50 Marketing Thought Leaders by Brand Quarterly Magazine, as well as Inc. Magazine\u2019s 37 Sales Experts You Need to Follow on Twitter. She is a graduate of Arizona State University and The Executive Program at Wharton School of Business at the University of Pennsylvania. 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