Why Do People Look Down on Sales as a Profession?
The current government, as its predecessor, faces the uncomfortable truth that, as a nation, our costs are greater than our income. I think part of the reason for this is that we hugely neglect the importance of SMEs (small to medium enterprises) in contributing to growth (and tax) and, within that, have a cultural disdain towards salespeople.
Even in the same organisation sales teams are sometimes referred to as “the shallow end” or “slick Harry’s.”
The fact is nothing happens until somebody, somewhere, sells something.
We rightly celebrate public service, Olympians, and footballers. But what about the people who actually earn the money and create the businesses and jobs that pay for all of this?
Despite its crucial role in driving business success and economic growth, sales as a profession often suffers from a negative reputation. Many people view sales with suspicion or disdain, associating it with pushiness, dishonesty or manipulation. In this blog, we'll explore the reasons behind these perceptions and discuss why they are often unfair and misguided.
If you really want growth, put sales on the National Curriculum.
1. Historical Stereotypes
One of the primary reasons people look down on sales is due to longstanding stereotypes. The image of the "slick salesman" who uses aggressive tactics to pressure customers into buying has been perpetuated by the media, literature, and personal anecdotes. This stereotype paints salespeople as self-serving individuals who prioritise commission over customer needs. The truth is that great salespeople are great listeners who solve people's problems.
2. Bad Experiences
Negative personal experiences with salespeople can significantly impact perceptions. If someone has encountered a pushy, dishonest or unhelpful salesperson, it can lead to a general mistrust of the profession. These encounters tend to leave a lasting impression. I would counter this with the number of times a great salesperson has listened to what I am trying to do – lighting for a room, a gift for my wife or grandchildren, a DIY dilemma – and how they have solved the problem for me. Brilliant!
3. Lack of Understanding
Many people do not fully understand what professional sales entails. I’d go further and say many people don’t even understand that sales is a profession. You can be poor at it or work hard to get really good at it. People seem to think it is simply convincing someone to buy something they don't need. In reality, effective sales involves understanding customer needs, providing valuable solutions, and building long-term relationships. This lack of understanding contributes to the undervaluing of the profession.
4. High-Pressure Sales Tactics
So maybe 30 years ago there was an element of sharp practice. High-pressure sales tactics used by some salespeople, particularly in car sales, estate agents and telemarketing, have contributed to the negative perception.
These tactics can make customers feel uncomfortable and manipulated, leading to a broader distrust of sales as a whole.
But again, the reality is that great salespeople are great listeners and problem solvers. They are not pushy — just consistent and helpful. The last time I bought a used car (they were scarce at the time post-COVID), the sales executive talked me through a live video about what needed to be done to get the car prepped and then delayed delivery by a day because one of the reversing lights needed replacing. First class.
5. Misalignment of Incentives
In some organisations, salespeople had been incentivised to close deals at all costs, sometimes leading to unethical behaviour. When compensation is heavily commission-based, it can create conflicts of interest, where the salesperson's goals are misaligned with the customer's best interests. This misalignment can foster negative perceptions.
Again, this is old news. Progressive organisations have moved to recognise the value in sales and account management, looking after customers or clients beyond the first interaction.
6. Media Portrayal
Movies, TV shows and books often portray salespeople in a negative light, emphasising unethical behaviour and manipulation. These portrayals reinforce stereotypes and contribute to the public's negative perception of the profession.
This portrayal – enjoyable as it may be in The Wolf of Wall Street – is like comparing real life with The Avengers. It is entertainment, not reality.
My Conclusion
The negative perception of sales as a profession is rooted in stereotypes, anecdotal past personal experiences and media portrayals. However, these views often overlook the positive aspects and essential role of sales in business and society. By understanding the reasons behind these perceptions, we can work towards shifting the narrative and recognising sales as a profession that drives economic growth, fosters customer relationships and provides valuable solutions. Sales professionals who prioritise ethics, customer needs and long-term relationships play a crucial role in building trust and delivering value, deserving respect and appreciation for their contributions– especially in car sales.
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