{"id":5880,"date":"2022-03-28T10:15:55","date_gmt":"2022-03-28T14:15:55","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=5880"},"modified":"2023-12-11T16:58:24","modified_gmt":"2023-12-11T21:58:24","slug":"best-way-roll-out-dei-training-sales-team","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/best-way-roll-out-dei-training-sales-team\/","title":{"rendered":"The Best Way to Roll Out DEI Training for Your Sales Team"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"Sales success depends on relationships, and one of the best ways to build rapport with potential customers is to treat everyone with respect, empathy, and understanding.\u00a0 But what if members of your sales team are inadvertently sabotaging their own success with one wrong word or action? Their genuine efforts to connect on a personal level will fall flat and seem insincere.\u00a0\u00a0 A robust and effective diversity, equity, and inclusion (DEI) training program can help your team build strong relationships, but even small actions can make a big difference. DEI expertise can improve the competency of your team because it will enhance their ability to communicate with all clients. And since implementing inclusive practices will increase your sales team\u2019s success, it will also boost the profitability of your business. In fact, research shows that DEI practices drive tangible results for sales organizations. According to a LinkedIn\/Forrester study, sales teams that employ these practices experience 28% higher conversion rates, 12% higher sales attainment, and 6% higher customer satisfaction.\u00a0 While the benefits of a DEI training program are clear, changing long-standing attitudes and ingrained habits won\u2019t be a quick process. The most important things are to realize that a DEI strategy will improve your business and to begin your efforts today. Even small steps toward greater inclusion will reap huge benefits. Here are six practical ways to roll out a DEI training program that will empower your sales team. Make sure everyone understands the benefits of DEI \u00a0Perhaps the best place to start is with the question, \u201cWhat\u2019s in it for me?\u201d Without buy-in from your sales team, your efforts to launch a DEI training program will go nowhere. But once everyone understands that they will benefit personally, it\u2019s a much smoother process. The answer is simple. An effective DEI training program will give your sales team the tools they need to connect with prospective clients and understand their needs and wants. Mutually-beneficial relationships with clients means more sales, more satisfied customers, and greater profits for your business. Higher profits mean higher pay, better benefits, and other employee incentives. DEI training also improves relationships within the company, including employee satisfaction and retention. Keeping great salespeople, administrators, and support staff means a higher level of performance and greater organizational efficiency. Plus, all this excellence leads to a better reputation in the community, which makes sales easier to land. Support from the management team is also vital when launching a DEI training program. Fortunately, the business case for DEI training is well-established, and the outcomes of this training can easily be tied to a company\u2019s values and mission. For example, if innovation is part of a company\u2019s culture, one could point out that diverse companies are 70% more likely to capture new market share. Or if teamwork is a company value, one could highlight that DEI increases empathy in the workplace and employees are more willing to work together. Next, take a look at your team An assessment of your resources, especially the composition of your sales team, should be one of the first things you tackle when rolling out a DEI training program.\u00a0 A diverse sales team is optimal because they can make more meaningful connections with your increasingly diverse customer base. Diverse sales team members will also bring different experiences to the table, to learn from one another and to help you understand how to reach buyers in a crowded marketplace. What can you do if you are leading a sales team that seems fairly homogeneous?\u00a0 Remember that diversity can take many forms, including age, religion, and sexual orientation as well as personality types, learning styles, and motivations. By getting to know each other, your team members can begin the DEI learning process in a safe, friendly way, just by sharing stories about themselves \u2013 even if their diverse identities aren\u2019t readily apparent. Regardless of the makeup of your sales team, DEI training is helpful for everyone. In particular, sales staff can learn practical strategies for client interactions through DEI training that includes actionable guidance on unconscious bias and inclusive language. Words matter, especially with multicultural audiences One ill-chosen phrase can derail a conversation, or at best, distract from what is being said. Even common sports analogies like calling a victory a \u201chome run\u201d or a \u201ctouchdown\u201d can confuse listeners who aren\u2019t familiar with baseball or American football. Sometimes, an outdated expression can even be offensive, and the person speaking won\u2019t realize their mistake.\u00a0 \u201cTheir lack of awareness doesn\u2019t mean they\u2019re a bad person or that the product or service they are selling isn\u2019t worthwhile, but it does need to be corrected,\u201d writes Shelley Willingham, Vice President of Business Strategy at The Diversity Movement.\u00a0 \u201cThe use of terms or phrases that are perceived to be offensive can cost your business substantial revenue \u2013 and often, they won\u2019t even know why.\u201d Inclusive language is all about honoring people\u2019s identities and experiences \u2013 making your listeners more comfortable. DEI training can help your team polish their inclusive language and banish common, but offensive, phrases. To learn more about inclusive language best practices, download our white paper, \u201cSay This, Not That.\u201d Unconscious bias can sabotage sales Unconscious biases, also known as implicit biases, are assumptions, beliefs, or attitudes about certain groups of people that individuals have but aren\u2019t aware of. These snap judgements can even run counter to a person\u2019s stated values.\u00a0 \u201cA lack of awareness does not make this kind of bias any less pernicious, as the victims of the bias are likely to pick up on it and are likely to resent the unfair treatment they receive as a result of those biases,\u201d according to Willingham. Needless to say, those on the receiving end of unconscious bias won\u2019t be eager to do business with salespeople who aren\u2019t treating them well, even if that treatment is unintentional.\u00a0 Everyone has unconscious biases. They\u2019re a natural part of human cognitive functioning, and they are nearly impossible to get rid of. However, DEI training can help your sales team manage and mitigate their biases, change their behavior, and track their progress. It\u2019s also important to note that there are no quick fixes; fighting implicit bias is a long-term process. For more information, check out our course on unconscious bias.\u00a0 DEI training should be voluntary Research has shown that mandatory training increases feelings of resistance among participants, and can actually increase bias. While there are clear advantages to DEI training for your sales team, to be effective, any diversity education programs should be voluntary. Along with providing educational materials (like \u201cDiversity: Beyond the Checkbox Essentials\u201d), participating employees should be paid for the time it takes to complete their learning. DEI training should never be something extra, one more task for employees to accomplish.\u00a0 Knowing the business benefits and seeing the support of the leadership team are powerful motivators. Plus, once your salespeople understand that DEI training will give them a competitive advantage, your team members will often be eager to participate. Finally, follow up and see where you are Also, consider conducting a sales report every few months from the moment you start your DEI training to see how much your sales have increased and customer satisfaction has improved. Consistent data collection and analysis will give you a tactical, metric-based understanding of return-on-investment (ROI) and will help you understand the best way to keep moving forward.\u00a0 This information will also help convince late adopters of the tangible benefits of a DEI training program. Remember, helping your sales team integrate inclusive principles into their outreach efforts will boost their success and your company\u2019s profitability. Ensure your team is better equipped to connect positively with all customers by launching a DEI training program today.\u00a0\u00a0 Amber Keister is a Content Writer and Editor at The Diversity Movement. She has spent more than 20 years as a journalist for publications throughout the South. Connect with her on Linkedin.\", \"US English Male\");\n                }\n            };\n        <\/script>\n     <\/br><br \/>\n<span style=\"font-weight: 400;\">Sales success depends on relationships, and one of the best ways to build rapport with potential customers is to treat everyone with respect, empathy, and understanding.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what if members of your sales team are inadvertently sabotaging their own success with one wrong word or action? Their genuine efforts to connect on a personal level will fall flat and seem insincere.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A robust and effective diversity, equity, and inclusion (DEI) training program can help your team build strong relationships, but even small actions can make a big difference. DEI expertise can improve the competency of your team because it will enhance their ability to communicate with all clients. And since implementing inclusive practices will increase your sales team\u2019s success, it will also boost the profitability of your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, research shows that DEI practices drive tangible results for sales organizations. According to a LinkedIn\/Forrester study, sales teams that employ these practices experience <\/span><a href=\"https:\/\/www.linkedin.com\/business\/sales\/blog\/diversity-inclusion-belonging\/diversity-inclusive-impact-on-sales-forrester-report\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">28% higher conversion rates, 12% higher sales attainment, and 6% higher customer satisfaction<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the benefits of a DEI training program are clear, changing long-standing attitudes and ingrained habits won\u2019t be a quick process. The most important things are to realize that a DEI strategy will improve your business and to begin your efforts today. Even small steps toward greater inclusion will reap huge benefits. Here are six practical ways to roll out a DEI training program that will empower your sales team.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<h3>Make sure everyone understands the benefits of DEI<\/h3>\n<p><b>\u00a0<\/b><span style=\"font-weight: 400;\">Perhaps the best place to start is with the question, \u201cWhat\u2019s in it for me?\u201d Without buy-in from your sales team, your efforts to launch a DEI training program will go nowhere. But once everyone understands that they will benefit personally, it\u2019s a much smoother process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer is simple. An effective DEI training program will give your sales team the tools they need to connect with prospective clients and understand their needs and wants. Mutually-beneficial relationships with clients means more sales, more satisfied customers, and greater profits for your business. Higher profits mean higher pay, better benefits, and other employee incentives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DEI training also improves relationships within the company, including employee satisfaction and retention. Keeping great salespeople, administrators, and support staff means a higher level of performance and greater organizational efficiency. Plus, all this excellence leads to a better reputation in the community, which makes sales easier to land.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Support from the management team is also vital when launching a DEI training program. Fortunately, <\/span><a href=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2020\/03\/Diversity-By-The-Numbers.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the business case for DEI<\/span><\/a><span style=\"font-weight: 400;\"> training is well-established, and the outcomes of this training can easily be tied to a company\u2019s values and mission. For example, if innovation is part of a company\u2019s culture, one could point out that diverse companies are 70% more likely to capture new market share. Or if teamwork is a company value, one could highlight that <\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbeshumanresourcescouncil\/2021\/05\/19\/15-key-benefits-of-dei-to-communicate-with-team-members\/?sh=529ef8fb195c\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">DEI increases empathy in the workplace<\/span><\/a><span style=\"font-weight: 400;\"> and employees are more willing to work together.<\/span><\/p>\n<h3>Next, take a look at your team<\/h3>\n<p><span style=\"font-weight: 400;\">An assessment of your resources, especially the composition of your sales team, should be one of the first things you tackle when rolling out a DEI training program.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A diverse sales team is optimal because they can make more meaningful connections with your increasingly diverse customer base. Diverse sales team members will also bring different experiences to the table, to learn from one another and to help you understand how to reach buyers in a crowded marketplace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What can you do if you are leading a sales team that seems fairly homogeneous?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember that diversity can take many forms, including age, religion, and sexual orientation as well as personality types, learning styles, and motivations. By getting to know each other, your team members can begin the DEI learning process in a safe, friendly way, just by sharing stories about themselves \u2013 even if their diverse identities aren\u2019t readily apparent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of the makeup of your sales team, DEI training is helpful for everyone. In particular, sales staff can learn practical strategies for client interactions through DEI training that includes actionable guidance on <\/span><a href=\"https:\/\/thediversitymovement.com\/unconscious-bias-the-secret-disrupter\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unconscious bias<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/thediversitymovement.com\/say-this-not-that\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">inclusive language<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3>Words matter, especially with multicultural audiences<\/h3>\n<p><span style=\"font-weight: 400;\">One ill-chosen phrase can derail a conversation, or at best, distract from what is being said. Even common sports analogies like calling a victory a \u201chome run\u201d or a \u201ctouchdown\u201d can confuse listeners who aren\u2019t familiar with baseball or American football. Sometimes, an outdated expression can even be offensive, and the person speaking won\u2019t realize their mistake.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTheir lack of awareness doesn\u2019t mean they\u2019re a bad person or that the product or service they are selling isn\u2019t worthwhile, but it does need to be corrected,\u201d <\/span><a href=\"https:\/\/thediversitymovement.com\/how-and-why-you-should-integrate-dei-into-your-sales-kickoff-meeting\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">writes Shelley Willingham<\/span><\/a><span style=\"font-weight: 400;\">, Vice President of Business Strategy at The Diversity Movement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe use of terms or phrases that are perceived to be offensive can cost your business substantial revenue \u2013 and often, they won\u2019t even know why.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inclusive language is all about honoring people\u2019s identities and experiences \u2013 making your listeners more comfortable. DEI training can help your team polish their inclusive language and banish common, but offensive, phrases. To learn more about inclusive language best practices, download our white paper, \u201c<\/span><a href=\"https:\/\/thediversitymovement.com\/say-this-not-that\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Say This, Not That.<\/span><\/a><span style=\"font-weight: 400;\">\u201d<\/span><\/p>\n<h3>Unconscious bias can sabotage sales<\/h3>\n<p><span style=\"font-weight: 400;\">Unconscious biases, also known as implicit biases, are assumptions, beliefs, or attitudes about certain groups of people that individuals have but aren\u2019t aware of. These snap judgements can even run counter to a person\u2019s stated values.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA lack of awareness does not make this kind of bias any less pernicious, as the victims of the bias are likely to pick up on it and are likely to resent the unfair treatment they receive as a result of those biases,\u201d according to Willingham.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Needless to say, those on the receiving end of unconscious bias won\u2019t be eager to do business with salespeople who aren\u2019t treating them well, even if that treatment is unintentional.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Everyone has unconscious biases. They\u2019re a natural part of human cognitive functioning, and they are nearly impossible to get rid of. However, DEI training can help your sales team manage and mitigate their biases, change their behavior, and track their progress. It\u2019s also important to note that there are no quick fixes; fighting implicit bias is a long-term process. For more information, check out our <\/span><a href=\"https:\/\/thediversitymovement.com\/unconscious-bias-the-secret-disrupter\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">course on unconscious bias<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3>DEI training should be voluntary<\/h3>\n<p><span style=\"font-weight: 400;\">Research has shown that <\/span><a href=\"https:\/\/hbr.org\/2016\/07\/why-diversity-programs-fail\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">mandatory training increases feelings of resistance<\/span><\/a><span style=\"font-weight: 400;\"> among participants, and can actually increase bias. While there are clear advantages to DEI training for your sales team, to be effective, any diversity education programs should be voluntary. Along with providing educational materials (like \u201c<\/span><a href=\"https:\/\/thediversitymovement.com\/diversity-beyond-the-checkbox-essentials\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Diversity: Beyond the Checkbox Essentials<\/span><\/a><span style=\"font-weight: 400;\">\u201d), participating employees should be paid for the time it takes to complete their learning. DEI training should never be something extra, one more task for employees to accomplish.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing the business benefits and seeing the support of the leadership team are powerful motivators. Plus, once your salespeople understand that DEI training will give them a competitive advantage, your team members will often be eager to participate.<\/span><\/p>\n<h3>Finally, follow up and see where you are<\/h3>\n<p><span style=\"font-weight: 400;\">Also, consider conducting a sales report every few months from the moment you start your DEI training to see how much your sales have increased and customer satisfaction has improved. Consistent data collection and analysis will give you a tactical, metric-based understanding of return-on-investment (ROI) and will help you understand the best way to keep moving forward.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This information will also help convince late adopters of the tangible benefits of a DEI training program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, helping your sales team integrate inclusive principles into their outreach efforts will boost their success and your company\u2019s profitability. Ensure your team is better equipped to connect positively with all customers by launching a DEI training program today.\u00a0\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/team\/amber-keister\/\" target=\"_blank\" rel=\"noopener\"><b>Amber Keister <\/b><\/a><span style=\"font-weight: 400;\">is a Content Writer and Editor at The Diversity Movement. She has spent more than 20 years as a journalist for publications throughout the South. Connect with her on <\/span><a href=\"https:\/\/www.linkedin.com\/in\/amberkeister\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Linkedin<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sales success depends on relationships, and one of the best ways to build rapport with potential customers is to treat everyone with respect, empathy, and understanding.\u00a0 But what if members15<\/p>\n","protected":false},"author":2,"featured_media":5882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,5],"tags":[],"tdm_type":[92],"class_list":["post-5880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-marketing-sales","category-blogs","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - 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