Learn how to incorporate inclusion strategies in sales to build diverse and successful sales teams. Discover practical strategies, such as conducting a diversity assessment, building connections in the community, and providing diversity training for sales reps. By embracing inclusion, organizations can drive revenue growth and create a more harmonious work environment.


Diversity and inclusion are critical factors in creating a successful and thriving sales organization. As sales professionals, it is important to recognize the value of building diverse and inclusive teams. In this blog post, we will explore the significance of diversity and inclusion in sales, and discuss practical strategies to incorporate inclusion in sales. By fostering a diverse and inclusive sales culture, organizations can not only drive revenue growth but also create a more harmonious and productive work environment.

The Importance of Diversity and Inclusion in Sales

Sales teams have a tendency to hire people who look like their managers, resulting in a lack of diversity. According to the 2019 U.S. Bureau of Labor Statistics Report, 79 percent of sales reps are white. While more women are in sales compared to other tech industry specializations, the field remains predominantly white.

However, the business case for diversity and inclusion in sales is strong. Diverse teams can lead to more effective campaigns, increased revenue, and better customer understanding. Research has shown that organizations with above-average diversity at the management level outperform those with poor diversity and inclusion practices by 19% in innovative revenue.

Not only does diversity bring fresh ideas and perspectives to the table, but it also allows sales teams to better connect with diverse customer bases. Customers, especially younger generations, are more likely to buy from companies that understand and represent their diverse communities.

Incorporating Inclusion Strategies in Sales

To build a more diverse and inclusive sales team, it is crucial for sales leaders to take specific steps. Here are some practical strategies to incorporate inclusion in sales:

1. Conduct a Diversity Assessment

Start by conducting a comprehensive diversity assessment of your sales team. Evaluate the current demographic makeup and identify areas for improvement. This assessment will help you understand the diversity gaps and set specific goals for diversity and inclusion initiatives.

2. Build Connections in the Community

Expand your candidate pipeline by building connections in the community. Engage with diverse professional associations, attend industry events focused on diversity, and partner with organizations that support underrepresented groups. By actively seeking out diverse candidates, you can attract a wider range of talent to your sales team.

3. Create a Safe Environment for Employees to Speak Up

Establish a safe and inclusive work environment where all employees feel comfortable speaking up. Encourage open dialogue, actively listen to diverse perspectives, and address any concerns or issues promptly. Creating an atmosphere of trust and psychological safety fosters collaboration and innovation within the sales team.

4. Train Sales Reps in Diversity and Inclusion

Provide training for sales reps in diversity and inclusion to increase awareness and sensitivity to different cultures, backgrounds, and experiences. This training should focus on eliminating biases in the sales process, developing cultural competence, and promoting inclusive behaviors and language. By equipping sales reps with the knowledge and tools to navigate diverse markets, they can better connect with customers and build stronger relationships.

5. Audit the Evaluation Process and Standardize Performance Metrics

Assess your evaluation process to ensure it is free from bias and promotes inclusivity. Consider implementing standardized performance metrics that account for the unique skills and contributions of each salesperson. Remove subjective criteria that may inadvertently favor certain groups and focus on objective measures of success.

6. Address Biases in the Hiring Process

Explicitly address biases in the hiring process to attract and hire a diverse sales team. Use predictive analytics tools that create data-driven candidate profiles to make hiring decisions objectively. Standardize interview questions based on competencies to eliminate bias and ensure all candidates are evaluated fairly.

7. Promote Diversity and Inclusion Through Employee Resource Groups

Encourage the formation of Employee Resource Groups (ERGs) within your sales organization. ERGs provide a platform for underrepresented employees to connect, support one another, and contribute to the diversity and inclusion efforts of the company. These groups can also provide valuable insights and perspectives on how to create a more inclusive sales culture.

8. Celebrate Diversity Through Thoughtful Activities and Celebrations

Be mindful of the types of activities and celebrations that appeal to everyone’s preferences and align with diverse cultures and backgrounds. Avoid exclusive or insensitive events that may alienate certain individuals. By creating inclusive and engaging initiatives, you can foster a sense of belonging and unity within the sales team.


Incorporating inclusion strategies in sales is essential for building diverse and successful sales teams. By conducting a diversity assessment, building connections in the community, creating a safe environment for employees, training sales reps, auditing the evaluation process, addressing biases in hiring, promoting ERGs, and celebrating diversity, organizations can foster a more inclusive sales culture. The business case for diversity and inclusion in sales is compelling, with diverse teams outperforming their competitors and driving revenue growth. By embracing diversity and inclusion, sales professionals can cultivate a rich and dynamic sales environment that leads to increased innovation, better customer understanding, and ultimately, greater success.


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