TSE 1404: Diversity: Do Americans Have Racial Bias With Who They Buy From? - The Sales Evangelist
Kwame Christian, Racial Bias

TSE 1404: Diversity: Do Americans Have Racial Bias With Who They Buy From?

Kwame Christian, Racial BiasIn matters of diversity, salespeople can’t help but sometimes ask,’ Do Americans have racial bias with who they buy from?’ 

Kwame Christian has both a law and business background. He understands the issue of whether Americans have a bias from who they buy from, and he is doing bias training to help companies understand the importance of knowing humans on a deep fundamental level. 

The existence of bias

  • In truth, everybody has biases. It is a by-product of a naturally functioning brain. 
  • Bias doesn’t make you bad. 
  • It only becomes a problem if you are aware of your biases and you don’t do something about it. 
  • It’s important to raise awareness to help people make better decisions. 
  • Americans have biases with the way they buy. Salespeople need to determine what those biases are and create strategies to try to work around them. 
  • Biases cut both ways – there are positive biases and negative biases. 
  • You are more likely to know, like, and trust people who are like you and people who are represented frequently in the media.
  • The reality is that regardless of race and color, we all share the same media representations repeatedly. It’s not only the Caucasians who would favor white people, but even some people of color also favor white people too. 

Changing your perception

  • The change has to start with self-awareness because you can’t do anything about any obstacle unless you know that it exists. 
  • As a salesperson of color, you need to be aware of the bias working against you. You need to learn how to tip the scale in your favor in terms of the positive bias. 
  • Salespeople of color need to be more mindful in creating unique opportunities to make positive touchpoints with the people they want to work with. Spend a little more time building rapport and making people feel comfortable. If a white salesperson allocated three minutes for pleasantries during a call, then a black salesperson needs to allocate seven minutes for pleasantries before moving to the business side of things. 
  • You need to make more effort at the beginning of the interaction to ensure that the person you are speaking with feels comfortable with who you are as a person and what you bring to the table before you transition to the other side of the dialogue. 
  • Once they recognize that you’re legit, that you have intelligent quantities and value, then pushing through the barriers will become easier. 
  • As a white buyer, you need to recognize how your bias impacts your decisions.

“Diversity: Do Americans Have Racial Bias With Who They Buy From” episode resources

Connect with Kwame Christian on LinkedIn and check out this podcast as well. If you want more tips on how to be a genius in negotiating, check out their official website

Speak with Donald directly for more sales talks. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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