SIC 022: Leveraging Your Color to Make a Sale but Not Abusing It

Donald Kelly, Ruben Alzarez

People of color in sales tend to stand out. Because only 20% of sellers aren’t white, people of color can use this to their advantage as they navigate their selling careers. But while you can use it to your benefit, you can also abuse it. In today’s episode of Selling in Color, the founder of The Marketing Hunter, Ruben Alvarez, shares how people of color can leverage your color without abusing it.

There’s power in being an underdog.

  • While people might not like it, there is power in being an underdog. And that perfectly describes Ruben’s approach to sales.
  • When companies first came under fire for lack of employee diversity, there was a period where people of color could quickly get a job as a “token” person of color. 
  • Even if that applies to you, use the opportunity to work hard and break the glass ceiling to make it easier for more people of color to join the organization.

Ruben appropriately used his color to his advantage.

  • Ruben’s parents came to the United States illegally, and he can’t change that. What he can do is make the most of the opportunity and create opportunities for others.
  • His parents got their citizenship soon after emigrating to the United States. It showed him that if you’re going to do something, do it right.
  • He uses those experiences and history to motivate him to persevere and work harder to achieve his goals.

How has Ruben has seen success in his career without relying on his race?

  • You have to find places where you can associate and mingle with people of color but in a professional way. 
  • Ruben sees a big problem in taking advantage of people who offer discounts or specials for people of color. If you need it, accept it. But if you support other people of color, you wouldn’t take revenue from them if you need it.
  • Know when to give back because eventually, stuff will come back to you. 
  • Build a genuine connection with somebody and not just say, “Hey, you know what, I’m going to do this for them right now. Because later on, I expect them to give me something.”

Ruben’s advice to people who’ve thought about quitting their sales career:

  • Ruben’s boss was verbally abusive, and nobody wanted to deal with him. But because Ruben put up with this boss longer than anyone else, he got a lot of credibility.
  • There are generally two reasons to quit sales: you aren’t making enough money or mentally unable to handle the job. 
  • If you aren’t making enough money, just learn how to sell better. But if you can’t handle the stress, just keep pushing through. No job gives you more security, empowerment, or the mentality that opens up doors for your next opportunity. 

To contact Ruben, connect with him on LinkedIn, or visit his website at rubenalvarez.com. Additionally, you can email him at ruben@themarketinghunters.com.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This course is brought to you in part by the TSE Sales Certified Training Program, a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

We’d love for you to join us for our next episodes, tune in on Apple Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings for each episode you listen to! 

Read more about sales or listen to audiobooks on Audible and explore their huge online library. Register now to get a free book and a 30-day trial.

Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

You may also like

SIC 031: Season 2 Recap

SIC 031: Season 2 Recap

We’ve hit the end of a fantastic season. Here’s a recap of some of the highlights over the last season of content. The first season highlighted people of color in sales, and season two focused on people of color who’ve thrived in sales. And season three? Stay tuned to...

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *