Professionalism: The Last Hidden P

All of the Ps—Preparation, Process, People, Product, Presentation, Pay, and Post-Sale (as well as Practice and Psychology)—are the components that can make you not just a salesperson, but a sales professional. In truth, the last P isn’t hidden at all. It is right there in the name: professionalism. But what does that mean?

WHAT IS PROFESSIONALISM IN SALES?

For many jobs, the role of a professional is well defined. Think of doctors, for example. They have to complete an undergraduate degree, pass a test to get into medical school, go to medical school, pass a test to get out of medical school, and then complete a residency. They also have to take continuing education in order to maintain their license. There is a shared understanding of what skills and knowledge doctors need to have in order to get and maintain professional excellence.

Sales professionalism is not much different. Okay, so there aren’t any universally required tests or certifications. Salespeople don’t attend specific post-graduate schools or seek a license or required continuing education, but the traits that would make you view your doctor as professional are the same as those that characterize a sales professional.

Why does someone become a doctor? To help people. To heal people. To make people’s lives better. That’s what we want to hear from our doctors. While these answers are true for many practitioners, they aren’t true for all. Some doctors are in it for the money or the prestige. Some doctors are eager to learn about new methods and treatments, while others grudgingly take part in their continuing education. Which kind of doctor would you rather have treating you?

And would you rather interact with the salesperson who is looking to make his commission or the one who is truly interested in helping you solve a problem? The one who does the bare minimum, or the one who is always interested in learning more?

Now do you see? While sales might not require an advanced degree or a license that can be revoked, the traits that make a person a professional in their chosen field are the same no matter your vocation.

True sales professionals are lifelong learners—constantly practicing and refining. They are self-motivated and have a defined process. They will invest in their own development even if their employers do not. They genuinely want to help solve people’s problems using the product or service they are selling. The crucial difference between being a sales professional and someone who needs a license to practice is that there is nobody to hold you accountable in sales except yourself (and if you’re lucky, your sales manager).

WHY CAN’T YOU GET A PROFESSIONAL SALES DEGREE?

According to Harvard Business Review, more than 50 percent of college graduates, no matter their major, will work in sales at some point. Most marketing majors (88 percent) take a job in sales, not marketing. This begs the question, how come there are so few degree programs in sales?

Part of that could be due to misconceptions about sales. The idea that all salespeople are snake oil salesmen (more on that later) would make colleges and universities less likely to dedicate a degree program to it. Another misconception, that sales isn’t based on skill, but on inherent personality traits, is likely also a factor.

Another reason a sales degree has not been seen as necessary is likely because of historical job market conditions. It was typical for baby boomers to spend decades with a single employer. Companies built their own training programs for people, which made sense when people were much less likely to leave. With such training programs in place, many salespeople could begin and develop their careers without a college degree.

Sales has been viewed by universities as a form of service work, and as a trade more than a profession. The role of the salesperson, however, has changed dramatically. Anybody can research any product on the internet. Salespeople aren’t going door to door anymore.

Salespeople today play a unique role within organizations, working across functional boundaries, and sales jobs are one of the highest in career lifetime value. While many colleges have not realized it yet, companies that can’t find people suitable to fill roles have concluded that professional sales training at the university level would provide them with a more capable applicants to choose from.

THE FUTURE OF COLLEGIATE SALES EDUCATION

With so many college graduates getting jobs in sales, and with many sales positions going unfilled, more colleges and universities are developing degree programs in sales. It has helped that it has garnered attention and support from companies as well.

Gone are the days of graduates staying with an employer for decades. In fact, the turnover rate of new sales hires is 60 percent. Studies have shown, however, that the turnover rate of sales program graduates is 30 percent less, plus they ramp up 50 percent faster than their peers without a sales degree. From a CEO’s perspective, that translates into saving up to $200,000 per hire within the first 18 months of employment.

Between 2007 and 2019, the number of colleges offering a sales education program increased by 455 percent. While this sounds promising, that’s still only 150 schools out of the 5,300 in the U.S., or less than three percent.

The good news is that you don’t have to wait for college programs to be created before you can hone your craft and become a sales professional. You can start your journey (or continue your journey) through trainings, involvement with mentors, deliberate practice, and self study.

Are you interested in participating in a Maestro training as part of your professional journey? Email us at mastery@maestrogroup.co.