The Path to Sales Success for Black Women (and Anyone)

You know that feeling when you close the deal? The sound of victory at the bottom of the funnel? I live for that. I rally my team around securing that coveted prize. All the while, I keep my eye on something else just as valuable: the next generation of Black women sales leaders.

According to research from Zippia, almost 76% of sales reps are white, with the remaining 24% composed of minority groups. Of that percentage, only 3.8% are of Black descent. When it comes to gender, the demographics are more evenly keeled, with 50% male reps and 45% female reps. As a Black millennial woman in sales, however, these numbers show that more work needs to be done.

I’m proud to be a Black leader in this space; however, it’s not lost on me that, as a Black woman guiding a team of talented and diverse reps at a leading global corporation, I’m a rare hire. Unfortunately, it’s not uncommon for Black women to navigate industries in fewer numbers. Because of this, our limited roles come with challenges – as we’re not always the benefactors of equity efforts in workplaces, based on our gender and race. Our lack of representation creates one of the biggest obstacles we face: limited career mobility, or what is commonly known as the “concrete ceiling” – a barrier to success.

Breaking down that barrier isn’t impossible. Here are the four ways I was able to do it in my journey.

1. Learn to Trust Yourself

My road to becoming a sales manager wasn’t an easy one. It was filled with many successes and some failures. However, I learned the most about myself and what I valued through these wins and losses. I learned to trust myself and my abilities and embrace what made me different. I knew that fortitude and fearlessness were my allies in the face of adversity.

And, as I grew in the role, I realized that the end goal was more important than the uphill battle. I trusted the process and the journey. Because I knew that, for there to be more people who looked like me in leadership positions, there first needed to be more people who looked like me in sales positions.

2. Be Your Competition

My journey in sales started after college, when I worked with a hunting apparel manufacturer. The demographics of the industry and end consumer were similar to sales – skewing mainly to older men. As a Black woman and a young, fresh grad, I was a unique face. Unfortunately, my uniqueness wasn’t always celebrated.

Almost immediately, my ability to do my job was questioned. This intense scrutiny forced me to repeatedly justify my decisions and my sales strategy at every turn. I wasn’t above constructive criticism, but skepticism from colleagues and customers seemed to imply that I wasn’t good enough or didn’t know what I was doing. This period was incredibly taxing because I was green to the working world and was already dealing with feelings of inadequacy in my first post-college role.

To deal with my doubt, I thought I had to go above and beyond to prove I belonged. Then, after a moment of clarity, I decided to be the best. I focused on becoming well versed in our product offerings, building valuable relationships with customers, and successfully consulting our retail partners on assortment selections. I decided to carry the mentality that others’ expectations of me don’t define my value – so much so that I became my own competition. Because of this, my efforts paid off, and I was promoted to a sales manager role.

3. Turn Pressure Into Passion

With a few years of being a sales manager under my belt, I parlayed my experience into additional sales opportunities. However, with each new opportunity, I still found myself being one of the few Black women, if not the only one. Because of this (and my experience in my first role), I assumed a weight of responsibility that went well beyond the role’s requirements. I felt responsible for representing Black women in sales everywhere – because we’re in short supply. I thought any missteps could jeopardize future Black women sales reps entering the space after me. But this pressure was not only burdensome; it was also unnecessary.

I traded in my superhero cape of pressure for one of passion. The best way to represent myself and Black women in sales was to let my performance speak for itself. That meant not only closing more deals but being a better coach, mentor, active listener, and agent of change for my team and peers. To achieve this, I actively sought mentorship from colleagues, including men, who were willing to share their knowledge and access.

4. Create Your Own Leadership Lane

My leadership style has been strongly influenced by my experiences, both professionally and as a Black woman. Sales is an inherently social field where most leaders have to be at the forefront and thrust themselves into the spotlight. As a result, charismatic managers are often rewarded with the best accounts, praise, and leadership roles. But I prefer to build differently: letting the light shine on others.

My greatest satisfaction as a leader comes from supporting and being a resource to my peers and direct reports. I make it a point to lead with empathy and great expectations in order to get the best results from my team. Most of all, I provide the support I didn’t have as a Black woman coming up in the sales industry, which is why I nurture and collaborate with diverse talent who thrive on encouragement and recognition for their value.

From being a fresh college grad until now, I’ve faced many obstacles as a Black woman in sales. As one of the few unique faces in my industry, I’ve learned how to navigate the sales landscape and show that I can thrive at it. For Black women hoping to break into sales leadership one day, be confident in what you bring to the table because you’re in the room for a reason — even if you’re the only Black woman there.

Jessica Lumpkin is an experienced sales manager at ChannelAdvisor, a leading multichannel commerce platform with a demonstrated history of building and developing sales teams. Jessica is a passionate advocate for diversity, equity, and inclusion (DE&I), using her experiences to provide her team with the tools they need to succeed in diverse and inclusive environments.