How to Build a Diverse Sales Team

08 November 2023

How to Build a Diverse Sales Team

In today's globalized business environment, diversity is more than just a buzzword. It's a strategic necessity. Building a diverse sales team can bring a multitude of benefits, including a broader range of perspectives, improved decision-making, and increased innovation. But how can you create such a team? This guide will walk you through the process, providing practical steps and insights to help you build a diverse sales team that can drive your business forward.

Understanding the Importance of Diversity

Before diving into the how-to, it's crucial to understand why diversity matters in a sales team. Diversity refers to the inclusion of individuals from different backgrounds, cultures, genders, ages, races, religions, and sexual orientations. In a sales team, diversity can lead to a wider range of ideas, better understanding of diverse markets, and improved problem-solving abilities.

Research has consistently shown that diverse teams outperform homogeneous ones. According to a study by McKinsey & Company, companies with diverse executive teams are 33% more likely to outperform their peers on profitability. Another study by Boston Consulting Group found that companies with more diverse management teams have 19% higher revenues due to innovation.

Steps to Building a Diverse Sales Team

1. Start with a Diversity and Inclusion Policy

A diversity and inclusion policy is a formal statement that outlines your company's commitment to diversity. It should clearly define what diversity means for your organization, why it's important, and how you plan to achieve it. This policy should be communicated to all employees and integrated into all aspects of your business, from recruitment to training to performance evaluations.

Creating a diversity and inclusion policy not only sends a clear message about your company's values but also provides a framework for action. It helps ensure that diversity and inclusion are not just empty words, but are embedded in your company's culture and practices.

2. Rethink Your Recruitment Strategies

Building a diverse sales team starts with recruitment. Traditional recruitment methods often favor certain groups and can unintentionally exclude others. To attract a diverse pool of candidates, you need to rethink your recruitment strategies.

One effective strategy is to broaden your recruitment channels. Instead of relying solely on job boards and recruitment agencies, consider reaching out to diverse professional organizations, attending diversity job fairs, and leveraging social media to reach a wider audience. Another strategy is to review your job descriptions for any unconscious bias and ensure they appeal to a diverse range of candidates.

3. Implement Diversity Training

Diversity training is a key component of building a diverse sales team. It helps employees understand the value of diversity, challenges stereotypes, and promotes inclusive behaviors. Diversity training should be mandatory for all employees, not just those in the sales team.

Effective diversity training should be interactive, engaging, and relevant. It should provide practical tools and strategies that employees can apply in their daily work. It's also important to regularly evaluate and update your diversity training program to ensure it remains effective and relevant.

Overcoming Challenges in Building a Diverse Sales Team

While building a diverse sales team brings many benefits, it also comes with its own set of challenges. These can include resistance to change, unconscious bias, and difficulties in managing a diverse team. However, with the right strategies, these challenges can be overcome.

One effective strategy is to foster an inclusive culture where everyone feels valued and included. This can be achieved by promoting open communication, celebrating diversity, and providing equal opportunities for growth and development. Another strategy is to provide diversity and inclusion training to all employees, helping them understand the value of diversity and how to work effectively in a diverse team.


Building a diverse sales team is not a one-time effort, but a continuous process that requires commitment, effort, and ongoing monitoring. It involves creating a diversity and inclusion policy, rethinking recruitment strategies, implementing diversity training, and overcoming challenges. While it's not an easy task, the benefits of a diverse sales team - from increased innovation to improved decision-making to higher profitability - make it well worth the effort.

Remember, diversity is not just about ticking a box or meeting a quota. It's about creating a work environment where everyone feels valued and included, and where diverse perspectives are welcomed and leveraged for business success. So start building your diverse sales team today, and watch your business thrive.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
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