Every year, I get to teach two classes of Sales and Distribution Management Course and amongst several satisfying outcomes, the most enduring one is the way interest of students in sales career goes up post this course. However, this is an after-effect that one can be happy about. In general, a large majority of the students want to learn what goes into managing sales function, but students aiming for a sales career by choice are a set of exceptions. We need to uncover some of the underlying reasons behind this lack of inclination and possibly pursue a set of actions- both by industry and academia, to increase MBA students’ interest in sales.
In a recent article in the Journal of Personal Selling and Sales Management, ( Article link https://doi.org/10.1080/08853134.2023.2289701) authors investigate this issue in the context of B2B sales. The research paper focuses on increasing graduates’ interest in B2B sales by dispelling misconceptions and stigmas around the profession. To suggest improvements, the study identifies key beliefs deterring graduates from considering B2B sales careers, including negative perceptions of job characteristics, societal stigma, and doubts about career success. It proposes strategies to align labor market communications and job structures with graduates’ needs, emphasizing the importance of intrinsic and social job characteristics, and the role of educational exposure in shaping favorable perceptions of the sales profession.
Based on these findings, to improve graduate student’s interest in the sales profession:
Enhance Job Characteristic Perceptions: Communicate the intrinsic and social aspects of sales jobs, such as teamwork, creativity, and independence, to counter the existing lay beliefs about sales being unengaging or isolating.
Combat Societal Stigma: Utilize marketing campaigns and public relations efforts to improve the societal perception of sales careers. Highlight the ethical practices, technological advancements, and strategic importance of modern B2B sales.
Integrate Sales Education in Curriculum: Offer more courses or modules on sales in business-related degrees to provide students with a realistic and comprehensive understanding of the profession.
Showcase Career Success Stories: Use testimonials and case studies from successful sales professionals to illustrate the career success and fulfillment possible in sales roles.
Promote Internships and Real-World Exposure: Encourage internships or cooperative education programs in sales to provide hands-on experience and dispel misconceptions.
Foster Mentorship and Networking Opportunities: Create mentorship programs where students can connect with sales professionals to learn about the field first-hand.
Diversify Recruitment Strategies: Use diverse recruitment channels and messages that resonate with different student groups, including emphasizing aspects like career growth, innovation, and the opportunity to make a significant impact.
Address Gender Inclusivity: Develop targeted strategies to attract female graduates by highlighting gender inclusivity and support structures in the sales profession.
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