Apr 27, 2021
On today’s episode of Selling in Color, we welcomed Joel
Burstein, CEO at Keep it Simple
Training and Development and board chair and MBEIC for the
Eastern Minority Supplier Development Council. Joel gives us an
in-depth look at his perception of sales and how his childhood
beliefs shaped those beliefs.
Joel’s childhood shaped his perception of
- Only 20% of salespeople are people of color. The reason?
Speaking from his Caribbean-American background, money was a
culturally weird thing to talk about for Joel. And, essentially,
that’s a guiding component of sales.
- His parents told him he could be anything he wanted to be. But
he never thought to look to sales because there was nobody like him
in that career.
- Joel didn’t believe a lucrative job existed because he had
never been exposed to one.
How to sell when you’re unexpected:
- Childhood beliefs only change through actions. Once you start
to do something and see its possibilities, you can see the shift in
- There are two sales: the first is selling that you belong in
that room, and the second is the product.
- Connect with the people you’re selling to based on common
ground. Connect on a shared business or family values, something
that will prevent the conversation from becoming
- Sometimes some people take too much pride. Acknowledge that it
might be an uncomfortable situation, and look for ways to make it a
Joel’s main takeaways:
- Lots of things we do are habitual. The question then is can you
identify them and use them for your benefit.
- It’s not about you. Sometimes it’s about them. Don’t
internalize what happens in the sales environment, and try not to
take professional conversations to heart.
Want to get in contact with Joel? Connect with him on LinkedIn.