Tackling the unspoken taboo of channel sales

The channel remains the domain of largely male, cookie-cutter sales teams. Company culture is the key to moving the needle, argues Certus Recruitment group CEO Justin Byrne

The IT channel is a unique place; having worked amongst and on the outskirts of it for over 20 years, if not so much within it directly, I've seen the insides of many businesses. From the raucous nature of an IT reseller to the more analytical-approached distributors, the number-crunching manufacturers and everything in between, when it comes to staffing, I'm confident most will agree - the IT channel has a culture all of its own, and within that a myriad of micro-cultures.

And, while we're all being honest, we can admit that thus far, it's been the domain of largely male, pretty much cookie-cutter sales teams.

As with anything, there are exceptions (and some incredibly talented, highly successful exceptions at that) but, taboo as it might be to say, the diversity across sales teams within the IT channel simply still isn't there - yet. At vendor level maybe more so, but as we trickle down the line things become much more uniform, so to speak.

So, why is such a large part of what is a fundamentally deep and vast talent pool seemingly shut out from these roles? Could culture be the key?

It's not by design, we know that - no person in their right mind can deny that talent comes in all shapes, sizes, genders and from any and all locations, backgrounds and the like. The fact is, many need to take an honest look at their business and ask the culture question. Not "Are we doing enough to proactively look for underrepresented groups or genders?", but instead, "Are we doing enough to make those people want to come and work here?"

Is yours an environment anyone, regardless of race, religion, gender or otherwise, would feel comfortable in, furthermore thrive? Are you doing everything you can to appeal to and encourage applications and interest from diverse groups? Are you taking an overarching view of the talent market, or just sticking to what you know? With so many factors at play - cultural pressure, unconscious bias to name just a couple - it's going to come down to conscious and effective hiring processes to balance things out and bring the IT channel into the year 2021.

But what exactly does conscious hiring mean? It means being aware that ‘old school' does work to a degree - but that things need to move with the times. So many brilliant managers were brought up in that uber-competitive, no-holds-barred reseller environment where anything goes; the skills they possess are invaluable, sure, but they haven't necessarily progressed as they should have when it comes to recruiting. So, perhaps unconsciously in cases, they revert to old hiring practices: the same old profile being drawn, the same old questions being asked, the same answers being anticipated, revered even. But you know what they say: if you always do what you always did, you'll always get what you always got.

So, to answer our initial question: yes, culture could be the key to increasing diversity within IT channel sales teams; at the very least it has a part to play. Spend some time hands-on with your team and ask yourself: is this somewhere I'd like to work? Then ask yourself again, and again, from a different perspective or ‘pair of shoes' if you like each time. If the answer is yes to some and no to others, you know you have some work to do.

Despite all of the above, tech is fast becoming the home for women to make their mark, a place where they feel they can truly take part, if not take over. It's undoubtedly an industry where skill and creativity are valued above all else - no matter where you come from, if you can add value, you're in. Equally, the ‘traditional' buyer profile is changing - and, secret's out, your sales approach will have to change as a result. There's strength in diversity; with it comes new ideas, innovative approaches and improvements.

Diversity and equality are both things channel businesses should champion and promote as a means to achieving business growth, not shy away from (whether doing so consciously or not). From the outside looking in, it's encouraging to see those middle management layers being removed throughout the IT channel and being replaced with the rising stars of the new generation; the forward thinkers, the equally hard workers and, most importantly, those who've made it to that place completely irrespective of gender, background or and/or ethnicity.

Justin Byrne is group CEO of digital and technology recruitment specialist Certus Recruitment