Creating Belonging While Driving Sales Results

In today's business environment, where remote work and global teams have become the norm, creating a sense of belonging is more important than ever. It’s no longer just about closing deals; it’s about building meaningful relationships that transcend the transactional. For me, as someone who started his telecom sales career in the early 2000s, belonging wasn't always part of my experience. It’s something I had to fight for. But looking back, I now realize how crucial it is — not only for personal growth but also for business success.

Sales Is Human First, Business Second

When I first stepped into the telecom industry, I was "one of one" — the only Black person in the room and one of the few people of color in the entire space. That environment wasn’t built for me, and every day, I felt the weight of having to conform. I worried about things most people around me didn’t have to consider — how I should style my hair, how I should dress, how I could be accepted. These thoughts constantly played in the back of my mind, taking energy away from my work. But even then, being the rebel I am, I made the decision to show up as authentically as possible. I wanted my work, my productivity and my results to define me — not how I looked or how well I fit into someone else's mold.

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However, that’s easier said than done, and I understand that not everyone has the same mentality. The truth is, many people struggle to bring their whole selves to the work environment. If, back then, I had been encouraged to show up authentically and if there was a culture of belonging, I know I would have felt more committed — not just to the work, but to the company and its leadership. And when people feel that sense of belonging, their commitment translates directly into better production, stronger ownership, and real results.

Culture and Belonging in Sales: Why It Matters More than Ever

In my sales career, I’ve always known that authentic connection is what drives success. Whether I was selling in the early 2000s or running my own businesses years later, I saw firsthand that clients value relationships based on trust and realness. It’s no different within a sales team. If you’re leading a team today, the way you encourage individuals to show up matters. I’ve seen it — when people feel like they belong, like they’re valued for who they are, not just what they can produce, they go harder for the business. They innovate. They become invested.

Sales isn’t just about hitting numbers; it’s about creating a culture where everyone feels like they have a place. I’ve experienced being on the outside, looking in. And when you’re in that position, you’re always trying to balance authenticity with survival. Imagine the kind of energy we could unlock if people didn’t feel like they had to choose.

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Connecting Through Authenticity: The End of 'Sales-y' Salespeople

Fast-forward to today, and one thing is clearer than ever —people can spot inauthenticity a mile away. Sales isn’t about being slick or fast-talking; it’s about being real, and that means embracing who you are, both as a seller and as a person. Back in the day, I made a conscious decision to bring my authentic self into spaces that weren’t always welcoming. I let my work speak for me, but it wasn’t always easy. Today, businesses need to encourage people to do the same, because when your team feels like they belong, they bring their whole selves to every interaction. That’s how real, sustainable success is built.

Building Your Own Sales Culture: A Recipe for Success

As I reflect on my journey, I know that creating a culture of belonging starts from the top. If you’re leading a sales team, it’s your responsibility to foster an environment where individuals don’t feel like they have to leave parts of themselves at the door. For years, I was the “only one,” but I made it my mission to show up fully, because that was the only way I knew I could succeed. But not everyone has that same mindset, and they shouldn’t have to.

If you can create an environment where people feel safe to be themselves, where they know their value is recognized beyond what they can produce, you’ll see the results show up in ways that impact both culture and revenue. People commit to businesses when they feel like they belong, and when that happens, they take ownership. They bring energy and passion to their work, and that translates to growth — not just for them but for the entire organization.

In today’s business world, belonging isn’t just a “nice to have”; it’s a necessity. As someone who’s been in environments where I didn’t always feel welcomed, I can tell you firsthand that encouraging authenticity and inclusion will create stronger teams and better outcomes. When you give your people the space to be themselves, you unlock a deeper level of commitment that translates into lasting success. Just like I always say, sometimes it’s as simple as shutting up and listening. When we listen − to our customers, our teams, and ourselves − we create space for authenticity, and that’s where the magic happens.