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23 November 2018

What’s In a Name?

What’s In a Name?

A rose by any other name

would smell as sweet

I am a self confessed creature of habit, which I believe is a strong attribute for a role in sales. Indeed, one of my morning rituals is to peruse LinkedIn for interesting content and updates.

In an age where social selling is of paramount and well documented importance (particularly within the technology sales market), the dominance of platforms such as LinkedIn is undeniable.

Full of original and thought-provoking content, with excellent examples of social selling, it is clear to me that social networking has revolutionised the way we communicate, recruit and conduct business.

I have however, recently started to notice a strange phenomenon relating to the ambiguity and in many cases the complete inaccuracy of job titles.

That’s Not My Name

Now I’ve worked with large companies for most of my professional carer; including the second largest company in the world and the largest tech firm on the FTSE. I have no doubt that it is these large corporate entities that are driving this trend.

I remember a few years ago, it became almost fashionable for Sales people to rename themselves as ‘Business Development’. I must admit, I was guilty of this myself.

More recently I feel that the term ‘Director’ has become somewhat banal and almost cliche. The same is also true for the word global. I recently noticed a job title with the word global for a company who only traded in their native country.

The latest trend to reach our shores from the other side of the Atlantic, is the use of acronyms such as ‘EVP’, ‘RVP’, ‘VP’ etc. The question we should be asking ourselves is, is it clear to anyone outside your organistaion i.e. potential customers, know what this role is?

Proud To Be Sales

My point is this, are these ambiguous, confusing and nondescript job titles, alienating your customer base and inadvertently damaging your social appearance?

What is wrong with calling yourself a Salesman rather than a Business Development Director? What is wrong with calling yourself a Sales Manager as opposed to EVP Sales?

Crucially, which job title accurately describes your role and lets your prospects know what you do? I for one am proud to call myself a Salesman.

Laurie Stanwick | Head of Sales

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