Insights into clients and sales careers

I was enjoying a quiet lunch at a restaurant when I overheard a conversation from a nearby table. A group of bank managers were deep in discussion, analyzing their client base. One of the senior managers, wearing glasses, said, “Big clients? They’re not volatile. Even if they move abroad, they’re easy to manage.” The others nodded in agreement, and he continued, “It’s the small clients who are the real challenge. They’re always shifting, jumping from one thing to the next.”

A younger manager leaned in and added, “Exactly. One minute they want a loan, the next they don’t. It’s like trying to predict the weather.” I couldn’t help but wonder, Am I a small client as I was asking for one thing or the other at the lunch?

Just then, one of the managers spoke up, “You’ve got to be flexible and proactive. Stay ahead of their moves. You can’t control their decisions, but you can guide them with good advice.” Another manager chimed in, “And always set clear expectations. Small clients may jump around because they don’t fully understand what’s best for them. If you explain things clearly and outline a solid plan, they’re more likely to stay steady.” The first manager nodded, his tone thoughtful. “Right. And make sure you’re there for the long-term. Build trust. Even if they’re constantly changing their mind, if you show them you care, they’ll stick with you.”

I sat there, quietly absorbing the inputs about managing small clients. It struck me that these principles—patience, flexibility, and clarity—must be well taught to students and were applicable in more areas than just banking.

As the conversation shifted, the group began discussing the challenges of hiring fresh graduates, particularly when it came to filling sales roles. One of the managers, sharp in his suit, said, “You know, we’ve noticed a trend. Students these days—even fresh grads with BBA and MBA degrees—are hesitant to step into sales roles. They’d rather go for jobs in finance or operations, even though the pay is lower and the career path less dynamic.”

A younger manager, looking concerned, added, “It’s true. They want the 'safe' jobs. They avoid the pressure of targets, the uncertainty of commissions, and the idea that their income depends on performance. They’re not comfortable with dealing directly with customers.” The senior manager with glasses sighed, “The irony is, those very sales skills are what lay the foundation for success in any business role. No one wants to get their hands dirty, but how can you expect to lead a company—or even a department—if you don’t understand the core of the business? Sales is the lifeblood. Without revenue, no department can function, no salaries can be paid. If you don’t know how to sell your product, you can’t run the business.” The younger manager nodded thoughtfully. “I get that, but sales is tough. It requires a lot of resilience, emotional intelligence, and the ability to handle rejection. It’s not as easy as sitting behind a desk, crunching numbers or analyzing data.”

The senior manager adjusted his glasses and continued, “Exactly. And it’s this very resilience and adaptability that sets successful professionals apart. Sales teaches you to think on your feet, adjust to customer needs, and handle rejection. But these skills are so often overlooked. The problem is, students today don’t want to face the grind of sales, but they forget that these are the foundational skills they need to lead, whether in marketing, management, or product development.”

The conversation lingered on these points. The younger manager agreed, “I can see that. But they’re so focused on job security and fixed salaries that they don’t realize the rewards of stepping into the uncomfortable space of sales. Sure, it’s not for everyone, but it builds character. It builds resilience. It’s where you learn the most about yourself—and about how business really works.”

As a business and management studies teacher, I’ve seen students face challenges when it comes to choosing a career in sales. Many are intimidated by the unpredictability of the role—the pressure to meet targets, and the fear of rejection. But what they don’t realize is that sales is one of the most powerful learning experiences in any business career. It teaches you how to communicate clearly, build relationships, understand customer needs, and develop resilience. These are the skills that will serve you well in any role.

For employers, it’s crucial to communicate the true value of a sales career to young graduates. Sales is not just a stepping stone—it’s a career path that offers real opportunities for growth. By offering strong mentorship, comprehensive training, and setting clear expectations, you can attract and retain talented individuals who will grow into the leaders of tomorrow.

For students, I encourage you to rethink the way you view sales. Don’t shy away from it just because it seems tough or uncertain. The skills you gain in a sales role are invaluable. And the rewards, both financial and professional, are often greater than you expect. Sales isn’t just about pushing products—it’s about solving problems, building relationships, and creating long-term value. I remember one of my students, who came to me few years ago as an average performer. Today, he’s traveled to more than 07 countries, building his career through sales. I have witnessed many success stories in sales and he is just not an exception. A career in sales can also offer you—opportunities, growth, and the chance to shape your future. Students must embrace it, and they might be surprised at where it takes them.

To conclude, both clients and fresh graduates are unpredictable, but with the right guidance, they can thrive. It’s not about pushing them—it’s about leading them with trust, clarity, and support for the long haul.

Dr. Shahid Amin is pursuing Advanced Business Consultancy Programme by AIMA and is an IIMA (FDP) Alumnus.