Interview with our Sales Director: “Diversity in a sales team is a competitive advantage”.

José Luis Martínez 08/07/2025

José Luis, Director Comercial de Pasiona, durante la entrevista sobre diversidad en equipos comerciales

Inclusion should not be a pending challenge, but a real competitive advantage. In a sector as dynamic and demanding as the technology sector, having diverse teams not only brings cultural richness and different ways of understanding the business, but also improves the connection with customers and enhances the ability to adapt.

Today, we talk to our Sales Director, who shares his personal and professional experience on diversity in sales teams and reflects on the challenges that still persist in the commercial field to build more inclusive environments. A necessary talk that brings to the table how to sell better also involves knowing how to listen and represent a plural society better.

Communication: What has been your personal experience working in the technology sector in terms of commercial inclusion?

José Luis: My experience has been a mix of progress and challenges. I have been fortunate to be part of teams where diversity was seen as a strength, not just a goal. However, I have also witnessed environments where inclusion was just talk and did not translate into real action. In the commercial area, where the pressure for results is constant, it is sometimes forgotten that a diverse team is not only fairer, but also more effective. Inclusion, properly understood, enhances creativity, empathy with the customer and the ability to adapt to change.

Communication: In your professional career, what barriers do you think still persist in the business environment to ensure inclusive and diverse environments?

José Luis: One of the most persistent barriers is the unconscious bias in selection and promotion processes. Often a very standardised “business profile” is sought, which leaves out very talented people simply because they do not fit that mould. There is also a persistent belief that certain characteristics – such as age, accent, or even dress – determine the ability to sell or lead. This severely limits the potential of teams.

Communication: In your position, how does having diverse sales teams help you to better connect with customers and understand their needs?

José Luis: Diversity in a sales team is a competitive advantage. Each person brings a different perspective, and that translates into a greater ability to understand customers from different backgrounds, cultures and generations. A homogenous team can be effective, but a diverse team is more complete. Moreover, when a client feels represented or understood by the person who serves them, the relationship is naturally strengthened.

Communication: What actions do you think can be implemented from the commercial areas to foster a more inclusive culture within the organisation?

José Luis: There are many possible actions, but I would highlight three:

Review selection processes to ensure that they do not exclude talent for non-performance related reasons.
Train teams on unconscious bias, not as an obligation, but as a tool to improve decision-making.
To give visibility to diverse references within the commercial area, so that more people see themselves reflected and are encouraged to take the step.

Communication: What advice would you give to professionals who, for reasons of gender, age, origin or other circumstances, feel that the commercial area has not always been accessible to them?

José Luis: I would tell them not to give up their authenticity. More than ever, the commercial area needs diverse profiles, with different stories and unique ways of connecting. That they seek environments where they are valued for who they are, not just what they do. And do not hesitate to speak up when they feel they are not being given the space they deserve. Inclusion is also built from within.

Communication: What changes would you like to see in the technology sector and business areas in the coming years in terms of diversity and inclusion?

José Luis: I would like to see a change in mentality: that inclusion stops being a “project” and becomes part of the DNA of companies. That diversity is valued not only for ethical reasons, but for its real impact on innovation and business. And that commercial teams lead this change, demonstrating that selling well also means knowing how to listen to, understand and represent an increasingly plural society.

Diversity is not just a question of numbers or percentages; it is an attitude, a culture and a strategic decision. This conversation reminds us that sales teams are uniquely placed to lead the shift towards more inclusive environments, demonstrating that listening, understanding and connecting across difference is also a way to sell better.

At Pasiona, we remain committed to creating spaces where everyone can find their place, contribute their vision and feel part of a common project. Because innovation is built by adding up.

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commercial leadership, commercialteams, diversetalent, equal opportunities, inclusion in sales, Pasionainterview, technology sector

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