Selling Yourself Short: Identity Gaps and Communication Tensions of Automobile Salespeople

How does one maintain an optimistic viewpoint of their personal identity when their sense of self contrasts with their professional identity and the accompanying responsibilities? An individual’s identity consists of four overlapping layers: Personal, enactment, relational, and communal. In the context of automotive salespeople, their definition of self contradicts the identity prescribed by their occupation, resulting in identity gaps. Therefore, this study aimed to explore the identity practices and gaps of automotive salespeople through semi-structured qualitative interviews. The purpose of these interviews was twofold. First, I sought to pinpoint the specific contributing factors of identity gaps among automotive salespeople. Data analysis revealed three frequent identity gap factors among the sample: Harmful industry stereotypes, inaccurate customer perceptions, and the expectations assigned by their organization or management staff. Second, this study reviewed communication tactics utilized by automotive salespeople to lessen the impact of the identity gaps salient for their occupation. Four communication tactics were salient through data analysis: (1) salespeople combat identity gaps through emphasizing positive personal traits; (2) salespeople lessen identity gaps through embracing “chameleon” tactics; (3) personal philosophies help salespeople develop identity resilience; and (4) identity gaps drive salespeople to distance from or build community. Theoretical, methodological, and practical implications are discussed.