You’ve probably noticed this before: You walk through Swiss car dealerships and quickly realize that many of the most successful sales consultants have names that don’t sound typically Swiss. They are second-generation immigrants, meaning children of immigrants, mostly second generation (as am I, by the way). But why are they so strongly represented in car sales?
It’s no coincidence. It’s a quiet success story and a lesson in recruitment, integration, and talent development.
Five reasons why I think second-generation immigrants excel in sales:
Cultural background:
Many second-generation immigrants, for example, from Italy, the Balkans, Portugal, or Turkey, grow up in communicative, spirited, and often entrepreneurial families. Those who learn at home how to negotiate, listen, assess, and persuade possess a valuable foundation, regardless of their educational qualifications.
Multilingualism as a real advantage:
German, Italian, French, Serbo-Croatian—these talented individuals often speak several languages ​​fluently. In a country like Switzerland, where sales are based on trust, this isn’t just helpful, it’s a competitive advantage. It fosters close customer relationships.
Sales as an honorable career path:
Many second-generation immigrants had to, or wanted to, take on responsibility early. Sales offered a tangible way to advance financially, without a university degree, but with a strong work ethic. Those who win customers earn good money. Those who cultivate relationships become indispensable. Sales is, in the best sense, meritocratic.
Personality trumps written communication:
In job interviews, they often come across as more direct, clearer, and more down-to-earth. They know how to read people because they themselves have mediated between cultures and contexts. Empathy, quick wit, and presence are lived experience, not textbook entries.
Network effects:
Many found their way into the industry through friends, relatives, or acquaintances. Success spread. What seems like tradition today often began with an individual who seized the opportunity and inspired others. Shared backgrounds can also build bridges, generate rapport, and foster trust.
What can companies learn from this?
Diversity in sales isn’t just a buzzword. It’s a genuine success factor. Those who understand that cultural diversity is an asset sell in a more personal way. And that’s ultimately what truly matters.
Perhaps true sales talent lies not in a resume, but in life experience. Second-generation immigrants show us every day what’s possible when you don’t reduce people to their origins, but focus on their potential.
Unleashing potential – celebrating success.
