The Death of a Salesman? An Exploration into the Discursive Production of Sales Identities

Abstract

This paper critically examines how identity formations change, dissolve and reform. It is argued that the framing overtly expressed in the production of identity and the construction of narrative therein provide an interesting stage from which to understand linguistic (de)constructions of identity change in organisational life, here explored, amongst salespeople in a single case organisation. Empirical material is presented to explore a dualism of salesperson identity (the hunter/farmer) which is reformulated through a collapse in the dichotomy to produce a more ‘professional’ sales individual. Theories of deconstruction and difference throw into relief the processes of these identity changes and demonstrate the insufficiency of dichotomous formations of identity. The paper briefly draws upon the work of Luce Irigaray to discuss the nascent theme of difference as a concept for theorising social relations and identity. It is the displacement and dissolution of identity which can be considered productive through an understanding of difference. Therefore, a sensate engagement with Irigaray’s tracing of difference that interpolates different subject positions provides both the conditions of possibility and impossibility for identity change.