Women In Sales: Why We Need an Inclusive Industry

There’s no denying that many businesses have ramped up their DEI efforts in recent years, yet the sales industry is struggling to keep up. In fact, the U.S. Census American Community Survey found that the sales industry has the third largest gender equity gap in America, despite studies proving teams with more gender diversity outperform those with less. 

What’s more, only a quarter of women in sales hold leadership positions, despite filling as many lower-level sales and marketing roles as their male colleagues. It’s not a lack of skill that’s keeping women from claiming the top spots — studies show women salespeople regularly outperform their male colleagues. So why are women in the sales industry still being held back?

 

 

Challenges Women Face in the Sales Industry 

According to a recent study by Mailshake, women are owning the sales game yet still face many of the same decade-old challenges prominent in any male-dominated industry, such as: 

• Bias and Stereotypes: Women in sales may face bias and stereotypes from colleagues, clients, and prospects who believe that men are more capable or more natural at sales. According to one survey,  49% of women in sales fear they’re seen as too weak, while 14% claim they worry about being too assertive. This can make it harder for women to gain trust and credibility, particularly in male-dominated industries.
• Unequal Pay: Women in sales may earn less than their male counterparts, even when they have the same qualifications and experience. On average, women earn 23% less in commission and salary than men, and the gap widens for those only on salary or hourly wage. This pay gap can make it harder for women to advance in their careers and can lead to frustration and dissatisfaction.
• Work-Life Balance: Women in sales may struggle to balance the demands of work with their personal and family responsibilities. This can be particularly challenging if they are the primary caregivers for children or elderly relatives. In an environment where employees are expected to work long hours, a woman’s familial role may lead managers to believe she’s not cut out for more responsibilities or leadership opportunities — even though men with similar familial duties hardly suffer the same stigmas.
• Lack of Mentorship: Women in sales may have a harder time finding mentors who can help guide their career development. This is particularly true if there are few women in leadership positions within the company or industry. The U.S. Bureau of Labor Statistics reported that only 31% of sales managers were women, although both men and women hold roughly equal entry-level sales positions.
• Lack of Representation: Women in sales may feel isolated or unsupported if there are few other women in their workplace or industry. This lack of representation can make it harder for women to feel like they belong and can lead to a sense of imposter syndrome.

Benefits of Having More Women in Sales

Not only should companies focus on building more gender-diverse sales teams because it’s the right thing to do — it’s also the smart thing to do. Iconic saleswomen like Lori Richardson, Melonie Dodaro, and Chantel George honed their craft by leaning into their natural strengths, not by adopting aggressive sales tactics or attempting to replicate their male counterparts. 

Including more women on your sales team has been shown to help you hit your quota faster. Here’s what they can bring to your team: 

 

• Diverse perspectives: Women can offer unique perspectives and experiences to help the team better understand and connect with diverse customer segments.
• Improved communication: Women are often skilled communicators and empathetic listeners, which can help them build rapport with customers and improve customer relationships.
• Increased creativity: Women tend to be creative problem-solvers, which can help the sales team come up with new and innovative solutions to customer needs.
• Enhanced collaboration: Women are often team-oriented and collaborative, which can help create a more supportive and inclusive sales environment. Studies show women are more likely to care for the collective and invoke collaboration, while men prefer to work alone.
• Improved sales performance: Research shows that gender-diverse sales teams tend to outperform all-male teams, likely due to the benefits listed above.

 

How to Promote Gender Diversity In Your Sales Teams

Attaining true gender equality takes commitment, time and effort, not just from leaders and hiring managers, but everyone involved on your team. Businesses still have a long way to go in terms of gender diversity and inclusion in sales, but there are steps you can take to create a winning work culture where both men and women can reach their full potential.

 

• Start with a Diversity and Inclusion Policy: Implement a policy that outlines the company’s commitment to promoting diversity and inclusion in the workplace. Ensure that the policy is communicated clearly to all employees and that it is enforced consistently.
• Review Hiring Practices: Review your hiring practices and ensure that they are inclusive and free from bias. Consider implementing blind resume reviews or using gender-neutral language in job postings.
• Train Hiring Managers: Provide training to your hiring managers on how to avoid unconscious bias in the hiring process. This training can help them recognize their biases and improve their decision-making.
• Establish Mentorship Programs: Implement mentorship programs to help women in sales advance their careers. Pair experienced sales professionals with newer ones, and offer opportunities for networking and career development.
• Promote Work-Life Balance: Promote work-life balance by offering flexible work arrangements, such as telecommuting and flexible work hours. These arrangements can help working parents balance their work and home responsibilities.
• Foster an Inclusive Culture: Foster an inclusive culture by providing training to all employees on topics such as diversity, unconscious bias, and inclusion. Encourage open communication and respect for differences among team members.
• Monitor Progress: Regularly monitor and report on the company’s progress toward achieving gender diversity in sales teams. Use this information to make adjustments to your diversity and inclusion initiatives as needed.

FAQ

 

What percentage of salespeople are women?

Women make up about 30% of the sales industry, with most in customer service or account management roles. 

How can women succeed in sales?

Women succeed in sales the same way men do – they learn from their mistakes, consistently brush up on their customer service and communication skills, take advantage of networking opportunities, and frequently seek out new knowledge and ideas to improve their strategy. That being said, women should lean into their natural strengths to forge their own path to success.

What is the average salary of women in sales compared to men?

Women in the sales industry earn an average of 23% less than men in similar positions. Women make an average of $61,000 in both salary and commission, $37,000 in commission alone, and $33,000 in salary minus commission.

Overall, having more women in sales can lead to a more diverse, creative, and effective sales team that is better equipped to meet the needs of a broad range of customers.

 

While there is still progress to be made, the sales industry is becoming more inclusive and welcoming to women. Companies that prioritize diversity and inclusion in their hiring and promotion practices are likely to reap the benefits of a more dynamic and successful sales team.