Blog post by Emma Lowman, Practice Manager, London
The stats speak for themselves when it comes to the benefits of having a diverse workforce, yet we are still struggling to make it a reality. Research conducted by Gartner states womenโs average quota attainment is 70%, while menโs is 67% and according to a study from the University of Illinois at Chicago, companies in the top quartile for gender diversity are 15% more likely to have higher financial returns.
However, in the last decade, the percentage of women in sales roles has increased by a measly 3% from 36 to 39%. And as we move up the chain into leadership roles the number shrinks yet again to a dwindling 19%.
So whatโs the problem? Why arenโt things changing? If we know the benefits and companies ultimately make more money, why canโt they connect the dots and start embracing the differences between men and women?
Iโve recruited in the software sales arena for the past 8 years, Iโm continually asked by clients for more female candidates and it’s led me to think about this problem in great depth. Itโs not just as simple as chucking a couple of female CVs over, itโs much more than that. Your culture, your benefits, your unconscious bias, your values… these things take time to change.
Last week we hosted an event in order to get to to the bottom of these issues, we were joined by a fantastic panel and I thought I’d share some key takeaways:
โโConfidence is keyโโ
Confidence is key, and it comes from YOU. Hosting a panel that consisted of some inspirational women who have truly carved out a great career shows that it is possible, but one of the common themes is that it comes from the women to make it happen. believe in yourself and have faith in your ability.
A study conducted in 1978 by Pauline Clance and Suzanne Imes states that โimposter syndromeโ was only prominent in women over men due to the fact we have less testosterone (so just another thing we can blame on our lovely hormones) which may lead us to feel that we are not worthy, not inadequate. But guess what girls? We are, and we need to start believing it – otherwise who will?
โโSelling is changingโโ
Life on a sales floor is no longer like the Wolf of Wallstreet, yes the buzz is great and the energy is high but gone are the days that youโre chained to your desk with a turkey on your head being asked to make 150 cold calls in a power hour. Regardless of gender, people are changing and the way we buy, sell, and interact is also changing.
Women are often known as โnurturingโ, โmotheringโ, and โrelationship buildersโ (cringey stereotypes, I know) but by using these traits in fact we can be fantastic salespeople. Customers want to be nurtured, looked after, and treated as a priority, and less like a number on a sales board.
โโThe right business will give you what you needโโ
A lady in the audience asked us how to approach the dreaded โmaternity payโ conversation in an interview, without throwing away her chances of getting the job. Our panel’s response? โthe right company will give you what you want, and if they donโt, they arenโt the right business for youโ
I think as employees and candidates we can often forget that recruitment is a two-way street, YES do your research, YES get to the interview on time, but also think โ what am I going to ask them? Is this the right place for me?
The talent pool in SAAS Sales is extremely competitive, you are in demand and you have worth, whether you are selling a MarTech solution, Cyber, Fintech or BI there are multiple factors that will make you successful in your sales role. Culture is extremely important and if a business doesnโt want to answer the uncomfortable questions then walk away, theyโll be another one around the corner that will.
โโClaudia and I are recruitment’s answer to Ant and Decโโ
So maybe this takeaway is a little more subjective, but honestly, we had the audience in stitches! (OK, maybe not stitches but they definitely cracked a smile once or twice)
In all seriousness, from a personal perspective hosting this event was a great achievement for us both. The feedback from the audience has spurred us both on the make this a regular series, and hopefully, over time we can really start to build a culture and community specifically around Women in Sales. So hopefully this wonโt be the last you hear from us on the topic, and in the meantime, Iโll leave you with this, from one of my favourite boss bitches:
