Research shows women excel in sales yet remain underrepresented.
Imagine a sales team that leverages the strengths of men and women in tech sales, fostering a more dynamic and successful approach.
This guide equips you with the tools to achieve just that. We’ll explore strategies to shatter stereotypes, create an inclusive environment, and unlock the full potential of your female sales reps.
Are you ready to build a thriving and diverse sales team?
Let’s start by answering a core question 👇
Why aren’t more women in tech sales roles?
The B2B technology industry thrives on innovation, and although progress is being made, it still underrepresents women in this dynamic field.
This lack of diversity not only hinders the potential of these teams but also misses out on the valuable skills and perspectives women bring to the table.
Core reasons
Let’s look at some of the reasons why we don’t see more women in tech sales and the challenges they often face 👇
The “tech bro” image
When you think of a salesperson, what springs to mind?
Is it the hyper-masculine antics of pop culture icons like Leonardo DiCaprio in The Wolf of Wall Street? Or the ‘greed is good’ mantra of Michael Douglas’ Gordon Gekko?
It’s fair to say that most salespeople don’t behave like this. Nonetheless, popular culture has helped spread the stereotype that sales is male-dominated.
People assume that sales comprise a certain type of person: loud, pushy, and perhaps arrogant.
This stereotype, often called the “tech bro” in SaaS sales, can discourage women from entering the field. They might not feel like they fit in or can succeed in such an environment.
Nancy Newman-Oller, Cognism’s Head of Account Management, told us:
“The Wolf presented a male-dominated image - things like where he’s ringing a bell after closing a deal and going out drinking to celebrate.”
Rachel Goldstone, Director of Sales Development at Cognism, added:
“The reason why many women feel put off from pursuing a career in sales is this belief that they’ll end up working with arrogant salesmen in a workplace rife with toxic masculinity.”
What’s the key takeaway from all of this?
There needs to be a shift and change in narrative. And we need to desperately debunk The Wolf of Wall Street image of outbound sales.
Because the sooner this happens, the better women’s perceptions of sales will be.
Sophie Pease, Enterprise AE at Cognism, summed this up:
“When someone mentions Wall Street or sales in general, people immediately think of white males in suits. Popular culture has a responsibility to normalise women in sales - it should show a balance.”
The more women can see themselves in a sales role, the more likely they will consider it a career choice.
Misconceptions about the role
B2B sales is often portrayed as a high-pressure, fast-talking profession. This can be off-putting to women who value collaboration, relationship building, or a more consultative approach.
Unconscious bias
Unconscious biases during the hiring and promotion process can unintentionally disadvantage female candidates. This can lead to a lack of role models and mentorship opportunities for women in sales.
Lack of work-life balance
The demanding nature of sales, particularly the long hours and potential travel requirements, can be a barrier for women who may be balancing personal and professional responsibilities.
Lack of flexibility
Some companies may not offer flexible work arrangements, making tech sales careers less appealing to women seeking a better work-life balance.
Advantages of having more women in tech sales
The tech industry thrives on innovation, constantly pushing boundaries and shaping the future. Yet, gender diversity in tech sales hasn’t kept pace with this rapid growth.
At Cognism, fostering an inclusive environment is paramount. We believe a diverse sales team is a stronger, more successful sales team.
Here’s why we believe having more women in sales can be a game-changer 👇
1. Sales powerhouse
Studies by Gong.io show women in tech sales close deals at a higher rate (11% on average) than their male counterparts.
Being a woman in sales can be challenging, as the industry is still predominantly male-dominated. However, these statistics show that women in tech sales are excelling.
One possible reason for this higher success rate could be the unique skills and qualities that women bring to the table. Research has indicated that women often demonstrate strong abilities in communication, empathy, and relationship-building, all of which are considered essential skills.
Nancy explained why these attributes are important for sales:
“When someone tells you their pain points on a call, you react to their face or voice. And it takes an empathetic person to effectively understand that over a Zoom call.”
“This is something (intentionally or unintentionally) that women tend to understand much more.”
Rachel agreed:
“The female voice has the power of being nurturing and approachable. We can use it to our advantage.”
2. Beyond the numbers
Gender diversity goes beyond statistics. A salesforce that reflects the diversity of your clientele allows for a deeper understanding of customer needs and challenges.
Women bring unique perspectives to the table, ensuring your team can effectively connect and resonate with a wider range of potential clients.
3. Building strong relationships
Women in tech sales have a superpower - building rock-solid relationships that drive success. By connecting on a human level, they create trust, loyalty, and partnerships that last a lifetime.
4. Innovation engine
Diversity of thought fuels innovation. When women join a sales team, they bring fresh perspectives and challenge the status quo. This can lead to innovative sales strategies, creative outreach methods, and a competitive edge in the market.
5. Employer branding boost
In today’s talent-driven market, attracting and retaining top performers is key. By promoting gender equality and a diverse and inclusive sales environment, your company becomes more attractive to a wider pool of qualified candidates, both women and men, seeking a fulfilling career path.
10 ways to get more women into sales roles
Diverse teams are proven to be stronger. To bridge the gap and unlock the full potential of an equal sales force, we must actively attract and empower top female talent.
Here are ten actionable strategies to attract and empower top female talent in tech sales.
1. Break stereotypes and create awareness
In B2B tech sales, women are often underrepresented and face unique challenges in breaking into the industry. Many young women may have misconceptions about what a career in tech sales entails or may not even consider it a viable career option.
Brahm Jagpal, Senior Commercial Sales Manager, said:
“It’s very easy to come out of university as a graduate and say that you’re going to first and foremost work at a large, well-known company. And the go-to roles at these companies tend to be law or investment banking. Sales isn’t the go-to, even though tech sales is really thriving and growing.”
Nancy agreed:
“There’s a lack of knowledge of B2B, tech, and the SDR role. People don’t know about all of the career options that are available to them. And I think that university and school leavers have a massive information gap.”
To address this issue and encourage more women to pursue careers in tech sales, showcasing the success stories of women who have excelled in the field is crucial.
Mia Bostic, BDR at Gladly, offered some great insight into what can change for the better:
“There should be sales classes in schools, colleges and universities. Sessions centred on building relationships and closing deals. Companies (especially tech sales or SaaS ones) should reach out to colleges or universities.”
“For example, here in Chicago at Northwestern, more entrepreneurial-based classes are available for students.”
Try to partner with educational institutions to showcase success stories of women in tech sales, dispel misconceptions, create awareness and highlight the rewarding possibilities.
If we fix this, more women will become aware of the role. It’ll be a viable career path for consideration - that’s the marker of success.
Rachel summarised this perfectly:
“The people that are mostly applying are men. So I think it’s important to influence grads that sales is enjoyable and empowering.”
2. Build a supportive company culture and work environment
Building a supportive environment for women in tech sales is crucial for attracting and retaining top female talent.
In B2B SaaS, Rachel thinks newer, fast-growing companies have moved away from the outdated practices that older institutions might struggle to shake off.
She explains:
“I think in the tech space, because it’s relatively new to the world, it’s much more progressive. You get these archaic companies that have been around for like 50 years. Making changes can be challenging, and people are accustomed to how things are currently run.”
“These young, fast-growing companies are also pushing forward an inclusive culture. It also just depends on the company. We’ve got an amazing CEO, and it drips down through senior management. So I think it’s very case-by-case and dependent on who your leader is.”
This is something that our talent acquisition team also stressed as super-important. Showcasing Cognism’s positive culture is one thing that helps attract talented candidates who will succeed in sales.
Melissa Hulbert, Talent Acquisition Manager at Cognism, told us:
“If your company [or industry] is predominantly male, or you’re all from a certain country, or you’re all a certain class. Regardless of what it is, it will create a certain culture. Because there’s only ever going to be limited perspectives. And that reduces the types of ideas and opportunities in the team.”
“If you have people from different backgrounds, you’ll be more productive. You’re going to have better ideas. You can bounce off each other because you’ve got different views.”
“I think it’s important that you put people together with different views so that they can clash a bit. And then they can find a better outcome with both inputs.”
“So culture is 100% key. If you’ve got a bad culture, no one can succeed in that environment regardless of who you are or where you come from.”
One meaningful way to support women in tech sales is to implement mentorship programs.
What does this look like in practice?
It means pairing female employees with experienced mentors who can guide, advise, and support them. A great mentor can help them navigate the industry’s challenges and advance in their careers.
Additionally, offering flexible work arrangements, such as remote work options or flexible hours, can help women balance work and personal responsibilities more effectively.
An inclusive company culture that values diversity and promotes equality is essential for creating a supportive environment for women in tech sales.
3. Tailored recruitment strategies
It’s often quoted that women are less likely to apply for a role unless they meet 100% of the skills required.
Newer studies have found that the statistic is much lower.
A study of 10,000 candidates from the Behavioural Insights Team found that men apply for jobs when they fit 52% of the profile - compared to 56% for women.
While this makes for happier reading, there are still barriers that stop women from entering the world of B2B sales.
One trend that has appeared in recent years is making job adverts less gendered in their terminology so that they appeal to a wider pool of candidates.
Jonathon Ilett, VP of Global Sales at Cognism, explains:
“It’s something we previously picked up on with some of our adverts. We noted that some language used tended to be slightly more masculine-focused. Especially when it would come to a typical sales role.”
Adjusting hiring practices is just one way B2B companies can ensure they search a vast pool for the best talent.
To increase gender diversity in tech sales, companies must implement tailored recruitment strategies catering to female candidates.
Mia Bostic said:
“I think in software sales, many women don’t know these roles exist. I had to do an entire boot camp to find out - and even then, a friend told me about it in the first place.”
Companies should utilise diverse recruitment channels to reach potential female candidates. If women don’t know about these roles, they can’t apply!
4. Invest in development
Investing in women in tech sales improves diversity and innovation in sales teams, and by offering ongoing training programs, companies can ensure that their female employees have the necessary skills and knowledge to excel in their roles.
Training programs should cover technical and soft skills like communication, negotiation, and leadership, as well as training on gender and unconscious bias to prevent discrimination.
Companies can support women in tech sales by sponsoring their attendance at industry conferences and networking events, helping them build connections, stay updated on industry trends, and showcase their expertise.
5. Recognise achievements
Don’t wait for Women in Sales Month to shout about the amazing women in your team. Women often face unique challenges in male-dominated industries like SaaS sales, and it’s important to acknowledge their hard work and successes.
Start by implementing recognition programs that celebrate the achievements of women in sales roles, demonstrating your commitment to a fair and rewarding work environment.
Then, highlight their accomplishments during team meetings, one-on-one discussions, or company-wide communications. This boosts morale and encourages other women in the team to strive for success.
Additionally, consider implementing rewards or incentives specifically for women in your sales team who meet or exceed their targets.
This could include bonuses, promotions, or special recognition within the company. By acknowledging and rewarding their hard work, companies can motivate women to continue excelling in their roles.
6. Showcase clear career paths
In tech sales, showcasing clear career paths for women looking to advance within the industry is crucial. By highlighting growth and leadership development opportunities, companies can attract and retain top female talent in their sales teams.
One way to showcase clear career paths is by demonstrating how women can progress from entry-level sales to more senior positions within the organisation.
This could include outlining specific milestones or achievements that women can aim for, as well as providing mentorship and guidance on how to advance in their careers.
Additionally, companies can invite female sales leaders to speak about their career journeys and share their experiences with other women in the team.
This provides valuable insights and inspiration. Additionally, it fosters a sense of community and support among female employees.
7. Leverage data for success
In the world of tech sales, data is king. Leveraging data analytics can be a game changer when closing deals and driving success. This presents a unique opportunity for women in sales to showcase their strategic and analytical skills.
Women who enjoy diving deep into B2B data and using it to inform their decision-making will thrive in the fast-paced tech sales world. By emphasising this aspect of the role, companies can attract women looking for a challenging and data-driven environment.
8. Promote work-life balance
Finding that delicate balance between professional responsibilities and personal commitments for women in sales can be challenging.
By offering flexible work arrangements, companies can show their support for women who may need to juggle multiple responsibilities outside of work. This can include remote work, flexible hours, or even job-sharing arrangements.
Promoting work-life balance can help women in tech sales feel valued and supported by their employers. This, in turn, can boost morale, productivity, and retention rates within the sales team.
By prioritising work-life balance, companies can attract top female talent looking for a company that values their well-being and understands the importance of maintaining a healthy balance between work and personal life.
9. Address unconscious bias
Speaking up is one of the toughest things to do in sales (particularly if your company culture isn’t great). But it’s something that Rachel has found is an important part of carving out space for women in sales.
If you don’t say what you think, your colleagues (or leaders) may not know they’re being exclusionary or thoughtless.
She explains:
“I think it’s not being afraid to speak up and say, ‘I think like we should do this’ and ‘that’s not right.’”
“I’m so lucky that Dave Bentham is my boss, and he’s such an amazing supporter. And over the years, I’ve been like, ‘You know what? That made me very uncomfortable. Or, ‘I don’t think you should say that. That’s not the sort of culture we want to build.’”
“But I’m lucky that I’ve had someone so receptive to that. So don’t be afraid to say what you think.”
Empowering your male colleagues to advocate is one way to address unconscious bias.
Another way is to implement training programs that address unconscious bias in the hiring and promotion process. By actively addressing the issue, you create a more inclusive hiring process.
This ensures a fair and equitable environment for all candidates, regardless of gender.
10. Build a strong female network
One of the key strategies for female salespeople to succeed and thrive in their careers is to build a strong network of female professionals within your company.
The more women see other women in sales leadership roles, the greater their confidence will be.
Mia’s experience is a clear example of this:
“75% of our BDR team consists of women. And I think a key driver of that has been because Highlight’s CEO is a woman. She [Dana Kim] is passionate about having balance and diversity across the different teams.”
Nancy also championed this idea:
“There’s something about having a woman in charge - the mixed-gender team functioned well underneath. Males respect a female boss - there’s clear authority.”
This makes sense - because these women in leadership positions become role models.
By creating a supportive environment where women can connect, share experiences, and offer mentorship, they can help each other navigate the challenges and opportunities of working in the tech sales industry.
Companies can support the development of a strong female network by hosting networking events specifically for women in sales, creating mentorship programs that pair experienced female sales professionals with those who are newer to the industry, and providing opportunities for women to connect and collaborate on projects or initiatives.
Rachel was also encouraged by other women in her sales team to join a Women in Sales Slack channel. Spaces like those are great places to get support and inspiration from other women in sales.
So, if you’re a woman considering a move into sales, reach out to women in leadership roles. Ask them for advice and empowerment. Find out what it’s really like to be a woman in sales.
Don’t let the stereotypes put you off. If this article has proved anything, strong, intelligent and determined women already work in the sales industry. You could be one of them!
Women in sales: useful resources
We asked our incredible female sales leaders to share valuable resources. These are all worth checking out 👇
- Women in Tech’s LinkedIn page.
- Women and Leadership: Real Lives, Real Lessons book.
- Women in Sales Club LinkedIn page.
- Listen to Rachel Goldstone discuss the topic of women in sales.
Keep up with the latest sales discussions - follow Cognism on LinkedIn!
