Women in Sales: Why the Industry Needs More Saleswomen (and How to Make It Happen)
Creating a sales environment where women can thrive and choose to stay takes more than good intentions. It requires a mix of cultural change and practical support that addresses both day-to-day challenges and long-term career growth. In this post, we’ll explore:
How formal mentorship programs can help new saleswomen navigate challenges and seize opportunities.
Ways to foster inclusive, collaborative team cultures that replace “win at all costs” with client-focused strategies.
Why flexible work policies attract and retain talented saleswomen balancing work and personal responsibilities.
The importance of targeted leadership training to prepare women for management and executive roles.
How women-focused sales communities create spaces for networking, resource-sharing, and peer support.
When companies implement these measures, by supporting women, they also strengthen their overall sales performance.
The Current Landscape of Women in Sales
Saleswomen Are Still Underrepresented
Despite progress in some industries, sales remains a male-dominated field—particularly in higher-paying, commission-driven, or technical roles. According to LinkedIn’s Women in Sales data, women make up just 39% of the sales workforce and an even smaller percentage of sales leadership positions.
The disparities are even sharper in sectors like technology, industrial products, and financial services, where women are significantly underrepresented. The gap exists because outdated recruitment practices, limited mentorship, and unconscious bias often prevent women from being considered for top roles.
The Cost of the Gender Gap
Companies leave billions in potential revenue untapped. Diverse sales teams consistently outperform less diverse ones, not just in closing deals but in building lasting customer relationships.
Unique Strengths Saleswomen Bring to the Table
Research shows women often excel in the exact skills modern sales demands: empathy, active listening, and relationship-building. Skills like empathy, active listening, and relationship-building are often labeled “soft,” but in reality, they function as powerful competitive advantages.
For example, a study by Xactly found that women in sales achieved quotas at a higher rate than their male counterparts in multiple industries. Their ability to truly understand client needs and foster trust often leads to deeper, more profitable partnerships.
Modern sales places greater emphasis on human connection than on the hard close, creating a space where women naturally thrive.
Related: Empowering Women in Sales: Navigating Success in a Male-Dominated Industry
5 Barriers Women in Sales Face (and How to Overcome Them)
While the potential is clear, the playing field isn’t level. Women in sales often face:
Gender bias in hiring, promotions, and deal assignments
Pay gaps for the same roles and results
Limited access to mentorship and high-value networking opportunities
Workplace cultures that reward aggressive competition over collaboration
Unequal access to leadership roles in sales management and strategy
These systemic barriers not only affect individual careers but also limit a company’s ability to attract and retain top talent.
And it’s not just about external challenges. Women in sales often feel pressure to adapt to traditionally masculine sales styles, which can lead to burnout and a loss of authenticity. That’s why creating inclusive environments where different sales styles are valued is essential.
Why Companies Should Invest in Sales Coaching for Women
The business case for gender equity in sales goes far beyond checking a diversity box. It directly impacts performance.
Companies with gender-diverse teams report:
Higher revenue: McKinsey research shows gender-diverse companies are 15% more likely to experience above-average profitability.
Stronger client relationships: Diverse teams can better understand and serve diverse customer bases.
Greater innovation: Different perspectives lead to more creative problem-solving and fresh approaches to closing deals.
Take, for example, the companies featured in our blog, You Need Sales to Make More Sales: How Sales Is Freedom. These organizations recognize that investing in strong, diverse sales teams not only boosts their bottom line—it also gives them the freedom to grow in ways competitors can’t match.
How to Support Women in Sales
Creating a sales environment where women can succeed and choose to stay requires both cultural and practical changes. Businesses should:
Implement formal mentorship programs
Pair new saleswomen with experienced mentors who can guide them through challenges and opportunities.Foster inclusive team cultures
Move away from “win at all costs” mentalities and toward collaborative, client-focused sales strategies.Offer flexible work policies
Allowing flexible hours or hybrid work helps attract and retain talented saleswomen, especially those balancing work and family responsibilities.Invest in training and development
Provide targeted leadership training for women ready to step into management roles.Support women-focused sales communities
Encourage team members to join groups like Prequal’s Facebook community for women in sales, where they can network, share resources, and get peer support.
When companies take these steps, they improve outcomes for women and boost sales performance across the board.
Ready to Sell Smarter? Meet Your On-Demand Sales Coach
If this blog opened your eyes to the potential women bring to sales and the opportunities that come from tapping into those strengths, just imagine the possibilities with a sales coach in your pocket. With expert guidance at your fingertips, you can turn that insight into action faster and with more confidence.
Meet SELLY—your on-demand, text-based sales coach, powered by over 20 years of real-world expertise, behavioral science, and Prequal’s proven sales methodology.
Whether you’re prepping for a big pitch, navigating objections, or working to turn “maybe” into “yes,” Selly gives you clear, specific, and actionable guidance in real time—no fluff, no jargon, no waiting.
✔ Expert advice tailored to your exact sales situation
✔ Built to help you qualify leads, close deals, and build better relationships
✔ Always available—when you need it most
Sales success doesn’t happen by accident. It happens when you have the right tools, the right mindset, and the right guidance at the right time. Selly puts all three in your hands—instantly.
Your next best sales move is one text away.