3 REASONS WOMEN MAKE GREAT SALESPEOPLE

Think of the perfect salesperson. The one who says the right things, is super charismatic, and negotiates in a way that makes you want to buy. 

Did you think of a man? Probably.

Well, 68% of salespeople are male (Zippia), so you’re not entirely off. But just because there’s more, does that mean they perform better?

With women having 3% higher performance, an 8% higher quota attainment, and a higher commission rate (Zippia), the answer would be no. 

But since sales is traditionally seen as a masculine role and require traits like:

• Intense confidence 

• Assertiveness

• Goal orientated

That is stereotypically associated with men.

One argument would be that women can also possess those traits, but the other would be that women have other traits that uniquely set them apart to thrive.

Here are 3 of the many reasons women make great salespeople:

women are GREAT LISTENERS

The general belief in sales is “if you’re a good talker, you’ll do well in sales”. 

It might get you so far, but the reality is – no one likes being talked at, especially during a sales call.

But how will you explain why the product is so good and why they need it? By listening, finding out their needs, and how to position the conversation. Sales isn’t just about knowing your product or service like the back of your hand, it’s about knowing your customers and clients.

Building relationships (and maintaining them) is one of the key aspects of sales, and you can’t do that without listening. 

Men are more likely to be action-orientated listeners (something you usually assume of a salesperson). This means they focus on listening to the specific information they need and anything else, such as small talk, a steer in conversation or unnecessary details can feel pointless to them.

Forbes reports that females proved to be significantly better listeners because they’re more likely to be people-orientated listeners. Mentioned what you had for dinner last night? Want to talk in detail about something? Women are far more likely to not only listen but be engaged. They connect with the emotional side of a conversation and have the ability to pick out undertones (Global Listening Centre)

As a result, women in sales are far more interested in what the other person is saying, and although this can be seen as a downfall because women tend to spend longer on the phone, they’re building a more detailed understanding and relationship with the client.

women have great EMOTIONAL INTELLIGENCE

Emotional intelligence includes five components that are essential in sales:

1. SELF-AWARENESS – you’re aware of your emotions and their consequences

2. SELF-REGULATION – you control your emotions in frustrating situations

3. MOTIVATION – you work consistently toward your goals

4. EMPATHY – you put yourself in the clients' shoes

5. SOCIAL SKILLS – you communicate well with clients and build rapport

See here for WHY EMOTIONAL INTELLIGENCE MATTERS IN SALES.

And the hard truth is – women often score higher on emotional intelligence tests than men, which could be a huge reason why they perform higher in sales positions.

One study indicates women are particularly good at recognising subtle emotions because they’re more sensitive to emotional expressions. 

Being emotionally expressive in any masculine-led corporation (which is a huge majority of them), can be seen as unprofessional, weak, and a stumbling block to success. But women have a certain ability that allows them to communicate in a way that truly captivates people – empathy (National Institutes of Health).

Empathy helps you to build a relationship far deeper than a transactional one. So when women are speaking to potential clients, it’s often obvious they aren’t just after what’s in it for them, they want to know their needs, their obstacles, and how they can be of service.

This also adds a human feel to the conversation. Of course, you have to be professional and you have to exercise a level of assertiveness when selling, otherwise, you won’t get to the point of a sale – but you do have to build a connection. 

And this is something that women do incredibly well at which helps them not just make sales but build long-lasting relationships with those buyers.

women are patient

Every sales environment is fast-paced, and often that can cause salespeople to become impatient when trying to close a deal.

But without realising it – this lack of patience can lead to making sloppy decisions, not paying attention to detail, and not building a strong enough relationship with a client.

Studies show women are more patient, and although it may take them longer to close a deal, they are 11% more likely to close one (Hubspot). This is because they spend far more time nurturing a relationship where a sale becomes natural, rather than forcing it and appearing frustrated or suffocating.

- Written by Tim Macmillan

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