WOMEN WHO SELL WITH LAURA TAYLOR

‘Women Who Sell’ is all about showcasing women in sales who are thriving and challenging stereotypes. We feature real perspectives of what it’s like, the barriers and the breakthroughs.

Here, Laura Taylor, Associate Director at Relish shares her take.

What is your job title?

I’m an Associate Director – I predominantly oversee our Brand Partnerships (sales) team – which is 100% female.

I take a holistic approach across the agency, making sure we work with all departments to service our client's needs. It also means that we have access to the latest insights and partnership opportunities.

I started as a junior exec, doing a little bit of everything, worked my way up through the ranks, launched the sales team, and then worked my way up to AD.

How did you get into sales and what makes it the career of your choice?

I started in retail when I was at uni.

Firstly in a men’s clothing shop (RIP The Officer’s Club!) before moving on to The Carphone Warehouse. That was a super male-dominated environment, very techy and very competitive. I found my approach helped me smash my targets – our customers weren’t software developers or phone enthusiasts – they wanted a phone to get on social media, take great photos or check their emails when on the go – 90% just wanted the latest iPhone.

By finding out the customer's NEEDS I was able to provide them with it and hit my targets in the process. Everyone needs phone insurance though! The number of people who would refuse insurance and then come back within a week with smashed screens – ouch!

I had a female manager, Nicole, which was rare then too, and she was INCREDIBLE. She reminded me every day, how strong I was, how talented I was, and that I could beat the targets of the males on the team with my different approach. She ran a tight ship but we smashed it!

From there I moved into publishing – I studied Creative Writing at uni and thought I wanted to be a music journalist - so took an unpaid internship at a publishing company. I worked at Carphone Warehouse to earn enough to pay rent in a moldy bedroom we were renting, and to buy enough pasta to feed me through the internship so at no point was I away from sales. And living like that motivated me to work my a** off – because one day I’d own my own house, have a nice car, and be able to go on holiday when I liked.

During my internship I was spotted by the sales director who said that I “had something” and asked if I’d be interested in a sales role, selling ad space into a printed mag and digital assets. It was a hard sell because it was a magazine all about Italy, selling to a lot of Italian companies – I can’t speak Italian! I have HUGE respect for anyone who has to fill 4 pages of classified ads at £50 a pop too!

I was given an incredible female mentor, who took me under her wing and taught me everything I know today. She was working on a music mag, a super male-dominated industry and she just did not give a f**k – she knows her stuff, and is the person in the industry to go to, and they all know it! She really helped with my confidence and my understanding that sales is about being yourself.

I joined Relish in 2016, as the 4th member of the team and have seen massive growth in the agency in my time here. I was a junior exec at the time and worked across account management, print, fulfilment, beauty calendars, and sales. As we grew, and more of us were doing a little of everything, with some amazing coaching from our CEO I wrote a business plan to departmentalize Relish, playing people to their strengths and launch the sales team – with me heading up the department, naturally 😉

We went from a sales team of 3, to now soon-to-be-6 strong salespeople, coincidentally now all women. We have a clear strategy, goals, and targets built on mutual respect, support, and empathy. I feel that a lot of sales teams are built around showing off and competing against your teammates which often comes to the detriment of the overall business. Blowing out somebody’s candle doesn’t make yours burn brighter.

We regularly get together to share experiences, methods, successes (and failures) to teach each other, learn from each other and grow together. Our sales team is built on trust and support ❤

Are there any barriers you have faced as a woman working in sales, and how have you overcome them?

I think I’ve been incredibly lucky at Relish as we’re an 80% female agency – so all the men that work here are super supportive and respectful of women and our skillset.

Every day, I get to represent the leading sampling agency and I’m unashamedly great at what I do because I know my stuff and offer a solution-based approach that brings value to my clients and their businesses. I have no problem standing up in a room dominated by men and presenting because I know what I have to say brings value.

If a client wants to speak to an industry expert in sampling, it’s my team they need to speak to – and it just so happens they’re all women 💁‍♀️

What do you like the most about being a woman in sales?

I find it super empowering! I LOVE being a woman in sales because I don’t see myself as a “woman in sales” I’m a talented salesperson with as much skill and determination as anyone else in sales – man or woman!

The fact it’s considered a “man’s world” and I’m nailing it drives me to keep going, keep improving and keep getting my name out there.

I think women bring a certain level of empathy and emotional intelligence to sales, as well as having the traits considered “masculine” such as confidence and assertiveness – it’s not “bossy” it’s called a deadline!

Empathy is what drives me to lift people up and for us all to succeed together, to check in with team members and allow them to work in a way that suits them, not in a way “it’s always been done”.

Listening is a powerful skill in sales, and I feel women tend to harness that skill and use it to their advantage.

What advice do you have for a woman wanting to get into sales and those wanting to advance?

Go for it.

Any good manager will be looking at your skillset, your achievements, and your ability to hit your objectives and targets – THAT is what makes you valuable to a business and will propel you forward.

Sales gets easier if you stay true to yourself, are unapologetically who you are, and are passionate about your product.

It’s 2023 – gender doesn’t matter, and if it does? Find a new company to represent 🙌

- Written by Tim Macmillan

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