Women Who Sell With Ruth Redding
‘Women Who Sell’ is all about showcasing women who sell, and are thriving and challenging stereotypes. We feature real perspectives of what it’s like, the barriers and the breakthroughs.
Here, Ruth Redding, Sales and Leadership Coach, shares her take.
What is your job title?
I run my own business, so I guess that makes me CEO, right? I am a coach and consultant who specialises in supporting senior executives to drive the best possible performance from themselves and their teams. I made the move to build my own business as I’m really passionate about supporting people to drive change and growth.
Prior to starting my business earlier this year, I was in B2B sales leadership in the tech sector for many years. Most recently, I was Vice President for North and Central Europe Sales for a fantastic optical networking company, Infinera. I loved this role, I worked across many cultures and with so many great colleagues. I carried a HUGE target, but I relished every quarter end and loved it when team members overachieved.
How did you get into sales and what makes it the career of your choice?
I got into sales because I love working with and understanding people. After a business degree, I started out in a commercial management role but watched the sales team at work and knew I needed to be in their world. So I made the jump across at age 23 and never looked back!
Sales is the BEST role for a people person like me. I love the huge variety of interactions with different people every day - customers, clients, peers, execs - sales play a pivotal role in any business and it’s never lonely. It’s like running your own business within a business.
I love the creativity needed to craft a really big, complex deal that works for both the customer and the seller. I love the end-of-quarter drive for business (mostly!) and the huge feeling of achievement when I land a really key deal.
I love the teamwork and seeing team members get the same buzz from sales that I do.
Are there any barriers you have faced as a woman working in sales, and how have you overcome them?
I have often been the only woman. The only woman in a meeting/ a team/ sales/ sales leadership. So I guess I’ve got used to being different to people around me.
I have found that, largely, I’m not what people expect a “salesperson” to be. So there’s sometimes an extra hurdle you need to overcome before being accepted. I often feel like I’ve had to prove my value more than others. Once you’ve done that, it’s an incredible feeling and you can really excel.
What do you like the most about being a woman in sales?
No two days are ever the same and I’ve met some incredible people along the way.
Oh, and the commission!
What advice do you have for a woman wanting to get into sales and those wanting to advance?
To get into sales - find something you WANT to sell. Something you can be passionate about. For me, that’s technology, for you, it may be fashion. Next, find a company that’s a great cultural fit. Like many people, I’ve made a couple of career choices that weren’t quite right, but I’ve learned from them and moved on quickly.
To advance in sales, I’d say 3 things.
Firstly, show up every day with a positive, forward-thinking attitude. You are the glue that holds the team together to win business so you have to be driving forward every day.
Secondly, be really well prepared for all your most important exec-level meetings - with customers and internally. Do your homework on the people you’re meeting, work out your game plan for the meeting, and think about the questions that will move you forward in the sales process. If you do this, you will shine and you’ll get noticed.
Thirdly, get really self-aware. What do you excel at, better than those around you? What do you need more help on - and who will help you? Take some time each month to think about how you can get better. If you’re not moving forward, make some changes.
If you would like to get involved with the blog series and share your story as a woman in the sales industry, we’d LOVE to hear from you. And head over to Women Who Sell’s LinkedIn for more content.
