WOMEN WHO SELL WITH ALICE RICHARDSON
‘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, Alice Richardson, Senior Campaign Strategist at Relish Agency (Part of Whistl Group) her take.
WHAT IS YOUR JOB TITLE?
Senior Campaign Strategist.
HOW DID YOU GET INTO SALES AND WHAT MAKES IT THE CAREER OF YOUR CHOICE?
Post studying Music at University, I was working at a hotel when a recruitment company came in for their Christmas party!
They were the stereotypical recruiters: rowdy, well dressed, boasting about how much money they had made, and I am not ashamed to say I was sold the dream that many others who witness something like that would be.
As a result, I joined tech recruitment in 2020, and to help tackle the consistently adapting industry post-COVID, I was promoted from cold sales to delivery which became my specialism. It was warm sales/ account management... basically, the relationship builder.
HOWEVER, recruitment isn’t for everyone.
For a long time in that role, I felt low. I constantly had the Sunday Scaries and I thought it was the sales that I hated… but in reality, I just wasn’t passionate about what I was selling or the type of sales I was doing. So, despite (at the time) being desperate to get out of any kind of sales, when I was contacted by the recruiter for Relish Agency for a ‘sales role’, something felt different… it felt positive!
Since joining Relish as part of their ‘Brand Partnerships’ team AKA – sales team, I realised it was not a hatred for cold sales that I had, it was a dislike for what I was selling and the process of selling I had to take previously.
I am now in a role where I believe in what I sell! I am able to tap into my conceptual brain, work with budgets, manage projects (campaigns), market products, build decks, present to stakeholders, network, attend fun events, strategise, create partnerships and work closely with a team to sell in the way that suits me and my personality! That’s why it is my career of choice!
You can do great things in sales when you are passionate about the subject matter and are not scripted to a certain way of working. It just takes finding the right sales role for you.
ARE THERE ANY BARRIERS YOU HAVE FACED AS A WOMAN WORKING IN SALES, AND HOW HAVE YOU OVERCOME THEM?
It’s no secret to anyone that I have worked with that I have a big mouth. I’m chatty, say what I am thinking and am passionate about my craft and my way of working. I'm never afraid to vocalise, be the spokesperson and stand up for myself and my colleagues.
Coming from roles that were predominantly male-led, I did struggle to be taken seriously. I’d see male salespeople come and go who were chatty, had big personalities and were labelled as ‘fun to work with’, ‘successful’, and ‘perfectly alternative'. But as soon as a female salesperson suggested ideas, shared their thoughts, or disputed their boss's opinion, you were marginalised and shut down in that kind of annoyingly polite but also ‘don’t speak above your job title’ way. (I hope you can picture what I mean by that).
How did I overcome it?
In reality, I changed companies and industries. I was extremely worried that I would face similar challenges, but Relish Agency has never asked me to “pipe down” or “talk less”. I can go to my line manager with questions, queries, and suggestions and it's nothing but celebrated and actively taken on board! I now work for a company where I feel heard, appreciated and given the power to shine.
Don’t get me wrong, there are still changes that need to be made to make sales a healthy and more welcoming place for female talent, but it's great being in a team where your superiors are on board with the changes necessary across the industry! Hats off to the Senior Leadership Team at Relish for consistently fighting our fight on this!
WHAT DO YOU LIKE THE MOST ABOUT BEING A WOMAN IN SALES?
I love what I sell.
In reality, it's less related to being a ‘woman’ in sales, and more just being passionate about my client's products and getting them into the hands of their Target Audience. It’s nice not having to lie to my client when I say, “I love your product and want to help you promote it!”.
Also, it’s the perfect time to mention my fellow ‘Brand Partnership’ colleagues at Relish are all strong Women who are super talented at their jobs! (Shout out to Ellie Hughes, Coco Draper, Jess Spiers, and Molly-May McNeill). Not to mention our direct Line Manager, the iconic Mr Jonny Hall, who makes our working lives at Relish easy and never underestimates his team's power as women in this industry! Other Male Sales Line Managers could learn a lot from him and his management style!
WHAT ADVICE DO YOU HAVE FOR A WOMAN WANTING TO GET INTO SALES AND THOSE WANTING TO ADVANCE?
Sell something you are genuinely passionate about!
If you are in a sales role where your voice keeps getting shut down, or you have to dull your sparkle then just know, you deserve better!
Don't be afraid to be different! Yes – take on advice. Yes – learn from the people succeeding in your industry. BUT… if your gut is telling you to adapt and change things up, do it!
