Women Who Sell With Helena Reeds
‘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, Helena Reeds, Senior Recruitment Consultant at ADLIB Recruitment, shares her take.
What is your job title?
Hey! I'm Helly. I'm a Senior Consultant at ADLIB Recruitment, and I recruit within the London Agency space with a particular focus on Luxury Events and Experiential Agencies.
How did you get into sales and what makes it the career of your choice?
Funnily enough, I was recruited to be a recruiter. Seriously, try explaining a “Rec2Rec” to someone who’s never heard of recruitment — my family thought I was joining a MLM...
I’d never considered a career in sales or recruitment, but I did know that I was good at building relationships. I’ve always been a people person, and I’m naturally goal-driven, so even though I didn’t realise it at first, sales turned out to be a perfect fit.
People think that recruitment is selling 'people' but it's not. It's about selling yourself and the service that you know you can provide, which you genuinely believe is the best. When I'm doing business development, I’m not just offering to fill a role—I’m selling the fact that I’ll provide the most reliable, transparent, and honest service to meet the client’s needs. Once this clicked for me, I knew sales (specifically within recruitment) was going to be my profession.
Are there any barriers you have faced as a woman working in sales, and how have you overcome them?
Absolutely, like in many fields, there are systemic barriers for female-presenting people in sales.
Think of a "salesperson" — you’re probably picturing a man in a suit, someone very confident, maybe even a bit brash…That stereotype is still very present, especially in recruitment. This comes largely from the old-school “always be closing” mentality and the hyper-competitive, individualistic approach often pushed by sales “gurus” - I know you've seen them! Sales is rarely portrayed for what it really is: a collaborative, partnership-based role that thrives on teamwork and trust.
Women in sales are often underestimated, and this lack of recognition creates real obstacles. This is despite the fact that women are just as likely to hit (or even exceed) their targets as men — yet we still see very few women in top sales roles.
I consider myself lucky to have a female manager who’s been an incredible mentor, both personally and professionally. She’s actually the only female Head of Department at ADLIB, which says a lot about the need for representation at the top. I truly believe that mentorship and role models are crucial for helping younger women break through these stereotypes. My manager has taught me to stand up for what I believe in, to stay true to my own 'selling style' (which is a lot softer and strategic than the stereotype!), and most importantly, to embrace being myself.
I’m definitely not your “typical” salesperson: I’m Gen Z and very feminine. My desk is covered in pink, I have a fluffy pen, I almost always tell candidates about my Pomeranian puppy and there’s a vision board on my monitor. It’s pretty much the opposite of the traditional “salesman” image I described above. But my manager has shown me how to turn what makes me unique into my strengths. By embracing who I am, I’ve built stronger relationships with candidates, signed clients in sectors I’m passionate about, hit my targets, and created something I’m genuinely proud of AND enjoy doing.
What do you like the most about being a woman in sales?
What I love most about being a woman in sales is that it's a level playing field—it's all down to the effort you put in. In sales, everyone has the chance to succeed (or not!) based purely on how hard they work, and I really respect that. I also love the teamwork side of things; there’s a real sense of everyone pulling together to reach shared goals. And at the end of the day, it’s just not that deep—we’re not saving lives or deciding anyone’s fate. We show up, give it our absolute best, and go home knowing we’ve put in the hard work.
What advice do you have for a woman wanting to get into sales and those wanting to advance?
If you’re a woman looking to get into sales, my biggest piece of advice is to lean into what makes you unique. Don’t feel like you have to fit a certain mould. Use your individuality to build genuine, lasting relationships with clients and colleagues. People respond to authenticity, so let your true self shine. Trust your instincts, work hard, and don’t be afraid to ask for what you want. Success in sales is all about connecting with others, and the more you can do that in your own way, the further you’ll go.
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.
