Women Who Sell With Joanna Budzik Lister
‘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, Joanna Budzik Lister, Global Partnerships | Country Head France & Poland at YouLend, shares her take.
What is your job title?
Global Partnerships | Country Head France & Poland
How did you get into sales and what makes it the career of your choice?
It’s a funny story! I actually started out in marketing, which I thought was the perfect fit. But everything changed when I attended Baselworld for the first time, a major event in the watchmaking industry that draws distributors and partners from around the globe. During the event, I noticed that I was mostly handling meetings with women for marketing and PR, while my male colleagues were busy negotiating and making deals with top partners. Watching the adrenaline, high stakes, and energy around those negotiations was so impressive for me - and I knew then that I wanted a seat at that table too.
Are there any barriers you have faced as a woman working in sales, and how have you overcome them?
Oh, where do I start? (laughs) Every time I moved to a new country to pursue my sales career - from Poland to France, Switzerland, the UAE, and now the UK - there were new challenges to face. Whether it was cultural differences, gender stereotypes, lack of support groups, or a shortage of mentorship, the obstacles were always evolving. What really helped me was staying laser-focused on my mission: closing the deal. As long as I know I’m selling a good product or service that will genuinely benefit the company, I stay driven. I truly believe in good actions and that what goes around, comes around.
What do you like the most about being a woman in sales?
The natural empathy we possess as women is a huge asset, especially when it comes to reading the room and understanding the dynamics of a meeting. This ability allows us to see everyone involved, making it easier to connect with different personalities and needs. I truly believe this is an advantage when it comes to closing deals, as it lets us tailor our approach to suit each individual, making our communication more effective and impactful.
What advice do you have for a woman wanting to get into sales and those wanting to advance?
When you’re doubting yourself, ask if a man in your position would think twice or hesitate to ask for what he wants. Usually, the answer is no - and that’s your cue to go for it. It’s easy to get caught up in thoughts like, “Do they take me seriously?” or “Am I being overlooked because I’m the only woman here?” But try not to let those voices take up too much space. Focus on showing up, doing the work, and proving your value - because in the end, it’s your talent and persistence that will pay off, not anyone else’s opinions.
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.
