We are in the third decade of the 21st century. We are way past the point of asking whether women are as capable as men in almost every area of endeavor, including the physical. But some stereotypes linger, and that includes the idea that women cannot sell as well as men can.

“I’ve always believed that women are better salespeople, pound for pound, than men. They are better at relationship building and nurturing than men. Men love the hunt and kill part of sales, but not so much the hand-holding and care for a client, etc.”

There may be very particular products or industries that lend themselves to a male sales perspective over that of a female, but the opposite is also true. Among those products and services which do not appear to have an obvious lean toward male or female sales staff, men are still selected far more often than women.

At Best Sales Talent, we tell you to hire the best, not just the best available. And sometimes, the best is going to be a woman. According to Best Sales Talent Founder, Peter Cotton, “I’ve always believed that women are better salespeople, pound for pound, than men. They are better at relationship building and nurturing than men. Men love the hunt and kill part of sales, but not so much the hand-holding and care for a client, etc.”

The statistics

According to the Harvard Business Review, women make up more than half of the college-educated workforce in America as of 2019. However, a Bureau of Labor Statistic report that year showed that women comprise only 27 percent of B2B wholesale and manufacturing jobs and 30 percent of financial services sales positions.

The Harvard Business Review quotes a 2019 report from Xactly which showed that 86 percent of women achieved their sales quota that year compared to 78 percent of men. Those numbers will vary by industry and will vary by year but the most salient point is that women often are at least as successful as men in selling products and services. The question to the reader is whether that fact has hit home in your business. Are you willing to consider a female salesperson as readily as you do a male salesperson? If not, do you have a good reason for not doing so?

Where “equality” does not mean “equal”

Women in America, and much of the world, still demand equality in the workplace, most directly in terms of compensation but also in terms of representation. It is a cause that perhaps gains a little bit every year, but it remains a point of contention throughout the business community. However, when it comes to sales, there are clear genetic markers reasonably assigned to women which make them more effective sales people. Let’s look at the three main factors that lean heavily in a women’s favor when it comes to selling a product.

Emotional intelligence

“In a 2018 report, the U.S. National LIbrary of Medicine and National Institutes of Health reported that “research has shown that women often score higher on emotional intelligence or empathy tests than men.”    

The Oxford Dictionary offers a definition of emotional intelligence (EQ):  “The capacity to be aware of, control and express one’s emotions and to handle interpersonal relationships judiciously and empathetically.”

Are women more “emotional’’ than men? Perhaps. But are they better at reading a room? Probably.

Being able to make a connection with a potential client or customer goes beyond finding out who their favorite sports team is.

In a 2018 report, the U.S. National LIbrary of Medicine and National Institutes of Health reported that “research has shown that women often score higher on emotional intelligence or empathy tests than men.”

What role does emotion play in making a sale? There are two sets to consider, that of the salesperson and that of the potential client. If you believe there is an emotional element to the decision to purchase your product, you need to consider the emotional intelligence of your sales force, and perhaps recognize that your female salespeople are better at that part of the process.

It is thought that emotional intelligence can be taught, but do you have time for that, when there may be a salesperson right in front of you who already has a high EQ?  One skill that increases a person’s EQ is….

Listening

“.…men usually listen for what they want to hear while women listen for understanding.”

There is a difference between saying “I hear you” and “I am listening”. Listening truly is an art, and it plays a huge role in effective sales.

Dozens of studies have been conducted about listening skills differences between men and women, but what often is said about the difference is that men listen for what they want to hear while women listen for understanding. When it comes to sales, it is possible that salesmen are more likely to listen for “buzz words’’ that can propel the sales conversation in a direction they want it to go, while saleswomen are more likely to listen to an entire reply before fashioning their own response.

Is that an unfair comparison? Is it a stereotype? Are saleswomen more effective listeners than salesmen? That is a notable consideration in your hiring practices. How much communication is involved in your sales presentations and procedures?

After the sale

“From a sales standpoint, saleswomen are better at maintaining and extending the sales relationship.”

As our Founder, Peter Cotton suggested, male salespeople often operate on the “hunt and kill’’ philosophy of sales. Once all the documents are signed and the sale is complete, their job is done.

If that philosophy works for your business, that is appropriate behavior. But most companies require repeat sales from current clients, and in those cases, the sales process is a form of relationship-building. From a sales standpoint, saleswomen are better at maintaining and extending the sales relationship.

Is it sexist to suggest women are more nurturing than men? It is accurate. It is in some ways the definition of motherhood.

But it is also a key element to sales. Being able to respond to client needs or demands after the sale is a big part of the business. There is little research on this topic, particularly, but it certainly makes sense to believe that saleswomen are better at follow-up than salesmen.

Whatever parameters you use in choosing sales candidates, consider the filter you use in regard to gender. You may need to adjust your vision.