Gender Parity in Sales

To achieve gender parity in sales, a multifaceted approach is required. This starts with changing perceptions and stereotypes that have long prevailed, into more inclusive hiring practices, training, and development once people are within a role.

While perceptions around the industry are changing, there are still barriers women face when working in the industry. Or even getting into the industry in the first place.

Gender Disparity in the Industry

According to The Institute of Sales Professionals, women represent only 31.6% of the sales workforce. This figure highlights a significant imbalance and the need for more inclusive representation as the industry shifts. 

Why does this gap exist? 

Partly it's down to ingrained societal perceptions and the persistence of stereotypes. But it's also a reflection of the barriers that women continue to face in the workplace that extend beyond sales.

The Myths that Persist

So, why are there low numbers of women in sales roles? That’s partly down to the myths that continue to persist.

One common misconception is that women lack the assertiveness or competitiveness required to succeed in a demanding sales environment. 

This couldn't be further from the truth. Women bring a unique set of skills to the table, including strong communication, empathy, and relationship-building abilities. These qualities are invaluable in sales, where building trust and understanding customer needs are highly valuable.

Another myth is that women are less driven or ambitious than their male counterparts. 

The traditional view of sales often emphasises individual achievement and a cut-throat approach. However, the modern sales landscape is increasingly collaborative and customer-centric. This shift plays to the strengths of excelling at building relationships and working as part of a team. As well as understanding the importance of listening to customers, understanding their needs, and providing tailored solutions.

Creating Opportunity

Moving towards gender parity in sales is also about the opportunities, and people envisioning themselves in roles they didn’t originally consider. 

We recently caught up with Melica Moshiri, a Pareto Alum, about beginning her career at Pareto as a Business Development Executive, to now being on The Apprentice. 

Melica “had no plans to go into recruitment” but it was by attending a Pareto assessment day that she was exposed to sales. You can see more about her journey here.

The Role of Employers

While there are misconceptions in the industry, to address the gender gap in sales, employers must take proactive steps to create a level playing field. 

This includes challenging unconscious bias in recruitment and promotion processes, providing equal opportunities for training and development, and encouraging a culture of inclusivity and respect. 

It also means recognising and celebrating the unique contributions that women bring to the sales profession.

Emerging Talent as a Catalyst for Change

The statistics are clear: a significant talent pool remains untapped, and creating an environment where women feel valued and empowered, will allow companies to gain a competitive advantage and contribute to a more equitable working world.

The challenge now is to translate this understanding into action. One practical step businesses can take is to invest in emerging talent, particularly in sales roles. 

Providing structured pathways for development, along with mentorship and sponsorship opportunities, will create a supportive environment for career progression.

If your organisation is committed to building a diverse and inclusive workforce, consider exploring opportunities to invest in and nurture emerging talent - particularly in sales. It's a tangible way to break down barriers and empower women in the future of sales.

Get in touch with our emerging talent team today.