Gender & Sales Archives -

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The Competitive Advantage Hiding in Plain Sight

By Sue Barrett / 17/10/2025 / Attitudes & Behaviours, Business Growth, Emotional Intelligence, Gender & Sales

In 30 seconds

What if your competitors are overlooking talent that delivers 8% higher quota attainment? Xactly’s research shows women hit 86% of targets versus men’s 78% yet represent only 19% of sales leaders. High-performing teams leverage complementary strengths. Organisations with greater diversity see 20% better client loyalty and innovation. The opportunity isn’t about choosing sides; it’s about fielding your strongest team. Championship teams need strong male allies who champion different approaches and model inclusive leadership. Sales is a team sport. Are you playing to win? Explore solutions at selllikeawoman.com.

In 2 minutes

Here’s a question for sales leaders: What if …

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The Top Ten

By Sue Barrett / 28/06/2024 / Attitudes & Behaviours, Blog, Business Growth, Case study, Education in Sales, Everybody Lives By Selling Something, Gender & Sales, Human-centred, Leadership, Learning and Development, Sales Leadership, Sales Results, Sales Skills, Sales Strategy, Sales Tips, Sales Training, Sales Trends, Sell Like A Woman, Selling Better, Soft skills, Strategy, women-in-sales

To wrap up the end of the financial year here in Australia, we looked at the ten most-read articles of FY2324. The results are an interesting mix of all we do at Barrett: from sales strategy to communication and engagement with internal teams.

Here they are:

1) A reflection on the work that we have been doing with internal teams. Further proof that everybody lives by selling something.

We’re All in Sales – An Internal Team’s Journey

2) A practical exercise we like to do at Barrett to help us understand where we are at and what we need …

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Sell Like A Woman

By Sue Barrett / 08/03/2023 / Blog, Gender & Sales, Human-centred, Leadership, Sales Trends, Sell Like A Woman, Uncategorized, women-in-sales

Sales trend 3 of Barrett’s 12 Sales Trends Report for 2023 is about women in business and, in particular, women in sales.

No more cutthroat competition to optimise quotas, no more lone-wolf salesperson, no more hard-sell tactics; traditional sales stereotypes are dying out and this is very good for business, customers, teams, and for communities.

Welcome to collaboration, teamwork, problem solving, value-based solutions, sustainability, gender equality, diversity, human decency, and respect as the emerging norms in sales practices, strategies, and sales leadership if we want highly productive, profitable, respectable, and resilient businesses.

Traditional sales stereotypes -personality-driven, product-based, transactional, reactive, and …

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Our Contribution to Cracking the Code for a Gender-equal Future – IWD 2023

By Sue Barrett / 02/03/2023 / Attitudes & Behaviours, Blog, Gender & Sales, Sell Like A Woman, Uncategorized, women-in-sales

It’s International Women’s Day on 8th March and the United Nations’ theme this year is Cracking the Code: Innovation for a gender-equal future.

This theme emphasises the importance of bold, transformative ideas, inclusive technologies, and accessible education in combating discrimination and the marginalization of women globally.

And while there are mountains of work to be done to achieve gender-equality on every level, one bold initiative – a transformative idea that is staring us all in the face; something we can adopt immediately- is getting more women and girls learning how to master and apply ethical, human-centred sales practices, processes, and principles – …

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A Woman in Sales & 28 years in Business

By Sue Barrett / 13/01/2023 / Blog, Gender & Sales, Leadership, Sales Culture, Sales Essentials, Sales Leadership, Sell Like A Woman, Vision, Mission & Purpose, women-in-sales

Twenty-eight years ago, on 9th January 1995, I started Barrett Consulting Group with the purpose of understanding the system of sales and putting humanity back on the corporate map. I’ve learnt a lot about sales, business, people, systems, behaviours, ethics, society, and myself over that time.

Since then we have launched the Selling Better Movement – an ethical and human-centred selling ethos underpinned by a practical selling philosophy, Sales Essentials – online courses and resources you need for a successful sales career, and Sell Like A Woman – programs to highlight, promote and capitalise on the power …

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Sell Like A Woman Launch – The Event

By Sue Barrett / 02/12/2022 / Blog, Gender & Sales, Human-centred, Sell Like A Woman

As Jenny Gome said “How good is it to be in a room of professional women who are passionate about sales, discussing the opportunities and challenges in our industries?”

Barrett’s Sell Like A Woman Program launch event was held online on 1st of December 2022 and to celebrate the launch, we heard from four women with outstanding careers in sales, business, and leadership. They included Jenny Gome, former Sales Executive Leader at ARPA AMCOS now Partnerships and New Business Development Manager at Barrett, Andrea McNaughton, Managing Director of Loan Market, and

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A sales career is brilliant for women

By Sue Barrett / 04/11/2022 / Blog, Gender & Sales, Sell Like A Woman, Success, women-in-sales

As a woman who’s been in business and sales for over 30 years, a business owner for 27 years of those years and a working mother for 24 years, I thought I’d share with you some interesting insights and research about how sales and sales leadership careers help empower and enable women to forge their careers, rise up the corporate ladder and enhance their earning potential all of which can be very good for women’s overall health and wellbeing.

The central theme here is Agency – in social science, agency is defined as the capacity of individuals to act independently and …

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The biases & challenges for women in sales

By Sue Barrett / 27/10/2022 / Blog, Gender & Sales, Leadership, Sales Leadership, Sell Like A Woman, women-in-sales

Last week I wrote about the benefits for businesses of having more women in their sales teams and leadership roles. I also mentioned how most women still don’t consider sales as a viable career. This is mostly due to persistent biases and outdated sales stereotypes and work practices.

Here are some of the common biases and challenges women and businesses face when it comes to capitalising on the power of women in sales and sales leadership.

Outdated Sales Stereotypes and Unconscious Biases

Sales has been seen largely as a man’s career and rarely promoted as a career in which women …

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It pays to Sell Like A Woman

By Sue Barrett / 20/10/2022 / Blog, Gender & Sales, Sales Leadership, Sales performance, Sell Like A Woman, women-in-sales

If you want to excel in sales and business, it pays to Sell Like A Woman.

Women AND the Competitive Advantage

Since the early 2000s, research into sales effectiveness shows women often outperforming men in achieving sustainable sales results and authentic, mutually prosperous client relationships, especially in B2B sales, bringing with them specific qualities and capabilities that differ from traditional sales stereotypes. That piqued my curiosity, confirmed my observations and the trends I was seeing towards more human-centred, inclusive business practices and has informed the work of the Barrett team ever since.

Qualities such as collaboration, creating a shared vision for success, …

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International Women’s Day 2022: Changing Climates

By Sue Barrett / 04/03/2022 / Blog, Environment & Sustainability, Gender & Sales, Sustainability & Environment, women-in-sales

The International Women’s Day 2022 theme, Changing Climates: Equality today for a sustainable tomorrow, recognises and celebrates the contribution of women and girls around the world, who are working to change the climate of gender equality and build a sustainable and prosperous future.

The topics of gender equality and environmental sustainability are interlinked. We know that solving the gender work, pay, and education gap, positively impacts the environment. [1] However, although women are the most affected by natural disasters and conflicts, they are usually ignored when developing solutions.

A report from UNEP from 2016 identified “gender inequality …

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