Elevating Your Business Game

Don’t play harder; play smarter.

By Lynn Schleeter

Women looking for a winning business strategy can take a hint from those on the front lines every single day. A recent study called Top of Her Game focuses on success factors among top saleswomen and provides valuable insights to women on all playing fields.

Here are a few of the lessons learned from the Center for Sales Innovation at the College of St. Catherine:

Get in shape. Best practices among the “A” squad include many self-training activities: attending industry seminars and conferences; reading trade publications, leadership books and industry e-newsletters; and getting help from colleagues. Top sales performers carry out these activities significantly more often than middle and bottom performers.

Power network. Most sales performers know and value the power of networking, yet the survey shows top performers do it more frequently and more strategically – networking at the businesses they are selling to (50%) and networking at professional associations (43%).  Overachievers tend to think about networking in all arenas of life. So take those kitten pumps to leadership programs and professional association meetings, and strap on those sandals for watching kids at the soccer field or attending a church social. Don’t forget to lace up your athletic shoes and meet others at yoga, running or biking clubs. By listening for interests and common ground, a conversation that starts small can grow into one in which you share business contacts and ideas.

Prove yourself. One major challenge for women in sales that their male counterparts do not have to worry about as much is the constant need to prove oneself. All businesswomen face this challenge to some degree. Anecdotal evidence indicates that if females can bring knowledge to the table that their male counterparts do not have, they can gain entry into business deals. Being the expert is the price of admission and leads to long-term credibility.

Don’t throw like a girl. Not sure about joining the ol’ boys network? It’s important to stay positive and grow a thick skin. Some women justify not going by thinking, “While they’re out to lunch, I’m working at my desk and getting ahead of the game.” But by shutting themselves out of informal networking opportunities, they miss out on important information and the all-important understanding of internal politics. You don’t always need to join in, yet regularly declining these invitations may mean you won’t be asked in the future. One woman surveyed goes along with the after-hours drinking crowd but sets boundaries about bad male language by using one-liners such as, “You’re in the penalty box now!”

Ultimately, it’s all about building respect. Rather than processing your thoughts among an all-male crowd, decide what you want and ask for it directly and individually. Be sure not to challenge men publicly, but rather have a conversation with them on the side. Learn the rules of the game and get men on your team who can mentor and recommend you for increasing responsibilities.

Lynn Schleeter is director of the Center for Sales Innovation, which is celebrating its 10th anniversary in preparing performance-ready sales professionals for business-to-business and healthcare sales positions. The Center is located at the College of St. Catherine in Minnesota.