A Revenue-Generating Imperative: Women and Diversity in Sales

Did you know that diverse sales teams close 54% more deals than their homogeneous counterparts? That's not just a statistic—it's a wake-up call.

For too long, diversity in sales has been treated as a tick-box exercise or a "nice-to-have." But the reality is that diversity is a powerful driver of revenue, customer loyalty, and innovation. It's not just about doing what's right—it's about creating a competitive edge that's impossible to ignore.

This month, I'm diving into a topic close to my heart: Women and Diversity in Sales. We'll explore why diversity isn't just good for business—it's essential—and how sales leaders can take actionable steps to make it a reality.

Why This Matters to Me

Let me take you back to my early days in sales. It was a world dominated by the "boys' club" culture. I remember watching male colleagues celebrated for their results, even when their behaviour was utterly toxic—bullying, disrespecting women and ethnic minorities, and, in some cases, engaging in inappropriate relationships with junior staff. These men were often shielded by the culture that elevated them, while women like me had to work twice as hard just to be noticed.

You might think, "Janice, surely that's all in the past now?" And yes, there has been progress. Through my Scale Your Sales Podcast, I've had the privilege of interviewing and working with empathetic male leaders actively working to redress the balance. I've also spoken with incredible women leaders who are smashing through barriers that should never have existed in the first place.

But here's the thing—when I host panel discussions or keynote at conferences, I still hear women in sales sharing stories of sexist behaviour, both from colleagues and customers. These stories are heartbreaking, but they also fuel my passion for change. Diversity in sales isn't just a campaign; it's my mission.

I've seen firsthand how a lack of representation at the top perpetuates the same old biases. When leadership doesn't reflect the diversity of its workforce, it sends a message—intentional or not—that only certain people belong in those roles.

Why Representation Matters

One of my favourite questions to leaders is, "If you do not have representation around the table and have not measured the impact of your decisions on your most valued customers, what criteria are you using for the decision?"

The men and women leaders who are breaking down barriers and building inclusive cultures understand that diversity isn't just about optics; it's about creating teams that reflect the customers they serve.

The Current State of Sales Diversity

Despite the progress we've made, the numbers tell a sobering story. Research from Xactly State of Women in Sales Report shows that women comprise only 34% of the sales workforce and hold just 29% of sales manager roles.

And yet, women consistently outperform their male counterparts in quota attainment—by 1.5%, according to the same report. Female sales managers outperform by an even more significant margin, at 3%. Despite this, they remain underrepresented in leadership positions.

It's not just about representation—it's about pay, too. Men in sales earn 3.5% more than women; that gap widens to 9% when you factor in experience and tenure.

Then there's the customer impact. According to Forrester, Sales teams with leading diversity, equity, and inclusion (DEI) practices report a 24% increase in customer satisfaction scores, compared to 17% for those lagging behind. Diverse teams also convert leads into opportunities at a rate of 54%, compared to just 26% for homogeneous teams (McKinsey & Company, 2022).

The evidence is clear: diversity isn't just good for people—it's good for business.

The Business Case for Diversity and Competitive Advancement

McKinsey's 2022 Diversity Wins Report found that companies in the top quartile for gender and ethnic diversity are 12% more likely to outperform their peers.

Diverse sales teams bring a wealth of advantages:

• Higher Revenue: Diverse teams consistently achieve higher quota attainment and revenue growth.
• Stronger Customer Relationships: Buyers trust sales professionals who understand their unique challenges and needs.
• Greater Innovation: A mix of perspectives leads to creative solutions and adaptability.
• Competitive Advantage: Companies with strong DEI practices reduce turnover, attract top talent, and drive long-term success.

But here's the kicker: despite all this evidence, systemic biases persist. Women in leadership are often asked to take on extra responsibilities—mentoring, emotional labour, and more—without recognition or reward. It's time for leaders to start valuing and promoting these contributions.

?? Diversity in sales is about driving more substantial results, building better teams, and staying ahead of the competition.

With headlines like "Landmark Lawsuit Says Target's DEI Projects' Harmed Sales" there are competitive advantages to be gained for companies maintaining their stance on DEIB, such as Costco, Microsoft, Apple, and Delta Airlines, in terms of team performance, innovation, and talent attraction.

While the United States under President Trump's administration has seen a significant rollback of DEI initiatives in 2025, it's important to note that the rest of the world is not taking the same stance. Many global companies and regions are reinforcing their commitment to diversity, equity, and inclusion:

1. UBS, a major European bank, has affirmed that its DEI policies remain unchanged, with CEO Sergio Ermotti stating that DEI is intrinsic to UBS's culture and independent of political changes.
2. Consumers in Canada, Europe, and Asia hold companies accountable for their inclusion efforts, making DEI a business necessity across global markets.
3. Global brands like Nike and Amazon are increasing their investment in diverse storytelling and supplier diversity programs, recognising the importance of DEI in building customer loyalty and driving growth.

Research from Diversity Social shows that companies in the top quartile for diversity outperform competitors by 33%, reinforcing the business case for DEI on a global scale.?

What Must Change

1. Intentionally hire diverse talent and create inclusive sales teams representative of your customer base.
2. Invest in DEI as a Growth Strategy: Treat diversity as a revenue driver, not a compliance issue.
3. Balance Tech with Humanity: While AI and automation have made sales more efficient, buyers still crave authentic, personalised interactions.
4. Foster Inclusive Leadership: Create environments where all voices are heard and valued.
5. Measure Progress: Use metrics like employee engagement and customer satisfaction to track the impact of the DEI initiative.

If you would like to discuss how to implement these initiatives with a data-informed process, contact me for a consultation.

Be Brave

Be brave when reading this to every CEO, CRO, and sales leader. Stand for what's right, fair, and good for your business and customers. Diversity isn't just about fairness—it's about winning more deals, building better teams, and staying ahead of the competition.

Sales is, at its core, about relationships. And relationships thrive in environments of trust, inclusion, and diverse perspectives. Companies that embed DEI into their sales strategies today will lead the future of sales tomorrow.

What's one change your sales team has made to be more inclusive?

I would be keen to hear your insights—please share them in the comments or tag a leader making progress in DEI.

Connect and ring the bell on my profile to ensure you don’t miss the upcoming themed Diversity in Sales posts, polls, live events, and podcast discussions.

Let's keep this conversation going and inspire meaningful change together.

#WomenInSales #DiversityInSales #SalesLeadership #RevenueGrowth #DEIinSales #AccelerateAction

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As a recognised innovator in sales, listed among LinkedIn Sales 15 Innovating Sales Influencers to Follow and awarded the prestigious 2024 RevTech Strategist. Whether you are looking to optimize your sales hiring and team development, enhance customer retention, or accelerate your revenue growth, I am here to guide you every step of the way ScaleYourSales.co.uk. Let us close the gaps in your people, process, and profits Compare your sales team to the best in world-class.

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