Unlocking Women's Sales Potential: 9 Ways Unhealed Trauma Harms Women on Sales Calls

If you run programs for women in business— this is for you.?

(Note: Long article. Worth reading every word.)

In the world of sales coaching, women are being MASSIVELY underserved.?

Good-hearted group leaders keep missing the mark.

Today, I’m gonna give you some tough love and insight.

Because your clients badly need you to “GET IT.”?

To solve a problem well, you must first clearly understand it.?

And I say with respect, I’m not convinced that you do.?

Your clients—while they KNOW they’re struggling to name their prices, close clients and receive more money—often don’t fully understand the root of their issues either.?

That’s why they’re coming to YOU.?

Your goal is to help them transform, solve their problems & accelerate sales results.?

But you're tackling the wrong problem. And offering the wrong medicine.

Accelerated client success DEPENDS on you understanding this.?

When it comes to helping women succeed, most have it plain wrong.?

Well-intentioned leaders pile on the tactics, hacks and push more scripts to help women “close more”—but that’s NOT enough.?

There are deeper issues at play.?

All women carry painful emotional scars that run incredibly deep. These scars remain entirely overlooked.?

Women’s conditioning trains them in self-denial, self-abuse, self-sacrifice, self-rejection, and self-doubt—

And then women are met with empty clichés like, “Charge what you’re worth,” as if it were that simple.

But women’s conditioning says: “Don’t brag,” “Don’t ask for too much,” “Don’t be greedy,” and “Don’t be selfish.” It COMPRESSES women. It says “Stay small,” “Be nice,” and “Don’t make anyone uncomfortable.”?

This script goes deep, pushing women to shrink, avoid risks, and put everyone else’s needs first.

Instead of support, women are often blamed for these inner conflicts, layering on shame, diminishing their confidence, and leaving behind invisible psychological scars that lead them to undercharge.

In my recent white paper, I expose the ways in which women are underserved in sales roles.?

Women are told to “just do it” and “hustle…”?

In “sales bro” programs, women feel especially invisible, reduced to generic advice like “just do it” or “hustle harder”—as if confidence can be summoned on demand. They’re left without the deeper support they need to overcome inner conflicts and ask for more money with full confidence.?

Women coaches tell me about all the shit they tried that didn't feel good.?

I've always welcomed their experiences because I’ve committed for the last 13+ years to serve them.?

For over a decade, I’ve been building tools and resources to enable women’s healing, sales, financial freedom and true confidence.?

And the message I’ve received is crystal clear: In the world of sales, women are handed aggressive tactics when what they truly need on a soul level is help resolving deep inner conflicts. Help healing crises of self-love, and chronically undermined confidence.?

The real problem lies far beneath the surface. It’s about a woman’s internal state and the way she feels about herself.?

These aren’t superficial mindset tweaks. The solution is rooted in unhealed trauma and PTSD, the leftover identities, dysfunctional behaviors, and painful beliefs conditioned into women for generations.

This is a feminist issue because women’s financial access and freedom depends on it.?

Even the word "mindset" doesn’t do it justice. This work goes deeper—it's mind, body, soul, spirit.?

It’s nervous system, ancestry, community, relationship to self, all woven together.?

Women carry trauma—almost universally.

It’s so deeply embedded in our conditioning, that for a woman to be completely unaffected by it would be the rare exception. And yet, these deeper issues are so misunderstood, so underserved, it’s insane.?

By only scratching the surface, coaches accidentally harm and re-traumatize the very women they’re setting out to serve and preventing them from achieving true (and sustainable!) success.?

The work of serving women goes beyond equipping them with new techniques.

It’s NOT a band-aid solution. It’s not quick, cheap, fast, copy and paste work. Sorry to burst your bubble.?

It’s about leadership that courageously confronts the layers that keep women playing small and doubting their worth. Until we adequately address what’s truly beneath the surface, no amount of sales strategy will shift how a woman shows up on her sales call.?

All women have been, to some extent, separated from themselves, their sense of worthiness and therefore carry worthiness wounds... to survive our society's harsh conditioning.?

To make it through this life without these psychological wounds would be a miracle, because for women, it’s a matter of survival in a world that teaches her to reject and abandon herself just to belong.

Our society thrives on women’s self-doubt, feeding entire industries—that profit from making women feel like they're never enough.

Here are 9 forms of conditioning/ trauma responses that frequently show up for women on sales calls, along with the hidden meanings and origins.?

These symptoms are the result of cultural and personal conditioning, unresolved past trauma, or deeply ingrained survival mechanisms that women unconsciously carry.?

I’ll explain how these responses manifest in sales and how they trace back to foundational trauma. (This is by no means comprehensive. I can easily chart out 50+ examples.)?

1. Pricing Panic Jessica is super scared to ask for her high-ticket price. On her sales calls, her heart feels like it’s going to explode. A wave of nausea hits as she imagines the prospect laughing, saying, “Who do you think you are?” Her confidence wobbles, and she just can’t bring herself to believe in her worthiness. Years of being undermined have left her doubting herself right when she needs conviction most.?
2. People-Pleasing Emma can feel the prospect hesitating on the sales call, and her pulse races. She scrambles to offer “extras” or a discount, over-giving instinctively, her voice trembling slightly. She’s desperate to keep them interested, but that shaky confidence shows. This urge to fawn is rooted in a lifetime of prioritizing others’ comfort over her own, undervaluing the immense value she brings to the table.
3. Fear of Rejection Sara is sweating bullets. The moment she feels her prospect disengage, she wants to cut the call short before the rejection hits. She starts downplaying her offer, trying not to seem “pushy,” but every second eats away at her confidence. She gets off the phone without closing and breathes a sigh of belief. This fear of rejection comes from a long history of being minimized, making her feel like she has no right to stand her ground.
4. Freeze Response to Objections Mia hears the objection, and her mind goes completely blank. Her throat tightens, her mouth dries up, and she’s frozen, like a deer in headlights. Her conviction vanishes, and she’s left speechless. This freeze response is tied to past experiences of her voice being shut down, leaving her unable to assert herself when it counts.
5. Underpricing Without Question Ava feels nervous as hell when it’s time to talk price. She blurts out a low rate, her palms sweaty as she scrambles to justify why it’s “affordable.” She feels like she has to shrink herself, with zero conviction in the value she brings. Years of conditioning to over-give have eroded her confidence, making it hard to ask for the type of compensation she desires (despite being a seasoned expert).?
6. Over-Apologizing Rachel can’t stop apologizing throughout the call—sorry for the pause, sorry if I’m taking too much time, sorry for… everything. With each apology, her authority slips further, and it’s painfully clear to the prospect. This reflex to apologize stems from a past where asserting herself meant being “too much.”
7. Self-Sabotage Through Over-Explaining Marianne can’t stop talking. Her heart races as she over-explains every detail, trying to cover every angle, hoping to avoid doubt. She’s terrified that if she stops, the prospect will sense her lack of confidence. Years of having her credibility questioned have left her feeling like she has to over-prove herself, killing her natural authority. This proving energy repulses ideal clients.?
8. Downplaying Success Lisa mentions her track record, but her shoulders tense, and her voice drops. She speeds through her biggest achievements, almost embarrassed to even bring them up. Her lack of conviction is obvious to the prospect, born from years of conditioning to be “humble” and not shine too brightly (“tall poppy syndrome”) tearing down her confidence piece by piece.
9. Avoiding “Big Ask” Moments Olivia’s palms are sweaty, her throat feels tight, and her heart’s racing. It’s time to ask for the sale, but she can’t shake the feeling that she’s stepping out of line. Her confidence falters, and she hesitates, as though claiming what she wants is somehow wrong. Years of conditioning have trained her to avoid asking, making her feel like she has no right to claim what she deserves.

As you can see, it goes FAR deeper than just “charge what you’re worth!”?

When you genuinely address the core issues, you accelerate client results—just as I've demonstrated time and again with my incredible clients, who have seen proven increases in their deal sizes, ranging from 233.33% to an astonishing 10,122.45% in average sale size.

These client results keep increasing faster than I can track, and every time I check in with past clients for progress updates, they repeatedly close bigger, with greater confidence, and raise their prices. My 13+ years of coaching have shown me that true client success starts at the belief level, self-relationship level, identity level, and nervous system level.?

I’ve built a powerful school packed with tools that directly address this exact problem of women’s confidence and conviction. Now I’m licensing this potent body of work to companies and group leaders, so you don’t have to reinvent the wheel—I’ve done the hard work for you.

It’s an investment that will pay off profoundly. DM me to bring my confidence and conviction technology to your clients, so you can serve them on the level they deserve and accelerate their success.?