"As a woman in a leadership position in sales, I quickly learned that my reality often differs from that of my male colleagues. In an industry traditionally dominated by men, I had to prove not only my skills but also repeatedly confront stereotypes and biases. At the same time, I’ve also found that traits like empathy and emotional intelligence, often viewed as "feminine," strengthen my leadership style and make me more successful.

Sales: A Male-Dominated Field

It’s no secret that sales, especially in traditional industries, has long been a male stronghold—and in many areas, it still is. According to a LinkedIn study, only 39% of sales professionals are women, and in leadership positions, the figure drops to just 21%. These numbers highlight the ongoing challenge for women in establishing themselves in sales and climbing the ranks to leadership roles.

I vividly remember the early years of my career, when I often felt the need to prove myself—not just as a competent saleswoman, but as "tough enough" to be taken seriously in the competitive world of sales. A strong, assertive leadership personality is frequently associated with traits like toughness and dominance, qualities more commonly attributed to men. For a long time, I struggled to align myself with this image.

The Challenge: Between Bias and Expectations

One of the greatest challenges I faced was the unspoken assumption that women in sales are "too emotional" or "not tough enough." Emotional intelligence or empathy is often seen as a weakness—especially in a field so focused on numbers, targets, and competition. The expectation that one must be "hard" to be a successful leader preoccupied me for a long time.

However, I quickly realized that empathy is one of my greatest strengths. Rather than adopting the pressure of traditional expectations, I began developing my own leadership style, one that prioritizes emotional intelligence and understanding the needs of my team. This wasn’t always easy, as skepticism towards women in leadership persists, but I’ve learned that these qualities are precisely what set me apart as a leader.

The Success of Empathy and Emotional Intelligence

Today, numerous studies show that emotional intelligence is a key factor in leadership success—particularly in sales. A McKinsey study revealed that companies with women in leadership positions are 21% more likely to achieve above-average profitability. The research suggests that female leaders, in many cases, foster better work environments through empathy and collaborative leadership, which in turn boosts productivity and employee engagement.

In sales, this is especially relevant, as success often hinges on how well a team collaborates and how motivated individual salespeople are. A leadership style based on trust and mutual understanding creates an environment where team members feel empowered to reach their goals and think creatively.

For me, this means giving my team the space to make mistakes and encouraging open discussions about their challenges. I’ve noticed that this approach not only boosts morale but also improves sales performance.

Emotions as the Key to Success

In the past, I often felt that I had to hide my emotional responses to be taken seriously. But today, I know that emotions are a critical part of my leadership style. Emotional intelligence means understanding the moods and needs of my team and responding accordingly. It helps me navigate tough negotiations as an equal and understand the true motivations of my clients.

One example from my own experience: During a difficult negotiation process with a long-standing client, I consciously chose to engage on an emotional level, treating the client not just as a business partner but as a person. I actively listened, took their concerns seriously, and sought a solution that was fair for both sides. The result was not only a successful contract but also a strengthened relationship that extended beyond financial matters.

What We Need to Change: More Women in Leadership

For more women to succeed in sales and other traditionally male-dominated fields, both structural changes and shifts in mindset are needed. Companies must actively work to make it easier for women to reach leadership positions. This includes targeted career development for women, mentorship programs, and rethinking outdated leadership models.

Another important step is recognizing leadership styles based on emotional intelligence. For too long, assertiveness has been the dominant leadership quality in sales, but the numbers tell a different story: Employees who feel understood and supported by their leaders are more motivated and perform better. In a survey by the Harvard Business Review, 91% of respondents said emotional intelligence is a crucial part of successful leadership.

My Conclusion: Finding Your Own Path

I’ve learned that as a woman in sales, I don’t have to lead "like a man" to be successful. Emotions and empathy are not weaknesses but strengths that can make us better leaders. It’s not about fitting into traditional leadership molds; it’s about redefining those molds and finding your own way.

For me, leadership today means supporting my team, being honest and authentic, and creating an environment where everyone can reach their full potential. This style of leadership may be different from traditional notions, but it is the key to building a sustainable and successful sales team. The challenge is recognizing this potential and fully embracing it in a world still shaped by old stereotypes.

When we learn to leverage our emotional strengths as leaders, we can make the sales world—and the working world as a whole—a bit more human and successful.

- Carolin