As a professional salesperson, sales director, and sales coach, I have
created this book to help women coach themselves into a fabulous sales
or business career. This is about understanding where you want to be and
how to get there by building upon your authentic behavioral style,
utilizing spiritual empowerment tools, and learning about traditional
We have all heard of women expressing fear regarding moving into a sales
role: “Oh, I could never be in sales.” Many of us are, or have been,
in administrative and service roles where we’ve won and supported the
sale only to watch someone else take the credit. Others of us have gone
through divorces, single parenthood, and the economic hell that has
catapulted us out of our fear and into a place of career action. We all
sell in one way or another. We sell to our friends, peers, and
customers—directly and indirectly—in any business setting.
There is a misconception that only a certain type of woman can be
successful in sales. My goal is to show every woman that she can move
from the supportive roles, considered more traditionally feminine, to
the front lines in the sales force. What’s more, that she can flourish
there. I should know—I did it.
I was an awkward and bullied child with a nervous tic that led everyone
in sixth grade to call me “Blinky.” I was a troubled and rebellious
teenager who barely graduated from high school. But after pursuing my
first sales opportunity, I completed my degrees and eventually became a
top seller for some of the largest nutritional ingredient manufacturers
in the world. I have built emotional connections with several of the
most influential brands, resulting in millions of dollars’ worth of
business for my employers. I have broken new ground for important and
meaningful ingredients that have truly impacted consumer health and
Sales is a top-earning profession for women and men, and it will
continue to be so for the next few decades. For women especially, there
is a vacuum out there for your success. The old boys’ club is
retiring. We are in a new day that is all about knowing how to add
strategic value and help companies drive the process. And there is
indeed a process—which you can make your own and know like the back of
Executive coaching is one of the most effective ways to ensure success.
It increases productivity, attainment of goals, and satisfaction in all
aspects of career advancement. Many organizations pay thousands of
dollars to have their top management coached, and they enjoy a return on
investment that is several hundred percent. Women who are just entering
a sales career might not have the budget to make such an investment.
This book is an affordable gateway to sales coaching, allowing women
access to a dialogue that helps actualize their dreams.
Spiritual laws, such as the law of attraction, have been popularized by
talk show hosts and social media, but they have existed for centuries.
The theory of universal archetypes made popular by Carl Jung states that
all personalities represent an aspect of universal consciousness that
hold within each an inherent potential. Many goddesses who personify
this greatness are evident in the business world. You can easily see
Athena the Wise taking charge in meetings, or Demeter the Primordial
Mother uncovering and protecting the needs of her customer. Tapping into
your goddess or goddesses is a powerful way to gain access to the
potential that lies within us. An important portion of this book will be
utilizing these non-denominational spiritual tools to best tap into the
forces that enable confidence, success, and achieving your
goddess–higher self. These tools have been powerful forces for my
success during the most tumultuous times in my life. Female goddess
energy wants her women to succeed; as she carries the weight of the
world on her shoulders, it is only fair that she gets equal access to
Chapter 7: The Speaker
Communication, Presentation, Persuasion
Your intention in this segment is to present and persuade.
Customize Your Solution
Now that you have captured the true needs of the customer, go back to
your product and service expertise and start thinking about how your
services fulfill the customer’s needs. This would be an excellent time
to involve your colleagues and resources. I have been with organizations
that formalize this process of information-gathering and name it with
some exclusionary jargon. Years later, I spewed out that same jargon at
a less formal organization. I vaguely recall the eye-rolls that one
Regardless of what you call it, getting your resources’ and
colleagues’ insight always pays off. Set up an agenda with exactly
which information you are seeking, a summary of the customer and of the
opportunity, and your intentions for your presentation. Sometimes asking
sales reps with more experience in the specifics of the opportunity or
industry segment can be informative. When you ask, remember not to jump
in and one-up the information. Nothing is more counterproductive then
blocking good insight with defensiveness. This is good practice.
If you do not have a set of colleagues and resources to have this
mastermind discussion with, then hit that fabulous Internet and see if
you can find any solution ideas to help further refine your upcoming
Expanding Your Reach with the Customer
You will by now have learned, through your authentic needs
investigation, who is involved in making decisions along with your
primary contacts. Keep them in mind as you create your plan for this
next phase of the process, which will be to deliver those solutions. An
excellent pivot to this important phase is to ask who else within the
organization would find value in learning about your (solution)
presentation. One of the gentlest ways to engage the other influences
with the customer is to ask your contact if they would prefer that you
invite their colleagues, or if they would like to handle it.
The buyers are often asked and sometimes expected to bring their
colleagues into a sales discussion. This takes some work for them, as
you will be a reflection of their decision to ask their boss and
colleagues to potentially waste time on hearing what you have to say. By
being an expert in your product, demonstrating credibility, and now
offering to share a customized presentation, you will begin to reassure
them. At the same time, you are also expected to drive the sale forward;
you must to take control and ask for the next step. This is not easy to
do. Call this taking your medicine. So by all means, soften the pill by
gently, humbly, and respectfully asking for these next steps. I might
follow up from needs assessment with a request for a presentation in the
Thank you for taking the time to visit with me last week. I greatly
enjoyed the discussion around your plans for the upcoming year and
especially appreciated your warm welcome.
We feel that Widget Central and The Sales Goddess truly share a passion
for sales empowerment for the all-female Widget sales staff and would
indeed make excellent partners!
Per our discussion about presenting and ideating around several
opportunities for collaboration that would add the most value to Widget
Corp, might Tuesday, March 16 work for a follow-up presentation?
Also, per your kind mention of your colleagues in Research and
Development and Strategy finding value in this discussion, we are
thrilled to include them in the meeting. Please let me know if I can go
ahead and send out the invitations to each.
Thank you again for the opportunity to support Widget Corp. The entire
team here at The Sales Goddess remains at your service.
That was obviously laying it on thick, but you get the idea: humility,
openness, and a spirit of invitation.
Regardless of whether you intend to open up your PowerPoint presentation
and present to a room full of people or if you now verbally move through
some ideas for project opportunities, you are still entering a formal
phase in your process. It is important that you identify which outcome
you would like to walk away with prior to beginning, so that you can put
that intention out there in your introduction.
You always want to start any formal presentation by letting the people
in the room know why they should listen to you. I have sat through many
presentations without being told the big picture and what it means to
me. Starting a presentation with this insight lets people know, “Hey,
you should listen to this because I can help you understand why your
competition is kicking your butt!” or, “Listen to what I am going to
say because you can use this information in your meeting next week.”
There are various professional formulas to open and close meetings, but
in all of them it is always important to tell people why this
information will matter to them. Also make sure to put your intention,
objectives, and purpose forth in the opening and then reiterate them in
the closing. This is the frame that you put around your presentations.
Below are some formulas for beginning this segment of your sales call.
Open with a general benefit statement similar to the one previously
1.Gratitude—thank them for the opportunity to share with them.
2. Introduce yourself (scripted).
3. Give the room the background of what led up to the presentation, to
get everyone on the same page. If everyone in the room is already in the
loop, still summarize this in one sentence.
4. What is great about them?
5. What is great about your company?
6.How do you align with each other?
7. Share what you are going to discuss (and how it will benefit them)
in three main points.
As a formal presentation, this opening statement should be followed by a
summary of the agenda in three sentences. If your agenda is long, try
categorizing the points into three categories.
Here is an example:
1. Thank you for your time, and especially for the warm welcome.
2. My name is Rena Cohen-First and I’ve been with Widget Company for
the past 6 years, and in the ingredient industry for the past 17 years.
3. John from procurement was kind enough to invite us to share our
latest technology with your group.
4. Widget Company is the leading and most innovative widget marketer
in the world.
5. We have become the market-leading widget parts manufacturer due to
alliances with leaders such as you.
6. We share a commitment to bettering the experience of the widget
7. Today I am excited to share with you some of our pipeline
technologies that align with your target market, up-and-coming trends
that we are seeing, and impacts that we are making in the industry.
If this is not a formal presentation, however, you should still begin in
1. Thank them.
3.What is great about them?
4.What is great about you?
5. What are we now excited to share with them? A bit more casual then
the last version, this still sets the tone and professionally pivots
into this segment.
For the less formal presentation, the tone will be much more genial. As
you prepare, picture yourself sitting at their desk in their office, not
standing in a boardroom. However, you still need to hit all of your
presentation points. Here’s an example:
Excerpted from "The Authentic Sale: A Goddess's Guide to Business" by Rena Cohen-First. Copyright © 2015 by Rena Cohen-First. Excerpted by permission. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher. Excerpts are provided solely for the personal use of visitors to this web site.