Breaking Barriers, Building Confidence
Many women in Nova Scotia hesitate to explore careers in sales. On the surface, the profession can appear manipulative, high-pressure, and overly aggressive. Add to that the fear of not being taken seriously or feeling “less qualified” than male counterparts—and it’s no wonder talented women second-guess their fit.
But here’s the truth: women make exceptional sales professionals.
That’s the message from Lorraine Ferguson, author of The Unapologetic Saleswoman: Breaking the Barriers, Beating the Odds. In a powerful conversation with Mike Montague, Global Head of Content at Sandler, Lorraine dismantled long-standing myths about women in sales and shared actionable advice for women who want to sell—and lead—without apology.
Why Women Struggle with Sales Confidence
Lorraine knows firsthand what it feels like to face bias, doubt, and pressure in a sales environment. She’s not only overcome those challenges—she’s helped hundreds of women do the same.
Here are the most common barriers she sees holding women back in sales:
Limiting beliefs about sales being unethical or manipulative
Need for approval that undermines assertiveness
Early conditioning about how women “should behave”
Overreliance on product knowledge instead of a process
Lack of a consistent selling system
Low confidence, which becomes a barrier to taking risks
And yet—these same women have natural strengths that make them ideal sales leaders.
Why Women Excel in Sales
Lorraine outlines eight innate qualities that give women a powerful edge in sales conversations:
Inquisitive and intuitive
Relationship-driven
Strong listeners
Trusted confidantes
Nurturing and empathetic
Skilled problem solvers
Honest and authentic
Quick to sense when “something’s off”
When combined with the right sales process, these strengths can transform how women sell—and how they see themselves.
How the Sandler Selling System Builds Confidence
Lorraine admits that early in her career, she relied on high-pressure, transactional tactics. “I felt like I couldn’t be myself,” she said. That changed when she discovered the Sandler Selling System—a framework that helped her sell with integrity, confidence, and control.
“The Sandler process fits women like a glove,” Lorraine told Montague.
Instead of focusing on persuasion, Sandler teaches women to gather information, ask questions, and determine fit. It shifts the goal from convincing the buyer to buy—to confirming whether a real problem exists, if solving it is urgent, and if the buyer has the capacity to act.
That mindset shift leads to more authentic, balanced conversations—something Nova Scotia sales leaders are embracing across industries.
Three Habits of Unapologetic Saleswomen
Lorraine encourages every woman in sales to make these habits part of their daily routine:
Reframe negative self-talk. It can derail performance faster than any competitor.
Journal every morning. Start with gratitude, then visualize your day as a success.
Celebrate wins. Women too often minimize achievements—unapologetic saleswomen don’t.
Her Final Lesson: “Leave Your Mom at Home”
Lorraine closes with a simple yet powerful truth:
“Leave your mom home.”
From a young age, women are taught to “be nice,” “act like a lady,” and “do as you’re told.” Those lessons may work in childhood—but not in sales. To earn respect, women must first see themselves as equals in every conversation. Confidence and self-belief aren’t optional—they’re the foundation for success.
Empowering Women in Sales Across Nova Scotia
At Sandler Nova Scotia, we’re proud to help women in business build the confidence, communication skills, and sales process needed to thrive—without compromising authenticity.
Whether you’re a seasoned professional or new to sales, our programs help you develop your voice, master consultative selling, and grow your career on your own terms.
👉 Learn more about Sandler Sales Training in Nova Scotia
Visit go.sandler.com/atlantic to book a complimentary consultation to explore our women-focused programs.
*Original blog edited on 10/20/2025*
