With over a decade of experience, a top female sales leader shares the unfiltered truth on what it's like being a woman in tech sales, including challenges, advantages, and why the industry needs more women.
.png)
What is it actually like to be a woman in tech sales? In this blog, Nikki Lang, Head of Strategic Accounts at VISO Trust with over a decade of sales experience, shares the unfiltered reality. From navigating male-dominated environments to leveraging natural strengths that make women top performers, her story gives aspiring and current women in sales a clear picture of what to expect and how to thrive. This post is for women considering tech sales, current reps who want to grow in their careers, and sales leaders who want to create a more inclusive environment.
Sales has historically been male-dominated, and while progress has been made, many challenges remain. Women entering the field often face bias, lack of representation, and the pressure to constantly prove themselves. Yet, data shows women outperform men in win rates and close rates, and their ability to combine authority with empathy is a major advantage. As Nikki puts it: “We need more women. Please come join me here. Don’t leave me alone.”
Nikki started her career in medical device sales, one of the most male-dominated industries. She recalls being treated like a secretary by peers and mistaken for a “booth girl” at trade shows. The irony? She outsold those same colleagues three to one. That experience revealed how women are often underestimated and pushed to adopt aggressive traits to prove themselves. Nikki later pivoted into skincare sales, a female-dominated industry, where the culture was drastically different. The contrast highlighted how environment shapes behavior and reinforced the need for balance between authority and empathy.
In sales, every rep has to learn when to be authoritative and when to listen. For women, the stakes are higher. Coming across as too soft risks being dismissed, but being too assertive risks being labeled as aggressive. Nikki explains: “Once you can marry authority and confidence with emotional awareness and listening, that’s when you catapult to the next level as a seller.”
Women naturally excel at listening and picking up on human cues. While men may dominate conversations, women often create trust and comfort, which shortens sales cycles and strengthens relationships. Even introverted women can thrive by leaning into listening as a superpower. The ability to make prospects feel heard is rare and valuable. Building executive presence and delivery can be learned over time, but listening is a natural differentiator.
With 18 years in sales and now leading strategic accounts, Nikki stresses the importance of setting boundaries and evolving how you show up in the room. As you move up, the rooms become more male-dominated and the pressure increases. Women must ask themselves:
Her advice: show up fully as yourself, but do not be afraid to push back when disrespected.
Despite challenges, tech sales remains one of the best careers for women who are competitive, ambitious, or simply want autonomy. Women statistically outperform men in close rates and win rates, and top performers can earn six figures early in their careers. Nikki also highlights the lifestyle benefits. As a mother of two, she values the control and flexibility sales provides. More importantly, she emphasizes representation: “The reason women get left off so many lists is because there aren’t enough of us. We need more women in sales.”
Q: Can introverted women succeed in tech sales?
A: Yes. Introverts excel at listening, which is one of the most important and hardest-to-learn sales skills.
Q: What are the biggest challenges women face in sales?
A: Bias, lack of representation, and the need to constantly prove authority without being labeled “too aggressive.”
Q: Why should women pursue tech sales?
A: Women statistically have higher close rates than men, can earn six figures, and gain autonomy over their careers.
Q: How can men support women in sales?
A: Invite women into conversations, give them space to speak, and ensure they are included in recognition and leadership opportunities.
If you are considering a career in sales, join our Tech Sales Ascension program. It is the fastest path into tech sales, with live coaching, proven frameworks, and a supportive community that includes women like Nicci, Jade, and Briana succeeding at top companies.
September 2025
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.png)
.png)
.svg)
