Women Mean Business

February 11, 2022

Trinity Marketing Group are committed to changing the culture and perception for Women working in the sales industry. In reports by The Journal and The Irish Times, as of 2021, only three in ten of senior executives in large businesses across Ireland are female. In recent years, while there has been some progress made towards a more inclusive boardroom with the proportion of women being represented increased from 20% in 2019 to 22% in 2021, there is still work to do. 

For us, it is not just about looking good to clients and competition. We truly believe that the sales industry needs to adopt a more inclusive culture.

Women are underrepresented at every level in direct sales and have been for years. Currently, 36% of our sales teams are made up of women and we are hoping this number will continue to grow as we change industry norms and habits in order to make our company a place for women to thrive.

Women may continue to make strides in the workplace, but the statistics still highlight just how big the gender imbalance across Ireland is. A recent survey completed by the Central Statistics Office (CSO) has brought to light how this imbalance is truly at the heart of many Irish businesses. 

According to this survey, women only occupy 28% of senior roles when compared to 72% for men. It also reveals that the more senior the position, the fewer women in that role across the country. This lack of representation of women in more senior sales positions can be attributed to many things, such as negative stereotypes, sexism, poor recruitment methods, and a gender wage gap, with women often receiving lower salaries than their male counterparts.

Here at Trinity, we have already put measures in place to ensure a fair, equal and safe workspace for every individual on our amazing team. For example;

Trinity Marketing is a proud ‘Living Wage’ employer. Meaning not only do we pay our team a wage that allows them to afford a socially acceptable standard of living but we do this across the board regardless of position and gender identity.

So here is the big question - Do women do better in sales?
Women bring a plethora of strengths to a sales team. Women-led and gender-diverse teams often outperform men and men-led sales teams, but why is this?

Studies have found that women have better listening skills and a higher level of emotional intelligence - both qualities that attract customers, clients and new talent to a growing team. While listening is sometimes viewed as a “soft skill”, in a sales position it can be the difference between making a sale and not.

(Reed, 2021, Performance Listening)

Trinity and our partners believe our business is built on people achieving their individual success. For us that means making sure our team feels empowered and heard as they reach their goals. On Friday 18th February 2022, we are hosting our very first Empowered Women In Sales Summit. This summit will hopefully be the first of many as we begin our tradition of celebrating Women In Sales.



Created by Clodagh Whelan on

February 11, 2022