Sales Tips for Women Entrepreneurs. How Women Entrepreneurs Can Build Confidence and Close More Deals
- Erika Lucas
- Jun 17
- 4 min read
Updated: 15 minutes ago
If the word “sales” makes your palms sweat—you’re not alone. In a recent VEST Tables discussion, women founders and professionals openly shared their struggles with sales: fear of rejection, discomfort with self-promotion, and not knowing how to start (or close) a sales conversation.
Whether you're launching a startup, building a consultancy, or growing your career, sales is an essential skill. This guide is here to help you shift your mindset, understand your selling style, and become a more confident, effective salesperson.
What Is Sales Anxiety—and Why Do So Many Women Experience It?
Sales anxiety is a real and valid experience. It often stems from internalized beliefs—like the fear of being “too aggressive,” the worry of coming across as inauthentic, or the pressure to be perfect. Many women are taught to be helpers, not closers. But that narrative is changing.
Here’s the truth:Sales is not about pressure—it’s about connection and value. When done with intention, it becomes one of the most empowering parts of your business journey.
Understanding the 4 Main Types of Sales
To sell confidently, it helps to know what kind of sale you’re making. Each one has different rhythms, tactics, and expectations.
1. Direct-to-Consumer (DTC) Sales
You’re selling directly to an individual—often online or in person.
Focus on emotional storytelling and personal connection.
Common in ecommerce, coaching, and lifestyle brands.
Strong visual branding and clear messaging matter most.
2. Enterprise or B2B Sales
You’re selling to another business, often with multiple decision-makers and longer timelines.
Focus on solving a business problem and demonstrating ROI.
Trust and relationship-building are crucial.
Expect formal pitches, contracts, and follow-ups.
3. Product Sales
This can be a physical or digital product—something people can use, hold, or download.
Focus on functionality, differentiation, and ease of use.
Demonstrations, samples, or user stories can drive conversion.
Requires clarity in features and pricing.
4. Service-Based Sales
You’re offering your time or expertise—consulting, design, coaching, legal advice, etc.
Focus on trust, track record, and transformation.
Testimonials and case studies help potential clients say yes.
Often involves calls, proposals, and custom packages.
5 Tips to Sell With Confidence (Even if You’re New)
1. Reframe Sales as Service
Sales isn’t about talking someone into something. It’s about helping someone get what they need. This perspective turns anxiety into empathy and puts you in the mindset of a trusted guide, not a pushy closer.
2. Craft a Powerful, Simple Pitch
If you can’t clearly articulate what you do and why it matters, your audience won’t feel confident either. Ask yourself:
What do I offer?
Who is it for?
What results can they expect?
Clarity builds confidence—both for you and the buyer.
3. Practice, Don’t Perfect
The more you practice your pitch, the less scary it becomes. Role-play with a friend, record yourself, or rehearse answers to common objections. Remember: you don’t need to be flawless—you just need to be clear and grounded.
4. Follow Up Without Guilt
Many women hesitate to follow up, fearing they’re annoying or pushy. But sales rarely close on the first touchpoint. A thoughtful follow-up is not just okay—it’s often expected and respected.
5. Track Your Wins and Lessons
Each sales conversation is a learning opportunity. Keep a record of what worked, what didn’t, and how you felt. Over time, these notes become a personal playbook that builds resilience and growth.
You’re Not Bad at Sales—You’re Just New at It
Sales is a learned skill—not a personality trait or something you’re born with. Every successful entrepreneur, coach, or consultant you admire once fumbled their first pitch too. What matters is your willingness to learn, to listen, and to keep showing up.
At VEST, we’re here to remind you: your work is valuable, and the right people are waiting to say yes to it. Don’t let fear be louder than your mission.
Ready to Sell With Confidence? Join the VEST Community
Confidence is contagious. When you're surrounded by ambitious, generous, and accomplished women, you start to see yourself differently. You grow faster, aim higher, and stop apologizing for taking up space. Our community is built for women like you—business owners, professionals, and changemakers, who are ready to lead boldly, sell proudly, and rewrite what success looks like on their own terms. Whether it's through our private VEST Tables, expert-led workshops, or peer-to-peer support, you’ll find the mindset, skills, and sisterhood you need to thrive.
Apply to become a VEST Member and build not just your confidence, but a career and life that truly reflect your worth.
About the Author
Erika Lucas is the Founder and CEO of StitchCrew and VEST. She is an investor and nationally recognized advocate for women, small businesses, and economic opportunity for all. Erika also hosts the VEST Her Podcast, where she talks about the hidden challenges holding women back at work, in society, and in building wealth—and highlights stories of women working to change that. Follow Erika’s on LinkedIn