How Women Can Approach Business Development Differently in a Male-Dominated Space

In the U.S., women are significantly underrepresented in business development and sales roles. In the broader sales sector, men make up around 65% of the workforce, while women represent about 35% of sales positions, indicating a substantial gender disparity. Women are often more concentrated in lower-paid sales roles, while men
dominate high-level or commission-heavy sales and business development roles. Despite this, women in sales are known to outperform male counterparts by around 12% in revenue generation, emphasizing the untapped potential of female talent in this field. Business development mirrors these trends, with men occupying the majority of senior roles, although the gap is slowly narrowing due to efforts around diversity and inclusion initiatives.

Additionally, women in business face challenges in accessing capital, networking, and mentorship, which can affect their advancement in sales and business development careers. Efforts to increase gender diversity are growing, particularly through initiatives aimed at supporting women in leadership roles and encouraging flexible work environments, which are key for retention and progression in these roles.

5 Ways Women Can Approach Business Development Differently in a Male Dominated Space

For decades, business development has been dominated by strategies designed with a male perspective, often leaving
women feeling like they must adapt to methods that don’t align with their strengths or join the field to begin with. But the evolving business world has shown us that women bring distinct qualities that can lead to even greater success, Women
are GREAT salespeople! Especially when they carve their own path. Here are five ways women can approach business development differently, transforming traditional methods and reshaping the industry, from my own experience.

LEVERAGE EMPATHY AS A STRENGTH, NOT A WEAKNESS
In many traditional business development approaches, there’s an emphasis on aggressive tactics and competition. But empathy is a powerful tool women can use to build stronger, more authentic relationships with clients and
partners. By focusing on understanding the emotional and business needs of stakeholders, women can foster deeper trust and long-term connections. This ability to listen and adapt with care gives women an edge when it comes to client retention and loyalty—something the traditional male-dominated strategies often overlook.
. PRIORITIZE COLLABORATION OVER COMPETITION
Business development strategies often emphasize outdoing the competition. However, women naturally excel in
collaborative environments, and this can be a game-changer in business development. Rather than viewing other businesses or colleagues as rivals, women can approach partnerships with a mindset of collaboration—seeking mutual benefits and shared successes. This shift in thinking can lead to joint ventures, partnerships, and strategic alliances that deliver far greater value than any single-win deal could.
DEVELOP A RELATIONAL APPROACH TO NETWORKING
Traditional networking is often transactional, but women tend to excel when they make connections based on mutual interests and authentic relationships. By shifting the focus from short-term wins to long-term relationships, women can build a powerful network of allies, clients, and mentors. In my experience, taking the time to genuinely get to know someone—not just their business goals—leads to more fruitful and enduring partnerships. Networking doesn’t need to be a numbers game; it’s about quality connections that can last a lifetime
REDEFINE ASSERTIVENESS WITHOUT LOSING AUTHENTICITY
In many male-dominated industries, assertiveness is equated with being tough, direct, or even combative. Women, however, can redefine what assertiveness looks like by leading with confidence while remaining authentic to their communication style. Being assertive doesn’t mean mimicking traditional male behaviors; it means knowing your value, setting boundaries, and clearly communicating your goals. Women can excel by striking a balance between confidence and empathy, making their voices heard while maintaining their natural leadership style.
FOCUS ON VALUE-DRIVEN STRATEGIES
While much of business development is rooted in meeting sales goals and hitting targets, women can differentiate themselves by focusing on value-driven strategies. This means looking beyond immediate gains and centering on how the product, service, or partnership improves the lives of clients. Women are often more attuned to the human side of business, which allows them to craft strategies that are not just about numbers but about meaningful, sustainable growth. By leading with purpose, women can redefine success in a way that resonates deeply with today’s increasingly values-driven marketplace.

Final Tips & Takeaways

These five shifts illustrate that women don’t need to adhere to traditional business development approaches crafted from a predominantly male perspective. While this isn’t a comprehensive list, and not every woman will need to incorporate these strategies into her sales playbook, embracing elements like empathy, collaboration, authenticity, and value-driven tactics can offer a fresh approach that distinguishes women in the field and leads to long-term success.

As you build your own business development strategy playbook, consider these thought-provoking questions:

What unique skills or strengths do I bring to the table that aren’t reflected in traditional selling strategies?
How can I infuse more empathy and collaboration into my approach without sacrificing assertiveness or results?
In what ways can I create a value-driven business model that focuses on long-term client
relationships over short-term gains?

Content provided by Women Belong member Morgan Lyle