Female Employment in Sales Organisations: Learning to Manage the 'Pink Collar' Army

The goal of this paper is to draw the attention of academics and managers in marketing and sales to certain of the implications of growing female employment in sales occupations. In common with many other areas of employment, there are clear indications of employment and career disadvantage for many females working in selling. A strong business case can be made that this is wasteful and creates significant vulnerabilities for companies. However, the critical issue is the prevailing stereotype that women excel in the 'softer' areas of selling - relationship building, service provision, and so on. If untrue, this stereotype is a barrier to fully utilising a major part of the selling resource in many organisations. If true, the stereotype suggests an enhanced role for female sales personnel in the implementation of new relationship selling and behaviour-based control approaches. In either case, this issue is one that demands executive and researcher attention.