Who do you trust more to sell you something—a man or a woman? Women are usually preferred. Then why has the sales industry been historically run and populated by men? In 2018 Lanette Richardson asked the same question and, without trying to create a battle of the sexes, launched Utah Women in Sales—now a growing national force. In this episode, we explore the unique and valuable attributes women innately—and through tireless tenacity—bring to any sales culture and experience. What have they learned from men, and what must men learn from women to make teams more complimentary and complete?