The 5 W's of Women's Sales.
A practical, live intensive for women selling services, products, or expertise, whether running an e-commerce brand, a business, a consultancy, or driving sales inside a company, who want to sell with clarity, boldly when it is time to ask, and turn their value into real results in 2027.
Your local time
Lisbon 14:00 to 17:00 | Dubai 18:00 to 21:00 | São Paulo 11:00 to 14:00 | Mexico City 08:00 to 11:00 | San Francisco 06:00 to 09:00
Most of us love the work. Few of us love selling it.
You have built something you believe in. Yet the moment the conversation turns to money, something changes. It feels awkward, or pushy. So you over deliver, wait too long to ask, and discount what nobody asked you to.
We have spent close to 30 years selling in more than 100 countries, and we see this pattern in the most brilliant women selling services, products, or expertise, whether running a small business, a consultancy, or driving sales inside a company. Not because they lack talent, but because nobody taught us how to sell without feeling like we were pushing.
Selling is not pressure. It is clarity, conviction and structure. When you know who you are and why you do it, selling becomes the natural bridge between your value and the people who need it.
Gender-biased questions
In 189 founder pitches, 67% of questions to men were about gains, while 66% to women were about avoiding losses. Gain-framed startups raised $16.8M on average; loss-framed ones $2.3M.
Kanze et al., Academy of Management Journal, 2018
Fear of seeming pushy
Negotiating for themselves, women feared being seen as demanding and opened about $7,000 lower. Negotiating for a friend, that fear disappeared.
Amanatullah & Morris, 2010
And it can be learned
Across 10,888 participants, women negotiated better when advocating for others, knowing the range, and having experience or training.
Mazei et al., Psychological Bulletin, 2014
Selling is a skill, not a personality trait.
In three hours, we fix that.
The 5 W's: one complete commercial engine covering strategy, differentiation, mindset, channels and purpose.
The Who
Who you are and who you serve.
Your business strategy and your positioning.
The What
What makes your offer different.
Differentiation and innovation applied to your business.
The Way
The way you sell.
Sales as a mindset first, then the techniques.
The Where
Where and how you sell — physical, digital, or hybrid.
E-commerce storefronts, marketplaces, and direct channels: choosing where your buyers are and turning digital traffic into actual transactions.
The Why
Why you do it.
Social impact as the reason people choose you.
You walk away with
A clear way to sell what you do
Positioning and differentiation you can say out loud, in your own words.
A sales approach that feels right
A mindset and structure you can repeat without feeling like you are pushing.
Your personal Sales Playbook
Your strategy, offer, sales channels (direct, corporate, or e-commerce) and purpose captured in one working document.
3h of live webinar. One complete commercial engine.
Luísa defines your value and positioning. Adriano gives you the enterprise sales engine to close. Rute creates the academic content and provides support to us all.
Luísa Baltazar
Strategic advisor and executive educator working at the intersection of AI, innovation, business strategy, leadership and entrepreneurship across Europe, the US and the GCC. Her work over more than 25 years, spans Silicon Valley ecosystems, startup acceleration and advisory with organisations including Google, the European Innovation Council, Stanford, Berkeley and now Dubai Chambers and Dubai CommerCity.
Adriano Silva
Adriano Silva has spent close to 30 years building and scaling businesses globally and across emerging markets. Brazilian-born and based between Dubai, Jakarta and Mexico City, he has done business in more than 100 countries, leading sales, go-to-market, e-commerce and digital transformation for consultancy, global technology and retail players across the US, Europe, Middle East, Asia and Latin America.
Rute Frade
Rute opens the session alongside Luísa and supports you throughout the masterclass. She shapes the learning materials, including your Sales Playbook, and designs learning ecosystems and development programs that strengthen women's leadership capability across Europe and Africa.
Connect on LinkedIn →Acquired and proven expertise
Select a trainer's LinkedIn for details.
A symbolic fee. Just for skin in the game.
Training of this depth is usually priced far higher. This edition is our contribution to women: Adriano shares his expertise at almost no cost, and HER Venture HUB keeps the operation lean. We do not make it free on purpose. A commitment fee means every woman in the room is present, prepared and ready to act. And as with everything we do, 90% of our profit is reinvested into our social initiatives.
- 3 hour live masterclass, interactive and intensive
By reserving your seat you accept the Terms and Conditions.
Fostering paths for women to lead, scale, and thrive. To really grow.
HER Venture HUB is a global social enterprise committed to women's economic empowerment. We foster paths for growth through business strategy, commercial capacitation, and inclusive innovation.
This sales intensive brings that mission directly into the commercial arena: replacing hesitation with conviction, and giving women the mindset, structure, and execution tools to sell what they build.
Want to know where our profit goes?
Women are estimated to reinvest up to 90% of their income into their families, communities, and into others (Source: World Bank / World Economic Forum). We built HER Venture HUB the same way: to reinvest, not extract. 90% of our profit is reinvested into our social initiatives. This is our social pledge. As an impact-first social enterprise bootstrapped and run on a social economy model, we keep operations lean so more goes back into our impact. This is our enterprise ethos. And that is how we do the right thing and the smart thing.
If you are ready, or know a woman who deserves to sell as well as she works, forward this to her.
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