Shrink It and Pink It
“Shrink it and Pink it” was a term used back in the day when manufacturers shrunk down and slapped a pretty color on a design intended for men instead of investing resources to develop a woman-specific product. This week I interviewed three powerhouse women sales reps in the outdoor industry to understand how they overcame barriers to entry and succeeded in a traditionally male-dominated channel. These women are out there crushing it year after year. They are the BADASSES of the industry today!
Dixiemarree Prickett is the longest standing female sales rep at Patagonia. She's entering her fifteenth year and is still only one in a handful of women on the force. "Women make up the majority within most departments at Patagonia. Yvon Chouinard believes women are better multi-taskers and has intentionally fostered more women in positions of leadership," she says. But the sales organization, with its competitive nature, extended periods of travel, and extremely physical demands, has long been dominated by men. She describes driving through snowstorms in a vast territory, working twelve-hour days, and product set-ups with twenty-six rolling rack deep sample sets. She chuckles about missing weddings and coming home to wilted gardens and house plants. "It's just part of the job, and there is nothing romantic about it."
Dixiemarree coaches new women on the sales team to never come off as "too emotional" in sales meetings or to ask too many questions. "At times, we just have to bite our tongues," she admits. On the flip side, she is often sought after by her colleagues and managers for the candid woman-specific perspective she offers on everything from product to business climate.
Tammy Bierk crafted a twenty-five-year long career as an independent saleswoman representing Lole, Icebreaker, and Olukai brands before taking her most recent role as a sales manager at The North Face. She's also a mother of two. She looks back, admitting her career success came at a price. Prioritizing career and motherhood didn't leave room for much else. When remembering what it was like to leave her young children for the road, she calmly states, "you just can't get emotional about it".
Polly Tucker is the only female agency principal who represents hardgoods in the industry today. Polly's repped ski gear for over twenty-five years in a category that is still very much a good old boys club.
Early in her career, a male buyer at the largest retailer in her territory requested a blow job under the desk to bring in one of her new lines. Of course, she declined. Her scrappy determination, humor, and "show up and suit up" reputation has won her a seat at a table traditionally occupied by men. In her fifties now,
Polly feels the most significant challenge will be remaining at the table in the years to come. "They're lots of men sales reps in their eighties, but you don't see the same kind of longevity from women in sales" Polly shares her concerns about losing lines and not being able to pick up new ones. She doubts companies in the outdoor industry will find more mature female representation compelling.
Crafting a successful career in the male-dominated field of sales hasn’t come without sacrifice for these women. They are pioneers and are paving the way for women to have a stronger, clearer voice in sales. They are the women of sales who continue to serve retailers, manufacturers, and customers season after season.