Selling in a Skirt | Judy Hoberman | Purse Power


Purse Power

Ep. 249 - Understandably, sales can be quite difficult for us women since we’re relational in nature and sales is transactional. Judy Hoberman, the author of Selling In A Skirt, shares winning techniques for us women to sell using our feminine traits.

Judy Hoberman is the president of Selling in A Skirt and has over 25 years of experience working in male-dominated industries. She started at the bottom as a top producer, was also the owner of 3 different insurance companies, and has promoted women into positions that haven’t been there before. Nan and Donna met Judy as a coach with Powerful Professionals. We were impressed with her business strategy coaching skills and professionalism. In this episode, Judy shares her passion for empowering professional women and her techniques for becoming successful in sales and business as a woman. Listen in to learn how to identify your limiting beliefs, write them down, and replace them with positive thoughts that elevate you. You will also learn how to sell yourself instead of your business by connecting and building meaningful relationships with other entrepreneurs.

Key Takeaways:

  • How to come out hurtful things by identifying, writing down, and reversing your limiting beliefs
  • How to use your feminine traits in your communications with different people in sales
  • Don’t be afraid to tell something interesting about yourself as a salesperson
  • The importance of having grace for yourself and your team when working remotely
  • How to be focused, intentional, and connecting to build relationships and your business

"Have something in your back pocket that’s interesting about you and when appropriate, bring it up.”- Judy Hoberman

In this episode you will learn:

Judy’s defining background plus her passion for empowering professional women [1:32]

The importance of having work-life harmony and identifying the causes of your limiting beliefs [3:39]

The techniques to help you tackle limiting beliefs and imposter syndrome as a woman in business [5:52]

How to succeed in sales as a woman by handling it as a conversation and relationship [8:55]

The questions to ask yourself to have all the pieces needed to build a successful business [12:22]

The difference between men’s transactional and women’s relational communication styles [14:32]

Why you should sell your most interesting traits and achievements when in sales [16:58]

How to appropriately share interesting things about yourself without it coming off as bragging [19:14]

How to shift your mindset about working virtually to make it less awkward [20:42]

Tips on how to include and invite people to stay in virtual work environments [24:04]

How to encourage men to advocate for you as a woman in business [29:00]

The importance of building relationships, asking questions, and being a good listener [31:53]

Judy describes the technique she uses to execute a sale from start to finish [35:58]

Why you sometimes have to remove yourself from a sale with a potential client [41:17]

How to identify, know, and approach your target client to successfully sell to them [44:30]

Judy’s final words on knowing, connecting, and building relationships for your business [51:40]


Judy Hoberman is President of Judy Hoberman and Associates, a company focused on empowering professional women. She is an international speaker, trainer, executive coach, author, radio show host and mentor. Her 30 years in business has given her both knowledge and a sense of humor about how men and women lead, sell, manage and recruit differently. She will enlighten you and help you learn how both genders can support each other’s successes in a more productive way. Her experience in sales and leadership has helped her clients realize the importance of building relationships, standing out and being the authority in their market.

Her experience includes over 2 decades in life and health insurance beginning as an agent with no experience and progressing to leading 3 agencies across 3 states with over 100 agents. She still holds her license.

Judy also works with companies supporting their diversity and women’s initiatives in the areas of leadership, recruiting, training, coaching, mentoring and retention. In her role as an executive coach and trainer, she is often described as “transformational.”

She engages her audiences, from 10 to 10,000, with memorable stories and ideas that are easily implemented that same day.

She was a TEDx speaker talking about pre-judging people.

She is the author of two books, “Selling in a Skirt” and “Walking on the Glass Floor.” She offers a training program that concentrates on women in leadership and the men who champion them, with emphasis on redefining culture.


Judy is the host of a weekly radio show on The C-Suite Network called “Selling in a Skirt” and has been “The Gender Expert” on Fox News Radio. She has appeared on CNN Headlines, ABC, CBS, CW33 and Good Morning Texas, contributes articles to multiple publications and journals, and appeared on the cover of Exceptional People Magazine.


She was named as a “Woman to Watch” for International Women’s Day 2019 from Thrive Global. She was awarded the Character and Integrity Award for her distinct and significant contribution to sales producers’ success. Judy was a finalist for the “Women of Visionary Influence Mentor of the Year” and was named one of the “Top 10 Women of Influence in Dallas” for her involvement in the community and entrepreneurship. She is Executive Director of the Walking on the Glass Floor Foundation.


Judy has completed certifications from Cornell University’s College of Business in Women in Leadership and Women in Entrepreneurship, adding that to her previous degree from Queens College, New York.




Donna Miller is the founder and CEO of Purse Power, Let's Share the Journey. Purse Power promotes women-led, women-owned businesses by providing a Google extension that allows everyone who visits your website to locate nearby businesses.

Let's Share the Journey holds calls at 10 AM Central every Friday to learn from national leaders to share expertise, ideas, and support. One week a month features Zoom Room networking. We support Donna's endeavor and have provided the speaker calls in a podcast format. Please join her on Friday mornings! You can register for the calls here.

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