top of page


June 28, 2021 at 7:00:00 AM

society of saleswomen logo

Contact: Nancy Shenker

Society of Saleswomen


The Research Is In: Style Matters for Professional Advancement


Expert equips women to reach their professional goals by honing their leadership style.

[Los Angeles, California] — Who gets promoted and who doesn’t can seem like a mystery at times, but leadership expert Taryn Reed, drawing upon 30 years of research by her firm, CRA | Aligned Leadership, revealed at a recent SOS event how perceived leadership aptitude is often a function of one’s leadership style markers.

Reed defined leadership style as what you do, how often, and in what context. In contrast to personality, which is permanent, style can be learned and changed over time. According to Reed, style markers can be divided into two categories: attractive and powerful.

While women are often expected to be “likable,” or have a more attractive style at work, Reed noted that the most effective leaders often employ a strong mix of both attractive and powerful style markers, depending on the situation at hand. For women navigating workplace politics, now often virtually, Reed’s talk provided especially insightful and timely guidance.

To cultivate a strong leadership style, Reed recommended first reflecting and examining one’s own natural style. Then, she suggested choosing two to three attractive or powerful style markers to intentionally begin incorporating at work.

“If you want to be deliberate and practice some of the markers, find someone on your team who often works with you and ask them to let you know when you’re doing that thing,” she said. “It’s really helpful to have someone who can support you in making that change.”

Backward leans and direct eye contact are examples of powerful style markers, for example, while, being respectful of conversational turns and physical closeness are examples of attractive style markers. Each has a place in the right context to cement a balanced style.

Reed’s talk, titled “Jump Into Leadership” was held June 17, 2020, at 6 pm PST on ZOOM and reached participants representing a breadth of locations and professional backgrounds. It is one in a series of monthly virtual events hosted by SOS and designed to equip female and female-supportive members to grow and learn from one another.


About Society of Saleswomen: Society of Saleswomen unites women in all sales disciplines. The mission is simple: cultivate an environment where women can be empowered to unify, connect, and support each other in their craft. The vision for SOS is to create a space where women in sales and entrepreneurship can discuss the unique experiences that affect them in sales and sales leadership roles. The organization provides tools, resources, support, and encouragement through in-person events, small dinner groups, digital access, and forums. All female or female-supportive/hiring members are welcome.


bottom of page