Missy Scherber, President of T. ScherberA demolition, excavation and waste management company based in Minnesota, stood in front of 160 women on 2025 Women in the construction summithosted by Work-brawPresent And exposed her soul.
As a participant in the conference in Findlay, Ohio, in 2024 she was not even sure whether she would make it to her speaking appearance in these years.
“I had a really difficult fourth quarter, the most difficult in my eleven -year career under construction,” she confessed. “I don't want to learn my growing, myself. I want to share my best myself. But I am responsible for these amazing women. So I am here today to grow and learn with them.”
Why? Because it looks at the fact that women only make up 14% of those who work in the construction system “a discouraging statistics” – but one that can be overcome. “We pave the way for our daughters,” she says.
Regardless of where you are on your career trip, Scherber says that you use these five soft skills well in sales.
1. Proactive problem solving
If you achieve MID-Level Management in sales with a medium level, women only make up 40%, and this falls to 32% at the senior level, says Scherber. Part of the problem is how female employees are classified within the organization, especially if they are more problematic.
“Women sit in the back of the warehouse and take up all orders. They call us the manager because we process the process from start to finish,” says Scherber.
Put in action: If you are a man in an organization that does this, rethink how you title and classify employees – Inside Sales Is Sales. And for women in this position, remember that one of their customers is their sales manager because they help them to expand their career.
For everyone in this role, the problem solution begins with problem identification. Ask many questions about where a customer wants to grow or what he wants to achieve with a project. Be open to constructive criticism. “A quick answer is important and a big customer called me. He said, I know I know that they are busy, but their response time in e -mail is not after. I had to have a break -before they were insulted -to ask what kind of response time is acceptable for this customer.”
2. Customer relationships through active listening
It is important to find the happy medium between what the customer wants and after what he needs. You will find this by listening and building a report.
“Male buyers want fleet efficiency, balance sheets, security records, company processes and profit margins,” says Scherber. “I can get you these numbers from the controller or Osha inspector. The unique thing I can put on the table are my authentic human skills. I learn your business, your family, your goals, how I am best of service and how I am best connected to you. Knowing where the customer is professionally and personal and appears.”
Put in action: Scherber created 29 million US dollars in sales and supports 40 employees because they have established relationships with customers so that they became loyalists. She says when you are on sale, you will learn what interests customers outside of work and honesty, not tactics. “You can only say whether you will renew or not or whether you have a problem,” she says. “You know that we will spend our time together so as not to cut the shops.”
3. Communication through storytelling
Whole industries will be automated in 10 years. The human skills are not that Scherber determines: “AI cannot replace it. Adjust more women, The Is the innovation that the industry needs when this industry is so enthusiastic about technology. “
Scherber started building when she fell in love with her husband Trevor, and they started his (demolition and excavation) and their family business (transport and dumping). She quickly realized that it was a man's world, and the only way to earn her respect was to show that she knew her things. She started learning from her team about POS and guarantees and went from there. It brought their respect inside and outside the organization.
Put in action: Tell your story – as an individual and as a company – on social media. Start with a simple story, “your daily acts”. Use it to talk to friends about jobs under construction and recruit more women. Just don't let the comments cripple. “The architects and designers are social. The dirt people must also be.”
Scherber also said that it helped stop a photographer to take headshots and action recordings of all employees, not just from managers. The drivers and operators with their equipment are located on the website, on the social channels and on the walls in the office. “It is not just women in the shop who are invisible. The men in this area are too,” she says.
4. Emotional intelligence
Have you ever wondered: “Why do I find it so easy to give my team recognition, but I have difficulty serving?” Scherber's audience on the summit was sure. This is a sign of a high level of self -confidence, a license plate of emotional intelligence. “Bring who you are And Who will be in their daily activity, ”says Scherber.
This active hearing capacity helps in the company as much as with customers. “As a mother, I heard the other mothers who said that we want our children to see this place. We started organizing readings of building books and children.”
Put in action: Spend time with the boys in the shop or in the field and get to know you and your ideas. “I started learning with Ride Arounds, and it helped me to build admiration. If I get a complaint about the phones now, I don't just say:” Oh yes, you are right. “I say:” Ok, we will fix it, but can you also show a certain appreciation for our driver?
Another idea that Scherber shared was the occasional “day to change damage”, on which those in the office and who can swap or sit with their colleagues next to each other in the field and learn more about their roles.
5. Authentic community relationships
Tip No. 5 is all ideas, partly because it combines the soft skills that you practiced in the first four tips. Use the community (your prospects, customers and your purchase collective) in an authentic relationship with you and your company.
Put in action: Skip the golden shovels and band scoops at base broken or new openings. Instead, invite children. “If we are your excavator, we bring this groundbreaking ground back. Social media loves it. The news comes out because we include children. We did it once and received 3 calls for new work the next day.”
You can also find a way to return something that doesn't cost much but create buzz. T. Scherber has a “do good garbage container” that is donated to non -profit organizations. On social media, people are rewarded for the position when they see it in different places, and it arouses more interest.
This last idea is one that works, but can also be discouraging for Scherber after all the years: a meet the estimation event. It is great for top workers with whom you want to do business as SUB or GC, for example. But it means to give yourself in a group environment for difficult questions. “With no event from step by step. Do not try to predict answers or results. Go to your zone, do it,” Scherber suggests: “Then go home and hug your babies.
“Digrate and you can drive changes”
Find out more about the peaks of the women in construction before the sights next year Werk-brau's “Wic week“” Instagram showed stories.