Women who negotiate earn more—6 ways to better bargaining skills

Negotiation isn’t just a business skill—it’s an everyday necessity. Women negotiate constantly, often without realizing it. Who will handle bedtime with the kids? Can your partner take your mom to an appointment so you can make a last-minute meeting? Even outside the home, women negotiate in ways that aren’t always recognized—putting a payment plan in place for an unexpected medical bill, getting a contractor to meet a deadline or advocating for a better spot in the PTO lineup. Yet, when it comes to negotiating salary, promotions or contracts—conversations that shape long-term financial stability—many women hesitate. That hesitation has real consequences. The gender pay gap persists, with women earning 83 cents for every dollar earned by white men, and the gap is even wider for women of color. As DEI initiatives are deprioritized and remote work policies shift, the burden falls on individuals to advocate for themselves. That starts with negotiation. Ad Age Small Agency Awards Showcase your agency’s creativity, business success and commitment to a thriving workplace. Enter today As an agency founder, staff negotiation training has always been on my education agenda. Some leaders might balk at the idea of training employees to negotiate, but I’ve found the opposite to be true: When people understand the fundamentals of negotiation, compensation conversations become more transparent and reasonable. More importantly, it empowers employees—particularly women—to advocate for themselves and it makes them better stewards of the business. We need to normalize talking about money because the more we talk about finances, the more equipped we all are to advocate for what we deserve. One of the biggest barriers to effective negotiation is a lack of information. Women are often left in the dark when it comes to what’s on the table. Meanwhile, men are more likely to openly discuss pay with colleagues and mentors—giving them an advantage when it comes time to negotiate. That means asking colleagues or industry peers about pay ranges for similar roles and discussing raises and promotions with other women in your organization. It’s also important to share recruiter insights or salary offers with your network to help others stay informed. Staying informed becomes even more significant as we enter an era of AI and automation. As organizations prioritize efficiency, many employees will find themselves negotiating more than ever, whether for job security, increased pay or an expanded role in a rapidly evolving workplace. This makes it even more critical to focus on the truly human benefits you bring to an organization. AI can streamline tasks, but it can’t replicate emotional intelligence, creativity, strategic thinking or leadership. When you negotiate, emphasize these uniquely human contributions. To ensure they’re competitive not just today but in the future, women need to approach negotiation with both confidence and strategy. Here’s how: Know your value—and make sure others do too Negotiation isn’t just about what you want—it’s about the value you bring. Women often assume that hard work alone will be recognized and rewarded. The reality? You need to articulate your impact. Track your achievements, quantify results and ensure that your boss and team understand your contributions. If you want to remain competitive, invest in skill-building. Ask if what you bring to the table aligns with what your organization currently values. If not, how do you get there? The most successful negotiators don’t just advocate for their current worth; they position themselves for the future by ensuring their skills and contributions stay relevant. See all of Ad Age’s 2025 Agency A-List winners here Stay market-savvy With the rise of freelancing and contract-based work, compensation rates are shifting quickly. If you’re negotiating multiple times a year—or even multiple times a month—it’s critical to have a pulse check on market rates. Always pick up the phone when a recruiter calls. Regularly network with potential employers and peers. Every few years, apply for jobs—even if you’re not looking to leave—to benchmark your skills and compensation for salary negotiations. This isn’t about jumping ship; it’s about ensuring you remain competitive and compelling in the marketplace. Know your limits One of the most powerful aspects of negotiation is knowing when to walk away. Set your boundaries before you enter a conversation. What’s your minimum salary requirement? What level of flexibility do you need? Where are you willing to compromise? Confidence in negotiation comes from knowing your worth—but also knowing your limits. And sometimes, you might find out that you’re already being well-compensated—maybe even overpaid compared to market rates. In that case? Stay the course. But knowing that for sure requires doing the research and keeping a pulse on the market. Negotiate for more than salary Compensation isn’t just about base pay. Negotiation can include bonuses, stock options, equity, vacation time, flexible work arrangements or professional development opportunities. People often leave money on the table because they focus solely on salary—when the full package matters just as much. If remote work is important to you, include it in the negotiation just like you would salary or benefits. With many companies pushing for return-to-office policies, now is the time to advocate for the flexibility that has helped women remain in the workforce at higher rates. Reframe the ask Women are often conditioned to see negotiation as an adversarial act—one that risks making them seem aggressive or unlikable. But negotiation isn’t about confrontation; it’s about collaboration. Instead of framing the conversation as a request, frame it as a value proposition. How does what you’re asking for benefit the business? How does investing in you create impact? Practice, practice, practice Negotiation is a skill, and like any skill, it improves with practice. Role-play conversations with mentors or peers. Learn to embrace silence in a negotiation—it’s a powerful tool. And most importantly, normalize negotiation in your everyday life. The more you do it, the more comfortable you’ll become. The biggest mistake women make in negotiation? Not negotiating at all. Research shows that women who negotiate earn higher salaries and advance faster than those who don’t. In a time when companies are rolling back DEI commitments, tightening budgets and shifting workplace policies, it’s more important than ever for women to advocate for themselves. 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Women who negotiate earn more—6 ways to better bargaining skills

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