Talk your way to a raise

By Tamar Satov
Illustration: Cathy Pentland

Women executives who are unhappy with their salaries should think promotion — self-promotion, that is.

By learning how to talk themselves up — a skill more common among men — women can maximize not only their current compensation, but also future earning potential, experts say.

"Women like to be recognized for what they do rather than have to ask for recognition," says Linda Sullivan, a program specialist for Ontario Pay Equity Commission who presents seminars on salary negotiation. "But they have to be able to make the argument why they should be paid more." Even worse, many women — especially those entering the workforce — don't know they are expected to negotiate salary, she says. "Women don't get things because they don't ask."

This failure to negotiate means women leave more than $500,000 on the bargaining table over the course of their careers, according to The Shadow Negotiation: How Women Can Master the Hidden Agendas that Determine Bargaining Success. Plus, those who don't negotiate and let themselves go "cheap" reinforce an employer's opinion that they're not as valuable.

To counter this perception, Sullivan advises women to research and prepare their arguments before they approach their boss. "Know what the market is paying and outline the reasons you should be paid at least that or more." In the United States, some women are going even further, registering for "bragging" courses that teach them how to talk about their accomplishments.

For those who are uncomfortable tooting their own horn, networking guru Donna Messer has another approach for climbing the corporate ladder: rapport building. "You don't need to pound your chest," she says. "Instead, build rapport with others so they say how great you are." As president of Oakville, Ont.-based ConnectUs International, she offers courses on how to build rapport by mirroring others. "It's all about communicating in a style that resonates with the person you want to impress."