Studies show that women undervalue themselves and underprice their business services compared to male counterparts. Here are some ways women in trucking and logistics roles can be aware of this tendency and work to reverse the trend.

Studies Show Women Undervalue Themselves and Their Businesses

In "7 Ways Women Limit (and Sabotage) Their Success," business owner and leadership trainer Kathy Caprino talks about seven things women seem to do more often than their male counterparts. These seven factors may stem from the tendency women have to undervalue themselves, which in turn may contribute to perceived reduced value from colleagues and customers. It’s a cycle that can and should be reversed.

Women in transportation and logistics roles may be especially vulnerable to this kind of thinking given the traditionally male-dominated aspect of the industry. According to Ryder.com, a mere 14 percent of leaders in the trucking industry are women. The lack of representation and female success stories to aspire to may even lead female trucking industry professionals to doubt their abilities.

What’s more, a double standard seems to exist in some cases. In one study, Yale University associate professor Victoria Brescoll discovered that women who go against gender stereotypes are viewed as angry, incompetent and unworthy of power in the workplace when judged by the same behaviors male counterparts use to get ahead.

If there is inherent bias to overcome in the trucking industry as well, it makes for a steep hill to climb. However, there are some things to keep in mind that can help you avoid undervaluing the contributions you make in the workplace or the prices you should be charging for your company’s goods and services as a woman in the trucking industry.

Admit There’s a Problem

“You can’t change what you won’t acknowledge.” Women, who make up half the U.S. workforce, are underrepresented in trucking and logistics leadership roles. When it comes to their own business pricing strategies, again, women undervalue themselves and their companies.

A Texas Christian University Neely School of Business study found that female entrepreneurs routinely underpriced their services as compared to those of their male counterparts, even when those women had a significant amount of decision-making power and discretion in setting prices.

Discover Cause and Effect Relationships

Numbers alone don’t tell the tale. In the Neely School of Business study cited above, the tendency of women to place a higher degree of value on relationships than making money was indicated as one possible cause. If you find that you’re undervaluing yourself or your business in the marketplace, determining the root cause of this tendency can help you understand why, and help you satisfy this inclination in a different way.

For instance, female owner-operators who consider dropping their prices for friends or out of compassion for a customer may determine they can do more good by charging a competitive price and using some portion of proceeds to help. Women in trucking and logistics management roles may need to prioritize researching salaries and negotiation skills in order to close the gender gap in the workplace.

Avail Yourself of Resources

The Women in Trucking Association (WIT) exists specifically to progress the professional success of women in trucking and logistics. This organization brings resources to bear to change the industry itself, but it also has resources that female trucking entrepreneurs and leaders can take advantage of individually. In addition, you can seek out skills training, support, resources and programs that are designed to help women entrepreneurs in any profession; such as:

Remember You’re Setting a Precedent

Whether you’re a female entrepreneur or a woman in a leadership role in the trucking industry, or you’re on the other side of the table, it’s important to remember that everyone has a role to play. The precedents you set in underpricing your trucking services or taking a lower salary will have ripple effects.

These consequences can impact the amount of money your company will ultimately earn and the compensation you’ll be able to give your employees. They will impact your future earnings as a leader and may set a lower salary for future women leaders in the industry.

Women undervalue themselves and their businesses — or at least some have up until now. We all have the opportunity to be part of the generation that raises awareness and erases any gender gaps that exist in the trucking industry.