Navigating the ‘invisible ladder’: Sheila Deamer

As part of International Women’s Day 2026, leaders in Greater Birmingham share their thoughts on the power of reciprocity and support following this year’s theme of ‘Give to Gain’.

Sheila Deamer is a business development manager at Davisons Law.

Sheila discusses the challenge of navigating the “invisible ladder” as a woman in a male-dominated sales environment – and how she has taken action.

What changes would you like to see for women in business in Greater Birmingham?

Amplifying the ‘Next Gen’ voice. The speakers previously are established and successful but a lot older than most in the room.

While seasoned CEOs and company owners offer great wisdom, there is a massive appetite for “in-the-trenches” insights from younger founders.

Moving away from formal keynotes toward ‘Fireside Chats’ with women in their 20s and 30s who are navigating the current economy, sales, fighting up the ladder, social media scaling, and AI integration.

Speed Networking with a purpose. Standard networking can often feel like a “polite coffee marathon”. Speed networking adds that much-needed pace.

A monthly newsletter. A guest-featured newsletter is the perfect way to keep the momentum going between physical meetups.

A digital ‘Brum Women in Business’ digest that features ‘The Founder’s Fail’ - A monthly column where a local woman shares a mistake and how she fixed it (to break the ‘perfect’ Instagram image) and ‘The Birmingham Ask’ - a section where women can list one specific thing they need help with that month.

The Women in Business Association (WiBA) and the Chamber are the closest current equivalents, but there’s definitely room for a more modern, “guest-heavy” indie version.

A ‘Brum 40 Under 40’ (The Local Forbes) Birmingham has incredible talent that often gets overlooked by national lists. A dedicated local accolade would keep our best female entrepreneurs from feeling like they need to move to London for recognition.

The Vision: An annual ‘Brum 40 Under 40’ power list specifically for the West Midlands, featuring heavy-hitting female founders, tech innovators, and community leaders.

What is one action you could take to challenge gender bias or stereotypes?              

Coaching and mentoring programmes.

What is the biggest challenge you have faced as a woman in business and how did you overcome it?  

The Challenge: The sales ‘Boys Club’ and the ‘Invisible Ladder’.

Climbing the ladder in a male-dominated sales environment presents a unique set of hurdles.

You often find that the biggest deals and the fastest promotions aren't just happening in the office - they’re being solidified on the golf course or at late-night drinks where women aren't always invited or comfortable.

In sales, there is an outdated stereotype that “aggressive” or “high-pressure”" tactics (often associated with men) are the only way to win.

The Barrier: As a woman, if you are assertive, you're “difficult”; if you are collaborative, you're “soft”. It makes the ladder feel like it’s missing a few rungs.

I realised I couldn't climb a ladder that wasn’t built for me, so I started building my own by leaning into what actually works in 2026.

This year’s IWD theme is Give to Gain. How will you give back to either your organisation or community to help drive more change?           

We have multiple things within the firm and charity paid days.

What’s one piece of advice you would give to women looking to succeed in your industry?           

Build your own ‘value network’. You have to move from being a ‘high performer’ to a ‘high-value connector’.

In sales, numbers are the ultimate equaliser. Be the most data-literate person in the room.

When you present your wins, don’t just say “I had a good quarter” - show how your specific strategy grew the bottom line.

It makes your success impossible to ignore or attribute to ‘luck’.