For some women, their male partners set the behavioral example for others to follow. "When I was a buyer for our business," Valas says, "and I would say, 'No, I don't think that's a good idea and we're not interested in the offer,' they'd go behind me and go to my dad. He would stand behind me and say, 'Well, no, she's the buyer.'"
"When there is a guy who feels like I just don't know anything," Marilyn Rodammer, vice president, The Listening Room, explains, "I'll work with the tech guy and let him do the talking. I really just don't push the issue. Eventually, they will come around and realize, 'Oh, maybe I do need to talk to you.' You do get the people, especially the men, who might come in and automatically assume you don't know anything. It's unfortunate that people have that impression—that men only know certain things and women only know certain things. After so long [in the business], it doesn't really bother me; I just turn it over to one of the guys."