Marlena Martin, Founder & CEO, Woman of Achievement
Commanding the Table: Negotiation Confidence for Women Entrepreneurs.
In the world of business, negotiation isn’t just a skill — it’s a presence. For Marlena Martin, Founder & CEO of Woman of Achievement, the most decisive moments of any negotiation unfold before a single word is spoken. She teaches women entrepreneurs that authority is communicated in posture, confidence, emotional intelligence, and strategic self-presentation long before contracts hit the table. From the first six to ten seconds — the critical window where perceptions lock in — Marlena empowers women to command the room, project influence with intention, and navigate high-stakes conversations with the grace, strength, and tactical awareness of a true boss woman and entrepreneur.
You’ve said that most negotiation decisions are made in the first 6–10 seconds. What should women entrepreneurs focus on in those first moments to immediately establish authority and confidence?
Most decisions are based on the nonverbal cues initially–especially if it takes time to walk into a room and extend a handshake. I recommend dressing for the occasion in your power suit orat least level up from what you normally wear! Have a tall posture, great eye contact, and enter the room happy! Those around you will feel that energy.
You advocate for a “matched handshake” rather than a firm one. Why is emotional intelligence such a powerful negotiation tool for women? Do you want the first image of you in a painfully tight handshake?
Don’t be fooled–not everyone has a strong handshake. The worst thing you can do is have a handshake so hard it causes the other person pressure or pain. Your first impression should be one where you are both syncing! The more you can “match” your colleague’s handshake strength and overall mannerisms, the more comfortable they will be with you.
What non-verbal cues do you intentionally use when walking into a high-stakes negotiation or business meeting? I bring a colleague with me, and in some situations, it will be a man, not another woman.
You have to know who you are dealing with and their mindset. Different businesses and different cultures relate to negotiations differently. You need to “read the room” of your negotiation. When there is a man on the other side of the negotiation, I always bring a man with me to be on my side in the negotiation. Although rare, in some situations, the men will only talk to each other and leave the women out of the talk entirely. I am not offended as long as I get the result I want.
You teach that a wardrobe can either highlight or camouflage a woman in leadership. How should women entrepreneurs strategically use clothing and color to stand out when it matters most?
For men and women, dark blazers with white, cream, or pink (light color inside the blazer–closer to the face will make an interviewee or negotiator stand out. Black on black makes a person blend in. Try it the next time you are at an airport. Black outerwear and black by the face–people walk by and look right through you. But, a black blazer with a crisp white shirt around your face, everyone notices you, and this combo is great for speaking on the big screen.
How does aligning personal branding with the environment or organization being negotiated with create an advantage?
A subtle hint for job interviews or negotiations with a corporation: if possible, wear clothes that are in the same accents or colors of their logo! Subconscious, but will put them at ease with you.
How can women entrepreneurs prepare mentally and strategically before negotiating contracts, partnerships, or compensation?
Research, research, research your corporation you will be dealing with, its history, and the negotiator you will be talking to! Also, anticipate and write down any questions you might be asked–you want to know your answers before you step into the negotiating room.
As a serial entrepreneur, how has your approach to negotiation evolved as your confidence, experience, and leadership have grown?
I have just learned along the way. When I first started negotiating, I tried to do it over the phone, but now I always attempt to book a “walk-through” or lunch with the other side in person so I can get to the intense parts of negotiation in front of them, eye to eye over lunch! I also used to come alone, but in the hotel and restaurant business, I learned they always bring more than one person to negotiations (so I was outnumbered until I got smart), and they always try to bring a man, even if I’ve been dealing with a woman the whole way through. When I started bringing my male CFO to all of these meetings, a lot of the low-balling and manipulation were stopped cold.
What final advice would you give women who want to negotiate boldly, leadunapologetically, and own their seat at the table?
Do your research and even use AI to anticipate the questions and possible answers you might like to give. Research WHY there is a job opening or issue that they’ve called you in to solve. They want to relax and know you know enough to “take it from here”…that’s how you get the job! The more research you’ve done, the more prepared you are, the more you know the mission statement and history of the company you are negotiating with, the better off you are!
Marlena Martin reminds women entrepreneurs that negotiation success is never accidental — it is earned through preparation, presence, and purpose. When women master their confidence, emotional intelligence, and strategic self-presentation, they don’t just participate in negotiations — they lead them. With clarity, courage, and intention, every woman has the power to walk into the room and secure the outcome she deserves.
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