As if women in business didn’t have enough problems with pay equality now if we try to negotiate for an increase we are also perceived as less attractive, so says Hannah Riley Bowles, an associate professor at Harvard’s Kennedy School of Government, who has conducted numerous studies on gender, negotiation and leadership. “We have found that if a man and a woman both attempt to negotiate for higher pay, people find a woman who does this, compared to one who does not, significantly less attractive, whereas with the guy, it doesn’t seem to matter. “ So what are we to do? The work by Ms. Riley Bowles and her peers suggests that women in the work force need to take some specific steps. These include being proactive – it’s no good thinking that if you work really hard people will notice; you need to tell them about your achievements. You also need to be prepared, and this involves doing some digging to find out what the going rate is for the job you are doing, because in industries where salary standards were ambiguous, women accepted pay that was 10 percent lower, on average, than men. Another tip offered is to tailor your negotiations by explaining why it makes sense for the organisation or for the person you are negotiating with, whilst keeping a good working relationship. Finally you need to anticipate what objections may be raised and have thought through a counter to them, and if you are unsuccessful ask what you would need to do to be successful next time.