Interview With Bernice Sanders - Primedia's Consumer Automotive Group
Bernice
Sanders first came to the automotive industry working at the National
Hot Rod Association in their Circulation Department and worked her
way up through the organization to become the advertising coordinator for
NHRA's weekly publication National DRAGSTER. After three years at
NHRA, she was hired by SCORE
International , the leading off road racing sanctioning body.
After being approached by Petersen Publishing, Bernice's career took on a new
direction – advertising sales. This has been her career pattern ever since
working on magazines such as Petersen's 4Wheel & Off-Road , Hot
Rod , SEMA News, and now in her current position as Aftermarket Sales Director
for Primedia's Consumer Automotive Group her hours are spent working on Motor
Trend , Automobile , Truck
Trend , and Motor Trend Classic Magazines.
Bernice is currently on the SEMA Businesswomen's
Network as a select committee member and also serves on SEMA's Scholarship
Committee.
ASK PATTY: What are the challenges for you as a women working in the automotive
industry?
Bernice: I have not really faced too many challenges during my career in the
automotive industry. I was blessed to have some awesome mentors: Wally
and Barbara Parks (NHRA), Sal Fish (SCORE International), Steve Rousseau and
Lou Mohn (formerly of Primedia) all of whom were very instrumental in guiding
me along my career path.
ASK PATTY: How did you get involved in the automotive industry? What was
your start and why did you choose this industry?
Bernice: I more or less “fell” into this industry. My first job was with
the National Hot Rod Association (NHRA) in their circulation department. I
would also be the “fill in” person whenever one of the assistants in the company
was out sick, and wound up working full time at National DRAGSTER as their
advertising assistant. I went from NHRA (drag racing) to SCORE International
(off road racing) to become the administrative assistant, then after 7 years
with SCORE I went to Petersen Publishing where my career took a turn into advertising
sales.
ASK PATTY: Can you tell me a little bit about your job as Aftermarket Sales
Director with Primedia?
Bernice: My primary job responsibilities include selling aftermarket companies
into Primedia's Consumer Automotive Group (Motor Trend, Automobile, Truck Trend,
and Motor Trend Classic magazines). I also oversee other sales reps who
also sell within this group.
ASK PATTY: What advice can you give to women who might be interested in
a career in the automotive aftermarket?
Bernice: Go for it! Even if you have to start at the bottom – set your
goals, put 200% of yourself into your career path, and learn everything you
can about the company you work for – this will make you a very valued employee.
ASK PATTY: In your capacity as Aftermarket Sales Director what if any changes
have you noticed in how aftermarket products and services are being marketed
to women consumers?
Bernice: I think women in general today have more knowledge about what
aftermarket products that they want on their vehicles – whether its tires
and wheels, car care, performance, or audio components. And because
many of the aftermarket manufacturers have women in top management positions
or are owned by women, their marketing efforts have definitely changed over
the past 25+ years that I've been in the industry.
ASK PATTY: What if any are the big changes you are seeing today in how
vehicles are being marketed to women?
Bernice: Auto manufacturers are definitely listening more to what women
want. At first it was a few more vehicle color choices, but companies
such as Volvo have held focus groups aiming towards marketing to women. They
did this when they were coming out with their first SUV and a lot of ideas
and criticism that this focus group had to say were put into place on that
vehicle.
ASK PATTY: Tell me about your most recent personal experience buying a
vehicle. What vehicle did you buy, and why did you buy it?
Bernice: I actually leased a 2006 Audi A4. My lease was up on my
'02 Audi, and when the dealer called me to see what I was going to do regarding
turning in my ‘02, I told them I was switching to an Acura. The dealership
told me they could put me into another A4 for a little less money then I
had been paying, and the new vehicle would be an A4 2.0 turbo (my previous
vehicle as an A4 Quattro). So I decided to go with the Audi. I
was assured by the salesman that the only difference between my '02 vehicle
and my '06 would be I was getting turbo instead of a Quattro, but the vehicle
would have ALL the same features. Long story short, when I picked
up the vehicle – it did not have the premium package (memory driver's seat,
power passenger seat, etc.) that was on my '02 Audi. When I asked
about this the salesman said “oh that's extra and you wanted to keep the
payments lower than what you were paying”. Never did I say that in
any conversations we had – as a matter of fact I paid extra to get silver
paint. I was furious and he knew it. He told me the deal was
done. I then went home, called the manager of the dealership who took
the side of his salesman. I called that manager's manager, and again
he told me “there's nothing we can do.” I went over his head and told
the next guy that I wasn't even given the option to turn down paying extra
for the premium package – I had been told ALL the options on my '02 were
included on my ‘06”, and again they wouldn't do anything about it. You
can rest assured, when this lease is up, I will not be going back to Audi.
ASK PATTY: What is some good advice you would give women before they buy
a new vehicle?
Bernice: Do your research first. Read Motor Trend and Automobile
magazines to see what editors think of the vehicle you plan to purchase/lease. Also
go online to sites such as Intellichoice and ASKPATTY.COM . Check
out different dealerships for the best deal – DO NOT go with the first dealership.
Also know that dealerships like to get rid of inventory at the end of the
month, so sometimes you can get a better deal. And, most importantly, make
sure everything you want is on the vehicle before driving it out of the
dealership.
©2006 AskPatty.com, Inc.
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