Driving ahead to make a bit of history

1:48pm Wednesday 13th August 2008

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Sue Watson is one of only a few woman in the driving seat of a car sales company.

She made history when she joined Benfield Ford in Guiseley as general manager in April, becoming the first woman to take up such a senior position with Benfield’s Yorkshire division working alongside six other male GMs.

However, Sue was aware of the male-dominated territory she was entering when she started in car sales during the mid-90s.

“I didn’t set out to be any different. I set out to be the best sales person and that is all. I knew if I was going to fit in I had to be part of a team and gender didn’t come into it,” she says.

Sue believes being a woman in what was once a man’s world has its advantages considering women are now the driving force when it comes to choosing the family car.

“I think as a woman I have a little bit of an advantage because 80 per cent of the decision-makers are women in terms of people buying cars, but the disadvantage is because it is male-dominated you have to take a bit of stick,” laughs Sue, adding that it has changed quite a bit since she entered the profession.

Sue embarked on a selling career from school but longed to combine her interest in cars with her job. She started out as a sales executive, working and training her way up to sales manager and business manager with some of the county’s most prestigious car sales companies. But her ambition was to be in the driving seat and her dedication paid off when she was appointed GM of Benfield.

“Every day I walk into this dealership and it’s like a dream come true,” she says. “Here is a company which has had a look at what I have achieved in the past and given me the opportunity to be where I want to be.”

Sue loves stylish and sporty cars. “I like sporty cars and I like cars with style, and I believe Ford has a really good range. I’m really looking forward to the Focus RS which comes out in 2009.”

For now she’s more than satisfied with her Focus CC convertible. She says it’s nice to drive, distinctive and – perhaps more importantly considering the current climate – it’s economical.

Sue says since the credit crunch started to bite she has noticed customers are tending to down-size or seeking cars with a lower tax bracket.

A car is one of our biggest expenditures, something Sue and her team are conscious of. She says the company’s ethos is providing excellent customer service whether people are buying cars or popping in for brochures or price lists.

Caring for customers gives her the greatest job satisfaction and she also credits her team for their support. “A dealership will only run as a team. It can’t be run by one person.”

She says candidates wanting to work in car sales need good communication and ‘people’ skills – “and the rest you can learn and train”.

For more information about a career in car sales contact Laura Evans on (0191) 2661700 or e-mail careers@benfieldmotorgroup.com.