Skip to main content

Breaking News

Breaking News
Cooper expects JV plant in Vietnam to be producing truck tires by ‘early 2020'
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • Many lessons learned — and some under way — on electric vehicle battery safety
      ETRMA backs revised EU tire labeling text
      Rancho introduces 3-inch suspension system for 2014-20 Ford F-150s
      Don't be fooled by VW's long-running fan
    • Trelleborg launches major restructuring program; tire/wheel business unaffected
      Pirelli to cut costs, contain investments in 2020-22 period
      USTMA raises 2019 shipment forecast slightly on expected aftermarket gains
      Hankook to supply German touring car series' DTM Trophy ‘feeder series'
    • USTMA raises 2019 shipment forecast slightly on expected aftermarket gains
      Kal Tire opens OTR tire retread plant in Mexico
      Aeolus, Onyx discussing TBR joint venture in Sri Lanka
      Cooper expects JV plant in Vietnam to be producing truck tires by ‘early 2020'
    • S.C. targeting illegal tire dumps via 'See it/Report it' campaign
      USTMA calls on all stakeholders to help raise scrap tire recovery rate
      NFIB holding webinar Dec. 4 on new federal overtime rule
      ETRMA backs revised EU tire labeling text
    • Nexen donates meals, tires to Cityzens Giving soccer program
      Trelleborg launches major restructuring program; tire/wheel business unaffected
      Pirelli to cut costs, contain investments in 2020-22 period
      Hankook to supply German touring car series' DTM Trophy ‘feeder series'
    • Hankook to supply German touring car series' DTM Trophy ‘feeder series'
      Americas Rallycross folds after 2 seasons
      Australia's Supercars series renews tire supply deal with Goodyear/Dunlop through 2024
      BKT extends Monster Truck sponsorship deal through 2026
    • Sentury custom Jeep highlights Landsail Rogueblazer tires
      Yokohama adds winter fitment to grader tire line
      Rancho introduces 3-inch suspension system for 2014-20 Ford F-150s
      Nexen targets growing CUV/SUV market segment with Roadian GTX
    • Auto Plus gifts Mustang GT to 'Performance Promotion' winner
      Akebono names AAPEX 'guess the number' winners
      TECH Tire Repairs launches new e-commerce site
      Jack Hone, former publisher of Tire Review, dies at age 81
    • Many lessons learned — and some under way — on electric vehicle battery safety
      Auto Plus gifts Mustang GT to 'Performance Promotion' winner
      Akebono names AAPEX 'guess the number' winners
      TECH Tire Repairs launches new e-commerce site
    • Sentury custom Jeep highlights Landsail Rogueblazer tires
      view gallery
      25 photos
      Photos: A look back at 2019 SEMA, APPEX Shows
      Detore: Assessing the glitz, glamour of SEMA
      AAPEX eyes tire service as part of Repair Shop HQ at 2020 show
    • NFIB holding webinar Dec. 4 on new federal overtime rule
      Tennessee couple named Milex franchisees of the year
      Fight the battles to win the war
      Industry challenges stubbornly persist decades later
    • Sentury custom Jeep highlights Landsail Rogueblazer tires
      USTMA calls on all stakeholders to help raise scrap tire recovery rate
      Apollo enters Saudi Arabian market via tie-in with local distributor
      Nexen expanding outreach to U.S. veterans with Purple Heart pledge
  • Opinion
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
    • DIRECTORY
  • ADVERTISE
  • Classifieds
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
March 18, 1996 12:00 AM

TENACITY OVERCOMES SEXISM AT COUNTER

Gregory James Kennedy
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    ``The useless employee.'' That's one business acquaintance's unflattering nickname for Leisa Reiter, assistant manager for Grandma's Tires in Evanston, Wyo. She shrugs it off. It's ``humorous,'' she says.

    Insults, cuts and jibes are a way of life for women working in the tire industry who often find proving themselves is a hurdle they face with each new customer.

    But the tenacity that brought them into a male-dominated field in the first place helps most women in the industry deal with the incessant demeaning comments with relative ease.

    ``I realize that I have made a choice to work in a man's world, so I don't expect our clients to behave differently because I am there,'' said Linda DeLuca, a sales representative with Meander Tire in Pittsburgh.

    Ms. DeLuca, 36, is a mother of two who joined the tire business because she liked ``the freedom'' of a sales position. Being a woman in the field can be both a benefit as well as a liability, she said.

    ``There have been clients that have admitted to me that they gave me a shot because they were curious,'' she said. ``But the bottom line is that you have to be capable of getting the job done.''

    Much of the skepticism comes from customers who don't believe a woman can do the physical labor associated with some of the jobs in the industry.

    ``I like to do as much as I can when it comes to loading and unloading my truck. I pull my weight in the warehouse,'' Ms. DeLuca said. ``I have seen clients that don't want to let you do the work because they are afraid you will hurt yourself.''

    Despite knowing the abuse they might eventually face, many women are lured to the tire business.

    Patsy Bucki, business development manager for National Tire Warehouse, started her career when she was 16 as a automotive parts saleswoman/cashier with Western Auto Supply Co. The only way she could advance was to move into tire sales after the company bought NTW, she said.

    ``As a young female in the '80s, I was questioned and overlooked many times when customers came in looking for help,'' she admitted. ``As I gained more knowledge and could answer most questions with confidence, being asked `Are one of the salesmen available?' has not happened in many years.''

    Currently, Ms. Bucki is responsible for creating and tracking new fleet and dealership customers for NTW.

    In spite of being embroiled in a sex discrimination lawsuit against her former employer, Linda Nelson contends she wants to returnto the tire industry.

    Ms. Nelson, who entered the tire business in 1969 as a desk clerk and soon after bought a $99 Tire Store in Prattville, Ala., joined Tire Kingdom Inc. as a saleswoman in 1991.

    Late last year she was fired. Ms. Nelson alleges the company trumped up work violations after she gave a deposition in support of her sister who claimed separately that she had been raped by a Tire Kingdom store manager. Tire Kingdom denies her claims.

    ``I don't think that the tire business has a right to keep me from doing what I'm good at just because they don't want me to do it,'' she said staunchly.

    The women dealers, managers and sales reps that contacted TIRE BUSINESS continually said they use their product knowledge to win over skeptical customers.

    ``I like to think that I am just as efficient (as men), if not more so, because I have to prove myself every day,'' said Ms. DeLuca.

    In Galesburg, Ill., Roggenkamp Tire Center Assistant Manager Barbara Hall has been selling tires for 27 years. ``You have to prove to them otherwise by listening and not criticizing them. Be a listener, but tactfully show them your knowledge and expertise,'' she said. ``Many times you'll have to grit your teeth and smile, be friendly!''

    The hard work can pay off.

    ``I knew I was successful in my job when a customer asked the guys at the counter (who were trying to wait on this customer) `Where is that girl who works here? She can help me,'*'' said Ms. Bucki of NTW.

    The selling environment might be getting better for women, a few suggested, as more women are making automotive-related buying decisions-and women customers often feel more comfortable talking to a saleswoman.

    Younger men, also, are comfortable receiving sales advice from either gender, according to Colleen Winkler of McCarthy & Son in Martinsville, Ind.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR FREE NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox, free of charge.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Autoweek
    • Plastics News
    • Plastics & Rubber World
    • Plastics News Europe
    • Plastics News China
    • Urethanes Technology
    • LSR World
    RESOURCES
    • Advertise
    • Classified
    • Wholesale Tire Directory
    • Privacy Policy
    • Terms of Service
    • Media Guide
    • Ad Rates/Specs
    • Editorial Calendar
    • Clasified Rates
    • List Rental
    • Digital Edition
    • Ad Choices Ad Choices
    Copyright © 1996-2019. Crain Communications, Inc. All Rights Reserved.
    • News
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • Opinion
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
      • DIRECTORY
    • ADVERTISE
    • Classifieds
    • DIGITAL EDITION