In a business world that is still mainly male-dominated, women can often struggle to stand out in leadership positions and feel tempted to give up on their career goals. The awareness of this inequality has brought the subject to the front of many conversations, however, there is still a long way to go.
In 2020, only 6.5% of women worked full-time in male-dominated occupations. Women face multiple challenges when it comes to marketing themselves and speaking up when in positions where their first impression is often made for them. Some of these hurdles include societal expectations, passive stereotypes such as being expected to be the “mother” of the team, and–yes–even sexual harassment.
The automotive industry is one that is still very much male-dominated–an occupation that is compromised of 25% or fewer women.
“The automotive industry is mainly a male-dominated industry and when I first started it was even more so. I knew it would be a challenge. I was excited to tackle it, and make it my career,” says Maria Moncada, General Manager at BMW of West Houston. Moncada has worked in the automotive industry for over 25 years, having started as a receptionist fresh out of high school and working her way up to the success she’s achieved today.
“I wasn’t your typical person that fit in the crew. I was young and Hispanic, and at the time it was not common to see women in the auto industry. I showed up, stepped up, spoke up, and made sure I added as much value as possible. “
Having mentors that supported her through her career path was a benefit that Moncada attributes to much of her growth, though her own positive affirmations about sticking to her goals and remaining persistent were what kept her going,
“The key is to be persistent, contagious, and not give up. I was very fortunate to have many great mentors throughout my career, mostly white men that helped encourage me, challenge me, and had me step up, and I think that’s been one of the biggest blessings,” says Moncada.
Be Confident When Making First Impressions
First impressions are huge in the business world, and they might not always be the best when, as women, we’re already being seen a certain way. It takes time and confidence to speak up so that those flawed expectations change once someone gets to know you and what you’ve done.
“I think I definitely had to perform exceptionally well to earn my spot,” adds Moncada, who was the first female sales director to become number one in the U.S. for retail sales in general motors. “I was serious about my commitment to the industry and my desire to give the very best of myself, make a positive impact, and elevate my team. No one succeeds alone. I am a benefactor of a great community that has always supported me.”
Use Both Your Feminine Energy and Masculine Energy to Balance Your Leadership
It’s important to have the right about of confidence and drive and then mirror it in such a way that others see it and pick up on it. Many women think a male-dominated industry means you have to be hard and have a certain demeanor. It’s not necessarily true at all.
As we bring more women into the industry, “I think in any business you’re going to have masculine qualities and feminine qualities,” says Moncada, “That feminine energy, compassion, and empathy, gives us a sense of purpose beyond the bottom line.” Moncada supports the methodology and business practice of having the triple bottom line; people, planet, and profits.
“We are seeing a shift to a balance of qualities. It’s okay to have the competitiveness but don’t shy away from those feminine qualities that many women and men have as well, like compassion.”
Invest in True Partnerships
Having long-term partnerships is one key way to build yourself up as a woman in business. “Be prepared, know the business, and be invested in true partnerships with your team whether they’re your clients, or subordinates, Those relationships are key.“
Moncada ensures that her team at BMW is always working to build those strong relationships with their customers, which is something many dealerships have yet to embrace. “We’re super transparent, we’re collaborative, and encourage our customers to be a part of it,” says Moncada, “Meeting their needs is probably one of the greatest goals.”
“We want our customers to be inspired to come back and refer their friends and family and then they become our fans. We also volunteer with children’s charities, food banks, and different organizations that are making an impact and that care pours into our work.”
Don’t Fall for Imposter Syndrome
Imposter syndrome, the internal experience of believing you are not as confident or as worthy of success as others, happens to a lot of people in their industry. You might be a perfectionist and always focused on your flaws and not your accomplishments. Impost Syndrome affects people regardless of their social status or degree of expertise, etc.
“Even high achievers are probably going to doubt themselves at some point or another. It’s natural. The key is to keep moving. That’s how I embrace everything in life. If you stop and second guess yourself you get paralyzed, then you stop trying and stop doing your best.”
Oftentimes when you’re feeling a lack of confidence when speaking to someone, that person is feeling the complete opposite about you. “They don’t know what you don’t know, so keep going,” says Moncada, “Whatever you do in life give the best of yourself and the best will always come back.”
Moncada is the co-founder of the Empower Symposium, a group designed to give women in the automotive industry to speak up and learn how to tap into the qualities they already have that are needed to succeed and thrive.
Watch the full podcast with Maria here and learn more about her work at BMW of West Houston.
