In this power episode , Erikka Tiffani, a sales manager in the automotive industry, poses an important question. Is there prejudice in your hiring process?
Whether intentional or not, it can be affecting your ability to take chances on the right individuals. Glenn and Erikka discuss how for many business owners, they look for perfection versus potential. A great discussion and really important today with the focus on diversity and inclusion.
Her passion is front and center and as a double minority (female and woman of color) she has helped to co-found WOCAN (Women of Color Automotive Network) to help all women succeed in the automotive space. This episode is full of great ideas, tactical things for the listener to take away and a vision of change in the industry which is coming.
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About Erikka Tiffani
A mom with nothing more than a GED and no previous work experience, Erikka went from changing diapers at a daycare, to changing oil at a repair shop. A chance repair on her hoopty would be the spark that would ignite her automotive fire. Her Automotive career began in 2005, working as a service writer for a small NAPA Auto Care center USave Auto repair.In 2006 she obtained her dealers license as an independent and began flipping auction cars with her partner under the name USave Auto Sales.
Cash flow was a struggle and the business was failing so she started over and went to go work for a dealer. After being turned down for a marketing position, she started selling cars at a Buy Here Pay Here. Later Erikka would go on to manage a single point BDC of over 15 employees. She led training and business development with a focus on internet sales and online marketing. Shortly after the market crashed in 2008, Erikka left retail and worked as a show producer for Adam Goldfein, creating inspiring and educational material for the consumer car buying advice radio and TV show, AutoScoop.
However, in 2011, she returned to auto retail and began working for Audi Marietta, developing the first pilot BDC for Audi of America. From New car manager to finance manager her tenacity and drive on her quest to GM, would later become her inspiration to start an organization to develop and empower more minority women in auto related careers.
Over the course of her journey, she was recognized as one of the Peak Performance Achievers for Audi of America (2016), awarded the Flo Kennedy Award by Real Women Atlanta Magazine (2019), and Nominated for the Rising in Community Excellence RICE Award for her contributions to women in the automotive field. She has also been named one of Automotive News’ 40 Under 40 for 2021. In many of these positions, Erikka was the only one, and as a double minority it became clear just how lonely it was at the top.
Understanding the complexities of unintentional bias, and discrimination in the automotive industry, Erikka became passionate about changing the way women are viewed and treated in the automotive space. Her vision and passion for helping women consider non-traditional careers to attain a higher level of success both personally and professionally is her motivation for making moves in the auto industry. She is a co-founder of Women of Color Automotive Network, - a nonprofit established in 2020 and dedicated to providing resources and community needed to help minority women succeed in Automotive.
Erikka enjoys using her story and life experiences to inspire others. She is married and a proud mom of four wonderful children. Ultimately, she desires to become a GM and have her own dealership.
About Glenn Pasch:
"Everyone finds themselves in charge at some point in their lives. Yet many of us lack the skills to generate consistent results. My goal is to help you learn the skills to adapt and grow in your personal and business life. I want to help you generate success.”
Glenn Pasch is CEO of PCG Digital, an Inc 5000 agency that specializes in helping businesses create and deliver a modern retail experience to get customers raving, recommending & returning for more, then leverage it with digital marketing to connect with consumers of all ages and increase sales opportunities. He is author of 2 books including "The Power of Connected Marketing" and has spoken and educated audiences throughout the US and internationally.
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