The Confidence Playbook for Women in Automotive
Bobbie Herron
President / Founder - Bees Knees Agency
Carissa Ryan
Controller - Vorderman Volkswagen
Picture this: You’ve just closed three deals this week, your customer satisfaction scores are through the roof, and your manager praised your performance in front of the entire team. Yet as you walk into today’s leadership meeting, that familiar voice whispers, “When will they realize I’m just winging it?”
Or maybe it’s that moment in the finance office when you’re explaining warranty options to a customer, and even though you know this product inside and out, you catch yourself second-guessing your expertise when a more experienced colleague walks by. Perhaps it’s during the monthly department meeting when you have a solution to the inventory challenge everyone’s discussing, but you hesitate to speak up because you’re still the “new” manager – even though you’ve been in the role for eight months.
If any of this hits close to home, you’re not alone. This is impostor syndrome in action – and it affects 70% of professionals, especially high-achievers like you who are making their mark in automotive retail. Here’s what might surprise you: the most successful women in our industry have felt exactly what you’re feeling right now. The difference? They’ve learned strategies to lead confidently despite the doubt.
Today, we’re exploring this challenge through the journeys of two powerhouse leaders who’ve transformed their relationship with confidence while building remarkable careers in automotive. Carissa Ryan, now Controller at Vorderman Volkswagen, began her automotive journey in HR six years before unexpectedly stepping into the chief financial role. Bobbie Herron, President and Founder of The Bees Knees Agency and WIA Board Member, started as a 20-year-old single mom in automotive who transformed early career obstacles into the foundation for industry leadership.
Their stories reveal something powerful: the path from uncertainty to executive presence isn’t about eliminating doubt – it’s about building systems and communities that help you lead effectively despite it. With WIA’s Annual Conference 2025 approaching this August in Nashville, their insights offer strategies that help you show up as the accomplished professional you truly are.
Recognizing the Growth Signal
What if I told you that feeling like an imposter actually signals something powerful about your career trajectory? Recent research shows that impostor syndrome often hits hardest when you’re stepping into bigger roles, taking on new challenges, or breaking barriers that others haven’t crossed before. In automotive retail, where tradition runs deep and change happens fast, these feelings often intensify when you’re the first woman in your role or when you’re pioneering new approaches to customer experience.
Both Carissa and Bobbie’s stories illustrate this pattern perfectly. Their impostor moments didn’t signal inadequacy – they marked transitions into greater responsibility and influence. When you feel that familiar doubt creeping in, pause and ask yourself: “What new territory am I entering that my brain is trying to protect me from?” Often, that discomfort indicates you’re growing beyond your previous comfort zone, which is exactly where breakthrough career moments happen.
The key insight both leaders discovered is that confidence in automotive retail isn’t about having every answer before you speak. It’s about being resourceful, curious, and willing to build expertise as you go. Your willingness to learn openly actually demonstrates strength, not weakness. When you approach challenges with genuine curiosity rather than defensive positioning, you invite collaboration instead of competition.
Bobbie Herron, President and Founder of The Bees Knees Agency and WIA Board Member, puts it perfectly: “Confidence doesn’t cancel impostor syndrome. It just makes you louder than the doubt.”
Picture this: Bobbie walks into a high-stakes dealer strategy meeting – the kind where decisions affect hundreds of employees. Big room, bigger stakes. She’s the only woman at the table, armed with undeniable results and proven expertise. Yet that familiar voice whispers, “Maybe you’re just the guest here.”
“I was qualified. My results were undeniable. I had rebuilt departments, helped stores hit record highs, and delivered wins that weren’t up for debate. But still, there was this little flicker in the back of my brain,” Bobbie reflects. “That quiet voice that said, maybe I’m just the guest. Maybe this isn’t really mine.”
Sound familiar? Here’s what Bobbie learned that changed everything: “Now, when that voice shows up, I don’t fight it – I respond. Usually out loud, sometimes in my car, often like I’m having a full argument with myself in the mirror. I remind myself who I am. What I’ve built. And why I’m not leaving the room. If I walked into the room, it’s already mine. That’s the deal.”
From Struggle to Strength: Career Journeys That Inspire
Understanding where these leaders started makes their current success even more meaningful. Bobbie’s automotive journey began out of necessity, not grand career ambition. As a 20-year-old single mother, she needed stability and benefits that automotive retail could provide. “I didn’t keep my mouth shut because I had a strategy. I kept it shut because I was a 20-year-old mom who needed to buy formula and keep the AC running at the end of a 15-hour day,” she recalls.
When Bobbie was told she couldn’t move to the sales floor because she was a woman, she didn’t have the luxury of pushing back immediately – she had bills to pay. But rather than accepting limitations, she used this time strategically. “I showed up early. I outperformed the people who told me no. I learned the systems, watched the behaviors, and mastered the craft. I stacked receipts not because I was trying to impress anyone, but because I had something to prove to them and to myself.”
This foundation of proving herself through performance rather than politics shaped her entire leadership philosophy. “My leadership style wasn’t crafted in a workshop. It was built during late nights, tight budgets, and long drives home wondering if it would ever pay off. It’s not soft, but it is human. I lead like me. And it works.”
Carissa’s path to the Controller role at Vorderman Volkswagen demonstrates how expertise can develop organically within the industry. After six years in HR at the dealership, she found herself unexpectedly stepping into the Controller position when the previous person – a 50-something male CPA who had held the role for 15 years – made a sudden departure. “I was a 36-year-old female with a Bachelor’s degree and two HR certifications,” she reflects. “I knew I could do the job, but I felt like an imposter for the first year.”
Rather than pretending to have all the answers, Carissa transformed her learning curve into a strategic advantage. She actively sought mentorship from the dealership owner, bankers, outside CPAs, vendors, and other controllers in the industry. This network not only filled knowledge gaps but also provided the confidence foundation she needed to make meaningful changes and earn her seat at ownership-level discussions.
Your Toolkit for Leading with Confidence
Both Bobbie and Carissa have developed strategies that work in real automotive environments, not theory rooms. The foundation starts with reframing your internal narrative. Instead of asking “Do I belong here?” start asking “What value am I bringing?” Bobbie’s approach demonstrates this perfectly: “I don’t lead with volume. I lead with clarity. I don’t try to dominate the room. I learned it first.”
This connects directly to what Bobbie calls “stacking your receipts” – documenting your wins, customer testimonials, and measurable results until, as she puts it, “the math gets louder than the bias.” When doubt creeps in, let your work speak first. Keep a running record of successful deals, positive customer feedback, and problems you’ve solved. These become your evidence when your inner critic tries to minimize your contributions.
Carissa’s approach centers on consistency over perfection. “You have to maintain consistency in all aspects of your job,” she explains. “The more people see you showing up and doing your job, communicating, and treating people with respect, the less they’re going to question your knowledge.” This isn’t about being flawless – it’s about being reliable, prepared, and professional in your interactions.
Perhaps most importantly, both leaders emphasize building what Bobbie calls your “infrastructure” rather than just a support system. “My tribe isn’t just my support system – they’re my infrastructure,” she notes. This means cultivating relationships that go beyond emotional encouragement to include practical mentorship, industry connections, and accountability partnerships. Don’t wait until you’ve “made it” to both seek and offer this kind of meaningful professional relationship.
Preparing for Your Moment: WIA Conference Strategy
Feeling nervous about August’s WIA Conference in Nashville? You’re not alone, and Bobbie has a game-changing approach specifically for women experiencing impostor syndrome at networking events.
The secret isn’t about working the entire room or having perfect elevator pitches. Instead, Bobbie recommends setting a simple intention: focus on making one real connection rather than trying to impress everyone you meet. Before you even pack your bags, take time to prep with purpose. Research two or three people you’d genuinely like to meet and write down one question you actually want answered – not something generic, but something that reflects your real curiosity about their experience.
When you arrive in Nashville, try Bobbie’s favorite icebreaker that never fails: “If you could have any superpower, what would it be?” It’s unexpected, it’s fun, and it immediately shifts the conversation away from titles and credentials toward something more human and memorable.
The goal isn’t to be the most impressive person in the room. Focus on being present rather than perfect. Look for someone who seems like they could use a friendly face and adopt them for five minutes. Sometimes the most meaningful connections happen when you’re generous with your attention rather than strategic about your networking.
Carissa offers equally practical wisdom: “The first step to getting over impostor syndrome is to show up. Show up to the speech, show up to the meetings, put yourself out there. It may be painful at first, but no one will regret having a conversation with a colleague who may be going through the same problem as you.” Remember that everyone at WIA has felt exactly what you’re feeling. The difference is they decided to show up anyway.
The Leadership Advantage You Already Possess
Here’s something both leaders want you to understand: your perspective as a woman in automotive retail isn’t just valuable – it’s strategically essential. Think about it: women influence 85% of automotive purchasing decisions, yet we’re still underrepresented in dealership leadership. That disconnect represents both a challenge and an enormous opportunity.
Bobbie puts this in perspective: “I wasn’t handed shortcuts, so I learned to notice what others missed. I’ve rebuilt systems, improved retention, and solved problems others hadn’t spotted yet.” Her experience illustrates something powerful about leading from a different vantage point – when you’ve had to work harder to prove yourself, you often develop insights that others miss entirely.
Consider how your experience as a woman has shaped your approach to customer relationships, team dynamics, or problem-solving. Maybe you naturally create more inclusive environments because you know what it feels like to be the only one in the room. Perhaps your communication style builds stronger client relationships because you’ve learned to listen carefully and respond thoughtfully. These aren’t “soft skills” – they’re competitive advantages that drive measurable business results.
Your perspective brings fresh solutions to age-old industry challenges. When dealerships struggle with customer retention, employee engagement, or adapting to changing buyer expectations, your insights become invaluable strategic assets. Don’t minimize these contributions – leverage them.
Words of Wisdom for Your Journey
If these accomplished leaders could speak to their younger selves – and to you – what would they say?
Bobbie: “Stop waiting for someone else to say you’re ready. Because you are. Even when you don’t feel like it. Even when you’re still learning. Even when you’re scared. You’re ready now.”
Carissa: “Keep putting in the work. Even if no one cares, or notices. Keep doing it. Keep doing the daily grind. Do it even when you’re tired, or stressed, or have no motivation. You have to have discipline. Experience is built through consistency.”
Your Confidence Action Plan
The path forward doesn’t require a complete personality overhaul or waiting until you feel “ready.” Instead, focus on small, consistent actions that build evidence of your capabilities. This week, take time to document three recent wins or positive customer interactions – not just the major sales, but the moments when your expertise made a difference for someone. Notice how often you’ve been over-explaining instead of simply stating facts, and practice delivering one piece of information with confidence rather than excessive justification.
Reach out to one professional connection, whether it’s to ask for advice or simply check in on their experience. These conversations often reveal that even successful women have felt exactly what you’re experiencing. This month, implement Bobbie’s mirror technique – speak your accomplishments out loud, even if it feels awkward at first. Practice Carissa’s consistency principle by choosing one specific area of your role where you’ll focus on showing up reliably rather than perfectly.
As you prepare for the WIA Conference in August, remember that competence builds confidence, not the other way around. You don’t need to arrive feeling bulletproof – you need to arrive as yourself, ready to contribute your unique perspective to conversations that matter. Lead with clarity rather than volume, and show up as who you are, not as who you think they want you to be.
Join Us in Nashville
The automotive industry needs your voice, your perspective, and your leadership – but it needs the sustainable, confident version of you. Impostor syndrome may never fully disappear, but it doesn’t have to drive your decisions.
As you prepare for WIA’s Annual Conference this August in Nashville, remember that every woman walking into that space has earned her place. Your seat at the table isn’t a favor – it’s your right, backed by your results and strengthened by your resilience.
Ready to connect with a community that understands your journey? Join us at the Women In Automotive Conference in Nashville this August, where conversations like these happen in every hallway, every session, and every moment in between. Because when women in automotive lead with confidence, the entire industry moves forward. 🚗💪
Explore more resources and connect with our community at Women In Automotive – where your voice matters, your experience counts, and your confidence grows stronger every day.