Erica: Tiana, tell us about yourself?
Tiana: I have so many sides to myself. In the auto industry, people know me as “T’s got your key’s” and someone will come up to me in random places and people will recognize me for that. It’s so cool because that’s what has built my brand – being involved in the LGBTQA+ Community, Female, Hispanic, etc. Now, I get to do even more on the vendor side by being able to be a brand ambassador and continue to pass on my knowledge to others.
Erica: How did you get into the Automotive Industry?
Tiana: A lot of people know my father – Sean V. Bradley. He’s been in my life since I was 8 and I am now 25. When I went to college and realized how expensive it was, I thought: “Let me get a car selling cars”. So, I asked my dad, and he helped me find a job by going live on FB being like “Here’s my daughter! She’s ready to give our industry a shot!” I chose a dealer and that’s how I got started in 2018.
Erica: What's the greatest career lesson you've learned that you wish someone had prepared you for?
Tiana: That’s a good one because I feel like I have been so prepared given how I grew up. One of the things in my career wise I wasn’t prepared for – is so much stigma still against women, anyone that isn’t the “cookie cutter white straight male” that has historically been accepted in this industry. Like, you’re ready for it in your everyday life but it’s sad that it’s still out there in this amazing industry. It’s at times like hanging out in a locker room but you aren’t always prepared. I wish someone would have coached me or I had someone like me to be able to look up to.
Erica: What piece of advice would you give to someone entering the Automotive Industry?
Tiana: The biggest piece of advice I was given and what I would give to anyone entering the Automotive Industry is to literally be your brand. The sooner you build your brand and make it known – whether in person or on social media – the better. That should be your #1 goal and then selling cars is #2. How can I build my brand? How do I build my name? Anything I can sell is always going to sell because of my brand and my name. Look at the Kardashians – they have done this to a T. Even if you’re not 100% that persona, you still must build the side of you that you want to amplify – like that you’re open and happy. If you have a strong enough brand, you’ll go anywhere.
Erica: What keeps you going in this industry of so many ups & downs? What keeps you passionate about it?
Tiana: What keeps me passionate about Automotive is my father's business: DealerSynergy. It’s an honor to be family owned and operated. We have been around since 2004 and have been through ups and downs; I saw my father go through horrible situations before getting into the automotive industry and growing his success. We survived 2008, recessions, COVID, etc. I do believe in this industry; I’ve seen the success it can give to many people who don’t have education or support. Automotive has allowed some many people to make something for themselves. It’s amazing to see people come from nothing and do something for themselves & their families. I believe this is a powerful industry and it’s not going anywhere.
Erica: If you weren’t in the car business, what would it be? What has stopped you from making the change?
Tiana: If I wasn’t in the auto industry, hmm. I was going to school to be a crime scene investigator at an all-girls college and was here for it. I just didn’t really want to go for it as the reality of going to college, the challenges of finding a job, etc. I didn’t just want to be somebody in the field – I wanted to be like on the spot in the FBI. What stopped me was seeing the process to get there and I felt really torn about if it was really worth it. Seeing an amazing company that my family built, that has so many opportunities in the automotive industry... if I let that go to waste, I felt like it would have been sad. I wanted to take this opportunity by the reins and see how far I can help make the company go. I’m probably never going to leave because he’s opened my eyes to how much opportunity, diversity and how much room for change there is. I feel it is calling me and I’m here to make those changes.
Erica: What’s your least favorite part of the Automotive Industry?
Tiana: The lack of diversity and the changes that need to be made. I feel that’s the most important change that’s needed. “What’s today’s challenges?” vs. “What’s tomorrow’s challenges?” I refuse to answer tomorrow’s without solving today’s. We need to solve that challenge first and then we can continue.
Erica: What’s the biggest flattery/moment where you felt like you made a difference in your career?
Tiana: Just continuing to be “T got your Keys.” In my first speech, I joked that I feel like Hannah Montana because when I’m on stage I have one wig and when I’m home, I have another one. It’s the messages, calls, texts, etc. of people saying that I helped them get into the industry because of a podcast or conference/You kept me in the industry/etc. I am trying to be someone who I wished I had when I first started selling cars – a Hispanic, gay, female who is knowledgeable and strong. I always think of that – who did I need when I was starting? I think that’s the biggest impact to be able to help.
Erica: What new technologies would you like to see incorporated into our industry?
Tiana: Yes, I’d like to see overall use of more video/automation. Almost like dominos, where they say “Hey, now your order is in the oven!”. Like if there’s a lead, there should be a video of the GM or Salesperson introducing themselves. It’s been always phones, emails, etc. but what about a short form content video that’s more personalized. Some do but not everyone – I’d like to see that become more common place.
Erica: What are you doing to help curb the “misinterpretations” about our industry when attracting new talent?
Tiana: I like that question because I fell victim to that with “I don’t want to be a car salesperson”. I can see the good and bad of both sides and that’s how I’ve always been. A good example is that you can make a lot of money but it’s not because you’re ripping someone off. You need to be yourself. Like if you’re not a good person with good mentalities in this role/desk, then it’s most likely you’re going to continue those stigma/misinterpretations.
1.) You are going to be able to make money and not allow customers to do business with bad people.
2.) You’ll save that seat/role/opportunity and that customer in the process.
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