Her Certified with Cathy Droz and Superstition Springs Lexus with Denise Erickson and Publicist Lauren Rosenberg
The program, HER Certified® — which stands for Honesty, Excellence and Respect — is designed to train auto dealers on what women want in a car buying and service experience from how they should be treated from the minute they drive up to the dealership, to the first handshake and all the way to the service and parts department. Droz consults with dealerships that are interested in attracting female customers by acknowledging how men and women think differently and, consequently, buy differently. According to Droz, women expect more than just the amenities like WIFI, a car wash and a cup of coffee, they ultimately want to be treated with respect.
The idea for the certification program came after she published “A Women’s Guide to Buying a Car with Confidence and Street Smarts – Don’t Let These High Heels Fool You,” which served to give women self-confidence and knowledge in the car-buying experience. The book opens with the buying power of women followed by her story and if she owned a dealership. The book educates women on what is and isn’t acceptable from a car buying experience.
Cathy Droz is an accomplished automotive journalist, author, speaker and radio host with a passion for the automobile industry. A native of New York, she was just 17 when she purchased the family sedan, which evolved into a 40-year career including opening a full-service automotive advertising agency, and, most recently, publishing her first book, “A Woman’s Guide to Buying a Car with Confidence and Street Smarts – Don’t Let These High Heels Fool You.” Highly respected by industry influencers, Cathy has test driven more than 500 vehicles, giving her insight and knowledge on virtually every make and model on the market to effectively educate the car buying consumer and make the search for the perfect automobile a pleasant and rewarding experience.
Cathy is currently Founder and CEO of HER Certified® — which stands for Honesty, Excellence and Respect — the industry’s first comprehensive certified dealer program aimed to help dealerships better serve female car buyers. The full-service “trifecta” employee training is designed to ensure the dealership not only meets, but exceeds, a woman’s expectations when buying or servicing a car. To be a part of the program, qualified dealerships who meet the criteria pay a fee and then receive items and services such as sales training for up to 100 employees that focuses on how to handle sales with female customers. Additionally, employees take the sales training online and must pass with 85 percent or higher. The sales training includes downloads of a workbook and her book for each employee taking the course.
A champion of community service and leadership, Cathy is a member of the Phoenix Automotive Press Association, a past President and Executive Board Member for Silent Witness, a distinguished member of Worldwide Who’s Who of Entrepreneurs, a 2016 Phoenix Suns Amazing Women award winner, the 2018 Honoree for Outstanding Women in Business, a volunteer for the Retired NFL AZ Legends, St. Vincent DePaul, and Alice Cooper’s Solid Rock charity, and donates 4% of all sales to the Girls Scouts of America to help promote financial literacy in young girls.
Cathy resides in Phoenix, Arizona, with her husband Manny. She is the proud parent of three children and nine grandchildren.
Superstition Springs Lexus in Mesa, AZ, is proud to be an automotive leader in our area. Since opening our doors, Superstition Springs Lexus has kept a firm commitment to our customers. They offer a wide selection of both new and L/Certified pre-owned Lexus products.
Denise Erickson is a Lexus Master Certified Technology Specialist with Superstition Springs Lexus. Denise has over twenty years in the luxury automotive industry specializing in sales, marketing and technology education. She ensures that all Lexus clients receive the benefits of the “Lexus Experience” including one-on-one tutorial sessions, as well as hosting “New Owners” and “Women’s Technology Night” events on a regular basis.
Any publicist can get you a story. Lauren Rosenberg Public Relations has solidified over 50 front-page feature stories and hundreds of TV interviews for her clients. LRPR is a highly qualified and “think outside the box” communications and marketing firm representing all business verticals including: Art, Automotive, Construction, Entertainment, Fashion & Beauty, Health & Wellness, Home Décor, Literary, Luxury Consumer, Medical, Non-Profit, Online, Personal, Restaurants, Retail and Sports, among others.
Lauren Rosenberg has a proven track record as a seasoned professional, who is well known for being the “Connector”, connecting like-minded individuals and business together for opportunities that would have not come about had it not been for her making the connection.
Lauren is also an entrepreneur and creator of the Elaine Ryan® Home Decorating Kit and therefore can decipher what steps must be taken in order to advance her client’s businesses to the next level.
The former corporate publicist for Mastro’s and Houston’s (Hillstone) Restaurants, Lauren was name by The Business Journals as one of the leading Public Relations professionals because of her consistently ethical, professional and results oriented representation.