As Boating Industry celebrates the distinguished Women Making Waves in this edition , our Profiles in Leadership shines the spotlight on Susan Bonivich , Volvo Penta ’ s Senior Dealer Business Manager responsible for business relations with the Cobalt 20 Group , OneWater / SMG and the U . S . western territories .

Susan grew up around creeks and streams in Waynesboro ,

By Wanda Kenton Smith

VA and at a young age , discovered a passion for fishing . Post college , a colleague taught her to water ski on the shores of West Virginia and she spent countless weekends camping , fishing and skiing on Lake Moomaw . Her first boat purchase was in 1995 - a SeaRay 28 ’ Sundance cruiser - and she spent every opportunity boating and enjoying the great outdoors . Little did she know at the time that she would eventually hook up a great career in the boating industry championing her active lifestyle of choice .

In 1998 , Susan was working as a consultant for an elevator company when she heard from a former colleague that Volvo Penta in Chesapeake , VA was hiring . She was interested in returning to the area and decided to apply for the full-time position of buyer in the parts and accessories department . She was hired and the rest , they say , is history . Through her drive , dedication , hard work and tenacity , Susan rose within the ranks and has forged a highly successful and rewarding 25 + year career .

Besides her contributions at Volvo Penta , she has earned distinction within the broader marine industry . She is an inductee in the Boating Industry “ Women Making Waves .” In 2016 , she was singled out and honored as the Darlene Briggs Marine Woman of the Year by the MRAA Foundation and Boating Industry magazine . In 2021 , she won the National Association of Manufacturers STEP Ahead award . Besides these recognitions , she generously gives back through volunteerism and is actively engaged in the Marine Retailers Association of the Americas Dealer Week Committee and the Water Sports Industry Association ’ s Tow Boat Committee .

Boating Industry ( BI ): How did you land your first job at Volvo Penta ? Susan Bonivich ( SB ): During my interview with Volvo Penta , I told them I had replaced an outdrive . I commented how it would have been much easier if we had an alignment tool and how I had spun the props out . By demonstrating that I at least knew something about a sterndrive , I landed the job .

BI : Who encouraged your professional development and growth at Volvo Penta ? SB : Senior VP Randy Phelps . Anyone who worked with Randy would agree he was the best of the best . He came to me one day and said there was a job opening that he wanted me to apply for . It was a sales job . I said , “ What ? Why , I could never do sales !” He looked at me and said the words that launched my career in the marine industry : “ You will be great at it . You know why ? Because you have been on this side of the desk and you know what people need and want . You have empathy for them .”

BI : How did you learn to sell a highly technical product ? SB : When I started the new job , my new boss was Mark Heller , Director of Sales . He had started out in NY and had been with Volvo Penta for 30 years . He , along with some of the engineers and application guys , were the ones who taught me the technical aspects of engines . He retired several years ago , and I continue to carry the work ethic he always modeled for me and others .

BI : What were the challenges you faced in the early phases of your marine industry career as a professional woman ? And how did you overcome those challenges ? SB : Honestly , 20 years ago there were very

Susan Bonivich

few women salespeople in the industry . In the early days of my career , I would have meetings with dealers , and I was the only woman in the room . For the most part , the only women I saw at the dealerships were receptionists or accounting clerks .

Given my personality and determination , I just never gave up . I would continue to stop by dealerships and talk with the men making the decisions . One customer comes to mind … I went to see him seven times , and finally he gave Volvo Penta a chance with our engines . From that day forward , he ’ s never looked back .

BI : What are your major areas of focus today in your business activities ? SB : Keeping Volvo Penta growing in the marine industry . Keeping dealers informed of new product changes ; sales training ; problem solving ; attending events ; and calling on new Volvo Penta dealers .

BI : What have you enjoyed most about your career in the boating industry ? SB : The people ; they are like family and friends . We all have a great respect for each other .

BI : What are you most proud of in terms of your contributions / achievements at Volvo Penta ? SB : The trust and friendships I have built with my customers and colleagues .

48 june 2023 www . boatingindustry . com