BEYOND STEREOTYPES: Meet the women powerhouses in Husqvarna SA’s dealership network

In an industry where chainsaws fell giants and brushcutters tame the wild, women are cutting their own path to success. They’re taking charge and proving that mastery in the outdoor power tool sector isn’t about gender – it’s about technical knowledge, leadership and customer service.

This International Women’s Day, Husqvarna South Africa proudly celebrates three remarkable, trail-blazing women in their dealer network who have defied stereotypes and are thriving in a space where few expected them to excel.

Knowledge is Power
In this industry, technical know-how is critical and earning respect doesn’t come easy – especially for women. But as Charlene Badenhorst, Desireé Wilken, and Nadine Terblanche have proven, knowledge is the ultimate equaliser.

Charlene, Dealer Principal and Owner of Case Bloemfontein, entered the industry two years ago. She faced the initial challenge of learning the products and their correct applications, as she believes salespeople must understand their products to confidently recommend them. “To gain the respect of men in male-dominated industries, you must know your trade. Once your knowledge is on par, they treat you as a partner,” says Charlene. And, in just under two months, her dealership achieved Gold Status, a clear testament to her expertise and leadership.

Desireé, a Sales Manager from Kariega (previously Uitenhage), has thrived in the Husqvarna dealer network for 15 years and says her biggest challenge initially was gender discrimination. “I have had to work much harder than my male competitors to make a difference and earn their trust and respect. I don’t hesitate to get my hands dirty – in short, to go above and beyond,’ says Desireé, who is unwavering in her commitment to continuous learning.

Nadine, who co-owns a business with her husband in Richards Bay, knows this feeling all too well. She has been in the industry for five years and part of the Husqvarna dealer network for 18 months. Despite this, some customers still question her advice—until a male colleague confirms it. “The only way to overcome this is to forge ahead, keep learning, keep getting better, and eventually, you will win their trust,” is her philosophy.

Conquering Biases with a Fresh Approach
Beyond product expertise, these women bring something even more powerful to the industry – a unique approach to leadership, service, and customer engagement.

While many businesses focus solely on the technical side, Desireé stresses the importance of organisation, streamlined processes, loyalty, cultivating a positive work culture, and making a meaningful impact on customers. “It’s about seeing your client as an individual with specific needs and not just another invoice,” she explains.

For Charlene, business is not just about sales. It’s attention to detail and service excellence that gives women a competitive edge. “This means creating positive memorable customer experiences,” she emphasises, “and to see the appreciation and value we bring to customers makes me want to do even better.”
Nadine defines her success as the ability to balance tasks and people and see the big picture rather than focusing on a single dimension. “The most enjoyable part of being in this industry is getting to meet the individual end users. That’s what makes this work meaningful, she shares.”

Wisdom for Tomorrow’s Women in Business
To any woman specifically looking to step into a male-dominated industry, these trailblazers have one clear message: ‘Stop seeing yourself as a woman in a man’s world’. See yourself as a professional. Full stop.

“Know your product and your industry and get to know your customers,” advises Charlene.

“Love what you do. Be consistent, be strong, and take challenges head-on,” adds Desireé.

“Ensure you’re giving your best effort. Don’t expect any handouts or to be treated differently – especially in a male-dominated industry,” says Nadine.

The Future is Equal
The outdoor power equipment industry is transforming – powered by fearless women who turn challenges into opportunities and bias into respect. Their accomplishments reveal an undeniable truth: success is forged through knowledge, fueled by passion, and driven by unwavering grit in meeting challenges. 

For more information about Husqvarna’s range of power tools, visit www.husqvarna.com/za/.

Source: Husqvarna

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