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Talking Business with Suzanne Kondra-DeFuria, October 15, 2008
Lessons of Being a Woman in a Traditional Male Business
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On October 15, Suzanne Kondra-DeFuria spoke on being a woman in a traditional male business. Nearly 30 years ago, Suzanne and her first husband decided to purchase Potter Heating from the couple that had been running it. Suzanne admitted during the session that she had been the one who really wanted to buy the business and that she has been the person who has driven it to be successful. But Suzanne also admitted that she had much to learn in the early days, for example, learning how to invoice a client. From those beginnings with three employees, Potter has grown to a multi-million dollar business with 25 – 28 employees.
Suzanne said she was mentored along the way and has kept in contact with that person, whom she still turns to for advice. She says she always likes to learn something new. She has also become a mentor to others.
In order to be the majority owner of the business, Suzanne had to become licensed to do heating work. When asked if she went on service calls, Suzanne said that she did, but not too many. She has and does go on job sites to check the work and follows up with clients.
When asked if she had to change in order to have men work for her, she smiled and said “no”. She pays close attention to detail and her workers – and customers – like that. She admits that women and men think differently, but said that if you do the job correctly, no one cares about your gender.
In April 2008, Potter Heating and Air Conditioning became certified with the federal government as an 8a firm. Suzanne said the business is also registered with the City of Syracuse and with New York State in order to take advantage of contracts set aside for woman-owned businesses.
Suzanne was asked about how she handled growth spurts in her business and she responded that she did not hire just anyone. The people she hires represent her, so she looks for people who are honest and fair. Often she gets interns from BOCES and then extends employment offers to them. Suzanne said that she pays well and gives benefits in an effort to retain her employees (and she has been successful in doing that).
Suzanne spends a lot of time networking and says that networking gets the phone to ring. While networking gets people to call, she noted that they must be treated right. “It takes too much effort to get a customer. Why would you want to lose them?”
Larry Bennett, who interviewed Suzanne, noted that she spends a lot of time doing volunteer work. Suzanne is very proud of her volunteer work, which includes serving on many committees. She enjoys giving of her time, but also knows that it helps people get to know her and her business. Suzanne acknowledged that everyone needs work-life balance and that having time for herself – reading, exercising, and socializing – is important. Pushing her on how much time she takes for herself, Susan admitted that she takes off one week per month now, but also said that she is not ready to retire. Her 8a certification will last for nine years and she wants to make good use of it.
Event photography courtesy of Kelvin P. Ringold, Custom Photogenics
