Empowering Women in Male-Dominated Industries: Insights from Toty Salinas
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Chapter 1: The Importance of Community
To flourish as a woman in a male-dominated sector, it’s vital to build a network of driven individuals. The company you keep can significantly influence your personal and professional growth. Surrounding yourself with peers who motivate you and challenge you to excel is essential. It's crucial to engage with those who understand the balance between hard work and relaxation.
In the U.S. in 2022, industries like aircraft piloting, agriculture, architecture, construction, finance, and IT remain predominantly male. For women operating in these environments, what does it truly take to thrive? In this interview series, we explore the journeys of successful women navigating these challenging landscapes. Today, we are honored to speak with Toty Salinas, a trailblazer in her field.
Toty Salinas, originally from Cuba, immigrated to the U.S. with her family following the Cuban revolution in the 1960s. They found their new home in Puerto Rico, where Toty, the youngest of four siblings, attended St. John's School, an American institution. With aspirations of studying management and marketing at Tufts University in Boston, Toty embarked on her professional journey.
Toty began her career as a sales supervisor for a company representing SAVIN Copiers and Steel Case furniture. Within a year, she climbed to a management role and spent the next four years honing her managerial skills and understanding the copier industry.
She later took on the role of Sales and Service Manager for Canon Office Products, where she built the Canon line from the ground up, recruiting sales staff, technicians, and administrative personnel. Today, her company, Systronics, Inc., ranks among the "Top 400 Companies in Puerto Rico" and stands as a leading Canon solutions provider. After 37 years with the company, Toty now serves as the Vice President of Sales and Service, overseeing both the Office Products and Contract Furniture Divisions.
Toty is always innovating within her company and prioritizes the personal and professional development of her employees. She places great emphasis on mentorship, dedicating her time to support the women in her company, who now represent over 75% of the sales team.
Before we delve deeper, could you share a bit about your childhood and background?
My parents, Cuban immigrants, left during the revolution with little more than their determination. They built a successful life and a thriving business in Puerto Rico, with my father’s enterprise becoming the leading women’s garment business on the island. They instilled high expectations for education and professional achievement in us.
Tragically, when I was 14, my parents' business was robbed, leading to my father’s death and my mother’s severe injuries. At that moment, I felt my dreams were dashed. But then I thought, if they could overcome adversity, so could I.
I secured a job as a secretary at 15 to help finance my education. During this time, I found a work-study program with IBM in office products, which not only helped me pay for college but also provided invaluable training. It was challenging, but I persevered.
Walt Disney's words resonate with me: "If you can dream it, you can do it," provided you are willing to work hard and stay determined.
Section 1.1: A Pivotal Lesson
Can you share a memorable experience from your career?
After completing a six-month SPIN training with IBM in Texas, I began working in Puerto Rico. One of my first clients was a distinguished female lawyer. My training emphasized the importance of asking questions to identify customer needs. When I entered her office, she immediately specified the product she wanted. Although I could have completed the sale on the spot, I insisted on asking more questions to better understand her needs.
She abruptly interrupted me, asserting, "Listen, little lady, when a customer wants something, you take the order and leave." That experience taught me a valuable lesson: always listen to the customer.
Section 1.2: Traits of a Leader
As a successful business leader, what three traits do you believe have been crucial to your success? Can you provide examples for each?
Empathy is essential in sales and customer service. As a woman in this industry, my ability to connect with clients has been a significant asset. Relationships matter in sales; it’s often less about the product and more about the trust and connection established.
From a young age, I was genuinely curious about technology. I pursued management studies, driven by a desire to learn and grow. This curiosity has been a constant force in my career, pushing me to acquire knowledge and improve continuously.
Independence is another vital trait, inspired by watching my mother balance her career and family life. Her dedication taught me the value of hard work, and I strive to emulate that in my professional journey.
Chapter 2: Overcoming Challenges
What challenges have you faced in a male-dominated industry?
Early in my career, I was determined to rise through the ranks to a supervisory or managerial position. However, I quickly realized that achieving my goals would take years and require many men to leave their jobs. This reality prompted me to seek opportunities with a privately owned company, where I believed I could have a better chance for advancement.
Section 2.1: Gaining Acceptance
What strategies did you employ to gain acceptance among male colleagues? Did your female coworkers contribute in any way?
In the 70s, women had to prove themselves more than their male counterparts to earn respect. I felt a constant pressure to perform exceptionally, especially since there were only a few women in the office. My approach was to focus on my work and remain determined, which ultimately helped me reach my current position.
Section 2.2: Recruiting Women
What can male-dominated organizations do to attract more women?
Organizations should provide incentives and benefits that cater to women's health needs, such as paid maternity leave, childcare services, and comprehensive family-planning options. Additionally, fostering a culture that supports women's career growth is crucial. Programs like Canon U.S.A.’s WiLL (Women in Leadership Levels) promote a diverse workforce and provide educational and networking opportunities for women.
Chapter 3: Five Essentials for Success
Based on your experience, what are the five key elements for women to thrive in male-dominated industries?
- Commit to Excellence: Always strive to deliver your best work and continuously seek opportunities for growth.
- Balance Life and Work: Achieving work-life balance is crucial. Prioritize your personal life alongside your professional responsibilities.
- Celebrate Achievements: Reward yourself for completing challenging tasks and acknowledge team contributions.
- Surround Yourself with Inspiration: Build relationships with motivated individuals who encourage you to excel.
- Stay Focused on Your Purpose: Keep your personal motivations at the forefront to maintain your drive.
If a close friend were considering entering a male-dominated field, what advice would you give?
Having lacked a mentor early in my career, I prioritize supporting both men and women in my organization today. I aim to create a nurturing environment for women, offering guidance and development opportunities. I encourage young women to pursue their ambitions and not settle for less—there are more opportunities available now than ever before.
Chapter 4: The Future for Women
Have you observed changes for women in male-dominated industries over the past decade? How do you foresee this evolving?
Absolutely! The landscape has shifted dramatically, with more women occupying higher positions than ever before. Many women are now balancing careers and family life due to economic shifts necessitating dual incomes. Women are increasingly focused on their professional independence and success.
If you could have a meal with anyone, who would it be and why?
I would love to share a meal with my parents to show them how their teachings shaped my success. Since they are no longer with us, I would also tag my son, Rafael, a successful doctor in Colorado. His achievements inspire me, and I hope he understands the influence of parents on their children’s futures.
Thank you for sharing your valuable insights with us!