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2021 WEES Speaker Maria Piastre: A Latina leader excels in a male-dominated industry 

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In 2017, after only 12 years working in this male-dominated industry, Maria Piastre was appointed Metallix Refining Inc. President. Ambition had always been a driving force fueled by a passion for the industry, but never did she imagine to be made President.

The 2021 Women Entrepreneur Empowerment Summit motto is THRIVE! with our panels and workshops focusing on key areas of growth to connect and empower women business owners and give them the tools and insights to propel forward and thrive post-COVID19. 

Our women’s panel, “THRIVE! Women Turning Adversity into Success”, will feature guest speakers: Maria Piastre, Marvina Robinson, and Jessie Gabriel as they share insights learned on their journey to success while fighting the odds of being a woman and reinventing themselves during the pandemic. Below, Maria shares her story with us of how she rose through the ranks and excelled in a male-dominated industry as a Latina, eventually becoming company CE

 

“The leap of faith never fails”

Maria Piastre was born and raised in Cali, Colombia. She came to the USA in 2000, the start of a new millennium, one that would unveil marriage, a young family, graduation, and professional achievements in business. 

woman in a male-dominated industry, Maria Piastre

Maria Piastre, President of Metallix Refining Inc.

As her career path was still uncharted, Maria’s tenacity for success and recognition would prove to be her armor against the many inequalities she would encounter. Later these inequalities would form the foundation for future campaigns.

Maria graduated from Kean University in 2004 with a degree in Economics thanks to the unconditional support of her family.  She then entered the world of business and commerce. Over the next two years, the motivated Latina immigrant excelled in business management, marketing strategy, aesthetic value, with an aptitude for communication at all levels. 

With the end of 2005 insight, Maria reflected on both her achievements and looked towards new challenges that would be more aligned with her goals and those of the organization she would represent. This new chapter of discovery would lead Maria to Metallix and a career in the male-dominated industry of precious metals where her future would soon unfold and be a platform for success.

“Facing new challenges can often be very daunting and come with their own set of risks but taken intelligently, they will open doors to countless possibilities where the rewards can be high,” Maria asserts. 

And she continues, “The leap of faith never fails because you learn something valuable about your decision and the events in your life, bringing growth and confidence.  Survival makes you strong and it is an understanding of failure that makes you realize this is not the end of the line, but just the beginning of a new chapter.” 

Achieving success as a woman in a male-dominated industry

In 2006 Metallix Refining Inc., a precious metals recycling company in New Jersey, announced they were recruiting for an inside sales position to cover Latin America. 

Maria, a native Spanish speaker, fluent in English with a background in sales and marketing, applied for the opening and received an interview offer from Eric Leiner, owner and then President.

For any profession, being prepared for whatever situation you face is crucial; it is a professional obligation to your colleagues and suppliers to answer their questions fully and present them with the best, most relevant, and actionable recommendation.

Maria applied the same professional approach to the Metallix interview. Reading precious metals and refining trade magazines, researching product supply to the industry from gold-plated connectors to solar industry production, all of which made for credibility and confidence during the interview process and responses.

woman in a male-dominated industry

Maria during her tour of Asia meeting with our Technical Director Claudio Ferrini and the General Manager of Metallix Refining Asia Mr. SB Sangbae Kim. (Photo courtesy Maria Piastre)

There is always a voice of doubt and moments of anxiousness when you want something which is almost in touching distance, and for Maria, this was no exception. 

However, instead of a second interview, she received a job offer. The strategy had worked, and Eric Leiner was thrilled when Maria accepted.

The best place to work is the place you can be at your best and this was true for Maria.  Maria started to learn the business and soon fell in love with her job and became fascinated by the industry. 

With increasing industry knowledge and eagerness to grow within the company, Maria assumed additional responsibility bringing in new business, developing good relationships with industry partners and leading the way for improvements within Metallix.

In 2007, following the birth of her second son, Maria took a short career break from Metallix.  In a competitive and male-dominated industry time away can often result in missing significant opportunities.  “The progressive mindset of Metallix and their appreciation for my professional achievements and value to the company, secured my time away from the industry – a luxury many working mothers do not enjoy. I will always be grateful for such important consideration to my family,” Maria explained.   

Upon her return, she continued to achieve recognition within Metallix, taking on significant responsibilities assigned by Lerner.  

“The only limits are those you set yourself”

In 2017, after only 12 years working in this male-dominated industry, Maria Piastre  was appointed company President.  Ambition had always been a driving force fueled by a passion for the industry, but never did she imagine to be made President. This was both a pleasant shock and honor. 

woman in a male-dominated industry

Maria interacts with every member of the Metallix Team, making an effort to engage with every employee on her many frequent visits to the Refinery. (Photo courtesy Maria Piastre)

The sense of humility that Maria brings to the position transcends not just gender but embraces a new generation of values, of learning and reward based on individual merit, with the only limits being those you set yourself.

“As an immigrant to the US, I know only too well the challenges we all will encounter, especially for minority groups. The road will not always be smooth, and regardless of your cultural background, you should believe in yourself, your self-worth, your ability to succeed and that your qualities will always shine through to achieve rewards,” Maria advises Latinas in Business readers. This ethos is ingrained in Maria’s leadership.

One of the most important responsibilities as President was to establish a vision, a long-term mission with short-term objectives.  These will ultimately determine the expectations for the company’s culture and core values that will lead Metallix at multiple levels ensuring alignment throughout. Equally, recruiting talent and nurturing Executive growth for succession planning is key to building sustainability and industry expertise.  

Now guardian of a prestigious and respected precious metals recycling company, with locations in New Jersey, Greenville, and Maxton, North Carolina, the pattern of reinvestment and growth is set to continue. 

In 2019 the company embarked on a significant expansion program establishing Metallix Refining Asia Ltd in South Korean and Metallix Refining Europe Ltd based in the UK. 

These two new facilities secured the recruitment of the industry’s most experienced and respected personnel, opening up new and untapped revenue sources to add to the diverse industries already served by Metallix.

You might be interested: Martial Arts Sensen Marieangelic Martinez defeats industry stigma and work-life balance

Evolving with the times

As a woman in a male-dominated industry, Maria has witnessed and experienced many changes over the last 12 years and has been influential to many changes herself. Through Maria’s values, Metallix is a multicultural employer with promotions based on ability, not gender, and an environment where there is no place for discrimination or bullying. 

As 2020 has seen the impact of COVID-19 on businesses globally, Metallix has been no exception. 

Maria at the Precious Metals Refining meeting the Metallix Trucks arriving back to the Refinery (Photo courtesy Maria Piastre)

“Business models once tried and tested no longer applied, and the way to survive and grow in this new economic market would be through technology, Maria said.”Metallix has always made a significant investment in equipment and applied sciences resulting in the Metallix Precious Metals Refinery becoming a world-class facility. We now needed to apply the same approach to sales and communication,” Maria explained. 

In addition to travel and face-to-face meetings no longer possible, video conferencing and social media platforms have been tools in which to maintain stability in the supply chain.  Metallix has an experienced team of buyers providing materials management guidance and support, managing social risks to protect our employees, suppliers, and the community. 

Under Maria’s leadership, Metallix Refining Inc. strives to provide exceptional customer service with world-class facilities that continue to achieve excellence for our customers.

Business photo created by onlyyouqj - www.freepik.com'>

Tapping into Latinas’ potential could unlock $393 billion in economic value in the U.S. 

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Did you know that right now Latinas hold the power to unlock $393 billion in economic value in the U.S. and reboot the post-pandemic economy? In fact, some may even say Latina business owners and entrepreneurs have a ‘midas touch.’

The untapped economic value of Latinas in the workplace

According to an article published by Forbes, Latinas have this ‘midas touch’ that could potentially deliver $393 bullion in incremental value to the U.S. economy. Additionally, the most recent State of Latino Entrepreneurship Report conducted by Stanford  Graduate School of Business found that much of the growth among new businesses in recent years has been driven by Latinas. The data from the report revealed that Latinas currently represent 40% of all Latino business owners and the number of Latina-led employer firms has grown 20% within the last five-year period. 

In the same article published by Forbes it was reported that in 2019 alone, Latina entrepreneurs owned 2.3 million businesses and generated $119 billion in revenue. However, despite the tremendous economic power of Latinas, the average size of Latina-owned businesses is much lower than that of others, averaging only $50,900 in annual revenue. Latina businesses have also been disproportionately impacted by the pandemic as data from the Stanford report shows. According to the report, 41% of Latinas have reported experiencing “large negative impacts” due to the pandemic and nearly twice as many Latina-owned businesses experienced pandemic-related closures (30%) compared to Latino- and White Male- owned businesses (16% and 18% respectively). 

Source: 2020 State of Latino Entrepreneurship Report

Latinas also suffer from unfair gender biases in the workplace, especially in the area of wages. The gender wage gap for Latinas is 55 cents per every dollar earned by a White, non-Hispanic man. Furthermore, a 2016 briefing paper from the Institute for Women’s Policy Research found that if current gender wage gap trends continue without any action, it will take over two centuries for the gender wage gap to close for Latinas. 

Latinas Equal Pay Day, gender wage gap

Latinas are among the most adversely affected by the gender pay gap. They are paid just 55 cents for every dollar earned by white, non-Hispanic men. (Source: latinaequalpay.org)

But this does not have to be the narrative for Latinas. Latinas are strong, powerful, and capable business owners, entrepreneurs, workers, and leaders. If given the opportunities to generate the same level of revenue as white-women-owned businesses, Latina-owned businesses would generate an additional $393 billion in annual revenue–a big boost for Latinas and the U.S. economy as a whole. 

Closing the gap and supporting the Latina market 

To reach this potential and truly unlock the economic value of Latinas, more companies, corporations, and legislative bodies need to take a chance on Latinas. We need to see more Latinas in corporate-level positions. More Latinas in leadership. More funding for Latina-owned businesses. 

Photo by Armand Valendez from Pexels

This past year we have already seen some step up to the plate. Earlier in January, the tech giant Apple appointed the first Latina ever to their Board of Directors. Monica Lozano, president and CEO of College Futures Foundation, was appointed as the eighth board member, bringing with her a broad range of leadership experience, as well as a long track record as a champion for equity, opportunity, and representation.

“Monica has been a true leader and trailblazer in business, media, and an ever-widening circle of philanthropic efforts to realize a more equitable future — in our schools and in the lives of all people,” said Tim Cook, Apple’s CEO. “Her values and breadth of experience will help Apple continue to grow, to innovate, and to be a force for good in the lives of our teams, customers, and communities.”

Giannella Alvarez, Latina board member

Driscoll’s new Latina board member, Giannella Alvarez (Photo: Business Wire)

Even more recently, the major berry company, Driscoll’s, appointed Latinas Giannella Alvarez and Graciela Monteagudo to their board. Both women were praised for their cultural and international knowledge, citing these skills as great assets for the company’s dealings in the global market. 

Speaking on Ginannella’s appointment, J. Miles Reiter, Driscoll’s Chairman and CEO said, “Giannella is a highly creative and decisive leader who has a proven track record of talent building and energizing organizations across countries, customers and channels. Her significant on-the-ground international experiences will serve as an invaluable asset as Driscoll’s continues to grow and adapt to the ever-changing marketplace.” 

Graciela Monteagudo, Latina board member

Driscoll’s new Latina board member, Graciela Monteagudo (Photo: Business Wire)

On Graciela, Reiter shared, “Graciela’s expertise in addressing the Mexican consumer and retail environment will be invaluable to Driscoll’s as we navigate increasing consumer demand in this important growth market. Her experience in consumer brands, especially in the health and nutrition sector, will bolster Driscoll’s capability and success in markets around the globe.”

In the small business sector, GrubHub has been working to support women-led restaurants. Four years ago the company launched RestaurantHER, a platform that connects women-led restaurants and empowers them to bridge the wage gap among women in the restaurant industry. And this year they are expanding and focusing an eye on supporting Latina-led restaurants, Forbes reported. 

Lastly, on the government level, supporting Latina business owners and entrepreneurs through funding and legislation is crucial to unlocking the economic value of Latinas. Appointing Latinas to government leadership roles is also incredibly important. This past year we have already seen great improvements such as with the appointment of Latina Isabella Casillas Guzman as SBA Administrator and various government programs dedicated to supporting minority-owned businesses. 

You might be interested: Stacie de Armas on breaking stereotypes and advocating for Latinas

President Biden’s American Rescue Plan Act is pivoting to funnel more aid and relief toward minority-owned small businesses that have been impacted by the pandemic. The Act will help small businesses recover post-COVID by providing critical assistance to businesses across the country and delivering $50 billion in aid and relief. 

In New Jersey, the Murphy Administration is working to provide greater opportunities for minority, women, and veteran owned businesses through various key initiatives. These initiatives include a disparity study–the first in 20 years–to identify ways in which the State can contract Minority, Women, and Veteran-Owned Businesses (MWVOB) to provide goods and services. 

“This disparity study is not only long overdue, it is an integral part of our vision for a stronger, fairer, and more resilient, post-COVID economy that opens doors for diverse businesses to play a greater role in shaping our state’s future,” said Governor Phil Murphy. “This study will provide us with an opportunity to create a more equitable business environment, which is a win for us all.”

Other NJ organizations, such as New Jersey Economic Development Authority (NJEDA) and NJ FAM are also providing resources and access to capital for Black and Latina business owners through the development of various funds and programs. 

In a recent Instagram Live, NJEDA CEO Tim Sullivan and digitalundivided CEO Lauren Maillian,  spotlighted the recently-proposed Black and Latino Seed Fund, which the NJEDA intends to create to drive capital to Black- and Latino-owned enterprises. 

A recording of the entire chat can be viewed below. 

 

View this post on Instagram

 

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With many big name companies and government initiatives taking a chance on Latinas, the future is looking promising. Numbers show that Latinas are an industrious, innovative group, taking the lead in recent years as the fastest growing demographic of small business owners. 

It’s clear that the economic power of Latinas has been overlooked for too long. From small businesses to corporate, Latinas hold tremendous power and abilities. Wherever a Latina goes, she brings with her a special touch, her unique perspective, and a whole lot of passion and drive. And the untapped economic value of Latinas is just what the U.S. economy needs to reboot and recover post-pandemic. The time to take a chance on Latinas is now, and it is long overdue. 

boardroom, workplace,

Driscoll’s appoints two Latinas as new board members

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The Greenwich, Conn-based RSR Partners recently assisted fresh berry provider Driscoll’s in the recruitment of two Latinas as new board members.  

RSR Partners assists in board members recruitment

RSR Partners was founded by Russell S. Reynolds Jr. in 1993, and offers any number of vertical specializations, including consumer goods and services, hospitality, industrial, financial services, retail, board, CEOs, CFOs, CHROs, chief information officers, chief marketing officers, sport leadership, risk, board recruiting, board advisory, management consulting and more.  

Gretchen Crist, who leads the firm’s human capital and consumer goods and services practices, conducted the search for the two new board members. With over 20 years of experience as a senior human resources executive in private equity and public company environments, she has recruited numerous professionals into top human resources roles as well as C-suite and senior executives into various leadership roles. 

Latinas Giannella Alvarez and Graciela Monteagudo join Driscoll’s board 

With the help of RSR Partners, Giannella Alvarez, former CEO and director of the board at Beanitos, and Graciela Monteagudo, the former president and CEO of LALA U.S., were recruited as Driscoll’s new board members. Two very accomplished Latina professionals, they both bring a plethora of expertise and experience to the board. 

Giannella Alvarez, Latina board member

Driscoll’s new Latina board member, Giannella Alvarez (Photo: Business Wire)

Giannella Alvarez brings to the Driscoll’s board 35-years of experience across a wide range of industries in the United States, Latin America, and Europe, having led multi-billion-dollar brands for Fortune 100 companies including Procter & Gamble and The Coca-Cola Company in senior executive positions. She served as Group President and CEO for Barilla Americas, a Division of Barilla S.p.A., as well as President and CEO of organic food start-ups, including Harmless Harvest Inc. Named one of 2019’s Most Influential Corporate Board Directors by Women Inc., Alvarez is also an experienced public company board director. She brings a deep expertise in marketing, innovation, business scaling and global expansion as well as a passion for food, health and wellness, sustainability and equality, with her experience as an Advisory Board Member of New York University’s Stern School Center for Sustainable Business.

“Giannella is a highly creative and decisive leader who has a proven track record of talent building and energizing organizations across countries, customers and channels,” said J. Miles Reiter, Driscoll’s Chairman and CEO. “Her significant on-the-ground international experiences will serve as an invaluable asset as Driscoll’s continues to grow and adapt to the ever-changing marketplace.”

Graciela Monteagudo, Latina board member

Driscoll’s new Latina board member, Graciela Monteagudo (Photo: Business Wire)

Graciela Monteagudo built her 30-year executive career at multinational Fortune 500 companies across the consumer products, healthcare and retail industries. She has significant experience in general management roles, previously leading multi-billion-dollar corporations including SVP and Business Unit Head for Sam’s Club in Mexico, and President, Americas and Global Marketing for Mead Johnson Nutrition Americas. She most recently served as CEO and President of LALA U.S. a leading Hispanic Dairy Company owned by Grupo LALA, one of the top 10 dairy companies in North America. Monteagudo is an experienced public company board director who has also been spotlighted in the 2019 Latino Leaders Magazine Latinos on Board report and the 2020 Best of the Boardroom feature of Hispanic Executive Magazine. She brings to the board a diverse perspective regarding domestic and international markets, digital marketing/ecommerce , Hispanic and Latin American consumers, as well as a demonstrated capability in strategic planning, M&A, diversity/inclusion and cultural transformation.

“Graciela’s expertise in addressing the Mexican consumer and retail environment will be invaluable to Driscoll’s as we navigate increasing consumer demand in this important growth market,” shared Reiter. “Her experience in consumer brands, especially in the health and nutrition sector, will bolster Driscoll’s capability and success in markets around the globe.”

You might be interested: 7 Benefits of having women in companies

The new board appointments collectively bring strong brand growth expertise and a clear future-looking vision that will help Driscoll’s accelerate its mission, which is to delight berry consumers with the best tasting berries today and for many years to come.

About Driscoll’s 

Driscoll’s is the global market leader of fresh strawberries, blueberries, raspberries and blackberries. With more than 100 years of farming heritage, Driscoll’s is a pioneer of berry flavor innovation and the trusted consumer brand of Only the Finest Berries™. With more than 900 independent growers around the world, Driscoll’s develops exclusive patented berry varieties using only traditional breeding methods that focus on growing great tasting berries. A dedicated team of agronomists, breeders, sensory analysts, plant pathologists and entomologists help grow baby seedlings that are then grown on local family farms. Driscoll’s now serves consumers year-round across North America, Australia, Europe and China in over twenty-two countries. As a fourth-generation grower and the son of one of Driscoll’s founders, J. Miles Reiter serves as Chairman and CEO.

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Happy Holidays from the LatinasinBusiness.us community!

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We are coming to an end of a very productive year, and at the LatinasinBusiness.us community, we are grateful to have your support in our mission to advocate for the Latina working woman.

LatinasinBusiness.us community

Despite some health issues I needed to resolve, this year has been one of the most productive so far in engagement, social media exposure and profitability, and for that, we are very grateful.

Our year ended with a great event, the LatinasinBusiness.us Best Business Awards and Pitch your Business competition. We thank all of those who supported our event and participated in it.

Next year we are going full engine to great planned activities, developments and resources including expanding our Editorial Advisory Board (EAB). Please contact us if you are interested in participating as a Madrina or a Padrino.

We have also been working on expanding our platform into Spanish, a long due and much needed development. We will keep you posted on our launching date.

We are constantly thinking and planning how to create a better LatinasinBusiness.us community to represent the voice of the Latina working woman. Our entrepreneurs, career and professional Latinas deserve recognition for the value they bring to their businesses, their workplace, their families and their communities.

Thank you to our Media Strategic Partners:

AccessLatina

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Thank you to our Sponsors and Supporters:LatinasinBusiness.us community

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Thanks to our Media Sponsors:

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And thanks to our thousands of followers and readers! Without your support, we would have never been able to accomplish our mission: to advocate for the economic empowerment of the Latina working woman. Join our LatinasinBusiness.us community!

Welcome 2017! We can’t wait to start!

Dr Davidds negotiation skills a must for Latina economic empowerment (video)

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YazminDavidds_high_res

Dr. Yamin Davidds, Founder and CEO Women’s Negotiation Institute

Here you are now at the negotiation table, in front of your potential future boss who is offering you the position of your dreams; or in front of your current boss, feeling you deserve a long-awaited promotion; or about to close a deal with a major client that will take your company to the next level.

A different million thoughts come to mind, you start to panic –butterflies in your stomach or quick breathing. It is negotiation time. What to do?

As many of you, I can share a funny story that came out OK but could have gone very wrong. I was working in New York at a multicultural advertising agency in a no-way-out leave-your life-here type of job making little money and with a horrible commute. A dear friend offered me a contact opportunity to work for the State of New Jersey.

The job didn’t really interest me –at the time, it seemed a side path in my career– but tired of 12-hour long days, I decided to look into it. I was called to an interview with a very pleasant man –who would end up being my boss– and other management.

I showed up with a number in mind. If I was to sell my soul, it was going to be for a good price. The interview went extremely well and I was offered the position on the spot. I was even able to negotiate my title –State jobs have sometimes weird titles– to look closer to my professional objective. However, when the numbers came up, I was offered $5K less a year than I had in mind. I heard myself say YES.

Driving back home, I had mixed feelings. On one hand, I was happy that I had aced the interview and the job seemed particularly suitable for my skills with great benefits. On the other, I was extremely furious with myself for not having negotiated my salary. It was not a great difference but why haven’t I spoken up? I tried to appease myself thinking it was not such a big difference, that it still was good money and way more than I was making now, the commute was easier, and the job was fine. But the principle of not speaking up for myself made me mad!

When I got home and told my son the good and the bad news, in his naivety –he was a teenager at the time– he suggested I called them back and ask for more money. I did the next day, and the answer was YES! (Do not try this at home). As I said, it was a once in a lifetime miracle, and I could easily have lost the job.USC NEGotiation FOR WOMEN ALUMNI EVENT_102914

“Women –and especially Latinas– are raised in this culture of being agreeable and making other people happy,” said Dr. Yasmin Davidds, Founder and CEO of the Women’s Institute of Negotiation. “We need to teach and train them in the art of negotiation, which is not a feminist position. Study after study coming out of Harvard and Stanford universities has proven that women and men brains really work differently, with very different approaches in ways of negotiating and communicating with and between each other,” she said.

An international best-selling author and negotiation expert, Dr. Davidds is one of the top leading female negotiation experts in the U.S. and Latin America. She has trained and consulted thousands of corporate leaders in over 200 blue chip companies throughout 22 countries in the art and skill of negotiation. A propos of her first-ever live-streamed virtual presentation “Negotiating for Women” sponsored by the USC Career Center, USC Alumni Association and the USC Society of Trojan Women, she spoke exclusively with LIBizus.

“The fact is, nobody likes aggressive women, especially men, because they feel it is a challenge to their manhood. Maybe they will negotiate with you once but hardly would they want you on their team,” she affirmed. “Many men and women believe aggressive women are difficult to work with.”

So the true concept of negotiation, according to Dr. Davidds, involves using the feminine power and grace. “Being compassionate, gracious, assertive and empathetic helps you understand where the other person is coming from. Egos might get in the middle; being aware and acknowledging the other person’s goals make them feel safe enough to open up,” she suggested.

This world-renowned leader has worked with global companies such as Proctor and Gamble, General Electric, Wal-Mart, Coca Cola, American Express, Johnson and Johnson, Microsoft and Apple among many others. She has conducted hundreds of presentations in some of the most prestigious universities including Stanford and Harvard, and is a regular speaker at USC.

Testimonials at USC event

Testimonials at USC event

“I have trained women in both, the organizational or corporate and the entrepreneurial environments. There are differences in every aspect of the negotiation process. In a corporation, the organizational culture designates how a woman can use her power, what is acceptable and what is not, and how much –or little- the organization is open to be questioned, so I always recommend being very cautious. Less evolved organizations have less appreciation for women and for that, they present a higher risk.”

In that kind of corporate environment, Dr. Davidds recommends:

  1. Have your exit strategy in place. In order to play the game, you need to be very strategic, including having an alternative in case your move is not successful; you always want to have options.
  2. Find allies within the organization, powerful people who know you, your work, and your professionalism; they will speak up for you when and if the time comes.
  3. Understand the rules of the game so you have choices: you play by them, you challenge them or you look for an organization that is more aligned with your career goals.
  4. Find –if there exists– a women’s group, formal or informal– within the organization so you feel you are not doing it alone.

When the environment changes to the entrepreneur or the small business owner, the rules are different, according to Dr. Davidds. “Entrepreneurs and small business owners are, in a way, free to take more risks. If their main clients are large corporations, then it is mandatory that they understand their clients’ negotiation style, and the politics around their organizational culture. However, they can live by different rules,” she said.

Entrepreneurs and small business owners must:

  1. Take bigger risks. You need to jump in first, be proactive and then figure out how to accomplish the task at hand.
  2. You must have a personality. Show your clients who you are and how your company is their best option to service their needs. You are freer to be yourself, so prove it!
  3. Try everything to see what works. You have more opportunities to experiment with different options and look for the best solution possible. Clients appreciate innovators!

While Latina entrepreneurs have more freedom in taking these risks, corporate Latinas must be more cautious in saying YES right away when asked to take over a task or challenge. They need to push back a little and figure out a way to respond to the situation that would be beneficial to all the parties, including herself!

“Latinas are so happy to get promoted that we don’t realize we need resources and funding to learn how to be strategic, and even find someone who represents our interest and be able to push back without hurting the negotiation. Seeking to establish themselves in executive or leadership roles, Latinas must negotiate their way through a number of obstacles and challenges that their male colleagues often bypass,” she said.

“Today’s Latina leaders must be equipped with more than just a traditional leadership skill set; they must be able to negotiate in complex, multi-party situations where relationships are of the utmost importance and substance cannot be sacrificed. I believe the Women’s Institute of Negotiation has begun to make a difference,” she concluded.

Watch the complete session “Negotiating for Women” on our LatinainBusiness.us YouTube Channel here!