Alumni success strategy: Susie de Leon, research analyst
The Protocol School of Washington has a robust alumni network of more than 5,000 graduates from over 80 countries representing the highest caliber of protocol and etiquette professionals in their respective fields.
Graduates from our Intercultural Etiquette and Protocol Trainer course have built reputable businesses of their own. Completing PSOW’s five-day program prepares you to train others on intercultural etiquette, business protocol, emotional intelligence, executive entertaining, professional image, and cultural awareness: skills that entrepreneurs find advantageous in reaching new clientele and expanding into new markets.
We’ll be featuring alumni success stories here on our blog. For this edition, meet IE graduate and research analyst Susie de Leon.
Please give us a brief overview of what your current career looks like.
I am currently employed as a Research Analyst for a performance rights organization (Entandem), which is Toronto based. I have also been conducting training courses for a career college for those aspiring to carve out their career in inflight service.
Please describe your "pivot" to becoming an entrepreneur.
I offered my training program to a training company in the Philippines. I broached the idea of their company marketing my training program on business etiquette and protocol. I thought that the training course is a good fit to their range of products, it is like the yin and yang of management, of leadership. I would say that the business etiquette and protocol course is like the “yin’ of the management tools.
The IE course also fits within their training framework of systems thinking. What one sees or observes is only the tip of the iceberg. Values, assumptions, and beliefs are the drivers of our thinking and conduct.
Since they already have the logistics, The Rizal Academy for Innovation and Leadership (TRAIL) gave me their 100 percent support for which I am thankful. In April 2022, I did two online information sessions to promote the class, after which we ran four consecutive classes on weekends from May to June 2022. The class had a good mix of participants – teachers, trainers, salespersons, those in the customer service field, and managers. They were all virtual sessions.
When did you take the IE course with PSOW? Why did you decide to sign up?
I took the IE course in October 2021, and I completed it in December. It was convenient that PSOW offered virtual certification at the height of the pandemic.
I did a lot of research on schools offering certification courses and read the testimonials of their graduates. I watched a lot of PSOW videos, especially Pamela Eyring’s. I like the way she packaged herself as an entrepreneur and how she positioned PSOW in the market, its brand.
Usually, etiquette schools brand themselves in such a way that the trainers/facilitators look like fashion icons. PSOW is different though, with Pamela’s branding, in the sense that it has a strong “business sense” brand. I find it relatable. And that is how I would like to position myself or my training venture in the industry.
What did you find most helpful about the course?
It is not only one module that was helpful, but all. For one, the facilitators are experts in their field. Information was not merely downloaded on the attendees from a manual of lectures, but it was real-life experiences being shared. I am also impressed and grateful for Pamela Eyring’s support. When I invited her to send some congratulatory message to my first graduates, Pamela sent a recording as she could not make it to the live virtual session because of schedule conflict. My students were happy to hear from Pamela. I should say that the support to the alumni is an essential factor.
How has the IE course credential positively impacted your business?
I must say it legitimized my being an etiquette and business protocol trainer. I had etiquette courses in my student days in school; my mother and sister were my first etiquette coaches at home. However, the PSOW certification says it all – that I am knowledgeable in the field.
What do you enjoy most about running your own business?
The feeling of self-actualization, being able to help my students gain more knowledge or refinement in carrying about their business. The participants in my recent class had many realizations, A-HA moments that they shared during the class and the post-course evaluation feedback. I am awed.
Having in one’s consciousness the sustainable development goals to transform the world is a good guide, particularly quality of education, poverty, partnerships. The competitive edge in having the training that I offer will help them get jobs or gain more clientele, thus growing their own businesses while helping people improve their lives and achieve their aspirations in life.
What would you say to someone who's considering breaking out on their own - and thinking about using the IE course as a starting point?
Action confidence is the key. Go for it! Take the leap, get the certification, and the net of support will appear! You are in good hands, in a good place with a PSOW certification. As in all entrepreneurships, the planning aspect, the timely execution, and the collaboration are critical ingredients.
