SpeedPro’s Joanne Ruston makes winning look easy

WRITTEN BY JEFF LAKE

What does it take to be a five-time Fran-chise of the Year Award Winner and Franchisee of the Decade award?

“That’s an easy one,” says Joanne Ruston. “You have to have amazing customer service, quality products, competitive pricing, professionalism, and great communication.”

As a female franchise leader, she has raised the bar for those trying to emulate her success in franchising. Joanne left a successful career in the travel industry in 2001 to launch her new career as the owner of SpeedPro Signs Calgary North- east location.

“Originally I wanted to buy an existing franchise, then I researched SpeedPro and felt it was an even better opportunity then buying from an exist- ing owner. I had no previous experience. I knew nothing about signs and I had worked for 20 years before buying a franchise,” she said.

The odds were against her. The first week she opened was the week of September 11, 2001. As a new owner it took courage, a positive attitude and

an open mind. “During 911, Calgary was a ghost town. I can tell you I had major doubts the first year. It took awhile, but I was so determined, I didn’t look twice.”
What made it more challenging was her approach to selling. “I’m a relationship seller, not a knock-on door type. My per- sonality is not to be pushy, but I became a good networker and focused on constantly learning, which SpeedPro really helped me,” Joanne added.

Calgary was growing fast and competition in the print business was fierce. Yet despite these challenges, Joanne started to gain traction, earning her first Franchise of the Year award after four years in business.
She credits her networking, enthusiasm, giving back to the com- munity and building loyalty and systems she developed for con- tributing to her success.

“Our vision is to be known as the solutions centre. I laugh because we’ve talked customers out of expensive signs, even when they asked for them because that wasn’t the right solution for them,” she said.

She worked with her business coach to ensure consistency in customer approach. This resulted in implementing a 5-step REACH assessment for every customer:

R – reason for sign?
E – effect of sign?
A – audience who is the sign targeting?
C – context – optimal location
H – hardware – what medium best suits your needs?

Asked how she has adapted her business during the pandemic, she said they had to take precautions to ensure employee and customer safety, installing new signage and curbside pickup and from there it shifted to installing a light-activated self-cleaning film product that kills Covid 19 on high touch areas and making acrylic sneezeguards and distance and directional signage for her customers.

She has adapted to the changes in technology over the past 20 years by joining the trade associations for sign retailers, attend- ing annual sign trade shows and receiving the ongoing assistance from SpeedPro’s corporate office. Even after 20 years, she says she is constantly learning, which is why she tells new SpeedPro franchise owners to call her any time.

As for what she would tell a woman considering purchasing a franchise, Joanne offers her insights: “It takes courage and hard work. You have to have a positive attitude. Ensure your staff pro- vides excellent customer service. Always work to keep your con- fidence and enthusiasm up and concentrating on ways you can bring a smile to customer’s face.”

What does future hold for this franchise leader? “I would love to be a little more hands-off but also keep in touch for a few years before retiring. I want to make sure the new owner has same val- ues as mine.”

Maybe that explains the 125 5-star Google reviews her franchise has earned.

Jeff Lake is President of Fishman Canada, which specializes in providing PR excellence for franchises. Visit: fishmancanada.com.