Businesswoman: DIF has been in business for 40 years now, and that is all thanks to their chairman’s vision and dedication

Forty years ago, Norma Payne had a dream of starting a worldwide freight company that stood out from the rest. She wanted to focus on dependability and reliability, as well as creating an environment in and around the workplace that draws people in. So, she started DIF back on April 1, 1984, and it has become more than successful ever since.

DIF has become mightily successful because of Payne being at the helm, as she is a tremendous boss, leader and innovator. She is focused on customer care and adaptation, and that is why her company has grown into what it is today.

Payne is also the kind of leader who leads by example. She does not just tell everyone else what to do, but she gets her hands dirty and puts in a whole lot of work and effort day in and day out, and that is noticed by many.

“To me, Norma is more than just an owner of the company; she is a compassionate leader, she is my mentor, and her dedication inspired me,” Vice President of Sales Meesa Chia said. “I like her genuine care for her employees; she takes the time to listen and offer support and guidance as needed. Her humor, it is like her secret weapon. She could easily break the ice with anyone, especially the customers.”

Payne is very much an outgoing individual, and she is also a heartfelt individual. That is why so many past and current employees speak so highly of her. They look up to Payne because of how well-versed she is in everything, and also because she is super approachable and open with people.

She is like this with her entire clientele as well. Payne treats customers the way she treats her employees, as she makes everyone feel comfortable.

She loves to crack jokes too, and this is another thing that helps Payne communicate with others. People feel comfortable talking to her because she just has this way about her.

“She’s a people person,” Executive Vice President and Norma’s brother Jerry Payne said. “Norma can communicate with almost anyone. She is a very good problem solver. If something goes out of the ordinary, she can figure out how to make everybody happy.”

Jerry also mentioned that his sister is very good with customers. They are of course her number one priority, as she knows without them, her business would not exist. She needs customers to make her business successful, and her customers genuinely enjoy working with Payne.

“It is her unwavering focus on customer satisfaction that sets us apart from other freight companies,” Chia said. “She makes it our mission to ensure that each and every customer feels valued and appreciated. Our team is going above and beyond to exceed customer expectations at every turn.”

Communication is a huge part of customer satisfaction, which is why DIF’s customers appreciate them so much. They have an open and honest line of communication with each other, and that is not taken lightly.

What is also not taken lightly is Payne’s true passion for what she does. She loves running her business, and she shows that time and again. She does not take days off and she does not cut corners, and these are yet two more of the numerous reasons why DIF is super successful.

“She’s probably been the first person in the office every day,” Jerry said. “She comes in and puts her full day in. Norma doesn’t slack off. She does all her emails early in the morning. She goes and takes care of customers, then comes back and answers emails in the same day. She follows up very well with existing customers and prospective customers. She went from a table in the kitchen to doing about $40 million in sales.”

Payne believed in herself, her company and her staff, and thanks to the countless and tireless hours put in, she is the successful businesswoman she is today.

The crazy part about it too is the fact that Payne still finds a lot of time for things outside of work. She loves cruising, biking and visiting Mexico, but even more importantly, Payne loves being around her loved ones. She is a family person through and through, and she loves hosting family gatherings.

I mean, if Payne did not love her family, would she constantly put up with working with her brother?

“We actually get along pretty well with working together,” Jerry said. “I’m going on 29 years with her. We’ve been through the good times and the bad times together. During the 2008 recession and the COVID-19 era. It’s been an adventure for us. She’s very good at listening to me too. When I do have something to talk about, she usually does listen to me and we work it out.”

Everyone at work is like that with Payne, as they know they can go to her. They know she is going to listen and give people her full attention, and she is going to always do what is best for all parties (her employees, her customers and DIF as a whole).

“People know her for her infectious humor, unwavering dedication, and genuine care for her employees and customers,” Chia said.

Keep building your company and reaching for the stars, Norma. You have achieved some great things!