First Lady Eleanor Roosevelt once opined, “The future belongs to those who believe in the beauty of their dreams.” Even as a child, Christina Fisher longed to be someone special and achieve great things. Her dream was to become the first person in her family to attain a bachelor’s degree and a master’s degree.
Fisher’s best friend growing up was her grandfather, a man with a ninth grade education who spent his career working as a lineman for the Michigan Bell Telephone Company. She spent many memorable days at his side, vowing to one day walk down the graduation aisle. He believed in her, and likewise. She made it happen.
“I wanted to show him that his family could achieve great things and my deepest wish was for him to attend my graduations – and he was there,” said Fisher, a 2023 ENX Magazine Difference Maker. “It was one of the most memorable days of my life to see his smile and to know how proud he was of me as well as the rest of my family.”
That accomplishment—a BS from LeTourneau University and an MBA from Pepperdine Graziadio Business School—may have provided validation for Fisher, but it was just the beginning of her journey. Today, she serves as director of bids, proposals and contracts, enterprise administration for Toshiba America Business Solutions (TABS), where her quest for achievement takes various forms in support of the company and its many clients.
Whether it’s collaborating with teammates to solve a problem, figuring out how to execute a process, learning new things or tackling a project, Fisher finds job rewards around every corner. Drawing upon past experiences and roles to identify with what clients and team members are trying to accomplish, she loves to strategize and brainstorm to produce a positive outcome for both TABS and its customers.
Key Cog
Fisher and her team play integral roles in the full sales life cycle, from bid through contract award. She relishes being involved in the business machinations, understanding the different marketplaces, financial aspects, program development and putting into place the contractual documents that facilitate that sale. Her team also gets involved in pre-sales and post-contract activities.
Her job role lends itself to a great deal of variety on a daily basis, which is professionally fulfilling. “From participating in generating revenue, collaborating and being a contributor to the company as well as ensuring the company can deliver on promises made through its contractual obligations, I love seeing a team pulling together and heading in the same direction,” Fisher noted.
Growing up in Texas, Fisher developed a passion for auto racing and classic cars. Whenever her grandfather or a family friend was working under the hood of a vehicle, she was mesmerized by the mechanical and electrical technology and how things work. When it was time for Fisher to have her own car, she knew how to fix a flat, change sparkplugs or hoses.
Seeing how things work and taking an active part in the process would later serve her professionally. Her first gig was with a family-owned Triumph-Adler Royal Business Machines dealership that sold copiers, faxes and calculators. It also provided Fisher with insight into foreign markets, marketing, sales, distribution, mergers and acquisitions—all while she was attending night school and working toward her degrees.
Prior to joining TABS in 2004, Fisher plied her craft in a diverse set of industries: technology, consumer and medical products, audio/home theater and fingerprint biometrics. From sales to operations, program and project management, she wore many hats and traveled internationally.
When the opportunity to join TABS presented itself, she was intrigued by the new offering that was being developed—managed print services. It was the optimal fit for someone with her experience, and she’s found the business to be fascinating and complex.
Helping Others
In addition to tackling her roles, she seeks to pay it forward. “I feel it is my turn to inspire, encourage and support my peers to learn how the engine works, so to speak,” Fisher noted. “I enjoy helping others see the value within themselves as well as seeking out and implementing ways for my team to be efficient, effective, and productive as well as getting out of their way to do the job.”
There’s little doubt that 2022 was a resounding success for Fisher and her bids team. The team responded to nearly 500 bids in varying complexities and dollars, achieving an average of 35% win-ratio for direct sales channel bids and close to 50% for $750,000-plus contracts.
“This track record is consistent and highly competitive as the team continues to drive growth, revenue, and client focused deliverables,” she said.
As 2023 transitions into the new year, Fisher seeks to improve efficiency and effectiveness for TABS as it continues to grow while remaining in regulatory, financial and corporate compliance. “My nature, passion and drive are to figure out ways to solve problems and create better processes while continuing to add revenue within a healthy and positive work environment and within the company’s framework and corporate objectives.”
In Fisher’s estimate, there is an art to bid responding and contract negotiating. It involves understanding what the client is seeking to accomplish and tailoring a solution that fits their needs, as opposed to a one-size-fits-all solution.
“I am inspired and intrigued by the entrepreneurial spirit within Toshiba and encourage my team to challenge the status quo and seek the best solution for our clients that we can stand behind and meet the contractual obligations,” she said. “It takes time and a level of expertise to interpret what a client needs through a written word during the bidding process as well as a great deal of active listening through the contract negotiation process—all the while maintaining regulatory and corporate compliance objectives.
“This position has checked all the boxes for me so far in my career, from daily learning, problem solving, leadership and working with extremely knowledgeable and professional peers. I enjoy staying in touch and listening to the voice of our internal and external customers and the dealer community. Long term, I would like to leverage this knowledge and continue to grow opportunities within the organization.”
Fisher met her husband of husband of 30 years, Tim, at a race car event in Big Spring, Texas. The Fishers enjoy going to classic car shows, museums and historical sites, and they love exploring various towns throughout the region. An avid reader and antiques hunter, she can often be found at libraries, book stores and vintage shops. Fisher also enjoys learning more about her Scottish, Irish and English heritage.
She’s also looking to expand her horizons. “I am fascinated by sailing and all the different aspects of it,” Fisher noted. “It is something I would like to accomplish in the future.”
