In 2025, WBENC continues its legacy of honoring exceptional women business owners through the WBE Star Award. Each WBE Star has been hand-selected by one of the 14 Regional Partner Organizations, with a special focus this year on honoring those who embody the spirit of “ACCELERATE” by championing progress, growth, and advancement for themselves, their businesses, and the communities they serve. The WBE Star Award stands as a powerful acknowledgment of the profound impact these extraordinary women have made throughout their careers, shaping industries and inspiring lasting changes in their communities.
The 2025 WBE Stars are being celebrated throughout the year, with the culmination at the vibrant WBENC National Conference, held June 23-26, 2025, in New Orleans, Louisiana. This dynamic event served as a hub for business excellence, innovation, and networking. Thousands of attendees gathered to celebrate the strength and rich tapestry of the WBENC Network. It was a time to recognize the ongoing contributions of entrepreneurs and change makers, including the 14 exceptional WBE Stars ACCELERATING impact across the network.
Meet Sue Cole Watkins, President and CEO of Telecom Transport Services, with the Women’s Business Enterprise Council South Regional Partner Organization. Sue is a dedicated problem-solver and strategic thinker, with vast knowledge of the transportation industry. Watkins became the third generation owner of Telecom Transport Services in 1998, succeeding her late father at the helm of a trucking line founded by her grandfather. Under her visionary leadership, the company has evolved to meet the demands of a rapidly changing industry, with agility, innovation, safety, and adaptability serving as cornerstones of its continued success. Sue has driven remarkable growth for the company, including a 37% increase in revenue over the past five years. One of the company’s standout achievements under her leadership is the expansion of its battery recycling division, which specializes in the safe, environmentally responsible handling of industrial-grade batteries, including lithium-ion batteries and other tightly regulated hazardous materials. Sue’s leadership is grounded in a deep commitment to excellence, community, and safety. Her forward-thinking approach has not only expanded the company’s capabilities but also positioned Telecom Transport Services as a trusted, innovative force in the transportation sector.
Get inspired by Sue’s insights, and stay tuned for more wisdom from the other 2025 WBE Stars throughout the year!
Telecom Transport Services is a full-service ground carrier and state-of-the-art commercial storage facility headquartered in Birmingham, Alabama. Since its founding in 1988, the company has built a strong presence across the Southeastern United States, delivering specialized transportation solutions with precision and reliability.
With expertise in hauling and hoisting high-value and sensitive cargo—including power, hydraulic, electronics, telecommunications equipment, industrial batteries, and hazardous materials—Telecom Transport Services has become a trusted partner for both Fortune 500 companies and niche operations alike.
Renowned for its uncompromising commitment to safety, the company earned a Certificate of Recognition for Safety Awareness & Accident Prevention by achieving a 0% Loss Ratio for five consecutive years (2020–2024). Backed by a highly skilled team and a reputation for excellence, Telecom Transport Services continues to set the standard for specialized trucking and secure logistics.
Wisdom from WBE Star, Sue Cole Watkins
What does “ACCELERATE” mean to you in the context of the WBENC network?
To me, “Accelerate” in the WBENC network means creating opportunities to grow and succeed by forming strategic partnerships. It’s about leveraging the strength of the network to share resources, exchange ideas, and collaborate on innovative solutions.
By working together, we can expand our reach, overcome challenges, and achieve goals more efficiently.
What strategies do you use to stay motivated and inspired as a leader?
Several aspects keep me motivated and inspired as a leader. Playing competitive sports like tennis helps clear my head and refocus, and being in nature—whether it’s a morning walk or enjoying the beauty of a sunrise—brings peace and perspective. Everyone also knows I’m an avid college football and NFL fan. A good game can clear my head just as well as a morning walk—though maybe with a little more yelling at the screen!
I’m also deeply motivated by the journeys and stories of other women business leaders, whose resilience and achievements inspire me to keep growing. Additionally, the dedication of the WBENC team fuels my inspiration. Their hard work in providing educational resources, hosting webinars, and organizing impactful events like Unity Week and the National Conference reminds me of the incredible support system we have. Knowing their efforts are designed to help us succeed drives me to lead with purpose and commitment.
What is one of your proudest achievements in your business journey?
One of my proudest achievements in my business journey is the steady, controlled growth of our company and the reputation we’ve built as the go-to provider for battery removal, recycling, and being a vital link in the supply chain. It’s not just my achievement—it’s what our team has accomplished together. From expanding our warehouse to supporting our clients’ success, our growth is a testament to our dedication and teamwork.
In 2022, our team’s hard work and dedication were recognized at the WE Awards hosted by our RPO, WBECSouth, where we won both the Supplier of the Year Award and the Outstanding Service Award. These awards are not about my achievements but reflect the incredible commitment and effort of our team. Watching our clients grow because of our work—and celebrating these milestones as a team—remains the ultimate reward.
What suggestions would you like to share with a newly certified WBE who is looking to get involved in the WBENC community?
For newly certified WBEs looking to get involved with the WBENC community, my top suggestion is to take full advantage of the educational resources. If you can’t attend events in person, the webinars and online tools are thorough and provide valuable insights to help you scale your business. These resources are also a gateway to building strategic partnerships and personal growth. You have to AMPLIFY your efforts to build momentum and reach ACCELERATION—it doesn’t happen overnight. Engage with the WBENC network consistently—it’s the quickest way to grow both personally and professionally.
What legacy do you hope to leave in the business community?
The legacy I hope to leave in the business community is one of perseverance and the power of leveraging the right resources. When we started our business, it was not a rocket ship of success. There were many tough times—weeks when I wondered how to make payroll, moments of self-doubt, and challenges accessing capital. I had been certified for several years but was not engaged in the WBENC network. But as soon as I started using the WBENC, including my RPO WBECSouth network, I saw a change in the business. Through their educational resources, I learned how to become a better leader, form strategic partnerships, and scale our business. It wasn’t about landing a big contract overnight but about building momentum, connecting with inspiring women, and letting those relationships lead to opportunities. Watching other women business leaders—many of whom I consider mentors—helped shape me into the businesswoman I am today.
