Built on Trust: How Deab Sovann Found Success Without Leaving Home

After leaving school, Deab Sovann embraced a few daily practices, including helping her family sell coconuts at Deum Kor Market in Phnom Penh. But, while she worked at the fruit stall, she harboured the dream of building something of her own.

Speaking in a recent interview with Kiripost, Sovann, who operates two Wing Bank agent outlets and serves as a Wing Master Agent at another location, now envisions opening a Wing Shop in the next few years.

According to her, despite her family expecting her to run the coconut business after school, she believed that it did not match with her real dream. “After I graduated with a bachelor’s degree, I helped my family sell coconuts at Deum Kor Market. At the time, I dreamed of having my own personal business using my own ability.”

While running the coconut business and looking around the area she lived in, she felt that there should be other businesses she could do besides selling coconuts.

“I saw an opportunity, which was to have a Wing agent to serve people around there, especially businesses, as it is a busy area.”

‘No one supported me’

When Sovann first proposed to her family that she wanted to open a Wing Agent outlet, none of them supported her. They only focused on selling coconuts and wanted her to help them as it was a family business and that it “made more money than a Wing Agent would”.

“My family said that working as a Wing agent won’t generate as much money as running a business. Despite their comment, I was committed to my plan and took some of my savings out.”

She believed that because she was passionate about her dream, she was keen to prove that she could do it. “Many customers used my service when I first opened the Wing Agent outlet. Later, businesspeople started to come. It has been eight years since I started.”

Her family now accepts her capabilities, and that she could earn a better income while also spending time with them. “I have time to take care of my family, especially since I don't need to be away from home. At the same time, I can also help them with the coconut business.”

Furthermore, Sovann said that being an agent helps her continue learning and appreciate Wing Bank’s development which has enabled her to grow her career as a woman in the business world. The business also helps to support her children’s future as well as ensure income sustainability.

From zero to three

“After eight years in the business sector, she now owns two Wing Agent outlets and one Wing Master Agent outlet.” The expansion from zero to three is due to Wing Bank’s financial service which meets people's demand. She also transitioned from being a solo attendant in the shop to heading a team.

Wing Bank assisted her to overcome challenges during the operation, which included training and guidance, enabling her to run the business confidently. Although she had technical issues, including machine problems, the team from Wing Bank taught her how to overcome them, she mentioned.

“My target customers are small business operators and fruit and vegetable sellers Neak Meas and Deum Kor Markets in Phnom Penh. We provide good service, so they have trust [in us] and feel comfortable when they use our financial services, especially cash flow [support].”

She added that customers do not need to wait for a long time; they only need to spend four to 10 minutes to pay for goods, including money transfers. As such, Wing Bank is not only helping Sovann's family, but also others.  

Building trust in the market

Since Wing became a commercial bank, Sovann has seen growth potential, including upgrading her service to a Wing Master Agent outlet. This allowed her to offer more services, including loans for individuals looking to expand their business.

The ability to help small businesses grow, which is her dream, often brings a smile to her face as she is grateful that people trusted her service and support. For example, there was a customer who was desperate to transfer money to his mother who was sick and needed to go to the hospital. He only spent five minutes transferring the money to his mother who withdrew it and used it for her treatment.

Even at night, service at her outlet does not end. She continues to wait for customers until 8pm or 9pm. It helps small businesses that need to make payments before they receive products to sell the next day, Sovann said.

“Our customers frequently express their appreciation for our service, returning to us because of the trust we've built. Many even refuse to visit other Wing Agent outlets, preferring to come here for quality service.”

Support and empowerment

According to her, there are opportunities at Wing Bank to develop and upgrade her skills every year. She can also participate in annual conferences or workshops where she meets other agents who helped her build her network.

She said she would continue working with Wing Bank going forward. Speaking from experience and achievements, she encouraged other women to be a Wing Bank Agent, as the work does not require them to be away from home.

As a person with dreams and wants to see them succeed, she is confident that her capabilities and passion to learn new things would see her grow in her business. “More growth will come, especially with the Wing Shop which I hope to open.”