AW PROFILES
CINDY COLE-SOFTING AND CHAD SOFTING
GOING ALL IN
WRITER: ANNA G. LARSON | PHOTOGRAPHY: LEGACY PHOTOGRAPHY
Altel founder is fueled by passion and people
C
indy Cole-Softing’s first business was a Kool-Aid stand. She wanted a bike, and her mother told her to earn it. She hired neighbor children to work for her, and paid off the sugar-and-Dixie-cup loan from her mother. The next summer she had a snow cone stand and, after two summers, she finally bought that bike. “I think sometimes people have a sense of entitlement,” she said. “But I learned that if you want something, you have to earn it.” Drive and entrepreneurial spirit ultimately lead Cole-Softing to start her own telecommunications business, Altel Alternative Telecom Inc., in her native Moorhead 12 years ago. “It was actually a huge accident,” she said. “It was a combination of perfect timing and passion.” Before founding Altel, Cole-Softing worked in the telephone business, and then went on to pursue other career paths. Her knowledge of telecommunications and phone systems stayed with her, and she often helped former customers purchase telephone systems or troubleshoot problems. People spread the word that she was the go-to woman for phone systems and soon she realized she could make a living doing something she loves—helping people.
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“I’m driven by people,” she said. “If you ask me where this business is going, I say ask the customers; they’re the ones driving it. They tell us exactly what they want.” Altel Alternative Telecom Inc., not to be confused with Alltel Wireless that opened after Cole-Softing’s business and has since left the market, began in a spare room in her house. Altel sells, installs and services many brands of business telephones, IP technology and alternative solutions for cloud connection. Altel’s customers include everyone from local businesses to large schools, hospitals and banks. The Altel team can also move or service existing phone systems, wire facilities for voice, data and cable, and configure and order dial tone for local, long distance and Internet access. “We’re in the service industry,” said Cole-Softing’s business partner and husband Chad Softing. “Our technicians will go out after storms and power outages to make sure our customers are taken care of and back up and running to continue to conduct their business 24/7.” The eight-member team prides itself on bringing the “latest and greatest” in technology and is excited to share what’s available to its customers. The staff stays on top of the dynamic technology