Alliance Mid-Atlantic Small Business Procurement Engagement March 31, 2016 Charles Gillean Global Supplier Diversity Strategies

Leveraging your certification: PREPARE PRESENT PURSUE: A METHODOLGY FOR CATCHING THAT BIG ONE!!

Target: Corporate Supplier Diversity Professional – “How to get your business in the door” Prepare – getting ready, research (from both sides) Present – That crucial 10 minutes Pursue - Short and long term strategies

Preparing for and marketing to large corporations Suggestions on Do’s, Don’ts Preparation resources, Follow up Using your existing customers to be your sales force

Prepare for that First Impression Corporation - 10Ks. Annual Reports Corporation Web Site – Kick the tires, primary - subsidiaries Small Business Your D&B Report - outdated information Your Credit Rating – current data Your Threat Index – non-negotiable score minimum Get your financial house in order – You are competing against the best companies in the world. Make sure the report is accurate, address any issues.

Prepare for that First Impression WEB Site ◦ Home Page Accurate/Complete - no “under construction” ◦ No dead links; Return to home - easy to navigate ◦ News – be sure it is current, not 3 years old ◦ Stand Alone – contact information on every page ◦ Certification(s) on first page ◦ Aura/Association Marketing Who are your high visibility customers ◦ Hotmail, AOL, Gmail, Verizon.net - NO! ◦ Blasts vs. Privacy: Corporate firewalls Telephone ◦ Phone ans. message – clearly identify company, live is best

Example of the Aura Effect (above the fold)

Prepare for that First Impression Market Research ◦ Learn what the company/individual does/needs. Research recommendation “Google Alerts”, Search social media, LinkedIn Again -Kick the tires on their Web site, SEC 10-K report Again - your existing clients in/out of targeted industry Fed Biz Ops for Federal Contracts – Contracting Officer Look at your competitors Dynamic Small Bus. Search DSBS.SBA.Gov (example next)

Search Criteria: Calif. - NAICS Marketing Consulting References: (2 of 16 references!!) Name: California PUC, California Telephone Access Program Contract: Develop Protocols for Call Center Start: 02/27/2014 End: 12/30/2016 Value: $7,225,000 Contact: John M. Leutza Phone: Name: U.S. Department of Veterans Affairs, Western Blind Rehabilitation Center Contract: Market Research Start: 09/29/2012 End: 03/01/2014 Value: $78,000 Contact: Brian Higgins Phone:

Prepare for that First Impression Use Trade/Professional Associations/Clients ◦ NMSDC is a prime example; Actively mine memberships; ask for introductions (perceived as an endorsement) Active participation – Be a Leader in your profession ◦ Write; Speak; Publish – Distinguish yourself ◦ Follow individuals to and from your client company ◦ Contact representatives at conferences – networking ◦ Social Marketing – LinkedIn, FB, Twitter (follow competitors)

Present Yourself That First Contact ◦ Develop a strong/short Value Proposition/Capability Statement based on what the targeted company needs. (7-12 seconds) “I forward freight” or “You call, We haul, That’s all” “I’m in IT” or “ We’re an SAP Executive Partner” ◦ Don’t lead with price, “I can save you 20%” ARGHHHHH ◦ Be succinct/to the point. Address the problem, fix, savings ◦ Where do “Me Too” presentations wind up? Can do vs. Are doing.  How are you unique? Are you great at what you do?

Present Yourself The Value Prop/Capability (7-12 seconds) ◦ Tell me: Who you are (tick) Hi, I’m Harvey Wallbanger, with We Build it Best Construction Company What you do (tick, tick) We’re a leading construction management company in the Healthcare industry How you do it better (tick, tick, tick) We’re certified by the FDA and Why should I care (TADA!) We just built a clean room for The Cleveland Clinic, came in 2 months ahead of schedule and $1.4M under budget.

Pursue…….. Follow Up ◦ Deliver upon your commitment, in a timely manner, they are watching ◦ Keep in touch, but not obnoxious ◦ BE PATIENT – Remember 85% / 6 month rule ◦ Once you get that contact ask for referrals, REPEAT CYCLE Referral ◦ The strongest of marketing tools. Referral is equivalent to an endorsement. Follow your clients. Job changes, LinkedIn, Twitter.

Pursue…….. Be the Best “The World is Flat” Thos. Friedman. Competing against the best in the world. Do it on your terms. Identify needs as you penetrate and collaborate/JV Patience - Corporation will look at you on their timetable, not yours!!

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Be ready to talk specifics about what is going on in their firm.

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth.

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help Recognize that sometimes you will need to partner with a peer in order to be able to provide a more robust and complete solution to the customer

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help Recognize that sometimes you will need to partner with a peer in order to be able to provide a more robust and complete solution to the customer When you make contacts, leave them with one memorable point about your company, such as what differentiates your product/service or a story that connects their corporation with your company.

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help Recognize that sometimes you will need to partner with a peer in order to be able to provide a more robust and complete solution to the customer When you make contacts, leave them with one memorable point about your company, such as what differentiates your product/service or a story that connects their corporation with your company. Follow up: Deliver commitment Don’t forget to hammer out the details after meeting with your prospect and ‘nail’ that sale

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help Recognize that sometimes you will need to partner with a peer in order to be able to provide a more robust and complete solution to the customer When you make contacts, leave them with one memorable point about your company, such as what differentiates your product/service or a story that connects their corporation with your company. Follow up: Don’t forget to hammer out the details after meeting with your prospect and ‘nail’ that sale Remember, building and maintaining sustainable relationships takes time. Trust is build one small action at a time. Understand the customer and be patient as you follow up with contacts made during the conference

Conferences/Trade Shows: Make the most of them. Connect with your top prospects before that conference date. Make sure you are registered on the corporate site before approaching a booth. Understand there is not always a current need for your service. Always ask potential clients to keep you in mind or refer you to someone who may need your help Recognize that sometimes you will need to partner with a peer in order to be able to provide a more robust and complete solution to the customer When you make contacts, leave them with one memorable point about your company, such as what differentiates your product/service or a story that connects their corporation with your company. Follow up: Don’t forget to hammer out the details after meeting with your prospect and ‘nail’ that sale Remember, building and maintaining sustainable relationships takes time. Understand the customer and be patient as you follow up with contacts made during the conference. If you have knowledge, let others ‘light their candles’ in it.

Summary: Summary: Prepare for your meeting Effectively present yourself Follow up in the most effective manner Other topics Developing an effective company logo Social Marketing – Make the most of Facebook

Any Questions????

Charles Gillean Global Supplier Diversity Strategies