national veterans small business engagement conference …€¦ · research recommendation...
TRANSCRIPT
National Veterans Small
Business Engagement
Conference
November 17-19
The Burgh, PA
Charles Gillean
NaVOBA
J’nelle Clements
AstraZeneca Pharmaceuticals
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Your D&B Report - outdated information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
Email◦ Aura/Association Marketing Who are your high visibility customers
◦ Hotmail, AOL, Gmail, Verizon.net - NO!
◦ Email 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
Look at your competitors Dynamic Small Bus. Search
DSBS.SBA.Gov (example next)
Search Criteria: Calif. - NAICS 541813 Marketing ConsultingReferences: (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: 415-703-1060
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: 650-493-5293
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.
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: 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. 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:
Prepare for your meetingEffectively present yourselfFollow up in the most effective manner
Other topicsDeveloping an effective company logoSocial Marketing – Make the most of Facebook
Any Questions????
J’nelle Clements
AstraZeneca Pharmaceuticals
302-885-8995
Charles Gillean
NaVOBA
302-491-4672