BIZ Online NGLCC

For most CEOs of small companies, it's daunting to leave the comfort of your local business community to sell to Fortune 500 corporations. But with National Gay & Lesbian Chamber of Commerce certification, you can take that giant leap and successfully offer your products and services to the corporate giants.

Procurement experts from American Airlines, Ernst & Young, IBM and UPS recently offered up some real-world marketing advice to LGBT entrepreneurs attending Out for Business: NGLCC's 2008 National Business and Leadership Conference in Minneapolis.

Led by IBM's Irwin Drucker, program director of the LGBT and International Supplier Diversity Program, the expert panel didn't sugar coat the reality of selling to their companies. They acknowledged that it could take several years to land that first contract.

Not unlike business development with local customers—no matter the size of the company or its location—relationship building is critical to opening contracting doors with these mega corporations.

"Some people may be surprised that relationships are key. We want to work with people that look and feel like Ernst and Young," said Theresa Harrison, director of Supplier Diversity at the global professional services firm. "We want to feel like you understand our culture, and most of all understand who you are—and what value you bring to the organization."

Lisa Johnson, group manager of UPS Procurement Services, said it was important to "study our Web site and learn as much as you can about us. Then come prepared to talk about how your services or products fit our needs. We must get to know each other very well before we do business," she said.

Small business owners need to differentiate themselves from their competitors as well, according to Sherri Macko, manager of the Diversified Supplier Program at American Airlines. "Do your homework, and find out what we buy," she said. "Then, in your 30-second, elevator speech talk about what sets you apart, what makes your product or service better than your competitors."

"Don't try to be all things to all people," Drucker advised. "Never promise something you can't do. It's better to start small, get your foot in the door and then work up to bigger contracts."

Partnering with a prime contractor, or so-called "tier one" firm, is another way to make smart use of your NGLCC certification. These contractors are often required to spend 20 percent or more of their contract with minority suppliers, which opens the door for many small businesses.

"Finding a strategic partner, especially one that has offices in countries outside of the U.S., really sets you apart," Drucker said. "We don't expect you to have brick and mortar offices around the world, but if you have partner companies in six other countries, you'll have a much better chance of doing business with us."

Keep in mind that certification is not a guarantee that you'll get a contract. "You must compete on price, quality and service—it's a level playing field," Drucker added. "But, with NGLCC certification, you have an invitation to compete."

As they often say at NGLCC, "certification is a journey not a destination."

You can get more information about NGLCC certification at http://nglcc.org/programs/supplierdiversity/certification.

If your business is NGLCC certified, there are more tips for you at http://nglcc.org/programs/supplierdiversity/alreadycertified.