For more information on these workshops or to schedule an appointment contact Kim Casey at 312-853-3477, x. 43 or kcasey@wbdc.org

Some Quick Tips to Keep in Mind
Because every business is unique and every corporation has their own procurement process, we don’t have a one-size-fits-all marketing process, but we do list some suggestions below that may work for your company.

• Identify your target market. There are thousands of major corporations in the United States alone. Perhaps start with a list of the Fortune 500 and identify the top 20 corporations that fit your target market. Factors to consider when identifying your target market are:
  
  1. Does this company currently buy your product or service? From whom?
  
  2. Can you do better than the company’s current supplier on quality, service, or price?
  
  3. If the company does not currently buy your product or service do they have an unrealized need? How can you convince them of this need?
  
  4. Do you or someone you know have any existing contacts in the company (the more the better)?
  
  5. Is this company located in the geographic area you currently serve or are planning to serve?
  
  6. Do you have the staff required to meet the needs of your target group?
  
  
• Conduct market research on your target market. Search the Internet for the company’s web site and news stories about the company and the industry they operate in. Identify information that can be used to demonstrate your knowledge of the company (i.e., Are they currently merging with another company? Do they have new leadership? Is their industry undergoing major changes?).
  
  
• Develop a compelling business case. Why should this company do business with you? You can’t assume that buyers in corporations are ready, willing, or even able to switch suppliers or add a new supplier without a compelling reason that will benefit them. Maybe you have the best price or added value through customer service. Perhaps you’ve developed a new product that will enhance their offerings. You must entice them to consider you as a vendor by adding value to their business.
  
  Make contact. Send a letter to the corporate contact for each company you have identified in your target market. Some points you should consider including in your letter:
  
  1. Description of your product or service
  
  2. How your product or service will meet their needs – YOUR COMPELLING BUSINESS CASE.
  
  3. Your point(s) of differentiation from your competitors (quality, price, service). This is critical! Being a woman owned business is not what will sell your product or service to the corporation. You must have a quality products or services at a competitive price.
  
  4. References from your top accounts – especially other major corporations. This demonstrates your viability as a supplier to their company.
  
  5. Marketing materials.
  
  
• Follow-Up! Create and implement a campaign that will allow you to develop a relationship with the buyer of your product or service. Determine how they best like to communicate. Send periodic reminders about your company with an article or information that will be of interest to that buyer. Be prepared to build this relationship over time. Remember that you are building a presence for yourself in the consciousness of the buyer. That way, even if an immediate opportunity is not available for you, you will be remembered when the opportunity presents itself.