Stand Out in Negotiations by Becoming Certified

My work with women-owned businesses has taught me that the most successful organizations are those that take advantage of opportunities to set themselves apart. Let’s face it, everyone can lower their prices, everyone can provide great customer service, and (most) everyone can be innovative. So touting those qualities will not make you stand out. You need something more.

Here are seven things to consider as you look at how you can make your company more interesting as a business connection:

1.???? Provide solutions to issues potential clients face. Corporate clients are seeking vendors, suppliers and partners who can provide them with solutions that help them reach their goals. That’s where certification comes in. Diversity and inclusion are key components of corporate environmental, social and governance (ESG) goals. The best way to prove and report on diversity and inclusion is by counting and measuring the spend allocated to diverse businesses. And the best way to prove that a company meets diversity standards is for the company to be certified by a third party.

2.???? Use your status as a company that is third-party certified. When you company is certified as owned by minorities, women, LGBTQ+, service-disabled or veterans, for instance, this can work to your advantage while you’re negotiating contracts. Your status will set you apart and may give you the edge over other bidders.

3.???? Present yourself as a second-tier provider. You can build relationships with corporate representatives and let them know that as a certified minority company, you can help their prime contractors meet corporate supplier diversity and inclusion goals. I have seen this used very effectively from both the prime and subcontractor perspective. Keep in mind that you can also leverage your role as a second-tier provider to be invited to bid as a prime contractor.

4.???? Embrace the WBENC network. I have counseled many women-owned businesses to share with potential clients the fact that they are certified by the Women’s Business Enterprise National Council. Because of WBENC’s stellar reputation as a leader in certification standards, those companies that are certified will stand out. Certification proves that a woman or a group of women own, operate, manage and independently control 51% or more of the business.

5.???? Consider a government certification. Your city, county and state government agencies are also measuring supplier diversity goals, and so is the U.S. federal government. There are many initiatives such as the Woman Owned Small Business (WOSB) program that have special categories of opportunities for women-owned businesses.

6.???? Apply for multiple certifications if you qualify. Getting certified with each group, such as WBENC and your state, will give you access to resources, a community of like-minded business owners and many opportunities to build relationships with corporate and government representatives.

7.???? Be an active part of the DEIB community. Being certified as a minority-owned business shows your commitment to diversity, equity, inclusion and belonging, and that can be important to partners who value supplier diversity. It speaks volumes about your own commitment and is a great way to build trust.

Contact me if you need some help thinking this through or if you want to hone your negotiation skills. I’m on a mission to help women business owners embrace creative thinking in business.