Supplier Door Slammers

As business people, our enthusiasm for wanting to get in the client's door can be wonderful. It can also serve to slam the door in our face if we're not careful. Whether we've been around for a while, or if we're one of the women, minority, veteran, LGBT, disabled or otherwise certified businesses that seek to do business through a third party certifier like NMSDC, WBENC or the many others who can provide this service, it serves to think about our approach carefully.

As both a supplier and a Certified Professional in Supplier Diversity, I speak from both sides of this issue. What I've gleaned from my fellow CPSDs and CPMs, CPOs and buyers is a short list of what drives them crazy. Whether on the phone or in person, there are a few key phrases that tend to shut the conversation down, either by proving immediately that you're a rank rookie or that you haven't done the necessary research in preparation for your discussion with the corporation. Here's a quick list of what NOT to say and why:

• I'm a (WBE, MBE, Disabled Veteran, etc). Where's my contract? Your socio economic status has nothing whatsoever to do getting in the door. It most certainly doesn't help their profitability or help them fill an open RFP. Always lead with your value proposition. What problem do you solve based on your knowledge of this company's pressing needs? Once you have created interest, these other factors can be useful, but only AFTER you have shown value based on your company's products or services.
• I can do it all, just ask me!!! Even if you're a million dollar company, if you say this to a $150 billion dollar corporation that does business in 120 countries, you are a gnat in a hurricane. You cannot "do it all" and you can sound foolish. Pick the one thing that you do well and only present THAT. No matter how big you are, choose a product or service that fits this corporation's needs, get in the door, then cross sell. A confused mind cannot buy. Help people understand exactly what you can do. Please understand this critical message: it's OUR job as suppliers to communicate clearly what we do, and how a corporation can best utilize us. Not their job to wade through piles of data. Short, sweet, succinct, memorable. As in, "Got Milk?" Make it funny, and it will stick.
• I can help you make your diversity numbers. This is a slap in the face not only to supply professionals but also to your competence. You don't sell people based on your ability to help them meet diversity goals. You get in based on your value to the company's bottom line. Diversity numbers are important but they are secondary to your ability to be of service.
• Where do you see me fitting in your company? This question telegraphs a lack of the research required to identify where you belong in the supply chain. You're asking this person to do all your work for you. They have thousands upon thousands of other suppliers who HAVE done that work, who have presented solutions and ideas and innovations that could potentially add immediate value. We as suppliers bring them the answers to where we belong, what we can offer, and how we can  make a difference. That becomes their motivation to help us succeed.

Finally, a friend from General Mills put it succinctly a few years ago: corporations are seeking strategic partners. When a supplier is focused only on the next contract, they sound like they only care about themselves. When a supplier shows up with solutions that show that they have been thinking about how to make that company more competitive by reducing costs, improving products, reducing liability or other measurable value, the supply chain executive takes notice. Even if there's no open RFP, a conversation might just be made possible because every corporation wants a problem solver and a motivated strategic partner.

Chances are we've all made these mistakes at least once. You don't have to keep making them. If you attend the conferences and get nowhere, see if some of these are in your repertoire. Remember, to earn the right to get into the huge corporations, there must be a FIT, a NEED, and you have to have the CAPACITY. But if you're making these common mistakes above, you can't even begin the conversation. Good luck!