Small Business Marketing Tips

DYNCORP SYSTEMS & SOLUTIONS SUPPLIER DIVERSITY PROGRAM Diane G. Dempsey – Manager – Supplier Diversity Program Diane.Dempsey@dyncorp.com 703 818 5671 Small Business Marketing Tips Small businesses (small, small disadvantaged, woman-owned, Hubzone, veteran-owned and service disabled veteran-owned) frequently complement and provide synergy to large prime contractors. With the growth of outsourcing requirements, more small businesses are providing services to large prime contractors and developing strategic relationships. How can a small business cross the threshold at a large corporation such as DynCorp and provide outsourcing services? The basic elements of sound marketing practices come into play and it is important that small businesses understand and implement these processes: 1. Target Market – Identify what core competencies your company possesses and build on those strengths. Focus on those areas in which you can provide a valued service. 2. Marketing Research – Know your customer. Visit the DynCorp website and determine where synergies exist and what value you can provide to DynCorp. 3. Marketplace Credibility - Large prime contractors are seeking well-qualified companies that have excellent qualifications, strong past performance in the public sector and employ leading edge quality assurance methodologies. 4. Marketing Materials – Develop professional marketing materials. Do not overwhelm your customers with poorly developed material that provide too much data or the wrong information. 5. Corporate Data - Provide website data and other information that will facilitate a comprehensive review of your capabilities and financial stability. A presentation cannot provide the in-depth data most large prime contractor require. 6. Communication – Be articulate and well prepared. Review any written exchanges for correctness and content. Does it respond effectively to the inquiry and is it well written? 7. Timing – Be patient. Developing a relationship requires time. Opportunities are not always available at a convenient time. Choosing the right partner requires a comprehensive decision making process. A strong partnership is based on a good fit of capabilities and communication. 8. Certifications – To qualify in some of the small business categories (small disadvantaged & Hubzone businesses) a certification by the Small Business Administration (www.sba.gov) is required. Research the requirements for certifications, obtain them and take advantage of the status provided by those certifications. 9. Proposal Preparation – Understand the elements of a major proposal and the resources required to support it. 10. Member Affiliation – Effective marketing can be achieved through local Minority Supplier Development Councils (www.vmsdc.org), (www.nmsdc.org), Women-owned business organizations (www.wbenc.org) and Chambers of Commerce. These organizations frequently provide major corporations and small businesses a forum for networking opportunities. 11. Small Business Conferences – Attend small business conferences that provide focus in your area of interest. Collect business cards and brochures for follow up with those companies at a later date. Multiple contacts can be made in a short period of time by attending small business conferences. Follow up in a timely manner. 12. Follow Up – Be responsive. Follow up with potential customer is key to developing a future relationship and strengthening a current relationship . 13. Professionalism – Always be the consummate professional: dress, presentation, meetings, telephone calls, e-mails and general response to potential customer’s requests. Professionalism sends a strong message.