Small Business Marketing Tips by HHS


Diane G. Dempsey – Manager – Supplier Diversity Program
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

    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

    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 ( is required. Research the requirements for
   certifications, obtain them and take advantage of the status provided by those

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 (, (,
    Women-owned business organizations ( 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

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.

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