We’re Certified, Now What? Revisited

In speaking with newly certified  SDMWVBE (Small, Disadvantaged, Minority, Women, or Veteran Business Enterprise) business owners or those seeking certification the question “What does certification do for me?” is often asked. In most cases, just being certified does not help grow your business; it is how you’re able to market your certification and utilize programs offered by your certifier(s) that enables your business to grow.

Government certifications – whether local, state or federal – are useful because those entities have mandated spend goals for SBE, MWBE, and VBE. If a particular request is not released as set-aside for one of those groups, there is usually a request to meet those goals within the request. This allows for SDMWVBEs to partner with primes (so that they can meet those goals set by the agency) or allows the SDMWVBE to self-fulfil if the request is one they’re able to meet on their own.

We’ve found ourselves that when responding to RFPs there are often additional points givens to SDMWVBEs. As many RFPs are decided upon a rating system, those additional 5-20 points could help be the deciding factor – as we’ve personally experienced. Of course, most government entities prefer their own certification. We’re a Pennsylvania-based business, but our first certification (way back in 1989) was for the State of Illinois. Because we were doing a lot of business with them, we learned of their desire to meet spend goals with various SDMWVBE sectors and so got certified.

That should probably be the first question you answer for yourself when considering certification. Do your current clients have a need for SDMWVBEs? If they haven’t asked about your SDMWVBE status, have you made them aware that you are an SDMWVBE? If not, you should and ask if they have a preferred certifier – as some will accept state certifications and others prefer third-party certifiers. Letting your existing client-base know you’re certified could lead to increased sales with them.

You’ll also want to consider your target clients – entities you’re actively working to engage or plan to approach. Knowing if they have SDMWVBE goals and if they’re meeting them can add another element to your discussions with them.  Let them know not only can you provide a service they’re in need of, but that by choosing you, they can help meet their SDMWVBE goals.

In these terms think of certification as a value add you’re offering your clients as well as a stamp of approval.

• Value: You’re helping them meet their SDMWVBE goals.
• Stamp of Approval: You are who you say you are, are able to do what you say you do and your certification allows your clients to know that the money they’re spending with you is going to a legitimate SDMWVBE.

The other avenue certification opens, especially with third party certifiers, is networking and educational opportunities. Events held by third party certifiers allow for connecting with corporate members, as well as, other certified businesses. Use those networking opportunities to find out if they have a need for your services and if so, whom to speak to about them. Also consider asking what other services they’re in need of, even if not your own. You might be able to make a recommendation to them and build your relationship that way, so when they do need your services you’re an established entity for them.

These are just some of the ways to think about and make your certification work for you … for additional recommendations please check out our post from 2010.