Resource Guide
Methods that Work for Creating Corporate Clients, page 21
Rebecca Boenigk is CEO and Chairman of the Board of Neutral Posture, a manufacturer of office chairs located in Bryan, Texas. She points to the use of the firm’s certification as a women’s business enterprise through the Women ’s Business Enterprise National Council status as one way of creating new business – and more importantly, knowing how to make the certification work for the company. When she sends sales representatives into the field, for example, Boenigk makes sure they are all trained to discuss the firm’s certification in addition to the value of the products they sell.
“Sales reps may not realize the degree to which diversity and certification can make a difference in creating a sale,” she explains. “This is especially true for men who represent the firm. It is critical to educate them on these issues, as it is another level of expertise they may not already have.”
Boenigk doesn’t stop there in using the certification status to leverage new business. While a sales force of seventy-two works with clients who are in the market for office furniture, an additional full-time sales coordinator cultivates business solely through working with the Supplier Diversity Managers in the corporate and government markets.
“Diversity is simply another door,” Boenigk explains. “Supplier diversity executives are trying to find the best suppliers, and to make sure they are using women and minorities. Using this entrée is a way of making the most of our certification as a women’s business enterprise.”
The sales coordinator for diversity attends events, uses lists and online research, and conducts sales calls.
“Certification is simply a mechanism that has the potential to create opportunities,” Boenigk says. “It is important to understand how to make it work best for your company.”
Citation
Center for Women’s Business Research. “Methods that Work for Creating Corporate Clients, page 21.” Washington, DC.