SCMSDC Connections March 2014 by SCMSDC

CONNECTIONS

MONTHLY NEWSLETTER

www.scmsdc.org

March 2014

IN THIS ISSUE

MBOD 2014 reaches new level

Successful entrepreneurs sharing strategies on how they took their business to the next level. Corporate members oﬀering advice on what it takes to work with them. An exhibit fair and matchmaking activities bringing 400 corporate representatives face-to-face with diverse suppliers interested in potential business opportunities.

MBE Corner: Closing the Deal MBE smart tips News briefs

UPCOMING EVENTS

MBE2MBE Open House April 2 5 to 7 p.m. Location TBD

The SCMSDC MBEIC invites you to enjoy an evening of premier business networking. Don't miss this opportunity to make new contacts, raise your profile and "work" your certification with other MBEs, members of the MBEIC and select corporate members. More details to follow.

Toastmaster Club Meeting April 10, 24 - 9 to 11 a.m. SCMSDC Headquarters

Participants will hone speaking and leadership skills in a friendly and non-threatening atmosphere. The SCMSDC chapter caters to business owners and their employees. Contact: Natalie Masiello, nmasiello@scmsdc.org or 213-689-69630.

SCMSDC’s Minority Business Opportuni- Tony Piazza, American Honda; SCMSDC ty Day (MBOD) offered all these and President Virginia Gomez; Monetta more at the highly popular event held Stephens, Toyota; and SCMSDC Board March 5 and 6 at the Sheraton Universal Chair Joe Alderete open the exhibit fair with the traditional ribbon cutting Hotel in Universal City, with Toyota serving as title sponsor for the sixth consecutive year. With approximately 1,100 minority business enterprises (MBEs) and corporate procurement and supplier diversity representatives in attendance over two days at a new venue, MBOD 2014 was one of the most successful to date. “The early feedback we received on MBOD 2014 was overwhelmingly positive,” according to SCMSDC President Virginia Gomez, noting the workshops, speakers and networking activities received high marks from attendees as did the event’s new location. “We’ve always known that for entrepreneurs, MBOD presents the best opportunity for doors to open to new business.” Engaging and informative workshops Whether a start-up or long-time business owner, MBOD’s seminars offered something for everyone, with topics ranging from competing in the global supply chain and igniting your business through social media to driving financial capability to win a contract. There was also a workshop for corporate members on the future of corporate supplier diversity programs.

Here’s a rundown of MBOD’s workshops:

MBE Orientation April 24 - 2 to 4 p.m. SCMSDC Headquarters

Take advantage of this opportunity to learn how to best leverage your MBE certification and how the council can help. Great for newly-certified, those who are pending certification and others who have been certified but would like to get connected. Free event but seating is limited. Parking is not validated.

2014

• Keeping it Real - What does it really take to become successful in today’s marketplace? A panel comprised of diverse business owners, a corporate supplier diversity representative and a business resource executive “kept it real” by giving their honest assessments. Panelists included: Cathy Hsieh, Kambrian Corp.; Michelle Chieks, Southern California Gas Co.; Dorothy Randle, City of Los Angeles Council District 9 Business Resource Center; Traci Watson, Alameda Construction Services; and Greg Craig, former owner of Cook-Inlet, one of the nation’s largest MBEs, and now currently co-owner of Anahau Energy. Memo Kahan, PromoShop, Inc., and 2nd vice chair of the Minority Business Enterprise Input Committee (MBEIC) moderated the panel. The workshop began with skits from the panelists showing both poor and good approaches to potential clients. Their advice? Have a strategy, be targeted about whom you want to work with, utilize SCMSDC resources to assist in making the right connections, understand the marketplace, know your competition, develop relationships and appropriately leverage MBE Cathy Hsieh, Kambrian Corp., and Michelle certiﬁcation. Chieks, Southern California Gas Co., show workshop attendees how to “keep it real.”

THE SUPPLIER OF THE YEAR AWARDS

2014 Supplier of the Year Awards Save the date - July 11 Hyatt Regency Long Beach

This event celebrates outstanding certified MBE partnerships with member corporations. MBEs are nominated by member corporations and compete in the local competition for the "Supplier of the Year" award in four major categories, determined by gross annual revenues. Local winners receive prestigious business scholarships, special recognition, and compete in the regional and national competition for the NMSDC "Supplier of the Year" award. For more information on sponsorship opportunities, visit www.scmsdc.org.

• Competing for a Place in the Global Supply Chain - A panel featuring MBEs, corporate members and a women’s business advocacy organization discussed how diverse suppliers can achieve a competitive advantage in a global marketplace. Serving on the panel were: Debbie Hinton, Nestle North America; Frank Garfinkel Greenstein, ATR International; Maritsa Garcia, DRA; Ken Ashford, Metropolitan Water District; Robin Billups, Women’s Business Enterprise National Council; Stephanie Clark-Ochoa, Pacific Coast Regional SBDC; John Gutierrez, MBDA Business Center Los Angeles; and Karen Blackwell, Nestle North America (moderator). Hinton said that Nestle, the world’s largest food company, has rigorous quality and Karen Blackwell and Debbie Hinton of Nestle North America discuss procurement safety requirements that must be opportunities at their company. met by suppliers. They must have the capabilities, bring innovation, and “understand what we do.” • Toyota’s MBE Stars Shine Brightly - MBEs doing business with Toyota shared how they “made it” and what it takes to be a supplier with the world’s top automaker. Panelists included Shawn Andry, ASV; Julio Campos, Campos Creative Works, Inc.; Lily Otieno, Infinity Business Solution; Nikki Barua, BeyondCurious; and Jackie Ling, URC Media/UrbanRacer.com, Inc. Bill Imada, IW Group, served as

the moderator. Campos said his company was rejected by Toyota several times before it finally won a contract. “Those learning steps made us better.” Barua added, “It’s hard when you keep losing (opportunities)…but don’t forget you gain insight each time.” Panelists advised MBEs to articulate their strengths to prospective clients, study the competition, and listen and pay attention rather than talk and sell. • Driving Financial Capability to Win the Contract - Successful business owners know it takes more than a great product or service to succeed – it also requires strong financial capabilities. Sharon Evans, Business Resource Group, and Ellie Matin, Union Bank, shared how MBEs can leverage relationships and showcase financial capabilities. They also outlined the process buyers use to determine a supplier’s readiness to get the job done. In addition, Evans addressed financial liabilities (cash flow, Sharon Evans, Business Resource Group equity, access to capital, available (left) and Ellie Matin, Union Bank. working capital), risks (litigation/claims, ownership conflicts, contingent liabilities) and factors affecting the capacity to perform (ramp-up time, change orders, billing cycles, etc.). • Gravitas…The Path to Influence, Power, the C-Suite – An impressive group of high-achieving women discussed their climb to the top and how they earned respect along the way. Participants were: Monica Rodriguez, vice president, Los Angeles Board of Public Works; Ying McGuire, vice president Technology Integration Group, a global MBE; Nikki Barua, BeyondCurious, one of the fastest-growing MBEs in the region; Bonnie Nijst, Zeesman Communications, and MBEIC chair. Sheila Coates, Be Your Own Brand, moderated. To achieve success, the group said Bonnie Nijst, Zeesman Communications and MBEs should surround themselves MBEIC chair, shares her background with with great mentors; be generous workshops attendees. Also pictured are Monica Rodriguez, Los Angeles Board of Public with their expertise, support and Works and Shelia Coates, Bring Your Own compassion; show gratitude; aim Brand. high and never give up.

“I thought MBOD was high-energy and very positive this year. Change of venue and the new format added to that, I’m sure. The supplier diversity session led by Al Louis of JCI was quite thought provoking. In fact, all of the seminars were good. Looking forward to building on momentum for years to come.“ – Monetta Stephens, Toyota

“Great job! Great two-day event. I’m very proud to be part of the SCMSDC team.” – Anthony Piazza,

“Well executed, highly organized trade fair, workshops and activities, great new venue… can’t ask for much more.” – Joe Alderete, Southern California Edison

“Nestle was pleased to support SCMSDC’s 2014 Minority Business Opportunity Day. The MBEs I met were energized and I found a maintenance company with the scale and savvy that it takes to become part of the Nestle supply chain. It was an outstanding conference and I look forward to being a part of it in 2015.” – Karen Blackwell, Nestle North America

• Ignite Your Business: Social Media Marketing Essentials – Michele Ruiz, chief strategist of Ruiz Strategies shared the growing importance of using social media to remain top of mind and support business goals. The former Emmy award-winning news broadcaster turned successful entrepreneur reviewed case studies of how social media ignited businesses using Facebook, You Tube and more. She said a solid social media strategy Michele Ruiz should identify business goals and social media platforms to reach decision makers and inﬂuencers. It should also address resources and include a plan that includes eﬀective digital content messaging, vehicles (blog, newsletter, testimonials, video, etc.), execution and metrics.

“We look forward to Minority Business Opportunity Day every year. It represents one of the best opportunities to meet with potential new suppliers in a variety of industries. We have had numerous contracts that have resulted from connections made at MBOD.” – Yolanda Padilla, Southern California Gas Co.

• The Future of Corporate Supplier Diversity: Concept of Solutions – Presented by Johnson Controls Inc., a renowned leader in supplier diversity best practices, the seminar provided an overview of why traditional supplier diversity initiatives often fail and what professional supplier diversity personnel should know for their programs to succeed. Albert BW Louis, global director of Supplier Diversity and Business Development, moderated the interactive discussion , which included more than 50 corporate representatives.

“I met a number of firms at MBOD who I am still in contact today. In fact, some are seeking to pursue work with us. It was definitely worthwhile.” – Veronica Soto, Los Angeles Community College District

Albert B.W. Louis

High energy exhibit fair and matchmaking activities The largest of its kind on the west coast, MBOD 2014’s exhibit fair attracted corporate representatives from a wide range of industries for the sole purpose of engaging with diverse suppliers for potential business opportunities. Booth after booth, business cards were exchanged among diverse suppliers and representatives from Who’s Who in Corporate America with commitments to follow-up after the event.

“What a great conference! As in every year, Hal Hays Construction made specific contacts for upcoming contracting opportunities with new customers. And, we also met with our existing clients who were happy to see our support of the event as an MBE exhibitor.” – Elizabeth Cabral, Hal Hays Construction

“There was a lot to be learned at MBOD 2014. The commitment made by corporations to serve under-utilized minority businesses was in full force. Eventually, however, it is up to us, the MBEs of the world, to do our part to create, communicate, follow-up, execute, and serve the business community with our best efforts. That is the expectation of these companies trying to help us grow our businesses. It was indeed a great learning and networking experience!” – Armando D. Guerra, The Guerra Companies, Inc. In addition to Toyota as title sponsor, other sponsors and participants included: Southern California Edison; Northrop Grumman; Southern California Gas Co.; Chevron; WellPoint; Wells Fargo; American Honda Motor Co.; Kaiser Permanente; Los Angeles Department of Water and Power; NBCUniversal; Nestle North America; The Walt Disney Company; World Wide Technology, Inc.; Dell; Phillips 66; American Airlines; Los Angeles World Airports; Warner Bros.; Verizon; Los Angeles Economic Development Corp.; MillerCoors; Turner Construction; Southwest Gas; Southwest Airlines; AT&T; AEG; Port of Long Beach; Union Bank; Comerica; Kia Motors America; UCLA Anderson School of Management; California Public Utilities Commission; Metropolitan Water District; San Diego Gas & Electric; Technology Integration Group; Los Angeles Community College District; Los Angeles Uniﬁed School District; City of Los Angeles Bureau of Public Works; AAA Properties; IBM; City of Los Angeles Minority Business Development Agency; Robert Half International; Balfour Beatty; Suburban Water Systems; Park Water Co.; San Jose Water Co.; Los Angeles Bureau of Contracts Administration; California Water Association; California Water Service Co.; Golden State Water Co.; San Gabriel Valley Water Co.; Fontana Water Co.; California American Water; Apple Valley Ranchos Water Co.; University of Phoenix; Duck Punk Productions; ASV; Campos Creative Works, Inc.; Guy Brown; Valley Economic Development Center; Professional Woman’s Magazine; Black EOE Journal; Hispanic Network Magazine; MBE Magazine; Minority Business News USA; SuperbTech, Inc.; Eco Absorb; Telecom Paciﬁc; Seilevel; Hal Hays Construction, Inc.; Philatron Wire and Cable; Zones, Inc.; RST Visions in Color; Mobile ID Solutions; Kambrian Corporation; Collabera; UGL Services; DTZ; Apex Computer Systems; Zones, Inc.; National Assn. of Minority Contractors; American Indian Chamber of Commerce California/American Indian Chamber Education Fund - PTAC; Cal Asian Chamber of Commerce; Latin Business Assn.; Asian Business Association – Los Angeles and Orange County; Regional Hispanic Chamber of Commerce; Business Resource Group; and Small Business Administration. Seventeen general contractors and private and public procurement entities, a number of which also exhibited at the general trade fair, participated at the concurrently held “Hard Hat Pavilion,” where general contractors and large corporations presented their upcoming construction projects and how to do business with them to companies in the construction industry. Among those participating

“I have been attending MBOD for more than 15 years now and I never cease to make new connections that many times end up becoming real opportunities.” – Tracy Stanhoff, Ad Pro

“I’d like to share how impressed I was with the panels you assembled. Talented, dedicated people. Well organized presentations. I would have been pleased for more. You have created a very positive environment and I definitely found value in attending.” – Dan Ryken, Q&A Research, Inc.

“We’ve been a member of the SCMSDC since 2007. This is the first time we’ve attended MBOD and I can’t believe we waited so long. The seminars were educational, networking was great, and the exhibitors were fantastic! Will definitely put it on my calendar for next year.” – Edmond Shi, Mobile ID Solutions “I enjoyed the construction hard hat pavilion and appreciate that large contractors are reaching out to minority businesses.” – Lynn Chen, EARL Security, Inc.

included USC, Southern California Gas Co., The Walt Disney Company, Turner Construction, Swinerton Builders, Clark Construction, Los Angeles Bureau of Engineering, National Association of Minority Contractors, Los Angeles Uniﬁed School District, California American Water, Los Angeles Department of Water and Power, AAA Properties, Los Angeles World Airports, Los Angeles Community College District, National Association of Women in Construction, and DTZ. After the exhibit fair and Hard Hat Pavilion, diverse suppliers met with corporate buyers for one-on-one matchmaking appointments. Thirty three corporate representatives were introduced to about 140 suppliers in such areas as information technology, printing, marketing, law, janitorial services and transportation. Buyers included: Alameda Construction Services Inc, AT&T, Black & Veatch, California American Water, California Water Service Company, Chevron, Clark Construction, Comerica Bank, DENSO International America, Golden State Water Company, LACC Goldman Sachs 10,000 Small Businesses, Los Angeles World Airports, NBCUniversal, Park Water Company, Phillips 66, San Gabriel Valley Water Company, Southern California Edison, Southern California Gas Company, Southwest Gas Corporation, The Walt Disney Company, and Warner Bros. Many thanks to all sponsors, exhibitors and participants. And, special thanks to the MBOD Special Events Committee: Monetta Stephens, Toyota Joe Alderete, Southern California Edison Karen Blackwell, Nestle North America Tracii Andrews-Proud, ASV Shawn Andry, ASV Taline Hasholian, ASV Bill Imada, IW Group, Inc. Guillermo “Memo” Kahan, PromoShop, Inc. Valerie Lertyaovarit, Southern California Gas Co. Ying McGuire, Technology Integration Group, Inc. Mario Munoz, WellPoint Bonnie Nijst, Zeesman Communications Michelle Smith-Ballard, Turner Construction NBCUniversal Also, special thanks to PromoShop for its generous donation of tote bags!

“Being an exhibitor at the conference allowed us to meet a number of Tier 2 minority suppliers we would have otherwise not been aware of. It also gave us great exposure to new corporate clients. Also, one seminar in particular was extremely eye-opening in terms of what it takes to make the minority business effort successful in the corporate world – leadership buy-in.” – Jennifer Gerich, Campos Creative Works, Inc.

“Minority Business Opportunity Day was fantastic. I learned invaluable tips and tricks on how to brand and present myself to corporate clients. The corporate participants were informative, helpful, genuinely interested in hearing about my business and they made sure I fully understood the best route to securing a corporate contract. Getting certified and attending MBOD are two of the best investments I made in my business.” – Erica Bristol, EB Resource Group

“My certification is brand-spanking new and already I’ve gained considerable benefit…I appreciated the initiating panel of Keeping It Real and thoroughly enjoyed the afternoon panel on Gravitas. So, I am glad to have been certified as an MBE and kicking myself for not having done it sooner.” -- Claude Delgado, D Graphic Solutions

View the MBOD recap photos online here: http://www.scmsdc.org/Events/Minority-Business-Opportunity-Day-(MBOD-/Photos-and-Videos

MBE Corner: Closing the deal

By Linda Stone, APR Consulting, Inc. Whether you are selling a product or a service, closing the deal tends to be the most stressful action in the sales process for so many people. It shouldn’t be. Sales professionals should eﬀectively work each stage of the sales cycle so closing the deal becomes a natural conclusion for both parties.

Linda Stone, APR Consulting, Inc.

There are many eﬀective ways of closing a deal and they may diﬀer by the type of prospect and opportunity. Here are some examples of critical actions within the sales cycle so when it’s time to establish a full commitment to close the deal, it closes naturally:

JOIN SCMSDC Visit www.scmsdc.org to find out about Minority Business Enterprise (MBE) certification, the MBE Health Insurance Program, major networking events, business development programs and more!

• Gather information - When you ask the right questions you gain credibility, establish rapport and create dialogue that engages the prospect to envision working with you and seeing how your offering and service fit with their organization. Gathering the right information early can help you tailor your approach, provide value to the prospect and gain insight to address potential objections. • Understand the gain – It’s important to know the objective -- a personal gain such as something that will help the client sleep better at night or a professional gain such as eliminating challenges. As you proceed in the sales cycle, specifically highlight where your offering will make an impact both personally and professionally. • Align your service or solution to a strategic objective - Whether it is a department or enterprise-wide objective, if what you are offering clearly demonstrates that it will help the company achieve its objectives, and you have confirmation from the decision maker of this, you are getting very close to sealing a deal. • Establish a timeline - Granted, the road to hell is paved with good intentions and commitments are not always fulfilled. Most sales cycles take multiple meetings and actions prior to closing. Galvanizing decision makers to a timeline is critical to ensuring you are on the right track to closing the deal. • Demonstrate a strong return on investment - Identify and demonstrate how your product/service will produce a return on the investment. Once it’s recognized that by working with you, the department or the company has an opportunity for a strong return on the investment, then closing the deal becomes a no-brainer. • Follow through and follow up - Do what you said you would do and do it on time. It sets the tone of the relationship and demonstrates your commitment to the prospect and their commitment to what you are offering. • Sealing the deal – Simple closing statements and questions like the following will help move the sale to a done deal: Are we ready to get started? When can we get started? Let’s get the process going so you can move onto other priorities. Always remember -- closing comfort comes from basic preparation. With every prospect being pursued, following these critical actions throughout the sales cycle will limit the chances of the opportunity going south and make asking for the sale stress-free.

MBE smart tips

After MBOD – building momentum to win more business If you attended SCMSDC’s recent Minority Business Opportunity Day (MBOD), you know doubt felt inspired hearing the many success stories shared by entrepreneurs during the workshops. Or perhaps you’re motivated to take your business to the next level after meeting corporate representatives at the exhibit fair and one-on-one matchmaking appointments. Those were certainly among the goals of MBOD. But now it’s up to you to take the knowledge you gained from the workshops and the countless

business cards you exchanged with corporate members and other diverse suppliers and turn them into new business opportunities and partnerships. Here are a few things you can do to ensure your time at MBOD was productive and worthwhile: • Follow-up – If you haven’t followed up with the contacts you met at MBOD, there’s still time. Send an email recapping your conversation and include your capabilities and experience. Corporate members often say that not following up after an introduction or meeting is one of the biggest mistakes minority business enterprises (MBEs) make. • Leverage MBE certification – As one of the workshop speakers put it, “You should leverage your MBE certification but know it’s not a guarantee to winning contracts. It’s another tool in your tool box.” No corporation will award you a contract simply because you’re an MBE. Your prices need to be competitive and you need to do quality work. But do use your certification to help open doors with corporate members interested in diversifying their supplier base. • Register on corporate supplier diversity sites – At the exhibit fair, many corporate members encouraged MBEs to register on their supplier diversity sites to be included in their databases for procurement opportunities. In addition to SCMSDC’s database, many corporations use their own database as a resource. • Be realistic and patient – Focus on potential clients that can realistically use your products and services. Being strategic about who you approach will save you time and money in the long run. It takes time to establish and build relationships and could take years before a contract opportunity comes up. There have been numerous stories about how MBEs have met corporate members as well as other MBEs at MBOD that resulted in contracts. • Utilize council resources – The council has a number of networking events throughout the year, including MBE 2 MBE open houses, aimed at connecting MBEs with other MBEs and corporate members. The council also offers workshops and programs to help MBEs advance their business. Visit www.scmsdc.org for more information or look for future issues of Connections to learn about SCMSDC’s offerings and upcoming events.

News briefs Orienting MBEs to help ensure future success Getting certified as a minority business enterprise (MBE) is a great first step to working with a wide array of potential corporate clients. But many don’t know how to leverage certification or take advantage of SCMSDC’s programs and services. That’s where MBE orientation sessions come in. Held on the last Thursday of every month, the council holds workshops to introduce diverse suppliers to council staff and members of the MBE Input Committee (MBEIC), inform them of SCMSDC’s programs and services and offer tips on how to maximize use of MBE certification. The workshops also help MBEs determine if they’re corporate-ready and provides networking opportunities with other MBEs. “Whether MBEs have been certified for years, are newly certified or in the process of getting certified, they will greatly benefit from attend-

ing these important meetings,” according to Marlene Gomez, SCMSDC’s director of business development and certification. “We provide information that can help MBEs advance their business strategy goals.” More than 600 MBEs have attended the free monthly orientation sessions since they were launched in November 2012. The next MBE orientation workshop will be held April 24 from 2 to 4 p.m. To register, visit http://www.scmsdc.org/Events/Events-Calendar-2014. Carrasco departs board First the good news – SCMSDC board member Andy Carrasco was promoted to director of regional public affairs at Southern California Gas Co. But the bad news is that he is leaving the supplier diversity field and will no longer be on the council’s board. We wish him the best of luck and much success in his new position. We appreciate his commitment, support and contributions to the board. He will be missed. “It has been an absolute pleasure working alongside professional SCMSDC board members and staff, who like I, believe in the mission of promoting and developing MBEs,” says Carrasco. “Though I may not be in the daily trenches of the noble work, know that I am working behind the scenes. Thank you for allowing me to be a part of SCMSDC.”

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