The National Veteran Business Development Council (NVBDC) recently welcomed veteran business owners and entrepreneurs for a JumpStart webinar featuring Tonda Collier, Senior Manager of Supplier Engagement at Target. The session focused on one of the most important challenges facing suppliers pursuing corporate opportunities: understanding how buyers evaluate potential partners and how to turn an initial introduction into a meaningful business relationship.
For veteran-owned businesses, certification can help open the door—but what happens after that introduction often determines whether a relationship moves forward.
Throughout the webinar, Collier shared practical insights into how suppliers can better prepare for corporate conversations, communicate their value, and position themselves for continued engagement.
Start With the Business Need
One of the most important lessons from the session was the need for suppliers to understand where their capabilities align with an organization’s actual business needs.
A strong introduction is not simply a description of everything your company does. Suppliers should be prepared to clearly explain the specific value they can bring to the organization, the problem they can help solve, and why their company may be a strong fit for the opportunity.
That preparation can make the difference between delivering a generic sales pitch and beginning a genuine business conversation.
The Goal of the First Conversation Isn’t Necessarily the Sale
Suppliers are often eager to make the most of every meeting with a corporate buyer. But one of the key messages from the webinar was that the first conversation should be viewed as an opportunity to establish fit and earn the next conversation.
Successful supplier relationships typically develop over time.
Instead of trying to close the deal immediately, veteran business owners should focus on listening, understanding the organization’s priorities, asking meaningful questions, and demonstrating how their capabilities may align with future opportunities.
The next meeting can often be just as valuable as the first.
Tailor Your Message to the Conversation
Another important takeaway was that supplier communication should evolve depending on where you are in the relationship.
Your professional statement, elevator pitch, capability statement, and capability deck each serve different purposes. The materials and message you use should reflect the stage of the conversation and the information the buyer needs at that moment.
A short introduction at a networking event is very different from a detailed capabilities discussion with a procurement team.
Being prepared with the right message—and knowing when to use it—can help a supplier communicate more effectively and professionally.
Certification Opens the Door. Relationships Create Opportunity.
NVBDC certification provides veteran-owned businesses with credibility and access to organizations interested in working with certified suppliers. But certification is only the beginning.
As discussed during the webinar, suppliers should use certification as a door-opener and then build upon that opportunity through preparation, meaningful engagement, demonstrated results, and consistent relationship-building.
Companies ultimately want suppliers that can deliver value.
That means veteran business owners should be prepared to demonstrate not only who they are, but also what they can do, the results they can deliver, and how they can support the corporation’s goals.
Keep the Conversation Going
Perhaps the biggest takeaway from the session was simple: successful supplier relationships are built over time.
Preparation, clear communication, and a focus on creating value can help veteran-owned businesses position themselves for the next conversation—and potentially for future business opportunities.
For those who attended the webinar, the next step is to continue applying these lessons. Review your messaging. Refine your pitch. Strengthen your capability materials. Research the organizations you want to work with. And when you have an opportunity to speak with a corporate buyer, focus on building a relationship rather than simply making a sale.
For anyone who missed all or part of the session, NVBDC has made the webinar recording and presentation materials available so veteran business owners can revisit the discussion and put these insights into practice.
NVBDC continues to provide programs, education, and resources designed to help certified veteran-owned businesses prepare for corporate opportunities, strengthen their capabilities, and build relationships that can lead to long-term growth.
