Marketing Your Quality Certification - BIZPHYX...• Fortune 500 Supply Chain Trends •...

Marketing Your Quality Certification Dispelling Common Myths In Competing For Contracts

• Are Your Basics Complete?

• Fortune 500 Supply Chain Trends • Understanding 2 Key Values Of Your QMS

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intro

module 1

module 2

close, Q&A



• How To “Sell” Your Certification “Closing With TL 9000 & ISO 9001”

Creating a TL 9000 Value Statement (sales pitch) (2 tasks + 4 myths)

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intro

module 1

module 2

close, Q&A





• How To “Market” Your Certification “Creative, Online and Social” (ideas! ideas! + final myth)

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intro

module 1

module 2

close, Q&A





• How To “Market” Your Certification “Creative, Online and Social” (ideas! ideas! + final myth)

• Examples and Success Stories • Wrapping Up The 5 Big Myths

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intro

module 1

module 2

close, Q&A

As a diverse supplier, before you compete for corporate contracts and government bids, you should make sure certain “basic steps” are complete:

Make sure you have obtained your minority classification certifications such as:

•WBE

•MBE •DVBE •HBE •SBC •HUB Zone

(short list)

Certifications 1

2

Make sure you are bonded and insured and that you meet the basic financial requirements needed to respond to certain:

•RFPs •Bids •Contracts

This includes financial statements and other documentation.

Financial

3

Make sure you have registered on supplier websites and in required databases:

•Corporate (supplier diversity) •Government (municipal) •Government (state) •Government (federal) •MBDA •Directories (DIR, etc.)

(short list)

Databases

If you are new to a corporate supply chain, you must be prepared to enter as a Tier 2, 3 or 4 supplier, willing to supply a prime. This can be a key to future Tier 1 success and is not a road block.

Current Fortune 500

Supply Chain Trends

CONSOLIDATION

Current Fortune 500

Supply Chain Trends

REDUCE RISK *

CONSOLIDATION

NEW? Enter as a Tier 2, 3 or 4 and form strategic alliances and supplier relationships

REDUCE RISK *

Current Fortune 500

Supply Chain Trends

CONSOLIDATION

SUPPLY THE PRIME

“End To End” Integration


REDUCE RISK *

Current Fortune 500

Supply Chain Trends

CONSOLIDATION

SUPPLY THE PRIME


DIVERSITY SPEND

$$$


REDUCE RISK *

Current Fortune 500

Supply Chain Trends

CONSOLIDATION

SUPPLY THE PRIME


DIVERSITY SPEND

$$$ Sustainability

Focus on these 2 key areas:

•Drives improvement in your own organization

•The opportunity to market your business with a competitive advantage in obtaining contracts

Understanding The Value Of Your QMS

Whether you try to market your certification for new contracts or not, remember the primary reason why you implemented a QMS:

Improvement in your own business

•increased customer satisfaction •innovation, flexibility and speed •documented processes, scalability •reduced costs and re-work (15-30%)

Improvement 1

A quality system makes your business better

The opportunity to market your business with a competitive advantage.

The important phrase is “opportunity to market”. You must take action and learn how to proactively SELL and MARKET your quality certification to realize this value.

The efforts you employ to pitch, sell and publicize the benefits of your certification can create new revenue opportunities.

Opportunity 2

Now that I’ve obtained my minority business certifications (WBE, MBE, etc.), I should start to receive and win new contracts.

Corporations DO want to do business with diverse suppliers and many have diversity spend goals.

These new suppliers must be problem solvers and innovators who will REDUCE RISK in their supply chains.

You’re now competing against many OTHER diverse suppliers and you need to set your business apart: competitive advantage.

It’s not that

simple.

NO.

Corporations DO want to do business with diverse suppliers and many have diversity spend goals.

These new suppliers must be problem solvers and innovators who will REDUCE RISK in their supply chains.

You’re now competing against many OTHER diverse suppliers and you need to set your business apart: competitive advantage.

It’s not that

simple.

NO.

Your quality certification is an important aspect of that competitive advantage, but it requires a SALES and MARKETING effort on your part.

Now that I’ve obtained my ISO 9001 and TL 9000 certification, I should start to receive and win new contracts.

It’s not that

simple.

NO. Certification alone is not the completed act that will result in immediate revenue growth for your business.

You cannot expect to receive a contract the next day. As you learn to SELL your certification, you do so by sharing your performance data, which takes time to accumulate.

Certification alone is not the completed act that will result in immediate revenue growth for your business.

You cannot expect to receive a contract the next day. As you learn to SELL your certification, you do so by sharing your performance data, which takes time to accumulate.

It’s not that

simple.

NO.

Equally, new business relationships take time to build, sometimes months and years.

SELLING Your Quality Certification

“Closing With TL 9000 and ISO 9001”

module 1

Before You Sell: PREPARE

'''''Take Away TASK #1

Complete A Competitive Analysis

1 Know your: • MARKET • COMPETITION • CUSTOMER • CAPABILITIES

2

Before You Sell: PREPARE

Take Away TASK #1

Complete A Competitive Analysis

1 Know your: • MARKET • COMPETITION • CUSTOMER • CAPABILITIES

2 Create a: company value proposition

+

an ISO/TL 9000 value statement

'''''Take Away TASK #2

SALES PITCH -' ."#$'

a

The MARKET and The COMPETITON

Conduct research and review

•Who are my competitors generally and specifically in certain vertical markets?

•Who are they doing business with?

•Do they have certifications or other advantages?

•When are their contracts coming up for renewal (buying cycle)?

The answers to these questions help determine where and when to prospect.

b

The CUSTOMER

Do Your Homework

The answers help determine whether or not you are a viable supplier to a specific customer. Don’t just start responding to every RFP!

•Know the difference between government and corporate procurement.

•What are their needs, products, services and customers?

•Do they need my product or service? At this time?

•Is there a regulatory environment?

•How can I meet their NEEDS, REDUCE RISK or SOLVE a problem?

c My CAPABILITIES

Define your “core competencies”

•What do we do well?

•What do we do better than our competitors?

•Do we have a place in this customer’s supply chain?

•What unique problems do we solve?

Now, what do we do with all of this information?

c Define your “core competencies”


•What do we do better than our competitors



The information helps you complete a competitive analysis…..AND

Go back to your company and work through take away task #1, using info from steps a-c

My CAPABILITIES

c Define your “core competencies”


•What do we do better than our competitors?



Helps you create a TL 9000 “Value Statement” = your new “Sales Pitch”.

Input for Value Prop & SALES PITCH

Go back to your company and work through take away task #1, using info from steps a-c

1

My CAPABILITIES

YES. When presenting to or speaking with procurement execs, you need a concise pitch that is a combination of your company’s basic value proposition and definable benefits (data, etc.) from your QMS.

For this course, we will refer to this combined proposition as your TL 9000 Value Statement.

Not sure if you have a value proposition or what it is ?

It will serve as the basis of your TL 9000 Value Statement.

Creating A TL 9000 “Value Statement” We Need A Sales Pitch?

What Is A Value Proposition?

Ever hear the term “elevator pitch” or “cocktail napkin pitch”? If you had about 1 minute to tell someone why they should buy your company’s products or services instead of another, what would you say?

A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.

What Is A Value Proposition?

Ever hear the terms “elevator pitch” or “cocktail napkin pitch”? If you had about 1 minute to tell someone why they should buy your company’s products or services instead of another, what would you say?

A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.

It should convince a potential customer that your product/service will add more value to their supply chain or better solve a problem, than other similar offerings (competitors). It should be articulated simply, clearly and briefly.

•NOT a basic description of your company’s product and services

•NOT your “marketing tag line” or advertising slogan

•Many B2B service companies have weak value propositions.

What it’s NOT

•NOT a basic description of your company’s product and services

•NOT your “marketing tag line” or advertising slogan

•Many B2B service companies have weak value propositions.

What it’s NOT

WEAK Propositions

“XYZ Corp offers training classes in a wide variety of areas….”

”We do organizational development and process redesign…”

“ABC Corp is a TL 9000 certified janitorial services company”

•Increased revenues •Faster time to market •Decreased costs •High OTD rates

STRONG Value Propositions Include Tangible Results Like:

STRONG Value Propositions Should

Differentiate you and your offer from your competitor

Quotes From GOOD Value Propositions




SEO/Web Co: “…B2B company clients recognized a 61% lower cost per lead and increased their organic traffic and lead conversions by an average magnitude of six-fold in 6 months…..”







Sales Trainers: “We help salespeople data mine accounts, speed up their sales cycle and win large contracts. One of our clients recently won a contract for $5M in business in just 90 days after engaging our XXX and we provide this service for 16% less in fees than XXX…””







Sales Trainers: “We help salespeople data mine accounts, speed up their sales cycle and win large contracts. One of our clients recently won a contract for $5M in business in just 90 days after engaging our XXX and we provide this service for 16% less in fees than XXX…””

PM Co: "XYZ Corp is the exclusive provider of patent-pending project management software for paving contractors, saving U.S. contractors over $34M in 2009."



How To Create Your TL Value Statement

2 This will serve you in other marketing pieces, etc. Use results of Task #1 (steps a-c) + brainstorm with your staff.

Develop your basic value proposition. '




Define tangibles from your QMS.'

Look to the key areas of ISO, client success stories and TL data. The more mature your quality system is, over time you’ll have more data to show, such as corrective and preventive actions.





Look to the key areas of ISO, client success stories and TL data. The more mature your quality system is, over time you’ll have more Data to show, such as corrective and preventive actions.

Blend the 2 to create your TL Value Statement.'

This can be used immediately at supplier matchmaker events, etc. You will continuously refine this statement, adding/changing data based on specific needs in certain RFPs and contracts (tailor).


2

SALES PITCH

This will serve you in other marketing pieces, etc. Use results of Task #1 (steps a-c) + brainstorm with your staff.



Look to the key areas of ISO, client success stories and TL data. The more mature your quality system is, over time you’ll have more Data to show, such as corrective and preventive actions.

Blend the 2 to create your TL Value Statement.'

This can be used immediately at supplier matchmaker events, etc, You will continuously refine this statement, adding/changing data based on specific needs in certain RFPs and contracts.

Task #2

To Further Help You Develop Your Unique TL 9000 Value Statement (Pitch) We Will:

Dispel 2 More Myths *

* You will learn to educate and close with TL 9000, NOT LEAD'


'Dispel 2 More Myths *

FORMULA



'Dispel 2 More Myths *

FORMULA


Examples Non-

Telecom


Dispel 2 More Myths /'

FORMULA

'Examples Non-

Telecom

Key Areas of ISO



Dispel 2 More Myths *

FORMULA

'Examples Non-

Telecom

TL EXAMPLES 1 service

1 manufacturing


Key Areas of ISO

By stating that we’re ISO 9001 or TL 9000 certified on an RFP or in a supplier interview, we should start to win new contracts right away.

This is our TL-ISO value statement, right?

The fact you have achieved a quality certification and have placed the designation on letterhead, isn’t really SELLING and MARKETING your new competitive advantage.

It’s not that

simple.

NO.

The fact you have achieved a quality certification and have placed the designation on letterhead, isn’t really SELLING and MARKETING your new competitive advantage.

That statement alone does not tell the customer what you can do for them.

It’s not that

simple.

NO.

You may need to EDUCATE customers about ISO 9001 and TL 9000 certification.'

Every operations, contract, or procurement manager that I will submit proposals to will know about ISO 9001 and TL 9000 quality management certifications.

Some managers may know that TL 9000 is an industry standard or about ISO and TL 9000 generally, but few contract managers are “highly familiar” with these standards.

Some will know about certain aspects--like measurements or risk management, because these elements are important to their spend.

It’s not that

simple.

NO0'

Some managers may know that TL 9000 is an industry standard or about ISO and TL 9000 generally, but few contract managers are “highly familiar” with these standards.

Some will know about certain aspects--like measurements or risk management, because these elements are important to their spend.

It’s not that

simple.

NO.

Think of your quality certification as “table stakes”. It gets you in the game, but it doesn’t guarantee a win. You’re now sitting at the table

in front of a procurement manager, but winning is up to you.'

Did You Know?

Did You Know?

With DATA and MEASUREMENTS collected in your quality management system!'

Value Proposition FORMULA (Example) Utilizing Measurable Results

XYZ Corp (you) help [your most promising prospects] that

[need help with the most pressing concern or problem you can solve]

succeed* by [outlining the concrete improvement you will deliver].

Unlike [the alternative solution], [your solution]

[describe the reason why your company is a better choice],

as demonstrated by [evidence that you will deliver as promised: metrics, success stories, case studies]

Evidence: in your case, this a great place to plug in TL data and close with:

“We are able to do this because we are ISO 9001 and TL 9000 certified”

*(grow, perform, etc.)

LeadEdge works with [B2B companies that have long sales cycles] to [increase sales productivity]. Unlike [companies that make cold calls for you or develop lead generation campaigns], we use [our TPM Methodology™] to [help you get the right message, to the right person, about the right solution--and motivate them to act]. This is supported by [client’s testimonials, data].

We are one of the only marketing solutions firms in the US that implements [ABCD™] and as a result, we can [reduce your sales force turnover and customer engagement costs by ### ]. As an XZY accredited firm, we are able to [offer a free sales system audit] to analyze your marketing strategies to determine [what we can do to improve your SROI].

Example #1

B2B Marketing Consultancy!

Arco HazMit helps [companies that transport hazardous materials], [minimize clean-up costs and avoid fines and penalties in the event of a spill]. Unlike [other companies that help transporters mitigate the consequences of an accidental release of hazardous materials], [with just one call to us, our XRS generators can find clean-up contractors, complete all required regulatory reports and document incidents].

[For example, Arco HazMit saved one client more than $$$ in cleanup costs for a single incident. When one of its tankers spilled 4,000 gallons of methanol-based cleaning compound into a creek, we succeeded in getting regulators to agree to a more cost-effective way to clean up the spill and were therefore able to negotiate costs down by 28%.]

[Become a client today] and [avoid fines and penalties by gaining access to Arco HazMit’s legal expertise and extensive databases of regulations, reporting requirements and clean-up resources]. Arco HazMit is a nationally recognized ACDS and is a member of the State of XXXX Regulatory Board for XYZ and is also an EFG certified firm, with a stunning 100% OTS rating.

Example #2

Hazardous Waste Sub-Contractor!

Reduce Risk

Draw From These Areas Of ISO and TL 9000!

Customers Want

Reduce Risk


Exceptional Service

Customers Want

Reduce Risk


Cost Reductions /Efficiencies

Exceptional Service

Customers Want

Reduce Risk



Financial Stability

Exceptional Service

Customers Want

Reduce Risk



Financial Stability

Innovation

Exceptional Service

Customers Want

Reduce Risk


Continual Improvement


Financial Stability

Innovation

Exceptional Service

Customers Want

Reduce Risk




Financial Stability

Innovation

Exceptional Service

Scalability

Customers Want

Reduce Risk




Financial Stability

Innovation

Exceptional Service

Scalability Flexibility & Speed

Customers Want

Others-Like IT

Reduce Risk




Innovation

Exceptional Service

Scalability

Corrective and

Preventive Actions

Customers Want

Flexibility & Speed

Others-Like IT

Financial Stability

Reduce Risk




Financial Stability

Innovation

Exceptional Service

Scalability

Corrective and

Preventive Actions

Performance Data

Customers Want

Flexibility & Speed

Others-Like IT

Did You Know?

New customers are always concerned about how an “untried” relationship will work. Customers need assurance of quality and service.

You need to remove any concerns that you will bring RISK into your customer’s supply chain, regardless of your diverse supplier or quality certification status.'

Did You Know?

New customers are always concerned about how an “untried” relationship will work. Customers need assurance of quality and service.

You need to remove any concerns that you will bring RISK into your customer’s supply chain, regardless of your diverse supplier or quality certification status.'

If you SELL any “tangible” area over another—emphasize your abilities in and show examples of RISK MANAGEMENT!'

SERVICE Fiber Ring Installation and Test (FRIT, Inc.)

FRIT helps [service providers] [reduce installation costs and reduce the risk of network outages during installation work]. Unlike [other fiber installation companies], [our quality system assures consistent product and service standards with no network outages. All of our technicians are CFOT certified and are lead by a team of highly experienced project managers utilizing documented processes. Because we measure our service data, we’re continually improving our installation processes and therefore, reduce your network risk!]

[One of our clients, AZT Telecom had experienced 5 network outages while under contract with another installation company who did not document their suppliers’ processes or require their employees to be properly trained. These outages cost AZT over $3 million during the life of the contract. Since engaging FRIT, we have been able to reduce their installation costs by 11% and have done so with zero service outages from 2008-2011. In addition, we also save this client annual third-party supplier audit costs. How? We are able to do this because we are TL 9000 certified].

[TL 9000 certification denotes conformance to a telecommunications-specific set of requirements based on the ISO 9001 quality management system, with an increased emphasis on requirements for the design, development, production, delivery, installation and maintenance of telecommunication products and services. FRIT is also a member of the FOA (Fiber Optic Association)].

We know you have options when it comes installation providers. Contact FRIT today for a complimentary review of your current program. We are the better choice, because we are the quality choice.

MANUFACTURER Expar Technologies, Inc.

Expar Technologies helps [OEMs] [provide on time product delivery at a lower cost and with a reduced risk of product flow interruption]. Unlike [other board manufacturers], [we have an innovative "prototype through production" supplier partnership program that allows us to fabricate a variety of products from single-sided to complex multi-layered printed circuit boards. We implement rigorous inspection practices and have a stringent defect corrective action program, in addition to a system of third party audits. All of these quality processes help us produce our boards with exceptional speed to market and deliver what our OEM clients require: OTD, reduced costs and high quality of service].

[We currently maintain a 98.7% customer satisfaction rating, a 99.2% on time delivery rating and are able to reduce client risk, because we’re not a single source fabricator. Expar performs to these standards because we are a TL 9000 and ISO 9001 certified manufacturer and this sets us apart from our competition].

[One OEM supplier told us that we save them over $2.5M per year because our 99.2% OTD rate, allows them to deliver on time to their customers!]

If you're looking for a board manufacturer with dedicated customer service, skilled engineering support and one that is certified to an audited, internationally recognized quality standard, contact Expar today!

Expar Technologies is a certified WBE and a member of the IPC. In addition, our CEO, Jane Wyatt is the current Chair of the PCB Management Council (ICP). .

Selling To Win New Business!

1


Show how you EMBRACE the standard. Explain that your system is internally audited each year, which may reduce or eliminate the need for the customer to conduct a supplier audit. Being certified to an audited quality system provides this added benefit—another good closer.

1


SHOW HOW you can EXCEED customer NEEDS and MINIMIZE RISK, with examples from your QMS.

(illustrate with data and performance measurements)'


Tie everything back to VALUE because for some, TL 9000 will be a label.

1

2


SHOW HOW you can EXCEED customer NEEDS and MINIMIZE RISK, with examples from your QMS.

(illustrate with data and performance measurements)'


Tie everything back to VALUE because for some, TL 9000 will be a label.

1

2 CLOSE (educate) with TL 9000 certification.

Don’t lead all conversations with “we’re TL 9000 certified”.!

Do you see how you can use your QMS to help you SELL?

You define your competitive advantage, by documenting how you bring VALUE, reduce RISK and SOLVE

problems in your customer’s supply chain.

LET’S RECAP




This builds your case for the importance of being an ISO 9001-TL 9000 certified supplier.

LET’S RECAP




This builds your case for the importance of being an ISO 9001-TL 9000 certified supplier.

You’re able to do the things you’ve promised BECAUSE you’re ISO 9001 & TL 9000 certified.

LET’S RECAP

MARKETING Your Quality Certification

“Creative, Online and Social”

module 2

We put the TL 9000 logo on our business cards and on our website. This is “marketing” our certification, right?

While these are good first steps, they’re just a small part of the process.

Just as you have made quality a part of your corporate culture, communicating the quality message should become a part of your branding, communications and social media strategy.

It’s not that

simple.

SORT OF.

Marketing Is A Process An Ongoing Mix of Tactics

Before you start MARKETING your certification you need to understand:

•Marketing is a process, not a step (7 P’s)

•Selling is a function of marketing (process)

•Trends may influence these steps

•You are in a B2B channel

Whether you are your company’s marketing effort as an entrepreneur, or you have a marketing department, there are many tactics you can implement to market your quality certification in a grass roots way.

Your “marketing mix” depends on your resources.

Where Are You?

'Time, budget and B2B marketing trends may influence your decisions in this area.

B2B Trends Of Importance

Does Any Of This Apply To Me? Why Should I Care? I have 1-2 primary customers in a “telecom only” space.

Do you care about competition?

Do you care about your brand? (you have one)

Do you have a business development effort?

Do you care about prospecting (push) and others finding you as a new supplier (pull)?

Are their other vertical markets for your products or services, but you haven’t been successful breaking into them (healthcare, transportation, utilities, etc.)?

Do you care about competition?

Do you care about your brand? (you have one)

Do you have a business development effort?

Do you care about prospecting (push) and others finding you as a new supplier (pull)?

Are their other vertical markets for your products or services, but you haven’t been successful breaking into them (healthcare, transportation, utilities, etc.)?

If you answered “yes” to even one of the questions, this is all relevant to your business0'

Does Any Of This Apply To Me? Why Should I Care? I have 1-2 primary customers in a “telecom only” space.

Develop A Plan Take Advantage Of Your Certification

Unless you develop and implement a plan, you will not fully leverage the promotion of your quality certification.

You have 2 customers: internal (employees, stakeholders) and external (consumers).

Tactics to reach both can be different yet complimentary, but equally important in marketing your quality certification.

How Do I Do This?

*this section of the course is not intended to serve as marketing/advertising consulting services or meant to replace your existing corporate marketing efforts. These are examples of what we and other companies do to market their quality certification and QMS data.

*this section of the course is not intended to serve as marketing/advertising consulting services or meant to replace your existing corporate marketing efforts. These are examples of what we and other companies do to market their quality certification and QMS data.

Look for CREATIVE, cost effective ways to market your certification (blogs, websites, social media, etc.).

How Do I Do This?

Suggested Marketing Tactics We Will Focus On

•Branding and Collateral

•Website and Blog

•Press and Communications

•Social Media and SEO

•Digital and Multimedia

•Sales Promotion

•Trade Associations

•Business Development

•Internal Customers

•Use your “we’re certified” logo on printed materials such as collateral, business cards, letterhead, line cards, brochures, media kits and in e-mail signatures*.

•Display your certification designation in a prominent location, such as your building’s front lobby.

•Front and center on several web pages is a must!

Branding and Collateral This Is just a given—prominent and consistent*.

*ALL Certifications, Designations and Affiliations

Branding and Collateral

There are rules regarding the proper use of ISO 9001 and TL 9000 logos and designations:

Members of the telecommunications industry certified by an accredited TL 9000 registrar may publicize the fact that their quality management systems have been approved for the scope identified on their registration certificates. Organizations may not state or imply that their products are registered or certified to TL 9000.

The specific rules for publicizing TL 9000 registration are as follows:

• The registered unit is entitled to use the TL 9000 logo on letterheads, brochures and other promotional material. The logo is available after login to the TL 9000 registration management system (RMS) on the Registration home page under Resources.

• The TL 9000 certificate number should be used in conjunction with the TL 9000 logo.

• The TL 9000 logo may be used on flags, buildings, or vehicles.

• The TL 9000 logo shall not be used on manufactured product labeling, packaging, trade samples, or other statements of product conformity.

TL 9000 Requirements Handbook Release 5.0 Section 3.4: Logo Guidelines

TL 9000 Logo Guidelines (continued)

• The organization shall not publish or circulate an image of a product with TL 9000 stamped on or across it.

• When a copy of a TL 9000 registration certificate is requested and provided, the registration profile shall be included as an attachment.

• References to the TL 9000 registration shall only apply to the scope as defined on the certificate.

• In the event of registration revocation, the certificate holder shall immediately discontinue all use and distribution of any letterheads, promotional material bearing the TL 9000 logo, and any claims to registration.

• Misuse of the TL 9000 logo may be grounds for withdrawal of registration.

• Certificate holders shall abide by the requirements of the accreditation bodies and registrars that issued the certificates.

• Products may be advertised as being produced using a TL 9000 registered quality management system.

Website and Blog A section dedicated to quality.

•Create a quality section on your website (include testimonials if available).

•Your statement of quality, your quality policy and your certification document should be a PDF for viewing and/or download.

•Create a press/media kit with information on the process including press releases (PDF).

•Focus on your home and/or landing page too!

•Your web statement of quality can address accomplishments in the key areas of ISO, with examples of your performance (web version of your TL 9000 value statement).

•Corporate video on your website about your organization in terms of quality and your quality program.

•Release this video on YouTube or Vimeo for increased viral exposure and SEO.

•Later, prepare and post a case study about how your quality certification has benefited your organization and/or helped solve problems for your clients.

Website and Blog

Press and Communications Everything is news?

•Prepare and distribute a press release to key media, including trade magazines, trade organizations and local newspapers about achieving your ISO/TL certification. Re-certs too!

•PR Web/PR Newswire/Business Wire Releases: Go social and viral! This helps content and SEO.

•Pitch stories and/or publish an article about how ISO/TL is expected to or has helped your company (case study).

•Announce the good news to customers and suppliers with a letter or an e-mail from your President and/or place an article in your company newsletter.

•Make your quality program and accomplishments a section in corporate communication pieces and newsletters.

Remember the internal customer?

•Make sure you are current on all related databases, including supplier diversity sites (make sure your certifications, affiliations and designations are included).

Press and Communications

Social Media and SEO Think content and relevant back links to your website.

•Write it up in less than 140 characters for your company’s Twitter page. (Cert, re-cert, related info)

•Add a link to the new quality section on your web site and work on re-tweets. Quality Digest and many others will re-tweet info.

•Explore creative uses of Flickr, LinkedIn, Facebook and others for content and back links.

•Develop tactics to create links to your site from external and relevant blogs. Your blog?

•It’s all about traffic for your website. Quality is a worthy topic for links.

"#$%&'$()*!+!,-#&./0!1'$0.-'2!+!34567543!

Digital and Multimedia …many possible approaches, one focus: “a quality company”

•Any corporate video or podcast that is posted or hosted will create links to your company website or blog.

•What if you did a brief podcast or video interview with a key client regarding the delivery of your service, related to your quality program and then posted it to Flickr, Facebook, YouTube, LinkedIn and embedded it on your website and your blog?

That creates many potential Google content links related to your company, quality and TL 9000 (post tags).

Sales Promotion …opportunities to convey your TL 9000 value statement.

•Organize an open house or reception in recognition of your achievement and invite VIP customers and suppliers.

•Publicize at trade events, business fairs and supplier diversity events.

•Mention your certification on trade-show booth graphics (banners/backgrounds/handouts). QuEST Forum will provide you with a TL 9000 placard at no charge.

•Consider events and sponsorships where communication opportunities are available.

•Participate in supplier matchmaking events and take your new TL 9000 value statement LIVE.

Trade Associations Is joining enough? Which one and when?

•Prioritize your associations and memberships. Don’t rely on one channel for lead nurturing. Think balance, opportunity and access to procurement execs, using your TL 9000 value statement.

•Determine if active involvement such as sponsorships, work groups, panels, etc. are good ways to market yourself as a “quality organization”.

•If you decide active involvement is warranted, follow the suggestions in the sale promotion section.

•Send releases and implement relevant social media contacts about your quality certification, updates and accomplishments to their communication’s outlets.

Business Development Train your sales staff to use your TL 9000 value proposition

•Train your sales and marketing staff (or anyone who has customer contact) on how to promote your ISO/TL certification and how to use it to win business in competitive situations: The TL 9000 Value Statement (module 1 comes alive!)

•52% of B2B marketing organizations say lead generation is their #1 marketing challenge. Teach this staff to engage in this process using TL/quality as the content, to aid your “pull”.

•Holistic lead nurturing is aided by your status as a quality organization. Have this staff spend time in the social media space.

•Content=pull=inquiries=lead nurturing=new business

Internal Customers Remember, employees are a big part of your brand.

•Reward your employees for their efforts regarding certification with promotional products (such as t-shirts, mugs, etc.) or other incentives. These corporate items can include certification mentions/logos.

•Announce and publicize certification in the company newsletter and create internal performance awards tied to quality benchmarks (similar to corporate safety programs).

•Publicize to staff---contract awards that are the result of your ISO/TL certification. This will help “maintain a culture of quality” and an interest in your QMS for those not directly involved.

Examples Of Tactics In Use

Do you see how “marketing” your quality certification is more than a logo on a business card?

It is a process. If you implement the tips in this course, remember:

•B2B approaches and trends

•quality (TL 9000) is part of your brand •articulate the new TL 9000 value statement (BD)

•quality subjects and milestones can be web content •online, social and inbound for content that “pulls”

•creative doesn’t have to mean $$$

•market to the internal and external customer

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“We received an unexpected RFP from a company that found us on the QuEST Forum website. They wanted to work with a quality certified company.”

Client Success In Implementing These QMS Sales and Marketing Tactics?

Wrapping Up The 5 Big Myths

1 Now that I’ve obtained my minority business certification (WBE, MBE, etc.), I should start to receive new contracts?


1

2

Now that I’ve obtained my minority business certification (WBE, MBE, etc.), I should start to receive new contracts?

Now that I’ve obtained my ISO 9001 and TL 9000 certification, I should start to receive and win new contracts?


1

2 3


By stating that we’re ISO 9001 or TL 9000 certified on an RFP or in a supplier interview, we should start to win new contracts right away. This is our TL-ISO value statement, right?



1

2 3 4




Every contract, operations or procurement manager that I will submit proposals to will know about ISO 9001 & TL 9000 quality management certifications?


1

2 3 4 5




We put the TL 9000 logo on our business cards and on our website. This is “marketing” our certification, right?

Every contract, operations or procurement manager that I will submit proposals to will know about ISO 9001 & TL 9000 quality management certifications?

Free Post-Certification Support Part of our value proposition includes:

•being TL 9000 and ISO 9001 certified (few consulting firms are)

•100% of our clients achieve their certification.

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Please Take Advantage Of These Complimentary Tools!

•Complimentary webinars and podcasts. Always check: http://www.bizphyx.com/newsroom/eventcalendar.html

•An in-depth Knowledge Base (free access and download): http://www.bizphyx.com/tl9000/knowledgebase.html

•A highly respected and followed blog (support desk) where you can obtain answers to questions: RSS Feed http://support.bizphyx.com

•A complimentary, industry newsletter: THE STANDARD (published 4-times/yr) http://www.bizphyx.com/newsroom/press.html

•Free tips on Twitter—so follow us! http://twitter.com/BIZPHYX

Questions?

www.bizphyx.com

K. Wright, Vice President [email protected]

Keep this PDF for future reference!

Marketing Your Quality Certification Dispelling Common Myths In Competing For Contracts

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