Suppliers told networking is key

Network like mad.

Don’t be a pest.

Tell them what you can do for them —- not what they can do for you.

Be patient.

Those were among the tips procurement executives from four top Atlanta companies offered Thursday to small business owners who seek to be their suppliers.

The words of wisdom were offered by representatives from Chick-fil-A, The Coca-Cola Co., Turner Broadcasting System and Georgia Power Co. at the Metro Atlanta Chamber’s Small Business Day.

Many in the audience described how hard it was to get “face time” with purchasers, let alone a deal.

Jeff Deutsch, sales manager for PEI Logistics, a Stockbridge freight services firm, said, “Getting in front of as many customers as possible who need our solutions is our biggest challenge. Everyone’s being bombarded more than ever.”

“It can be a little rough” getting in the door, acknowledged Chris Horace, director of global general and administrative and IT procurement for Coca-Cola. “We get quite a few phone calls.”

Horace advised networking with potential purchasers through local nonprofit organization involvement.

“That builds a personal relationship,” he said, noting that the connections made through such participation make the first contact with a buyer easier than an e-mail or cold call.

“Networking is the key and the easiest way to find your way in,” added Sheila Johnson, manager of strategic sourcing for Turner Broadcasting.

Johnson said once contact is made, a supplier should avoid too many calls or e-mails, or risk becoming a nuisance.

Tim Yancey, director of distribution for Chick-fil-A, said it is critical for suppliers to tell purchasers what they can do to resolve a company issue.

Potential suppliers who “can identify a problem with a thought-out solution” have a far better chance at winning a company’s business, he said.

Horace said suppliers should research their target company and study its 10K reports and other material to learn its needs and business cycle.

Ken Huff, manager of supplier diversity for Georgia Power, said suppliers should emphasize core competencies rather than promising the ability to do everything.

“Don’t come to a large corporation and say we can do it all,” Huff cautioned. “We don’t believe that. No one can do it all.”

Purchasers added that while it can take a long time to get a meeting and, perhaps, a deal, it’s worth being patient, because, said Horace, “Once you’re in, you’re in for a long time if you do your job right.”