Picture a gorgeous woman painted in a flowing dress that kisses the floor and only when she walks, or seemingly floats, can you catch the slightest glimpse of her ankle. Delicate. Fragile. Something to be admired from afar, but never touched. Women used to be portrayed as pieces of fine art, meant to be kept behind glass for fear of them being destroyed. But all it took was one woman to tap the glass and shatter the dated image of a brittle sculpture.
Women are still testing their new strengths with extraordinary results, using their gazelle like finesse and sheer toughness of character to navigate the professional world. There are, however, still several female central issues that need to be addressed.
Women are a minority in the promotional products industry, but with this status comes certain benefits. Most companies retain a certain allotment of their budget specifically for businesses categorized as minority, limited income and of course, woman owned. The process of becoming a certified Women Business Enterprise can be daunting. Several agencies offer programs for certification but for some, the process can be confusing and overwhelming so the owner decides it's not worth the effort.
My advice: Don't give up! The effort is well worth it and it could ultimately help a business savvy woman her her foot in the door, close a sale – or keep her from losing one.
Thankfully, third-party companies can help. The Women's Business Enterprise Council (WBENC) is the ultimate tool to gaining certification. The WBENC is the largest third-party endorser of women-owned businesses. Its 14 regional partners across the U.S. provide their members with a variety of networking options and the ability to maintain intimate client relationships. Susan Cates, the voice of WBENC, assures applicants that the extensive paperwork is simply to reduce the risk of forgery. But once the applicant has been approved, a representative will visit the business establishment to "interview the female owners to make sure they can walk the walk and talk the talk." The number-one qualification of becoming a WBE is that the business is 51 precent owned, controlled and operated by a woman or several women. This onsite interview ensures that this is the case.
While WBENC offers extensive networking opportunities, the greatest draw comes from their Match-Making Sessions. Members are able to participate in one-on-one meetings with those in charge of purchasing for government organizations and major corporations.
The majority of businesses accept WBENC's certification, but there are still a wide variety of certifications that a woman-owned business may be qualified to apply for. The right certification depends on the type of clientele, but thankfully, WBENC customer service representatives are standing by, ready to field any and all questions on such certifications as the: Women's Business Enterprise (WBE), Woman Owned Small Business (WOSB), Economically Disadvantaged Woman Owned Small Business (EDWOSB), Minority Business Enterprise (MBE), Disadvantaged Business Enterprise (DBE) and the Veteran Owned Small Business (VOSB).
Another option is The National Women Business Owners Corporation (NWBOC).
Nobody likes rejection, but with rejection doesn't mean the fight is over when it comes to being certified. The most common reason for denial of certification is inconsistencies in information when filing renewal forms, but some folks have been caught using a female figurehead for a male dominated company. In any case, appeals are available on both the local and national level.
Women have struggled hard to shatter their frail image; growing a successful business shouldn't be another glass wall. Take advantage of the opportunities that certification offers to grow your business.
Tayla Carpenter is the project manager for iPROMOTEu. She developed and currently manages A Woman's View, a program specifically designed to support women distributors in the promotional products industry.