From Certification to Contracts: What to Do After You’re Certified

Getting certified as a woman-owned, minority-owned, or veteran-owned small business is an incredible achievement. You’ve put in the time, gathered the paperwork, survived the application process, and now you have that official seal of recognition.

But here’s the truth: certification alone doesn’t guarantee contracts. Too many entrepreneurs stop after getting certified, waiting for opportunities to come knocking. The reality is, certification is just the door opener. What you do after certification determines whether your business secures the corporate and government contracts you’ve worked so hard to access.

This guide walks you step by step through how to move from certification to actual contracts—and how to leverage your new status to grow your business strategically.

Why Certification Alone Isn’t Enough

Certification validates your business, but it doesn’t automatically connect you with buyers. Think of it like getting a gym membership—it gives you access, but you still have to show up, put in the work, and make connections to see results.

Common mistakes many certified businesses make:

Filing away their certification letter and doing nothing with it.
Assuming buyers will find them without outreach.
Not updating marketing materials to showcase their certification.
Overlooking supplier diversity programs that actively look for them.

The key is visibility and action. Once certified, you must intentionally position your business where decision-makers are looking.

Step 1: Update Your Business Identity

Your certification is now part of your business story. The first thing you need to do is make it visible everywhere.

Where to Showcase Your Certification

Website: Add certification logos to your homepage, About page, and footer. Create a dedicated page called “Certifications & Partnerships.”
Capability Statement: Update your one-page capability statement to highlight your certification.
Social Media: Include “Certified [WBE/MBE/VOB]” in your LinkedIn tagline and business profiles.
Email Signature: Add certification seals at the bottom of your email to remind recipients every time you correspond.
Business Cards & Proposals: Include logos in print and digital materials.

This small but critical step communicates professionalism and helps buyers instantly recognize your status.

Step 2: Register Where Buyers Look

Certification alone doesn’t mean buyers know you exist—you have to put your business in their databases.

Must-Have Registrations

SAM.gov (System for Award Management) – required for federal government contracts.
SBA Dynamic Small Business Search – buyers use this database to find small and certified businesses.
State & Local Procurement Portals – each state and city has its own vendor registration systems.
Corporate Supplier Diversity Portals – Fortune 500 companies often have supplier diversity registration portals (Coca-Cola, Walmart, IBM, etc.).
Certifying Body Databases – WBENC, NMSDC, NVBDC, and others maintain searchable databases for corporations.

Pro Tip: Set reminders to update these profiles quarterly—outdated info can disqualify you from consideration.

Step 3: Build Relationships With Supplier Diversity Professionals

Behind every supplier diversity program is a supplier diversity manager—your potential champion inside large corporations.

How to Connect

Attend supplier diversity expos, trade shows, and matchmaking events.
Join webinars hosted by your certifying agency (WBENC, NMSDC, etc.).
Reach out on LinkedIn with a short, professional introduction highlighting your certification.
Ask for a 15-minute call to introduce your business and learn how their supplier diversity program works.

Remember, supplier diversity professionals are not just gatekeepers—they’re advocates whose job is to bring in certified businesses like yours.

Step 4: Target Corporate Contracts

Corporations spend billions annually on supplier diversity programs, but you must approach them strategically.

How to Stand Out

Do Your Homework – Learn what the company buys and align your pitch.
Tailor Your Capability Statement – Highlight relevant experience and add your certification prominently.
Network Consistently – Attend the same events multiple times; familiarity builds trust.
Start Small – Offer to handle a smaller project to prove reliability before aiming for larger contracts.

Example: If you’re a marketing agency, pitching social media management for one division of a company may be more effective than bidding for their entire global account.

Step 5: Go After Government Contracts

The U.S. federal government is the largest buyer in the world, spending over $600 billion annually—and at least 23% of that must go to small businesses.

Set-Asides You Can Leverage

WOSB/EDWOSB (Women-Owned Small Business)
8(a) Business Development Program
HUBZone (Historically Underutilized Business Zone)
SDVOSB/VOSB (Service-Disabled or Veteran-Owned)

How to Start

Search SAM.gov for set-aside opportunities.
Attend industry days hosted by federal agencies.
Use the SBA’s Procurement Technical Assistance Centers (PTACs/APEX Accelerators) for free guidance.
Partner with larger contractors through subcontracting to build past performance.

Government buyers often look for reliable partners—certification is the foot in the door, but performance and persistence win the contract.

Step 6: Build Strategic Partnerships & Joint Ventures

Sometimes going after contracts alone isn’t realistic—especially if you’re new. Partnering with other businesses can give you leverage.

Joint Ventures: Two certified businesses can team up to pursue larger contracts.
Mentor-Protégé Programs: Larger businesses mentor smaller ones, providing technical and contracting support.
Subcontracting: Work as a subcontractor under a prime contractor to gain experience.

Strategic partnerships allow you to scale up quickly without stretching your capacity too thin.

Step 7: Market Beyond Certification

Certification is a differentiator—but it’s not your only selling point. Buyers still care most about your value, expertise, and reliability.

Showcase Your Value

Publish case studies demonstrating results.
Share testimonials from past clients.
Highlight cost savings, efficiency, or innovation you bring to the table.

Think of certification as the cherry on top—it’s not the whole sundae. Lead with value, then remind them you’re certified.

Step 8: Track & Measure Your Efforts

Like any business strategy, you need to know what’s working.

Metrics to Track

Number of supplier diversity contacts made.
Number of capability statements sent.
Invitations to bid or submit proposals.
Contracts won (and dollar amounts).
Repeat business from certified opportunities.

Keeping a simple tracking spreadsheet or using a CRM ensures you’re moving from “busy” to “productive.”

Step 9: Stay Active in the Certification Community

Certifying agencies provide more than paperwork—they offer networking, training, and exposure. The more active you are, the more visible your business becomes.

Ways to stay active:

Attend annual conferences (WBENC National Conference, NMSDC Conference, etc.).
Volunteer or speak on panels.
Join committees or local chapters.
Mentor newer certified businesses (building goodwill and visibility).

Visibility equals opportunity. Don’t disappear after your certification letter arrives.

Step 10: Keep Renewing and Expanding Certifications

Most certifications require annual renewal. Missing deadlines means losing access to opportunities.

Also consider stacking certifications:

If you’re WBE certified, also apply for MBE (if applicable).
If you qualify for HUBZone or SDVOSB, pursue those as well.
Look into industry-specific certifications (like DBE for transportation or GSA Schedules for federal contracting).

The more certifications you hold (that you can legitimately use), the wider your net for opportunities.

Common Pitfalls to Avoid

Waiting for opportunities instead of seeking them.
Failing to invest in networking. Relationships drive contracts.
Pitching certification instead of value. Remember: certification gets you noticed, performance gets you chosen.
Overstretching capacity. Don’t bid for work you can’t deliver. Start with manageable contracts.
Not following up. Persistence is key—buyers often award to those who stay visible.

Conclusion: From Paper to Profit

Certification is a powerful asset, but it’s not the finish line—it’s the starting line. Think of it as a tool in your business toolbox. By making your certification visible, registering in the right places, networking with supplier diversity professionals, and actively pursuing contracts, you transform your certification from a piece of paper into real revenue.

Remember: Certification doesn’t win contracts. Relationships, visibility, and performance do. Your certification is the key that unlocks the door—now it’s up to you to step through.