Podcast Series. Episode: Becoming a Supplier of Choice

Survive & Thrive: Becoming a Supplier of Choice in a Disrupted Economy

In this episode of The Quality Hub: Chatting with ISO Experts, host Xavier Francis welcomes Scott Dawson, President of Core Business Solutions, and Doug Petillo, Managing Partner at Navigant Ventures, for a compelling discussion on how small businesses can become the supplier of choice in today’s disrupted economy. As part of the Survive and Thrive series, the conversation explores the importance of building trust through consistent delivery, avoiding overpromising, managing operational risk, and leveraging certifications like ISO to signal reliability. Doug shares real-world insights on playing both offense and defense in times of uncertainty, highlighting tactics such as strengthening existing customer relationships and securing referrals to open new doors. Whether navigating economic turbulence or seeking sustainable growth, this episode delivers practical strategies for small business leaders to stay resilient and competitive.

Summary: Survive & Thrive– Becoming the Supplier of Choice in a Disrupted Economy

Host: Xavier Francis

Guests: Scott Dawson, President of Core Business Solutions, and Doug Petillo, Managing Partner at Navigant Ventures

This episode of the Survive and Thrive series addresses how small businesses can position themselves as the supplier of choice during times of economic disruption. Drawing on decades of experience, Doug Petillo and Scott Dawson offer insights into managing risk, improving business resilience, and winning and retaining customers in uncertain markets.

The conversation begins with personal introductions, emphasizing both guests’ deep involvement with small businesses through consulting, investing, and operational leadership. The focus then shifts to how companies can strengthen existing relationships, avoid common pitfalls like overpromising, and leverage systems like Quality Management Systems (QMS) to maintain high standards.

The episode covers strategies for both defense (retaining existing customers) and offense (gaining new ones), particularly through the use of referrals, case studies, and storytelling to articulate the value a company delivers. It closes with a reminder that disruptions, while challenging, also open doors for proactive and well-prepared businesses.

Key Takeaways

1. What It Means to Be a Supplier of Choice

It’s a market distinction signaling that customers value your offerings more than alternatives.

It reflects low perceived risk by customers and confidence in your reliability and performance.

Positive customer experiences can be leveraged to gain new business.

2. Common Mistakes Suppliers Make

Overpromising without understanding internal risks is the most common error.

Not assessing delivery capabilities or cost structures leads to unsustainable commitments.

Certifications like ISO help demonstrate solid management systems and build credibility.

3. Strategies for Managing Risk and Uncertainty

Perform regular assessments of key risks (e.g., customer concentration, staffing, cost leakage).

Use downtime to shore up internal processes, such as compliance and performance metrics.

Consider proactively renegotiating contracts to mitigate future uncertainty.

4. Using Disruption as an Opportunity

Times of change allow well-prepared businesses to stand out and take market share.

Play defense: solidify your current customer relationships through proof of performance, awards, and reliability.

Play offense: leverage customer vulnerabilities by using case studies and referrals to win their clients.

5. Tactical Growth Without Large Investment

Use LinkedIn and local networks (SBDCs, Chambers of Commerce) for outreach.

Ask two essential questions during customer calls:

What more can we do for you?

Who else do you know who could use our help?

Keep your messaging tight—highlighting impact, ROI, and competitive strengths.

6. Final Words of Advice

Maintain vigilance over your operations and adjust strategies as needed.

Disruptions aren’t new—they’re part of the cycle. Be ready with systems, resilience, and focus.

Embrace this time as a chance to become better organized, more visible, and more valuable to your customers.

The Quality Hub podcast is where we chat with ISO experts about “all things Quality.” Our goal is to share the knowledge we’ve gained by working with ISO 9001 Quality Management Systems, ISO standards, and other business best practices with our podcast listeners. We want you to be encouraged by our education and experiences. Visit the ISO 9001 Podcast page to learn more and listen to more podcasts.

If you are interested in ISO 9001 Quality Management Standard Certfication, visit our ISO 9001 page to learn more.  If you are seeking help in implementing ISO 9001 or another standard, just reach out for a free quote for Core Business Solutions’ consulting services.