By Ron Segura 

In today's competitive marketplace, standing out involves more than providing quality service; it requires strategic positioning. For minority-owned janitorial companies, the first step to leveraging Minority Business Enterprise (MBE) certification is to obtain it. This process entails meeting specific criteria and applying to a certifying agency. 

Once you receive your certification, the next step is to learn how to effectively employ it. This article will explore the best ways to use your minority certification status to unlock new opportunities, establish partnerships, and grow your janitorial business. 

Daniel Montes Sr. started as a window cleaner before founding Brilliant General Maintenance, Inc.  in 1983. Montes, Founder and CEO of BGM, California, shares valuable insights on the importance of minority certification—he believed at the time that having his company officially registered would benefit his clients.  

"My goal is to be selected for my consistent service brand, and if registration also allows clients to receive minority certification credit, I would like to have that option available to them," Montes explains.  

He recounts the numerous challenges he faced as a Latino entrepreneur in Silicon Valley. 

“I faced many business challenges due to very little business training and a language barrier, which made it very difficult to break through," he says. “However, the certification allowed me to break through into what I consider the majors." His story highlights how certification can help overcome obstacles and enable business growth. 

Minority certification is much more than a designation—it's a strategic advantage that can significantly transform your business. For janitorial companies, it paves the way to new contracts, enhances credibility, and facilitates the formation of valuable relationships.  

To truly reap the benefits, it's essential to approach your certification with intention, proactivity, and strategic insight. By embracing these steps, your certification can serve as a powerful catalyst for growth, positive impact, and long-term achievement. The opportunities are abundant and await you to embrace them.  

Reflecting on the journey, Montes provides helpful perspectives in this Q&A: 

Q: Looking back, what role did certification play in scaling BGM beyond California into multiple states? 

A: "It is difficult to measure the exact role it played, but I believe it had a positive impact on our scaling efforts in California and other states." 

Q: Is certification a steppingstone or a core part of your company culture? 

A: "I believe it should become a valuable, ongoing engagement rather than an initial steppingstone." 

Q: What advice would you give to a younger minority entrepreneur in the janitorial industry who's considering certification today? 

A: "They should definitely do it, but also focus on building their brand—don't just rely on the certification alone."  

Montes' experience exemplifies the potential of leveraging certification to create successful partnerships and drive your business forward. These insights remind us that while certification is integral, it should be complemented by a strong brand identity and continuous industry engagement for lasting success. 

Steps to Leveraging Minority Certification 

Minority certification is more than a credential; it opens doors to an array of exciting opportunities. Federal, state, and local governments, as well as major corporations, are actively pursuing supplier diversity goals. These initiatives translate into exclusive contracts, preferred vendor positions, and diverse spending targets that certified businesses can access.  

For janitorial companies, this certification presents the chance to secure contracts that may have been previously unattainable. Furthermore, it improves your credibility, demonstrating to potential clients that your business meets stringent standards and is validated by a reputable third party. 

1) Register with Supplier Diversity Portals 

Upon achieving certification, it's imperative to enhance your visibility. Many organizations capitalize on supplier diversity portals to connect with potential vendors. By registering on these platforms, you'll ensure your company is readily discoverable for exciting opportunities. Some key portals to consider include: 

  • SAM.gov (for federal contracts) 
  • Supplier.io 
  • CVM Solutions 
  • National Minority Supplier Development Council (NMSDC) 
  • Local city and state procurement portals 

2) Strategically Market Your Certification 

Establishing trust is crucial, as it positions your organization as the top choice for those seeking diverse suppliers. By consistently highlighting the exceptional quality of your work and leveraging your certification as an invaluable asset in your business efforts, you will undoubtedly strengthen your reputation and attract more opportunities. 

Your certification should be part of your brand identity. Here's how to integrate it into your marketing: 

  • Add certification logos to your website, email signature, and business cards to augment your credibility. 
  • Include the certification in your capability statements and proposals. 
  • Share client success stories that demonstrate how your certification helped them meet diversity goals. 

3) Building Relationships with Supplier Diversity Officers 

Supplier Diversity Officers (SDOs) are indispensable partners for fostering inclusivity. I encourage you to connect with them, introduce your business, and express your enthusiasm for future opportunities. Together, you can advance your diversity goals and build meaningful partnerships. 

Tips for Building Relationships: 

  • Attend supplier diversity expos and matchmaking events to connect with potential SDOs. 
  • Connect on LinkedIn with a personalized message. 
  • Follow up consistently and professionally. 
  • Offer to meet for a brief introduction or virtual coffee chat. 
  • Remember, relationships take time. Be persistent, but respectful. 

4) Partner with Larger Firms as a Subcontractor 

By positioning your janitorial company as a certified subcontractor, you can assist large companies in fulfilling their diversity requirements while gaining essential experience and increasing your revenue potential.  

When approaching prime contractors, highlight your reliability and quality of service, and offer a clear value proposition.  

Overall, incorporating these strategies into your business model can empower you to maximize your minority certification, unlocking fresh avenues for success in the janitorial industry. 

Ron Segura is the founder and president of Segura & Associates, a consulting firm for contract cleaning companies as well as building managers in North and South America.? 


posted on 11/17/2025