By Darren Clark, CEO & Owner, Clark Computer Services
At my first meeting with the Frederick County Chamber of Commerce’s Veteran Success Committee, something came up during our discussion that genuinely surprised me. Apparently, many veteran business owners don’t prominently advertise the fact that their businesses are veteran-owned, and my immediate reaction was, “Why not?”
When I founded Clark Computer Services in 2003, I made it a point to let people know that we were a Service-Disabled Veteran-Owned Business. I served as an Infantry Paratrooper in the U.S. Army’s 82nd Airborne Division, and I’ve always been proud of my military service. But beyond that pride, I’ve learned over more than 20 years of owning and operating businesses that promoting your veteran status simply makes good business sense.
People Want to Do Business With Veterans
One of the most important responsibilities of any business owner is attracting new customers and, equally important, retaining them. I’ve always believed that people prefer doing business with companies they trust and with people they feel a connection to, and being a veteran can help establish that initial connection.
No one needs to have served in the military to appreciate those who have. Americans from all walks of life support our military and veterans, and when another veteran discovers that your business is veteran-owned, there’s often an immediate connection because of that shared experience. Does being a veteran automatically win you business? Of course not; you still need to deliver a quality product or service, be competitive, and earn your customers’ trust.
But being a veteran can make a difference. I’ve experienced it firsthand.
There’s a local veteran business leader I’ve known for more than a decade who has a longtime client and has referred numerous other clients to our companies. Certainly, the quality of our service has played an important role in maintaining that relationship, but he also genuinely appreciates doing business with fellow veterans. Over the years, that one relationship has helped bring new clients to both Clark Computer Services and Clark Building Technologies.
Here’s another example where being a veteran made a difference: Clark Building Technologies was awarded a substantial subcontract on a large, multi-story construction project. Our responsibilities included installing security systems, access control, and low-voltage cabling. The electrical contractor we were working under was also a veteran-owned business, and from our very first meeting, the owner and I established a rapport because we had something in common before we even started discussing the details of the project.
Throughout the project, we maintained an excellent working relationship, so when issues arose, we picked up the phone, talked through them, and worked together to get things done. That relationship contributed to the successful delivery of the project. Would we have worked just as well together if neither of us had served? Possibly, but I firmly believe our shared military backgrounds helped establish that initial trust and working relationship.
Military Experience Can Be a Business Asset
My time in the 82nd Airborne taught me many things, but one of the most valuable lessons was discipline. In the military, you learn the importance of being professional, looking professional, being organized, and responding when you’re called upon, and I’ve carried those lessons into business.
At CLARK, we emphasize something I call responsiveness: answer the phone, reply to the email, show up on time, and be friendly and professional. In the culture I’ve built, we are consistently responsive, and I believe many people associate military service with these qualities. Of course, being a veteran doesn’t automatically mean someone possesses them, but military experience can create a favorable first impression.
To me, that’s discipline in business. Many people connect that discipline to my military experience, and they’re not wrong; my time in the Army helped shape the way I work and run my businesses.
Veteran Ownership Can Help Attract Employees, Too
There’s another benefit to promoting your veteran-owned business that I think deserves attention: attracting good employees. In my experience, veterans can make outstanding employees. They understand discipline, working within an organizational structure, following through on assignments, and being accountable for their responsibilities.
I also believe many veterans feel more comfortable applying to veteran-owned businesses. They recognize that their military experience is likely to be understood and appreciated. When you prominently display that your business is veteran-owned, you’re not just communicating with prospective customers; you’re also sending a message to prospective employees, including veterans who may be looking for their next career opportunity.
Make Your Veteran Status Visible
If you’re a veteran business owner and you’re not promoting that fact, I believe you’re missing an opportunity, and it doesn’t take much to change that. Start with the materials that prospective customers and employees are most likely to see.
- Your website: Prominently display “Veteran-Owned Business” or “Service-Disabled Veteran-Owned Business.”
- Your email signature: Add a simple tagline identifying your business as veteran-owned.
- Your proposals: Include your veteran-owned status on the cover page and, where appropriate, weave your military background into your company’s introduction or executive summary.
- Your company presentations and meetings: Don’t hesitate to share your military background. In my own office, I proudly display my 82nd Airborne insignia, which is visible during video meetings.
- It’s part of my story, and I’m happy to share it.
- And fellow veterans notice when I’m in a video meeting.
None of this requires a major marketing campaign or a substantial investment; it’s simply making sure that people know something important about you and your business. You’ve earned the right to be proud of your military service. Don’t be afraid to let people know about it because it might just help you grow your business.
The Veteran Success Committee Would Like to Hear Your Story
Being part of the Frederick County Chamber of Commerce’s Veteran Success Committee has made me want to get to know more of the veterans who own businesses or lead organizations here in Frederick County. If you’re a veteran business owner or business leader in Frederick County, get in touch through the Veteran Success Committee and tell us a little about yourself. We’d welcome the chance to meet you, hear your story, and share a few experiences of our own.
Frederick Chamber Insights is a news outlet of the Frederick County Chamber of Commerce. For more information about membership, programs and initiatives, please visit our website.