Key takeaways :
- Business owners are in a unique position to help the women entrepreneurs around them.
- Consider these four moves: warm introductions, partner spotlights, faster payment terms and targeted vendor shifts.
- Start with one action today.
Backing women entrepreneurs with purpose
Women-owned businesses are a growing engine of the U.S. economy, generating $3.3 trillion annually. Still, many women face funding gaps and fewer opportunities to win work. Allyship helps close these gaps and strengthen the local business ecosystem.
In this context, allyship means using your business’s relationships and purchasing power to create momentum for women-led firms. It isn’t charity. It’s a smart way to widen supplier options, reduce risk and improve service reliability.
This guide offers four concrete actions any owner can take, along with scripts and simple processes to turn ideas into action.
Allyship requires more than words. It requires actions that support.
1. Make warm introductions
Warm referrals are the fastest way to open doors. A short, credible introduction from an owner carries more weight than a cold email and often results in a live conversation or quote request.
A general contractor might copy a trusted women-owned HVAC subcontractor on an email to their property manager. This makes it more like for a meeting to happen with the week, and this small service ticket could turn into an ongoing maintenance contract.
Sample language you can use:
“Hi [Buyer], meet [Founder] at [Company]. We’ve worked together on [project]; strong quality and on-time delivery. Worth a 15-minute call to scope your [need]?”
Steps to consider:
- Block 20 minutes monthly to make two introductions to potential buyers, partners or centers of influence (accountants, property managers, GCs, agency owners).
- Keep a running list of women-owned firms you trust by category (IT support, design, subcontractors, specialty suppliers).
- After 30 days, check in with both sides.
2. Use marketing to spotlight women-owned
Visibility creates demand. A simple feature on your marketing channels can generate real leads for women-owned partners and position your business as a connector.
A boutique might share a “partner spotlight” reel on social media, featuring its women-owned jewelry supplier. This can drive foot traffic for the store while also opening the door for the supplier to field inbound wholesale requests.
Sample language you can use
“We teamed up with @[Company] to [result]. If you need [service], they’re our go-to. Details: [link].”
“We’re hosting a 45-minute demo on how we cut [issue] with [Partner]. Join us Thursday—Q&A included.”
Steps to consider:
- Pick one format you already do: monthly email, Instagram post, short case study on your site, in-store endcap or a joint workshop/webinar.
- Co-create a quick story: problem, solution, result (one paragraph + one photo).
- Rotate features monthly; tag partner accounts and ask them to cross-share.
Put a woman-owned partner on your social media calendar. One feature could be a serious boost for their business.
3. Pay faster to ease cash flow
Cash flow is often the biggest constraint for small firms. Faster, reliable payment terms can be the difference between taking on the next job or passing on the opportunity.
A signage shop might move a women-owned installer to Net-7 and add same-day ACH for smaller invoices. This could enable the installer to hire an extra technician and cut turnaround times.
Sample language you can use
“We process ACH every Tuesday/Thursday; if you submit by noon, we can include it.”
Steps to consider:
- Move trusted women-owned vendors to Net-7/Net-15 or enable Same-Day ACH/Zelle® for smaller invoices.
- Offer an early-pay option (e.g., 2% 10, Net-30) when margins allow.
- Send a simple payment calendar so partners know when to expect funds.
Faster pay lowers financing costs for your women-owned partners.
4. Put allyship into everyday purchasing
Lastly, consider shifting routine spend to women-owned suppliers. It’s a low-friction way to create recurring revenue for partners without changing core operations.
Categories include:
- Printing
- Office supplies
- Uniforms
- Cleaning
- Catering
- Photography
- Marketing services
Sample language you can use
“We’re collecting quotes for a 90-day trial on [category]. Can you send pricing and lead times?”
Steps to consider:
- Pick 3–5 categories to transition (printing, office supplies, uniforms, cleaning, catering, photography, marketing services).
- Set a realistic goal (e.g., 10–20% of discretionary spend in 90 days).
- Keep a one-page preferred vendor list with at least three women-owned options per category.
You control spend. Where will it go?
Moving forward together
Allyship becomes real when owners move from good intent to a single, concrete action.
To get started, consider these four moves: make a warm introduction, feature a partner in your marketing, pay a trusted vendor faster or shift one routine purchase. Small steps can help build momentum for the women-owned businesses in your network.
Ready to support?
Connect with a Comerica Small Business Banker today to coordinate your financial goals and build a simple plan to put allyship into your daily routines.
Celebrate Women in Business
From insights to action, see how Comerica is honoring women-owned businesses all month long.