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Marketing and Selling to the Federal Government: A Changing Landscape

Marketing and Selling to the Federal Government: A Changing Landscape. November 10, 2010 Mary Kay Claus, Principal and Creative Director. A Changing Landscape. You want to work with the Federal Government – what’s the best route? No GSA GSA …You Decide!. GSA Contract.

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Marketing and Selling to the Federal Government: A Changing Landscape

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  1. Marketing and Selling to the Federal Government: A Changing Landscape November 10, 2010Mary Kay Claus, Principal and Creative Director

  2. A Changing Landscape • You want to work with the Federal Government – • what’s the best route? • No GSA • GSA • …You Decide!

  3. GSA Contract • Congratulations - you have a GSA number! • What does that mean? • Influx of found revenue • Influx of new clients • Endless gravy train of work • …not really

  4. Growth Opportunity • Builds brand equity to a new audience • Solidifies a customer base • Presents opportunity to gain new customers • Grabs market share from competition • …And, it means work

  5. The Federal Government • Question: • How many government agencies are in the U.S.?

  6. The Federal Government • Answer: • Too many to count.

  7. Where to Start:Research and Planning • What are your bread and butter services? • What do you do better than your competition? • What services do you want to grow? • What new services are you developing? • How do you leverage your expertise and experience to secure contracts?

  8. Planning your Blind Date • Treat them like a commercial client • Information gathering/research • Use your network to secure an introduction • Court them – you want to look attractive! • Develop customized marketing materials in preparation for your meeting • Show them that you are the solution – not the problem • Take them on a blind date • Are you a good match?

  9. Making a Connection • Plan your call, letter, email with a purpose: • Why are you bothering them? • What solutions do you offer to their problems or challenges? • Make the case: Why YOU?

  10. Relationship Building • Stay in touch with your contacts • Provide information to them outside of WIIFM • Make introductions to collegues • Attend government-related events, workshops, seminars and conferences • Consider hiring a dedicated salesperson • Partner with complementary businesses

  11. Develop and Utilize Customized, Targeted Marketing Toolkit • Logo (this is your first impression) • Business Collateral • Internet (not just Web sites and blogs) • Social Media • Networking/WOM • Presentations/Multimedia • Public Relations/Community Outreach • Traditional (print, radio, television)

  12. GSA: Time Investment • Keep in mind your GSA ROI: • Not always immediate or measurable • Not always where you’d think it originated • Not everything is going to work the way you expected • Be prepared for new opportunities and new surprises • Be flexible and ready to change course • Key: be consistent with multiple hits, multiple times

  13. News You Can Use • http://www.GSA.gov • http://GSASCHEDULESERVICES.com • http://www.SBA.gov/dc • http://www.BUSINESS.gov • http://www.FEDMARKET.com

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