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U.S. General Services Administration. Federal Acquisition Service. 6 Steps to Marketing for the New Government Contract

U.S. General Services Administration. Federal Acquisition Service. 6 Steps to Marketing for the New Government Contractor May 2011. Purpose. Provide 6 Steps to Marketing Identify the Customer Analyze the current and future needs Listen to the Customer Talk about what matters

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U.S. General Services Administration. Federal Acquisition Service. 6 Steps to Marketing for the New Government Contract

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  1. U.S. General Services Administration. Federal Acquisition Service.6 Steps to Marketing for the New Government ContractorMay 2011

  2. Purpose • Provide 6 Steps to Marketing • Identify the Customer • Analyze the current and future needs • Listen to the Customer • Talk about what matters • Be the Solution • Be Better than their last experience

  3. Identify the Customer What are your questions? • Who is buying what you sell? • How much are they spending? • Where did they buy if from? • What is the current trend? • Where is the Procurement Data? • Who are the top spenders?

  4. Identify the Customer • The Federal Procurement Data System provides: • Geographical Analysis • Market Analysis • Congressional and Presidential Initiative Impact • Socio and Economic Analysis • And more… https://www.fpds.gov

  5. FPDS Data Example – Top 10 Contractors Benefits of Data? Seeking Partnerships?

  6. Seeking Partnerships • Contractor Teaming Arrangements (gsa.gov/cta) • GSA Schedule Vendors ONLY • Total Solution • Paid Separate • Team Plans Process • Subcontracting (gsa.gov/subdirectory) • Any size prime • GSA Schedule Projects • Piece of the Pie

  7. Seeking Partnerships • Mentor Protégé (gsa.gov/mentorprotégé) • GSA Schedule Vendors • Prime Directed Projects • GSA Approved • Subcontracting Agreement

  8. Find New Customers • www.fbo.gov – Advanced Search • Pre-solicitation, Sources Sought, Solicitation/Synopsis • Classification Code • NAICS Code • Recovery and Reinvestment Act • Collect Contact Info Always • www.gsa.gov/smbusforecast - Forecast • NAICS Code • Title • State

  9. Find New Customers • Cold Calling • Authority to Purchase • Contact Information • Quarterly/Biannual Updates • Emails as follow-up only • Conference Attendance • Set Goals • Anticipate potential partners – not just buyers • Determine Needs • Network, Network, Network

  10. Analyze and Anticipate • Current and future trends are the source of success • Current • Sustainability • Telework • Mobile Office • Cleaner and Greener

  11. Analyze and Anticipate • Current and future trends are the source of success • Future • What makes sense? How is the demand changing? • Mandatory Home Office? • Eliminate Toxic Sources • Better Tools for a Mobile Environment

  12. How to Analyze and Anticipate • Listen • Watch • What is the need now? • How has it changed? • Where is it going? Successful companies are intuitive and move with the direction of the current.

  13. How will your Customers Decide? • Past Performance • Price • Options • Warranty • Availability • Location • Buyer Discretion • 508 Compliance • Green Options

  14. Listen to your customer • What are their needs and challenges? • What is their pain/heartburn? • How can you be the solution? Be the solution to the problem!

  15. Solutions? • Determining what matters? • Customers Concerns • Customers Budget • Customers Support System • Customers Resources • Customers Vision • Customers Last Contractor Experience What else matters? NOTHING!!! Take care of the customer!

  16. Business/Marketing Plans help! • How? • Blueprints of a Business • How do we make a difference? • Who will buy our products/services? • How will we get new opportunities? • Short and Long term goals • How much it will cost? • What are we missing?

  17. More Support 11 Regional GSA OSBU and SBTA’s www.gsa.gov/smallbizsupport OSDBU for all agencies www.osdbu.gov Procurement Technical Assistance Centers www.aptac-us.org Customer Service Directors www.gsa.gov/CSD

  18. Small Business Solutions Pamela Smith-Cressel General Services Administration Office of Small Business Utilization 1-855-OSBUGSA

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