marketing and selling to the federal government: a changing landscape

Marketing and Selling to the Federal Government:

A Changing LandscapeNovember 10, 2010

Mary Kay Claus, Principal and Creative Director

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A Changing Landscape

You want to work with the Federal Government –what’s the best route?

• No GSA

• GSA

…You Decide!

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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

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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

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The Federal Government

Question:

How many government agencies are in the U.S.?

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The Federal Government

Answer:

Too many to count.

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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?

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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?

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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?

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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

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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)

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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

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News You Can Use

http://www.GSA.gov

http://GSASCHEDULESERVICES.com

http://www.SBA.gov/dc

http://www.BUSINESS.gov

http://www.FEDMARKET.com