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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