U.S. General Services Administration

U.S. General Services Administration. Federal Acquisition Service.

6 Steps to Marketing for the New Government Contractor

May 2011

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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

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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?

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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

FPDS Data Example – Top 10 Contractors Global Vendor Name Total Actions Total Dollars

Lockheed Martin Corporation 21,174 $38,512,401,433.23

The Boeing Company 11,468 $21,956,065,368.89

Northrop Grumman Corporation 22,009 $19,654,882,647.82

General Dynamics Corporation 17,988 $16,432,366,120.40

Raytheon Company 10,480 $16,106,903,431.28

United Technologies Corporation 10,241 $7,538,417,441.35

L-3 Communications Holdings Inc. 15,778 $7,469,492,207.53

Bae Systems PLC 12,188 $7,030,720,447.92

SAIC Inc. 25,695 $6,566,776,579.50

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Benefits of Data? Seeking Partnerships?

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

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Seeking Partnerships

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

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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

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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,

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Analyze and Anticipate

Current and future trends are the source of success Current

– Sustainability– Telework– Mobile Office– Cleaner and Greener

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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

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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.

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How will your Customers Decide?

• Past Performance• Price• Options• Warranty• Availability• Location• Buyer Discretion• 508 Compliance• Green Options

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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!

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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!

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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?

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More Support11 Regional GSA OSBU

and SBTA’swww.gsa.gov/smallbizsupport

OSDBU for all agencieswww.osdbu.gov

Procurement Technical Assistance Centerswww.aptac-us.org

Customer Service Directorswww.gsa.gov/CSD

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SMALL BUSINESS SOLUTIONS

Pamela Smith-Cressel

General Services Administration

Office of Small Business Utilization

1-855-OSBUGSA

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