Marketing and Selling to the

Federal Government:A Changing Landscape

November 10, 2010Mary Kay Claus, Principal and Creative Director

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A Changing LandscapeA 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 ContractGSA 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 OpportunityGrowth 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 GovernmentThe Federal Government

Question:

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

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The Federal GovernmentThe Federal Government

Answer:

Too many to count.

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Where to Start:Research and PlanningWhere 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 DatePlanning 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 ConnectionMaking 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 BuildingRelationship 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 ToolkitDevelop 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 InvestmentGSA: 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 UseNews You Can Use

http://www.GSA.gov

http://GSASCHEDULESERVICES.com

http://www.SBA.gov/dc

http://www.BUSINESS.gov

http://www.FEDMARKET.com