1 / 13

Marketing and Selling to the Federal Government: A Changing Landscape

Marketing and Selling to the Federal Government: A Changing Landscape. November 10, 2010 Mary Kay Claus, Principal and Creative Director. A Changing Landscape. You want to work with the Federal Government – what’s the best route? No GSA GSA …You Decide!. GSA Contract.

edda
Download Presentation

Marketing and Selling to the Federal Government: A Changing Landscape

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Marketing and Selling to the Federal Government: A Changing Landscape November 10, 2010Mary Kay Claus, Principal and Creative Director

  2. A Changing Landscape • You want to work with the Federal Government – • what’s the best route? • No GSA • GSA • …You Decide!

  3. 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

  4. 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

  5. The Federal Government • Question: • How many government agencies are in the U.S.?

  6. The Federal Government • Answer: • Too many to count.

  7. 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?

  8. 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?

  9. 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?

  10. 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

  11. 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)

  12. 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

  13. News You Can Use • http://www.GSA.gov • http://GSASCHEDULESERVICES.com • http://www.SBA.gov/dc • http://www.BUSINESS.gov • http://www.FEDMARKET.com

More Related