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Marketing to the Federal Government A Business Primer For GSA Industry Partners Customer Accounts & Research Division Marketing & Business Support Branch GSA Federal Acquisition Service . Today’s Agenda. Overview Federal Government Customers Conducting Market Research

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Marketing to the Federal GovernmentA Business Primer For GSA IndustryPartnersCustomer Accounts & Research DivisionMarketing & Business Support BranchGSA Federal Acquisition Service

today s agenda
Today’s Agenda
  • Overview
  • Federal Government Customers
  • Conducting Market Research
  • Developing an Effective Marketing
  • Strategy
  • Other Useful Tools and Resources
  • Wrap-Up
  • Q&A
gsa acquisition centers
GSA Acquisition Centers

National Administrative Services &

Office Supplies Acquisition Center

Management Services Center

Integrated Workplace,

Information Technology, Center for Innovative Acquisition Development


Automotive Center

Center for Facilities Maintenance & Hardware

Greater Southwest

Acquisition Center

National Administrative Services and Office Supplies Acquisition CenterBusiness DevelopmentMarketingCustomer Service*****
national administrative services office supplies acquisition center
National Administrative Services & Office Supplies Acquisition Center
  • 67 Cameras, Photographic Printers &

Related Supplies & Services

  • 738 X HR/EEO and Social/Counseling Services
  • 75 Office Products/ Supplies and Services and New Products/Technology
national administrative services office supplies acquisition center6
National Administrative Services & Office Supplies Acquisition Center

76 Publication Media

81 IB Shipping, Packaging and Packing Supplies

874 Mission Oriented Business Integrated Services

MOBIS (Training Services)

00JWOD now Ability One - NIB/NISH Products (Skilcraft brand)

GSA Global Supply

federal government customers who buys
Federal Government CustomersWho Buys?

Decision Makers and Influencers in federal agencies:

  • ContractingOfficer/Specialist
  • Program Managers
  • End Users
contracting officers specialists
Contracting Officers/Specialists

Warranted by Congress to negotiate and enter into binding contracts with commercial firms

  • Gate Keepers of Programs and Initiatives
  • Generally Work for Project and Program Managers
  • Post Requests online for:

Quotes, Proposals, and for Requests For Information

program managers
Program Managers
  • Establish “big-picture” requirements based on Agency Missions, Goals, Initiatives and Plans
  • Identify and Allocate Resources
  • Authors of Statements of Work (SOW)
  • Key reviewers of vendor capabilities
end users
  • Your largest target market for products - Credit Card holders
  • Federal civilians and DoD employees
  • Often have major input in selecting the product/service offering the best value and ease of use
gsa schedules why buyers use them what gsa tells prospective customers
GSA SchedulesWhy Buyers Use ThemWhat GSA Tells Prospective Customers:
  • Ease of ordering
  • Discounted prices, volume discounts
  • Wide selection of contractors
  • Direct relationships with contractors
  • Orders count towards agency’s socio-economic goals
  • Reduction of procurement lead time and administrative costs
conducting market research sources of information and customer data
Conducting Market ResearchSources of Information and Customer Data

Federal Procurement Data System (FPDS)

FedBizOpps (FBO)

DoD Business Opportunities

Schedule Sales Query

Federal Government Agency Websites

federal procurement data system fpds https www fpds gov
Federal Procurement Data System (FPDS)

Central Repository of contract actions over $25,000

Summary info on actions less than $25,000

Identifies which federal civilian agencies are buying and

what they are buying

Users can run a variety of Reports

fedbizopps www fbo gov

FedBizOpps is the Government-wide Point of Entry for Procurement Opportunities over $25,000

Good POC information

Government buyers post their RFQs, RFPs, BPAs and Task Orders online

Vendors can sign up for e-mail notifications based on NAIC Codes and Keywords

Advanced Search capability

schedule sales query ssq gsa gov
Schedule Sales
  • Schedule Sales Data as reported by schedule contractors
  • Variety of reports available
  • Goes back five years
federal government agency websites
Federal Government Agency Websites
  • What You Should Be Mining Websites for:
  • Contracting Opportunities and Forecasts
  • Contracting Office POC Info
  • Agency Small Business Info
  • New Procurement Initiatives
  • Agency Procurement Plans
  • Business Opportunity Forecasts
  • Industry Day Briefings
gsa advantage www gsaadvantage gov
GSA Advantage!
  • GSAs powerful search-engine and online ordering system
  • Benefits for vendors:
    • Graphics included along with your product listing
    • Easy to Navigate
    • Increases potential for strong sales
    • Provides instant visibility and ability to broadcast price changes easily
    • Provides a direct link to your company’s homepage
    • Reduces catalog printing and mailing costs
gsa s e buy www gsa gov ebuy

Electronic Request for Quote and RFP/RFI system

Provides vendors with a greater opportunity to respond to RFQs and RFPs

  • Check e-Buy routinely for opportunities
  • Receive e-mail notices of RFQ opportunities
  • Access to all RFQs under SINS in which you hold contracts
  • – Key Value: Schedule Holders only
    • Point of Contact info, Contracting Officer Names, e-mail, phone number for mods and changes
schedules e library www gsa gov elibrary
  • The online source for GSA Schedule contract awards:
    • Perform searches by SIN (category), contract number, contractor name, Schedule number or keyword
    • Research other Schedule-holders in your industry
    • Find Partners/Sub-contractor and Contractor Teaming Arrangements
vendor support center
Vendor Support Center

The VSC is the Starting Gate

Sign up for e-Buy – Schedule Holders Only

View RFQs on e-Buy/Steps to Success

New Contractor Orientation Webcast (take it!)

Tips on how to succeed as a contractor

GSA Steps Newsletter

Access at:

Toll Free: 877-495-4849


develop a market strategy strategies for targeting government buyers
Develop a Market StrategyStrategies for targeting government buyers:

Create a Capabilities Statement

Target Buyers at peak government buying


Maximize web presence

Send traffic to GSA Advantage! from your

company website

Actively participate in a variety of federal

and state government; conferences,

seminars & trade shows to generate leads

and opportunities

Know your NAICS codes

Lease or Purchase Direct Mail Lists

contractor teaming arrangements expanding your business opportunities
Contractor Teaming ArrangementsExpanding Your Business Opportunities

Teaming Arrangements are created when two or more Multiple Award Schedule contractors join together to provide a solution to meet a federal customer need

They independently abide by the terms of their individual contracts, but one contractor is designated, by the team, as Team Leader

Contractors form these arrangements, at their discretion, when the result of their efforts produce the best solution for an agency’s requirement

Non Schedule Holders can be a Subcontractor to Primes

local gsa customer service directors
Local GSA Customer Service Directors

CSDs meet with federal civilian and DoD customers

  • Hold Regional Events with customer attendance

- Regional focus with the benefit of local knowledge

    • Go to for POC information or call
    • 800-488-3111
web resources
Web Resources
  • GSAs Section 833 –
  • Schedules Training - Go to ‘create new account’
  • Schedules Info: and
  • Listing of Large Primes –
  • Publications:
  • DoD RFQ Notices –
  • Lists: INPUT, e-Pipeline, Leadership Directories (,,
finding business opportunities
Finding Business Opportunities
  • Events:
    • GSA Expo –
    • Regional/National Events – many types

Acquisition Center Resources:

Business Development Unit

Marketing Unit

Pamphlets and Brochures

advertising print
Advertising - print


R2 Liaison is Peter Davis;

  • Phone (212) 264-4781

Federal Times (

Government Executive (

Military Times (

Armed Forces Journal (

Federal Computer Week (

Government Computer News (

Government Security News (

national administrative services and office supplies acquisition center pocs
National Administrative Services and Office Supplies Acquisition Center - POCs
  • Marketing
  • James Nicols 212-264-4828
  • Alan Rosner 212-264-0868
  • General Information
  • 212-264-0868
  • Customer Service Directors
  • Christine Lincoln 917-282-4933