Victory in Procurement: Marketing to the Government

1. Victory in Procurement: Marketing to the Government May 16, 2012

2. A Special Thank you!

3. Two More Great Resources

4. Insider’s Tip!

6. Join the American Express OPEN Victory in Procurement group on LinkedIn to continue the conversation online.

7. Marketing to the Government May 16, 2012

8. Introductions

9. Chuck Schadl Program Director, Georgia Tech Procurement Technical Assistance Center

10. Denise Rodriguez-Lopez American Express OPEN Advisor on Teaming

11. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

12. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

13. YOU WANT TO SELL TO THE FEDERAL GOVERNMENT But what exactly does this mean?

14. What is the federal government? • 32 major agencies • 476 sub-divisions, smaller agencies & commissions • So who do you market to? • The World’s Largest Customer

15. This is what the Federal Marketplace looks like to many Small Businesses

16. You need the Keys to unlock the Door to Federal Procurement

17. Question – Who buys what you sell? • Do your research • Not always intuitive • KEY: Market Yourself to the Right Agencies

18. Which agency buys the most milk? The Veterans Administration • Which agency buys the most civil engineering services? NASA • Which agency buys the most security guard services? The State Department • Pop Quiz:

19. Federal Procurement Data System – Next Generation www.fpds.gov • First Steps: • Define your core capabilities • Cover your bases • Check your NAICS Codes http://www.census.gov/eos/www/naics/ • Finding the Answer

20. Federal Procurement Data System

21. Federal Procurement Data System

22. Federal Procurement Data System

23. Federal Procurement Data System

24. Federal Procurement Data System

25. Federal Procurement Data System

26. Federal Procurement Data System

27. Federal Procurement Data System

28. Federal Procurement Data System

29. Federal Procurement Data System

30. Federal Procurement Data System

31. KEY: Market to the Right People at your Target Agencies

32. Where to find the decision makers and/or influencers • Agency websites • OSDBU Office • Procurement Forecasts • Resources

33. Lets take a closer look at 2 federal agencies: U.S. Department of Transportation U.S. Department of Homeland Security • Exercise - A Closer Look

34. www.dot.gov 11 Operating Administrations OSDBU – www.osdbu.dot.gov 11 Small Business Specialists - http://osdbu.dot.gov/Procurement/specialists.cfm 2011 Prime Award Spend - $5.2 billion* 2011 Small Business Awards – $1.6 billion (31%)* *Federal Procurement Data System (www/fpds.gov) • U.S. Department of Transportation

35. www.dhs.gov 7 sub-agencies OSDBU - http://www.dhs.gov/xopnbiz/index.shtm 16 Small Business Specialists - http://www.dhs.gov/xopnbiz/smallbusiness/gc_1178570919850.shtm 2011 Prime Award Spend – $14.2 billion* 2011 Small Business Awards - $4.1 billion (29%)* *Federal Procurement Data System (www/fpds.gov) • U.S. Department of Homeland Security

36. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

37. Be thorough • Be concise • Be creative • Be memorable You want the reaction to be WOW and not a yawn • KEY: Marketing Collateral Matters

38. Critical Elements: • Contact information • Capability statement • Past Performance • Certifications • Do use COLOR • DON’T waste space with unnecessary photos • DO keep your CCR profile current at all times • DO keep your website updated • Marketing Collateral

39. Which one works best?

40. KEY: Make an Impression with a Great Pitch

41. VIDEO

42. Meeting Pointers • Be prepared • Know the agency • Mention a specific opportunity • Distinguish yourself from the pack • Unique skills, products, services, key personnel • Tailor your pitch to your audience • It’s not what can I do for you, it’s this is what I can do for you.. • Leave behind your card and your collateral

43. AfterYour Meeting • Follow-up, follow-up, follow-up • Send a thank you e-mail • Remind official of your meeting in subsequent encounters • If given advice – do it if you can • Keep in touch via e-mail • Its all about building relationships • Be persistent

44. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

45. Tina Baker, Cadence Group Lesa Adeboye, The Alliance Group, Inc. JoAnn Braxton, The Small Business Administration Gwen Miles, The Department of Health and Human Services (CDC) • Panelist Insights

46. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

47. IT’S YOUR TURN! Let’s Practice

48. What are your core capabilities? • What is your industry reputation? • Can you demonstrate past performance? • What is your geographic reach? • What certifications do you have? • What access to resources / contacts do you have? • Tailor Your Pitch

49. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda

50. Marketing to the Government Overview • How to find who to market to • How to tailor your marketing • Expert Panel Discussion • Interactive Group Session • Final Presentations • Homework! • Agenda