Transcript 4_1_144
TODAY’S DISCUSSION………….. 1. CAPABILITY STATEMENTS 2. NICHE MARKETING 3. MARKETING: PRIME CONTRACTORS 4. MARKETING: GOVERNMENT CONTRACTING AGENCIES 5. MARKETING: CONSIDERATION, PRO’S & CON’S 6. IMPORTANCE OF NETWORKING 7. YOUR COMPETITORS & COLLABORATIONS WITH OTHERS 8. SAMPLE MARKETING TECHNIQUE 9. QUESTIONS & ANSWERS CAPABILITY STATEMENT ALWAYS PROVIDE BASICS ON YOUR STATEMENTS “ONE-TWO PAGES IF POSSIBLE” RIGHT SIDE, provide the following: BUSINESS SUMMARY OR ABOUT US – CONCISE CAPABILITIES – AREA OF EXPERTISE – CONCISE FACILITIES & EQUIPMENT – USED TO PROVIDE PRODUCT/SERVICE CUSTOMERS AND SUCCESS STORIES CAPABILITY STATEMENTS CONTINUED: LEFT SIDE, Should include: LOGO (KEEP THEM SMALL, FEW GRAPHICS, FEW PICTURES, REMEMBER, SPACE IS A PREMIUM) NAME – ADDRESS – PHONE - FAX E-MAIL - WEBSITE NAICS & FSC CODES CERTIFICATIONS (IF APPLICABLE) D&B NUMBER (IF APPLICABLE) DIVERSITY CLASSIFICATION NOTE: Try to keep your Capability Statement short, elaborate on a separate presentation........... CAPABILITY STATEMENTS NEWLY DEVELOPED BUSINESS APPLY THE BASIC INFO ON LEFT SIDE AS STATED For the rest………………. FOCUS ON EXPERIENCE – YOURS & TEAMS KEEP CONCISE – “TO THE POINT” VALIDATE YOUR KNOW-HOW IDENTIFY CORE COMPETENCY FROM YOUR BACKGROUND PRESENT BUSINESS ALONE , IF YOU HAVE A STRATEGIC PARTNER, SEPARATE CAPABILITY STATEMENT WITH YOU. TIPS – CAPABILITY STATEMENTS “LARGE FILES ARE NOT KEPT” CORPORATIONS & GOVERNMENT……….. • WANT TO BE ABLE TO QUICKLY DECIPHER YOUR MESSAGE • INFORMATION SHOULD BE CURRENT & COMPUTER ACCESSIBLE • INFORMATION SHOULD INCLUDE: 1. GRAPHICS – PHOTOS & LANGUAGE (CATCHY PHRASES) 2. STATEMENT SHOULD DETAIL WHAT HAS BEEN DONE 3. BE SELECTIVE WITH DETAILS THAT ARE PUT ON YOUR STATEMENT (CONCISE) 4. WELL DEFINED BULLET POINTS (5-6) 5. KNOW YOUR LIMITATIONS – SEEK HELP IN DEVELOPMENT, REVIEW COMPETITORS NICHE MARKETING WHAT IS YOUR BUSINESSES EXPERTISE? • CONCENTRATE ON SPECIFIC SECTORS OF YOUR BUSINESS DEVELOP A TWO(2) MINUTE PITCH – PRACTICE!! • WHAT MAKES YOU DIFFERENT FROM COMPETITORS? • LISTEN TO OTHER COMPETITORS OR STABLE FIRMS • CONTACT / APPROACH: > FIRST - BREAK THE ICE - BE PERSONABLE > DISCUSSION ABOUT FAMILY AND AQUAINTANCES > IDENTIFY YOUR CLIENT NEEDS > POINT OUT SATISFYING THEIR NEED—PAST PERFORMANCE > DON’T OVERWHELM CUSTOMER WITH DETAIL > MAKE YOUR POINT QUICKLY – DETAILS COME LATER > DIVERSITY CLASSIFICATION IF ANY COMES LAST MARKETING : PRIME CONTRACTORS NEGATIVES: PRIMES NOT COMFORTABLE WITH CHANGE HAPPY WITH CURRENT RELTIONSHIPS > CHANGE IS COSTLY FOR PRIMES > YOU MUST BE WORTH THE EFFORT AND COST > PRIMES ARE APPROACHED BY MANY BUSSINESS WEEKLY DO HOMEWORK AND BE WELL INFORMED BEFORE APPROACH AND BE READY FOR SHORTCOMINGS…….. > SMALL BUSINESS LIAISON OFFICERS (SBLO) OR DIVERSITY MANAGERS USUALLY DO NOT ISSUE CONTRACTS MOST DIVERSITY MANAGERS KNOW EACH OTHER IN THE SYSTEM MARKETING PRIME CONTRACTORS: POSITIVES: • FIRST LINE OF DEFENSE – SBLO/DIVERSITY MANAGER • NETWORK PROTOCOL– COURTESY (Their job) • SUCCESS STORIES: DIVERSITY MANAGERS RESPOND POSITIVELY WHEN THEY GET CREDIT • ALWAYS RESPOND TO DIVERSITY MANAGERS AFTER CONTACT IS ESTABLISHED (keep in loop) • FOLLOW-UP EVERY SIX(6) – TEN(10) WEEKS EVERY CONTACT: REFRESH MANAGER AS TO WHO YOU ARE AND DETAILS OF PAST CONVERSATION. PRIME CONTRACTORS SEEK FIRMS THAT OFFER BIGGER VALUE THAN THEY CURRENTLY HAVE POSITIVES CONTINUED: Big guys…………… • PRESENTATION MUST BE CLEAR AND CONCISE, don’t stumble • ESTABLISH TRUST: Reliability, Stability, Integrity, technical capability, capacity • LARGE PRIME CONTRACTORS HAVE DIVERSITY GOALS THAT MUST BE MEET ANNUALLY Very Important………….. ONLY REFER TO THE AMOUNT OF CREDIT APPLICABLE TO MEETING THE DIVERSITY GOALS WHEN DISCUSSING DIVERSITY CLASSIFICATIONS. DO NOT SAY THEY NEED YOU TO MEET THEIR GOALS. MARKETING: GOVERNMENT CONTRACTING AGENCIES POSITIVES: • MARKET EQUALITY WITH GOVERNMENT CONTRACTS, MUST COMPETE • MOST GOVERNMENT AGENCIES HAVE INDEPENDENT SMALL BUSINESS OFFICES TO CALL UPON (OSDBU’S) NOTE: They do not issue contracts • PROCUREMENT CENTER REPRESENTATIVE (PCR’S) ATTACHED WHO WORK FOR THE SMALL BUSINESS ADMINISTRATION (SBA) AND ARE THERE FOR ASSISTANCE MARKETING: GOVERNMENT CONTRACTING AGENCIES POSITIVES CONTINUED: big bad Government……………. PROCUREMENT TECHNICAL ASSISTANCE CENTERS (PTAC) GIVE ASSISTANCE TO COMPANIES CHOOSING TO DEAL IN GOVERNMENT CONTRACTS. (MUST BE IN BUSINESS TWO (2) OR MORE YEARS TO QUALIFY FOR THIS SERVICE) PTAC SERVICES VARY PER OFFICE LOCATION RESEARCH PTAC’S WILL HELP IDENTIFY THE AGENCIES FOR YOUR FIRM TO CONCENTRATE ON BASED ON YOUR BUSINESS MODEL OFFICE OF SMALL DISADVANTAGED UTILIZATION OFFICES (OSDBU) WILL BE ABLE TO ASSIST YOUR FIRM ONCE SPECIFIC AGENCIES ARE IDENTIFIED TO FIT YOUR NEEDS FOCUS ON SELECTED AGENCY WEBSITES TO INCLUDE SBA & GSA FOR INFORMATION MARKETING: GOVERNMENT CONTRACTING AGENCIES POSITIVES CONTINUED: Note: There are Restricted and Unrestricted Procurement Set-Aside Procurement………. • LET’S DISCUSS DIVERSITY • AFTER SLECTING AGENCY, GET TO KNOW THE PLAYERS • LEARN THE BIDDING PROCESS • UTILIZING KEY SITES: E.G. www.Fedbizopps.gov BIDDING www.fpds.gov RESEARCH GOVERNMENT CONTRACTING AGENCIES NEGATIVES: UNDERSTANDING AND/OR IMPLEMENTATION OF THE FOLLOWING: • SOLICITATION PROCESS, Pre and Post award • FEDERAL ACQUISITION REGULATIONS • GOVERNMENT EVALUATION PROCESSSES: BEST VALUE PROGRAM / TIME FACTORS • GOVERNMENT REQUIREMENTS: SAM, ORCA, FPDS, SPECFIC REGS • GOVERNMENT QUALITY CONTROL PROGRAMS • PERFORMANCE AND QUALITY UNDERSTAND THE IMPORTANCE AND PENALTIES • PRE-AWARD PROCESS BE PREPARED – WHAT’S NEEDED TO COMPLY GOVERNMENT CONTRACTING AGENCIES NEGATIVES CONTINUED: • CERTIFICATE OF COMPETENCY – SBA DRAWINGS, SPECIFICATIONS AND ISSUES THERE IS A POSITIVE HERE………WHOOPS • LACK OF KNOWLEDGE GOVERNMENT PROGRAMS • LACK OF A COACH WITH GOVERNMENT EXPERIENCE • LACK OF ABILITY TO EDUCATE STAFF THE EMPOLYEES THAT WILL BE DEALING WITH GOVERNMENT PERSONNEL AND THE GOVERNMENT CONTRACTS, SEPARATE GOVERNMENT DIVISION MARKETING CONSIDERATIONS: PRIME CONTRACTORS AND GOVERNMENT AGENCIES PRO’S: USE FACT-FINDING MISSION APPROACH FOR CURRENT AND FUTURE POSSIBILITIES AND QUALIFICATION WIN PRIME CONTRACTORS WITH SUCCESSFUL PREVIOUS PERFORMANCE AND QUALITY RECORDS HOW CAN ONE PREPARE FOR AN OPPORTUNITY? RESEARCH A FEW TARGET MARKETS, (PRIME, GOVT, STATE) DEVELOP CATCHY PHRASE - E.G. “Your Problems, Our Solutions” FIRST IMPRESSIONS ARE REMEMBERED HAVE PRESENTATIONS AND CAPABILITY STATEMENTS PREPARED GOOD WEBSITE FOR DETAIL OR DETAILED CAPABILITIES EXTRA ATTEND MATCH-MAKING EVENTS – TWO MINUTE COMMERCIAL YOU MUST FIND THE DECISION MAKER, NOT JUST SBLO MARKETING CONSIDERATIONS CON’S: NEVER ASK THE QUESTION – “So what do you do?” AN UNSUCCESSFUL CONTACT CUT YOUR LOSSES – FOLLOW-UP LATER IS YOUR FIRM READY FOR BUSINESS WITH PRIME CONTRACTORS? Could bankrupt you GOVERNMENT CONTRACTS Start small … WORK WITH THE NEXT TIER DOWN IF YOUR CONTACT CANNOT WORK DIRECTLY WITH YOU--RESEARCH • THIS APPLIES TO BOTH COMMERCIAL CONTRACTORS AND GOVERNMENT CONTACTS MARKETING CONSIDERATIONS CONTINUED CON’S: NEVER FOCUS ON ONLY ONE OR TWO PRIME CONTRACTORS NEVER PUT ALL YOUR EMPHASIS ON GOVERNMENT CONTRACTS GOVERNMENT CONTRACTS PERFORMANCE AND QUALITY IS PARAMOUNT NON-PERFORMANCE FOR ONE AGENCY AFFECTS YOUR REPUTATION WITH ALL AGENCIES IMPORTANCE OF NETWORKING WHO IS THE NETWORKER/MARKETER IN YOUR FIRM? IS GUIDANCE OR ASSISTANCE OF OTHERS NEEDED IN MARKETING DEPARTMENT? PRIME/GOVT. EMPLOYEE EVALUATION, WHO IS BEST? RELATIONSHIP BUILDING, IT’S EVERYTHING! GAINING OF KNOWLEDGE FROM PRIME AND GOVERNMENT PERSONAL EQUAL CONTRACTS……. WHAT IS FIRMS NETWORKING/MARKETING EMPHASIS? TEAMING ARRANGEMENTS SHOULD BE FORMED FOR SOLICITING WORK NETWORKING IS YOUR FIRMS FUTURE CONTINUE TO REFINE YOUR PRESENTATIONS AND WEBSITE JUST AS YOU DO YOUR BUSINESS PLAN WHAT’S THE DEPTH OF FIRMS INVOLVEMENT WITH SOCIAL MEDIA? FACEBOOK, LINKEDIN AND GOOGLE CLIENTS AND COMPETITORS ARE MARKETING AND UTILIZING THESE MEDIUMS DEVELOP INFORMATIVE PRESENTATION ON FACEBOOK GET INVOLVED WITH GROUPS ON-LINE SUCCESS IS STAYING ON TOP OF MARKETING A MAJOR KEY TO YOUR BUSINESS LITTLE OR NO EFFORT - LITTLE OR NO SUCCESS IMPORTANCE OF NETWORKING COMPETITORS AND COLLABORATIONS WITH OTHERS: DON’T MAKE THE MISTAKE OF GOING IT ALONE KNOW YOUR COMPETITORS STRENGTHS & WEAKNESSES KNOW YOUR WEAKNESSES & WHERE A COMPETITOR COULD ASSIST IN LANDING WORK FOR YOUR FIRM ESTABLISH RELATIONSHIPS WITH COMPETITORS COMPETITORS SUPPLY CONTINUOUS KNOWLEDGE NEVER STOP CONSULTING WITH & REVIEWING THEM WHO IS GETTING THE WORK? COMMERCIAL, PRIME CONTRACTORS AND GOVERNMENT CONTRACTS GOVERNMENT NETWORKING STRATEGY DEVELOP CONTACT LIST, BE SELECTIVE, WHO ARE THE PLAYERS? • OSBDU / SMALL BUSINESS LIAISON • C0/COTR • PROGRAM MANAGERS • PCR / CMR ATTEND PROCUREMENT CONFERENCES (SPECIFIC AGENCY) DEVELOP & EXECUTE A MARKETING PLAN MAKE CAPABILITIES KNOWN / FOLLOW-UP IT’S ALL ABOUT RELATIONSHIPS!!! YOU HEARD IT BEFORE…………………… MARKETING TECHNIQUE MARKETING MUST BE A DAILY ROUTINE KNOW THE QUALIFICATIONS OF THE PERSON MARKETING YOUR BUSINESS (REPS OR EMPLOYEE) MARKET 2-3 HOURS DAILY MARKETING IS THE BACKBONE OF BUSINESS SET A MARKETING BUDGET SET AN ADVERTISING BUDGET UTILIZE A COMPUTER MARKETING PROGRAM E.G. Act……. LIST ON COMPUTER FOR TRACKING TARGET FIRMS FOLLOW-UP FOLLOW-UP FOLLOW-UP MARKETING TECHNIQUE SAMPLE2 PROCESS: MAKE CALL – “TWO MINUTE COMMERCIAL” DOCUMENT CONVERSATION & ANY MATERIALS/INFORMATION SENT TO THE PROSPECT COLOR CODE LAST DISCUSSION RED FOR FOLLOW-UP CHANGE THE COLOR BY FOLLOWING-UP MONTHLY SETTING GOAL TO HAVE ALL PROSPECTS CHANGED TO THAT MONTHS COLOR LARGE PRIME CONTRACTORS ASK TO SPEAK WITH SBLO WHEN NOT KNOWN ASK TO SPEAK WITH PERSON IN PURCHASING HANDLING GOVERNMENT CONTRACTS &/OR SUB-CONTRACTING PLANS MARKETING TECHNIQUE3 DEVELOP AN OUTREACH PROGRAM – CONTACT/ATTEND PTAC ‘S TRADE SHOW TRADE ASSOCIATIONS CHAMBERS “SUCCESS IN NETWORKING COMES FROM CLIMBING THE STAIRS.” “THERE IS NO ELEVATOR.” STATISTICS PROVE OUT WHEN YOU REACH OUT DEVELOP A REPETITIVE TECHNIQUE FOR MARKETING AND NETWORKING YOUR FIRM