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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! 2 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 3 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 4 The Federal Government Question: How many government agencies are in the U.S.? 5 The Federal Government Answer: Too many to count. 6 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? 7 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? 8 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? 9 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 10 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) 11 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 12 News You Can Use http://www.GSA.gov http://GSASCHEDULESERVICES.com http://www.SBA.gov/dc http://www.BUSINESS.gov http://www.FEDMARKET.com 13