Better-Faster-Cheaper Contractor Marketing Strategies and Tactics to Reach Government Decision Makers

Transcription

1 Better-Faster-Cheaper Contractor Marketing Strategies and Tactics to Reach Government Decision Makers Presented By: Gloria Larkin President, TargetGov

2 Gloria Larkin 2 President Nationally recognized federal contracting business development expert Educational Foundation Board Vice-Chair for WIPP Author of The Basic Guide to Government Contracting Quoted in Wall Street Journal, Washington Post, INC Magazine, Bloomberg Consultant & Trainer Clients have won billions in federal contracts

3 Learning Objectives-Three P s 3 Plan: Market Research Identifying targets Position: How to get noticed positively! Relationship-based market Pursue: Layers of decision-makers Mitigating Risk Tools required to get noticed Mistakes to avoid Win!

4 Insider s View: What Works 4 Air Force Recommendations

5 The Impact of Customer- Based Research 5 Source: Inside the Buyers Brain ( me for entire book as PDF) Published by Hinge Research Institute

6 Market Research 6 Past: FPDS.gov at fpds.gov Present: FedBizOpps fbo.gov Future: Agency Forecasts acquisition.gov/comp/procurement_forecasts Competition: USASpending.gov Primes: USASpending.gov Teaming: Small Business Dynamic Search dsbs.sba.gov

7 Research Resources to Identify Agency Forecasts Targets 7 NAICS Code Searches (Identify Top Agency Targets) Federal Procurement Data System ( Identify Appropriate Programs Agency Strategic Plan Exhibit 300 s OMB Watch list Research Tools Subscription based GovWin, Bgov, Onvia, Set-Aside Alert, etc.

8 8 Good Research Yields Substantive Conversation!

9 Marketing Hot Buttons 9 Does contractor have Agency Past Performance? Does contractor have the proven Capacity? Does contractor have Teaming Partners (with Agency Past Performance)? Does contractor have Simplified Acquisition access? Does contractor have Set-Asides that assist the Agency?

10 Identify Opportunities 10 Under $25K (not publically advertised): Market to each agency Market to each base Market to each office, decision makers! Over $25K (publically advertised): FedBizOpps.gov Sources Sought Notices (1,100+ in last 30 days!) FedConnect.net Army Single Face to Industry and other agencyspecific sites

11 Key to Great Relationships 11 Consider the specific audience with every communication Government contacts have different roles, concerns, areas of responsibility Market to the audience s agenda not your own

12 How to Get Noticed 12 Be professional Ex: , web site, dress the part Know specific niche! Do not try to be all things Lead with expertise Prove it! Address capacity Mitigate risk

13 Key Marketing Terms 13

14 Where to Get Noticed 14 Person to person Conferences Vendor outreach sessions Agency and base events Matchmaking Associations, social events Referral From decision-makers Virtual , blog, Facebook, Twitter, LinkedIn, Google+

15 Identifying The Real Decision Makers 15 Government Contracting: Strict Process as per the Federal Acquisition Regulations NOT Top-Down Three layers of decision makers Size of purchase determines decision makers Each layer has different purpose and responsibility

16 Three Layers of Decision Makers 16 Small Business Representatives (OSDBU, SBR, OSBP) Purpose: Help agency meet SB Goals: 23% Agency web site: search for OSDBU or OSBP Contracting Officers (CO or KO) Purpose: Make legal purchase, provide government with appropriate services and products; total responsibility or other opportunity posting site Program managers (PM), technical representatives Purpose: Technical expertise, end-users, can make tech or vendor recommendations The most difficult to locate, use OSDBU & CO to refer you, a relationship is required!

17 Size Matters to Decision Makers 17 Under $3,000 per transaction Immediate credit card sale (anyone) Under $25,000 per transaction 3 bids, same day decision (CO) Between $25,000 and $150,000 Advertised, best value (CO &PM) Over $150,000 Competitive bid, 3-6+ months (CO & PM, entire team)

18 Targeted Marketing to Specific People 18 Give each contact what they need to help!

19 Targeted-Message-Tool 19

20 Position 20 You as the Prime Contractor You as the Subcontractor You as the Teaming Partner

21 Marketing that Mitigates Risk 21 Create a strong niche statement Practice a 20 second matchmaking pitch Use a powerful Capability Statement Past performance is king! Financial stability Capacity Partners Craft strong RFP responses Debriefing-- win or lose

22 Positioning Tools Required 22 Opportunity identifier: Past, present, future 1 page Capability Statement to identify: Core Competencies Past Performance Differentiators Company Data Bid-no-bid process Quickly identify the decision-maker, her/his responsibility & level of interest in the business Contract vehicle CRM system

23 Marketing Tools to Reach Decision Makers Government registrations SAM, SBDS, Agencies Business card Matchmaking pitch Editable Capability Statement Government-focused web site Contract vehicle White papers Case studies Public relations CRM system Advertising* 23

24 Business Card 24 Use both sides Not coated paper Company Name, Name, Title All contact information: phones, address What Does Contractor do? Is it clear? DUNs NAICS Certifications Contract vehicles

25 Matchmaking Pitch 25 Develop a focused Matchmaking Pitch to communicate specific offerings matching their current needs No company does Everything An example of Reverse Pyramid Matchmaking Pitch: We provide Our core competencies are We are the absolute best at We are different because We can help your agency/office by

26 Entry 26 Get to the point! Start in Subject line, use the company name! Compelling Reason Safety Financial Savings Regulatory Compliance... Etc. Clear Request (every communication ask something) Open door for future contact (See Tip)

27 TargetGov Tips 27 Never say introduce Add this line to every In the event you don t have an opportunity to respond sooner, I will contact you to followup on Thursday, (Date), at 9:30 a.m. (Time) Always include personal contact info and credentials in every communication, especially replies.

28 Web Site 28 Is it clear that the company supports the government market? Action Step: review and update

29 Website Do s and Don ts 29 DO: Have a Government tab or button Use government verbiage, terminology Include case studies Be as specific as possible regarding customer benefits Include metrics Include differentiators Don t: Use music or videos Use industry jargon Hide personal contact info!

30 Government and Social Media 30 Health and Human Services: Army: GSA:

31 Social Media Marketing 31 Tailor it to target agencies, primes, teaming partners Commit to keeping it active Blogs LinkedIn professional, groups, never sell! Twitter keep the conversation going Facebook highlight employees, community involvement, special projects Pinterest graphics News Feeds hot off the presses!

32 Case Studies 32 Situation Problem Solution Benefits to customer Testimonials Metrics

33 Key Elements of a Case Study 33

34 White Papers 34 To state an organization s policy, position, or philosophy about a subject; To present a not-too-detailed technical explanation of an architecture, framework, or product technology; or To pose a technology-oriented problem or question and then answer that question with information or a proposed solution The terms policy paper or position paper, technology paper or product paper, and issue paper are often used in place of white paper

35 News Releases 35 Not a typical press release sent to the papers It IS targeted to government contacts It IS real news It is sent via to specific people and posted online where it can go viral Topics: contract wins, completions, new hires, awards, new services or products, certifications, branded services or products

36 Marketing Should Clearly Indicate: How the Government Buys Purchase Vehicles Make it easy to do business with the contractor! Credit Card: P-card, purchase card GSA Schedule GWACs BPA IDIQ HUBZone, 8(a), SDVOB Certifications 36

37 Critical Tool: CRM Systems 37 File cabinet; shoebox and 3 x 5 cards Outlook, Excel spreadsheet ACT!, Goldmine and other PC-based systems Salesforce.com and other web-based systems Don t drown in data!

38 Best Tool: Capability Statements Door-opener, used to begin relationshipbuilding process Obtain decision-maker meeting Tool to use during meetings 2. Requested as part of a Sources Sought or RFI response 3. Required in a RFP response

39 Position: Five Key Elements Needed to Get Noticed Call it a Capability Statement 2. Core Competencies 3. Past Performance 4. Differentiators 5. Company Data

40 Audiences: Capability Statement 40 Targets: Agency Prime Contractor Teaming Partner Joint Venture To obtain decision-maker meetings!

41 Best Uses of the 41 Capability Statement Door opener Relationship building introduction Procurement conferences Leave behind (Paper) Follow-up (PDF) Industry days Services update In-person briefings

42 PowerPoint Presentations 42 Printed Who We Are/Contact info What We Do Where We ve Done It Key Specialized Services How We Can Help Why Us? Discussion Rule of Thumb: 1 slide/5min 6 slides = 30 min briefing! 2015

43 What is the Score? 43 How do government decision makers see the contractor? a Capability Statement PDF to: CapabilityStatement@TargetGov.com for your client s complimentary Capability Statement score

44 Contact 44 Gloria Larkin President, TargetGov