Doing business with the government is not as tough as it may seem. Surprised? Given the government’s enormous size and complexity it’s understandable that you would be. But here’s something critical for you to be aware of: The government buys virtually everything imaginable from thumbtacks to construction for new buildings. In fact, the Small Business Administration (SBA) will tell you that the U.S. government is the world’s largest customer and purchases nearly 200 billion goods and services each year.
With all this amazing opportunity, why is it that more business—particularly small and home based businesses—are not carving out their own piece of government pie?
The sheer size of the government causes apprehension for many. But remember, the government is not a single market. It consists of federal agencies, states, cities, counties, towns, boards, and commissions, all geographically dispersed with a wide range of needs for products and services.
Another reason is complicated and massive paperwork. This is no longer an issue because all of the forms and registrations you need to complete are available on the Internet. Slow pay is a common complaint I've heard, too. Yet The Prompt Payment Act (http://www.fms.treas.gov) ensures government invoices are paid timely, usually within thirty days and in some cases even earlier.
Getting ready for the big sell
Before you start pursuing government business, spend time assessing the strengths in your product offering. Follow what I call the basic marketing commandments and you’ll know what actions you need to take before you attempt to make a sell.
The first marketing commandment is to know thy product. This is where you identify pain-killing solutions and benefits that your product or service will provide. Be sure to examine your product offerings from the customer’s view point and be able to articulate why what you’re selling is a must have.
Once you’ve assessed your major product strengths initiate commandment two: Know thy customer. Start identifying agencies that need what you’re selling and get to know all that you can about them. First, start locally and limit yourself to two agencies. To get an idea of what agencies you want to target within your geographic reach, get out your phone book and start surfing. Then set up a meeting with the procurement people to understand how they buy what you sell. Find the users and influencers. Once you do this your selling process has begun”.
Remember the government buys nearly every product or service you can think of. For example, if you own a vending machine business and there is a veteran hospital nearby then you could contact the procurement office and find out what company currently provides vending items for that facility and when the current contract will be up for renewal.
Next, implement marketing commandment three: Know thy competitor. Conduct thorough research so that you not only know what your competitor offers, but what they don’t offer as well. Once you identify these gaps, use them to create connections with your procurement contact, keeping in mind that on the other side of that P.O. is a potential customer who is essentially like any other customer prospect.
Don’t shy away from conducting face-to-face meetings, making follow up telephone calls, or sending your best promotional materials. Strive to build a strong relationship that is based on you supplying the best product possible and manage that relationship well. When the economy shifts and your commercial markets start to dive, the government will still be in business and might very well become your bread and butter.
Sonya Carmichael Jones, freelance direct response copywriter and direct marketing consultant helps you rev up your response rates and sales orders with compelling copy and direct marketing strategies. For effective online and offline copywriting and marketing solutions contact Sonya at marketingbuddha.com.
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