may 3, 2012 9250 bendix road suite 215 columbia, md 21045 (410) 772-3914 (phone) (866) 579-1346...
TRANSCRIPT
How to Market to the Federal Government
May 3, 2012
9250 Bendix RoadSuite 215Columbia, MD 21045(410) 772-3914 (phone)(866) 579-1346 (toll-free)www.targetgov.com
Presented by:Gloria Larkin
President, [email protected]
© 2012www.TargetGov.com
866-579-1346
President
• Nationally recognized federal contracting business development expert
• Interviewed on MSNBC, in Wall Street Journal, USAToday, TheStreet.com
• Author, Consultant & Trainer
• Clients have won billions in federal contracts
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Gloria Larkin
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$500 Billion Market; $100 Billion to SB Critical differences in government vs. private
sector Identifying targets Layers of decision-makers Effective marketing tactics Tools required to get noticed How to get noticed—positively! Mistakes to avoid
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Course Objectives
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Rules and regulations Funding: Congress, White House Barriers to market entry Contract vehicles Sales cycle length Contract size Set-asides Credit card usage Repeat business Specific marketing opportunities
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Critical Differences
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Your Company Possible Targets
You as a Prime contractor AGENCY You as a Subcontractor PRIMES You as a Team member Other VENDORS
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Identifying MarketingTargets
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Small business representatives• OSDBU, SADBU, SBLO
Contracting and acquisition staff• CO, KO, COTR
Program and technical managers• PM, end-user
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Marketing to Layers of Decision-Makers
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Consistently reach out to decision-makers Focus on their needs, not yours Be innovative in your approach Use relationships Social media is your friend Networking is critical Events focus White papers Press releases and public relations Advertising
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Effective Marketing Tactics
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Update Your CCR Record at www.ccr.gov ◦ NAICS◦ Points of Contact (all three!)
Update Your ORCA Record every year! Update Your SBA Profile◦ Capability Narrative◦ Ownership◦ Special Equipment◦ Bonding◦ Keywords◦ Past Performance
What is YOUR score? Email me for your company’s score—what you look like to the decision-makers
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Tools Required -- 1 of 3
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1 page Capability Statement to identify your:• Core Competencies• Past Performance• Differentiators• Company Data
Government targeted web page An effective 30 second matchmaking pitch Calendar of events Teaming plan
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Tools Required 2 of 3
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Quickly identify the decision-maker, her/his responsibility & level of interest in your business
Know how you appear to the decision-makers!
Contract vehicle CRM system
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Tools Required 3 of 3
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Your Targets: Agency Prime Contractor Teaming Partner Joint Venture Why? To obtain decision-maker meetings!
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Audiences for Your Marketing Activites
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Create a strong niche statementPractice a 20 second matchmaking pitch tailored
to the specific personUse a powerful Capability StatementPast performance is king!Financial stabilityCapacityPartners
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Tips for Marketing Success
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File cabinet; shoebox and 3 x 5 cards Outlook, email Excel spreadsheet ACT!, Goldmine and other PC-based
systems Salesforce.com, Basecamp and other
web-based systems Don’t drown in data!
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CRM Systems
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Be professional◦Ex: email, web site, dress the part
Know your niche! Do not try to be all things Lead with your expertise Prove it! Mitigate risk Use a combined strategy◦Email, phone, in-person, virtual
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How to Get Noticed– Positively!
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Person to person◦Agency Annual Conferences◦Vendor outreach sessions◦Agency and base events◦Matchmaking◦Associations, social events
Referral◦ From decision-makers
Virtual◦Email, public relations, blog, LinkedIn, Facebook, Twitter
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Where to Get Noticed
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Old data in CCR, ORCA and SBDS Web site issues Don’t use a generic Capability Statement Do not try to be all things to all people◦Maximum 10-12 NAICS
Don’t ignore social media Conferences: booth vs. attendee? Don’t reject vendor outreach sessions No “get to know you meetings” Plan for a realistic level of effort: 1 FTE for
every ___ agencies?16
Marketing Mistakes to Avoid
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Critical differences in government vs. private sector
Identifying targetsLayers of decision-makersEffective marketing tacticsTools required to get noticedHow to get noticed—positively!Mistakes to avoid
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Review
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Contact Email me for complimentary documents!
Gloria LarkinPresident, [email protected]
www.TargetGov.com
© 2012www.TargetGov.com
866-579-1346