strategies for understanding and succeeding in the military marketplace james fagan spring 2009...
TRANSCRIPT
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Strategies for Understanding and Succeeding in the Military
Marketplace
James Fagan
Spring 2009 Meeting
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Administrative Notes:
1. R&DA provides detailed information to all members on a confidential basis
2. Please call after the meeting is something is not clear
3. We are always available to guide anyone to the first steps in all processes
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SQUENCE OF SESSION
Understanding Government
Food Program Details
Natick Decision Makers
Tuesday: Follow Up
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Session Overview
What do I need to know to understand the
government environment?
It is different than commercial market
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FAGAN’S AXIOMS
• 1. DOING BUSINESS WITH THE GOVERNMENT IS ALWAYS A MARATHON AND NEVER A SPRINT
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AXIOM #4
• REMEMBER THE “GOLDEN RULE”. The government controls the gold, so they are always right, EXCEPT, when they are very, very wrong.
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AXIOM #7
• UNDERSTAND “THE RULES OF ENGAGEMENT”. Good news is always shared in public; but bad news should be shared in ONLY in private
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AXIOM #5
• The military leader is there for three years or less, the civilian leader is there for years! Get to know and work with the GS employees in all governmental agencies.
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AXIOM #11
– ALL ORGANIZATIONS HAVE STRUCTURAL AND DEFACTO DECISION MAKERS.
– DO NOT WASTE YOUR TIME ON PSUEDO DECISION MAKERS.
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AXIOM #2
• NO GOVERNMENT EMPLOYEE WANTS TO MAKE A MISTAKE.
• OFTENTIMES DELAY OR NO ACTION ARE BEST.
• SOME MISTAKES ARE PUNISHED IN GOVERNMENT CIRCLES
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AXIOM #10
• THE GOVERNMENT DISAGREES INTERNALLY BUT THERE ARE MANY “TURF” BATTLES. HOWEVER YOU SELDOM SEE THESE IN PUBLIC.
• GOVERNMENTAL ACTION SELDOM TAKES PLACE IF THERE IS SERIOUS DISAGREEMENT
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AXIOM #13
• COMMERCIAL SALES PRACTICES DO NOT WORK WITH THE GOVERNMENT.
• YOU MUST ADAPT TO DIFFERENT TACTICS
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AXIOM #15
• THERE ARE NUMEROUS AREAS OF DISAGREEMENT IN MOST ACTIONS.
• ALWAYS BE POLITE! NEVER TAKE ANYTHING PERSONALLY
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AXIOM
• ALL ACTIONS ARE SUBJECT TO SOME TYPE OF AUDIT.
• THAT AUDIT MAY BE BY AN ACCOUNTANT, GOVERNMENT OFFICIAL, SUPERIORS, OR YOURSELF.
• THE GOVERNMENT HAS A VERY , VERY, LONG MEMORY
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AXIOM
• REGARDING ETHICS: WHEN IN DOUBT, ASK! ETHICAL STANDARDS ARE A PART OF THE CULTURE OF THE GOVERNMENT.
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THE GOLDEN AXIOM
• YOUR CUSTOMER IS ALWAYS THE GOVERNMENT. YOU MUST BE PREPARED TO:
• EXCEED THEIR EXPECTATIONS
• ADAPT TO CHANGES
• COMMUNICATE EFFECTIVELY
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THE KEYS TO BEING SUCCESSFUL
• THE RIGHT PRODUCT OR SERVICE
– EXACTLY WHAT THE GOVERNMENT WANTS
– DEVELOP A NEED FOR THE ITEM– PROVIDE OVERWHELMING DATA– EMPHASIZE YOUR ADVANTAGES
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KEYS
» YOU WILL NEED TO FIND A “CHAMPION” TO SUPPORT YOUR ITEM OR SERVICE
» THE CHAMPION MUST HAVE SYSTEM INFLUENCE
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KEYS
• YOU MUST HAVE DETAILED KNOWLEDGE OF:
– YOUR PRODUCTS OR SERVICES– THE GOVERNMENTAL PROGRAM– NEEDS OF PROGRAM LEADERS– WHO ACTUALLY PURCHASES YOUR
ITEMS
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THE LAST KEY
• YOU NEED TO NETWORK WITH A LARGE AMOUNT OF GOVERNMENT CENTERS AND PERSONNEL
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PERSONNEL PROBLEMS
• I NEVER GET A CALL BACK!
• THE KO SAYS HE CAN’T HELP ME
• I WAS LIED TO AND IT COST MY FIRM X AMOUNT OF DOLLARS
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WHERE DO I GO FROM HERE?
• LET R&DA BE YOUR “NAPOLEON’S CORPORAL”
• MOST GOVERNMENT FOLKS ARE KIND AND WILL EXPLAIN THINGS TO YOU.
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