Victory in Procurement:
Marketing to the Government
May 16, 2012
A Special Thank you!
Two More Great
Resources
Insider’s Tip!
Join the American Express OPEN
Victory in Procurement group on
LinkedIn to continue the
conversation online.
Marketing to the
Government
May 16, 2012
Introductions
Chuck Schadl
Program Director, Georgia Tech Procurement
Technical Assistance Center
Denise Rodriguez-Lopez
American Express OPEN Advisor on Teaming
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
YOU WANT TO SELL TO THE
FEDERAL GOVERNMENT
But what exactly does this mean?
The World’s Largest Customer
• What is the federal government?
– 32 major agencies
– 476 sub-divisions, smaller agencies &
commissions
• So who do you market to?
This is what the Federal Marketplace looks
like to many Small Businesses
You need the Keys to unlock the Door to
Federal Procurement
KEY: Market Yourself to the Right Agencies
• Question – Who buys what you sell?
– Do your research
– Not always intuitive
Pop Quiz:
1. Which agency buys the most milk?
The Veterans Administration
2. Which agency buys the most civil
engineering services?
NASA
3. Which agency buys the most security guard
services?
The State Department
Finding the Answer
• Federal Procurement Data System
– Next Generation www.fpds.gov
• First Steps:
– Define your core capabilities
– Cover your bases
– Check your NAICS Codes
http://www.census.gov/eos/www/naics/
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
Federal Procurement Data System
KEY: Market to the Right
People at your Target Agencies
Resources
• Where to find the decision makers
and/or influencers
– Agency websites
• OSDBU Office
– Procurement Forecasts
Exercise - A Closer Look
Lets take a closer look at 2 federal agencies:
U.S. Department of Transportation
U.S. Department of Homeland Security
U.S. Department of Transportation
www.dot.gov
11 Operating Administrations
OSDBU – www.osdbu.dot.gov
11 Small Business Specialists http://osdbu.dot.gov/Procurement/specialists.cfm
2011 Prime Award Spend - $5.2 billion*
2011 Small Business Awards – $1.6 billion (31%)*
*Federal Procurement Data System (www/fpds.gov)
U.S. Department of Homeland Security
www.dhs.gov
7 sub-agencies
OSDBU - http://www.dhs.gov/xopnbiz/index.shtm
16 Small Business Specialists http://www.dhs.gov/xopnbiz/smallbusiness/gc_117
8570919850.shtm
2011 Prime Award Spend – $14.2 billion*
2011 Small Business Awards - $4.1 billion (29%)*
*Federal Procurement Data System (www/fpds.gov)
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
KEY: Marketing Collateral Matters
•
•
•
•
Be thorough
Be concise
Be creative
Be memorable
You want the reaction to be WOW
and not a yawn
Marketing Collateral
• Critical Elements:
–
–
–
–
•
•
•
•
Contact information
Capability statement
Past Performance
Certifications
Do use COLOR
DON’T waste space with unnecessary photos
DO keep your CCR profile current at all times
DO keep your website updated
Which one works best?
NAME OF YOUR COMPANY
ADDRESS
PHONE NUMBER, FAX NUMBER
E-MAIL ADDRESS, WEB-SITE
NAME OF COMPANY
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
NAICS CODES
XXXXXXX
XXXXXXX
XXXXXXX
CERTIFICATIONS
XXXXXXXXXXX
XXXXXXXXXXX
CAPABILITIES
INCLUDE A QUOTE FROM
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
SATISFIED CLIENT
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
SPECIAL LICENSES/CERTIFICATIONS/SKILLS
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
NAICS CODES
XXXXXXXX
XXXXXXXX
XXXXXXXX
PAST PERFORMANCE
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
CERTIFICATIONS
XXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXX
CONTACT INFORMATION
MAJOR CLIENTS
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXX
HIGHLIGHT A
SPECIAL PROJECT
KEY: Make an Impression with
a Great Pitch
VIDEO
Meeting Pointers
• Be prepared
– Know the agency
– Mention a specific opportunity
• Distinguish yourself from the pack
• Unique skills, products, services, key personnel
• Tailor your pitch to your audience
• It’s not what can I do for you, it’s this is what I can do for
you..
• Leave behind your card and your collateral
After Your Meeting
• Follow-up, follow-up, follow-up
• Send a thank you e-mail
• Remind official of your meeting in subsequent
encounters
• If given advice – do it if you can
• Keep in touch via e-mail
• Its all about building relationships
• Be persistent
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
Panelist Insights
Tina Baker, Cadence Group
Lesa Adeboye, The Alliance Group, Inc.
JoAnn Braxton, The Small Business
Administration
Gwen Miles, The Department of Health and
Human Services (CDC)
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
IT’S YOUR TURN!
Let’s Practice
Tailor Your Pitch
• What are your core capabilities?
• What is your industry reputation?
• Can you demonstrate past performance?
• What is your geographic reach?
• What certifications do you have?
• What access to resources / contacts do you
have?
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
Agenda
• Marketing to the Government Overview
– How to find who to market to
– How to tailor your marketing
•
•
•
•
Expert Panel Discussion
Interactive Group Session
Final Presentations
Homework!
Next steps
• Homework
– Crash Course
• Learn from peers
– American Express OPEN VIP group on LinkedIn
• Learn from the pros
– PTAC site
– www.openforum.com/governmentcontracts
• Practice makes perfect
THANK YOU