TODAY’S DISCUSSION…………..
1. CAPABILITY STATEMENTS
2. NICHE MARKETING
3. MARKETING: PRIME CONTRACTORS
4. MARKETING: GOVERNMENT
CONTRACTING AGENCIES
5. MARKETING: CONSIDERATION,
PRO’S & CON’S
6. IMPORTANCE OF NETWORKING
7. YOUR COMPETITORS &
COLLABORATIONS WITH OTHERS
8. SAMPLE MARKETING TECHNIQUE
9. QUESTIONS & ANSWERS
CAPABILITY STATEMENT
ALWAYS PROVIDE BASICS ON YOUR STATEMENTS
“ONE-TWO PAGES IF POSSIBLE”
RIGHT SIDE, provide the following:
BUSINESS SUMMARY OR ABOUT US – CONCISE
CAPABILITIES – AREA OF EXPERTISE – CONCISE
FACILITIES & EQUIPMENT – USED TO PROVIDE
PRODUCT/SERVICE
CUSTOMERS AND SUCCESS STORIES
CAPABILITY STATEMENTS CONTINUED:
LEFT SIDE, Should include:
LOGO (KEEP THEM SMALL, FEW GRAPHICS,
FEW PICTURES, REMEMBER, SPACE IS A
PREMIUM)
NAME – ADDRESS – PHONE - FAX
E-MAIL - WEBSITE
NAICS & FSC CODES
CERTIFICATIONS (IF APPLICABLE)
D&B NUMBER (IF APPLICABLE)
DIVERSITY CLASSIFICATION
NOTE: Try to keep your Capability Statement short, elaborate
on a separate presentation...........
CAPABILITY STATEMENTS
NEWLY DEVELOPED BUSINESS
APPLY THE BASIC INFO ON LEFT SIDE AS STATED
For the rest……………….
FOCUS ON EXPERIENCE – YOURS & TEAMS
KEEP CONCISE – “TO THE POINT”
VALIDATE YOUR KNOW-HOW
IDENTIFY CORE COMPETENCY FROM YOUR
BACKGROUND
PRESENT BUSINESS ALONE , IF YOU HAVE A STRATEGIC
PARTNER, SEPARATE CAPABILITY STATEMENT WITH YOU.
TIPS – CAPABILITY STATEMENTS
“LARGE FILES ARE NOT KEPT”
CORPORATIONS & GOVERNMENT………..
• WANT TO BE ABLE TO QUICKLY DECIPHER YOUR MESSAGE
• INFORMATION SHOULD BE CURRENT & COMPUTER
ACCESSIBLE
• INFORMATION SHOULD INCLUDE:
1. GRAPHICS – PHOTOS & LANGUAGE (CATCHY PHRASES)
2. STATEMENT SHOULD DETAIL WHAT HAS BEEN DONE
3. BE SELECTIVE WITH DETAILS THAT ARE PUT ON YOUR
STATEMENT (CONCISE)
4. WELL DEFINED BULLET POINTS (5-6)
5. KNOW YOUR LIMITATIONS – SEEK HELP IN
DEVELOPMENT, REVIEW COMPETITORS
NICHE MARKETING
WHAT IS YOUR BUSINESSES EXPERTISE?
• CONCENTRATE ON SPECIFIC SECTORS OF YOUR
BUSINESS
DEVELOP A TWO(2) MINUTE PITCH – PRACTICE!!
• WHAT MAKES YOU DIFFERENT FROM COMPETITORS?
• LISTEN TO OTHER COMPETITORS OR STABLE FIRMS
•
CONTACT / APPROACH:
> FIRST - BREAK THE ICE - BE PERSONABLE
> DISCUSSION ABOUT FAMILY AND AQUAINTANCES
> IDENTIFY YOUR CLIENT NEEDS
> POINT OUT SATISFYING THEIR NEED—PAST PERFORMANCE
> DON’T OVERWHELM CUSTOMER WITH DETAIL
> MAKE YOUR POINT QUICKLY – DETAILS COME LATER
> DIVERSITY CLASSIFICATION IF ANY COMES LAST
MARKETING : PRIME CONTRACTORS
NEGATIVES:
PRIMES NOT COMFORTABLE WITH CHANGE
HAPPY WITH CURRENT RELTIONSHIPS
> CHANGE IS COSTLY FOR PRIMES
> YOU MUST BE WORTH THE EFFORT AND COST
> PRIMES ARE APPROACHED BY MANY BUSSINESS
WEEKLY
DO HOMEWORK AND BE WELL INFORMED BEFORE APPROACH
AND BE READY FOR SHORTCOMINGS……..
>
SMALL BUSINESS LIAISON OFFICERS (SBLO) OR DIVERSITY
MANAGERS USUALLY DO NOT ISSUE CONTRACTS
MOST DIVERSITY MANAGERS KNOW EACH OTHER IN THE
SYSTEM
MARKETING PRIME CONTRACTORS:
POSITIVES:
• FIRST LINE OF DEFENSE – SBLO/DIVERSITY MANAGER
• NETWORK PROTOCOL– COURTESY (Their job)
• SUCCESS STORIES: DIVERSITY MANAGERS RESPOND
POSITIVELY WHEN THEY GET CREDIT
• ALWAYS RESPOND TO DIVERSITY MANAGERS AFTER
CONTACT IS ESTABLISHED (keep in loop)
• FOLLOW-UP EVERY SIX(6) – TEN(10) WEEKS
EVERY CONTACT: REFRESH MANAGER AS TO
WHO YOU ARE AND DETAILS OF PAST
CONVERSATION.
PRIME CONTRACTORS SEEK FIRMS THAT OFFER BIGGER
VALUE THAN THEY CURRENTLY HAVE
POSITIVES CONTINUED: Big guys……………
• PRESENTATION MUST BE CLEAR AND
CONCISE, don’t stumble
• ESTABLISH TRUST: Reliability, Stability,
Integrity, technical capability, capacity
• LARGE PRIME CONTRACTORS HAVE
DIVERSITY GOALS THAT MUST BE MEET
ANNUALLY Very Important…………..
ONLY REFER TO THE AMOUNT OF CREDIT
APPLICABLE TO MEETING THE DIVERSITY GOALS
WHEN DISCUSSING DIVERSITY CLASSIFICATIONS. DO
NOT SAY THEY NEED YOU TO MEET THEIR GOALS.
MARKETING:
GOVERNMENT CONTRACTING AGENCIES
POSITIVES:
• MARKET EQUALITY WITH GOVERNMENT CONTRACTS,
MUST COMPETE
• MOST GOVERNMENT AGENCIES HAVE INDEPENDENT
SMALL BUSINESS OFFICES TO CALL UPON (OSDBU’S)
NOTE: They do not issue contracts
• PROCUREMENT CENTER REPRESENTATIVE (PCR’S)
ATTACHED WHO WORK FOR THE SMALL BUSINESS
ADMINISTRATION (SBA) AND ARE THERE FOR
ASSISTANCE
MARKETING: GOVERNMENT CONTRACTING AGENCIES
POSITIVES CONTINUED: big bad Government…………….
PROCUREMENT TECHNICAL ASSISTANCE CENTERS (PTAC) GIVE
ASSISTANCE TO COMPANIES CHOOSING TO DEAL IN GOVERNMENT
CONTRACTS.
(MUST BE IN BUSINESS TWO (2) OR MORE YEARS TO QUALIFY FOR THIS SERVICE)
PTAC SERVICES VARY PER OFFICE LOCATION
RESEARCH PTAC’S WILL HELP IDENTIFY THE AGENCIES FOR YOUR
FIRM TO CONCENTRATE ON BASED ON YOUR BUSINESS MODEL
OFFICE OF SMALL DISADVANTAGED UTILIZATION OFFICES
(OSDBU) WILL BE ABLE TO ASSIST YOUR FIRM ONCE SPECIFIC
AGENCIES ARE IDENTIFIED TO FIT YOUR NEEDS
FOCUS ON SELECTED AGENCY WEBSITES TO INCLUDE SBA & GSA
FOR INFORMATION
MARKETING: GOVERNMENT CONTRACTING AGENCIES
POSITIVES CONTINUED:
Note: There are Restricted and Unrestricted Procurement
Set-Aside Procurement……….
• LET’S DISCUSS DIVERSITY
• AFTER SLECTING AGENCY, GET TO KNOW THE
PLAYERS
• LEARN THE BIDDING PROCESS
• UTILIZING KEY SITES:
E.G.
www.Fedbizopps.gov BIDDING
www.fpds.gov RESEARCH
GOVERNMENT CONTRACTING AGENCIES
NEGATIVES:
UNDERSTANDING AND/OR IMPLEMENTATION OF THE FOLLOWING:
• SOLICITATION PROCESS, Pre and Post award
• FEDERAL ACQUISITION REGULATIONS
• GOVERNMENT EVALUATION PROCESSSES:
BEST VALUE PROGRAM / TIME FACTORS
• GOVERNMENT REQUIREMENTS:
SAM, ORCA, FPDS, SPECFIC REGS
• GOVERNMENT QUALITY CONTROL PROGRAMS
• PERFORMANCE AND QUALITY
UNDERSTAND THE IMPORTANCE AND PENALTIES
• PRE-AWARD PROCESS
BE PREPARED – WHAT’S NEEDED TO COMPLY
GOVERNMENT CONTRACTING AGENCIES
NEGATIVES CONTINUED:
• CERTIFICATE OF COMPETENCY – SBA
DRAWINGS, SPECIFICATIONS AND ISSUES
THERE IS A POSITIVE HERE………WHOOPS
• LACK OF KNOWLEDGE GOVERNMENT PROGRAMS
• LACK OF A COACH WITH GOVERNMENT EXPERIENCE
• LACK OF ABILITY TO EDUCATE STAFF
THE EMPOLYEES THAT WILL BE DEALING WITH
GOVERNMENT PERSONNEL AND THE GOVERNMENT
CONTRACTS, SEPARATE GOVERNMENT DIVISION
MARKETING CONSIDERATIONS:
PRIME CONTRACTORS AND GOVERNMENT AGENCIES
PRO’S:
USE FACT-FINDING MISSION APPROACH FOR CURRENT AND
FUTURE POSSIBILITIES AND QUALIFICATION
WIN PRIME CONTRACTORS WITH SUCCESSFUL PREVIOUS
PERFORMANCE AND QUALITY RECORDS
HOW CAN ONE PREPARE FOR AN OPPORTUNITY?
RESEARCH A FEW TARGET MARKETS, (PRIME, GOVT, STATE)
DEVELOP CATCHY PHRASE - E.G. “Your Problems, Our Solutions”
FIRST IMPRESSIONS ARE REMEMBERED
HAVE PRESENTATIONS AND CAPABILITY STATEMENTS PREPARED
GOOD WEBSITE FOR DETAIL OR DETAILED CAPABILITIES EXTRA
ATTEND MATCH-MAKING EVENTS – TWO MINUTE COMMERCIAL
YOU MUST FIND THE DECISION MAKER, NOT JUST SBLO
MARKETING CONSIDERATIONS
CON’S:
NEVER ASK THE QUESTION – “So what do you do?”
AN UNSUCCESSFUL CONTACT
CUT YOUR LOSSES – FOLLOW-UP LATER
IS YOUR FIRM READY FOR BUSINESS WITH
PRIME CONTRACTORS? Could bankrupt you
 GOVERNMENT CONTRACTS Start small …
WORK WITH THE NEXT TIER DOWN IF YOUR CONTACT
CANNOT WORK DIRECTLY WITH YOU--RESEARCH
• THIS APPLIES TO BOTH COMMERCIAL CONTRACTORS
AND GOVERNMENT CONTACTS
MARKETING CONSIDERATIONS CONTINUED
CON’S:
NEVER FOCUS ON ONLY ONE OR TWO PRIME
CONTRACTORS
NEVER PUT ALL YOUR EMPHASIS ON GOVERNMENT
CONTRACTS
GOVERNMENT CONTRACTS
PERFORMANCE AND QUALITY IS PARAMOUNT
NON-PERFORMANCE FOR ONE AGENCY
AFFECTS YOUR REPUTATION WITH ALL AGENCIES
IMPORTANCE OF NETWORKING
WHO IS THE NETWORKER/MARKETER IN YOUR FIRM?
IS GUIDANCE OR ASSISTANCE OF OTHERS NEEDED IN
MARKETING DEPARTMENT? PRIME/GOVT.
EMPLOYEE EVALUATION, WHO IS BEST?
RELATIONSHIP BUILDING, IT’S EVERYTHING!
GAINING OF KNOWLEDGE FROM PRIME AND
GOVERNMENT PERSONAL
EQUAL CONTRACTS…….
WHAT IS FIRMS NETWORKING/MARKETING EMPHASIS?
TEAMING ARRANGEMENTS SHOULD BE FORMED FOR
SOLICITING WORK
NETWORKING IS YOUR FIRMS FUTURE
 CONTINUE TO REFINE YOUR PRESENTATIONS AND
WEBSITE JUST AS YOU DO YOUR BUSINESS PLAN
 WHAT’S THE DEPTH OF FIRMS INVOLVEMENT WITH
SOCIAL MEDIA?
FACEBOOK, LINKEDIN AND GOOGLE
 CLIENTS AND COMPETITORS ARE MARKETING AND
UTILIZING THESE MEDIUMS
 DEVELOP INFORMATIVE PRESENTATION ON FACEBOOK
 GET INVOLVED WITH GROUPS ON-LINE
SUCCESS IS STAYING ON TOP OF MARKETING
A MAJOR KEY TO YOUR BUSINESS
LITTLE OR NO EFFORT - LITTLE OR NO SUCCESS
IMPORTANCE OF NETWORKING
COMPETITORS AND COLLABORATIONS WITH OTHERS:
DON’T MAKE THE MISTAKE OF GOING IT ALONE
KNOW YOUR COMPETITORS STRENGTHS & WEAKNESSES
KNOW YOUR WEAKNESSES & WHERE A COMPETITOR
COULD ASSIST IN LANDING WORK FOR YOUR FIRM
ESTABLISH RELATIONSHIPS WITH COMPETITORS
COMPETITORS SUPPLY CONTINUOUS KNOWLEDGE
NEVER STOP CONSULTING WITH & REVIEWING THEM
WHO IS GETTING THE WORK?
COMMERCIAL, PRIME CONTRACTORS AND GOVERNMENT CONTRACTS
GOVERNMENT NETWORKING STRATEGY
 DEVELOP CONTACT LIST, BE SELECTIVE, WHO ARE THE
PLAYERS?
• OSBDU / SMALL BUSINESS LIAISON
• C0/COTR
• PROGRAM MANAGERS
• PCR / CMR
 ATTEND PROCUREMENT CONFERENCES (SPECIFIC AGENCY)
 DEVELOP & EXECUTE A MARKETING PLAN
 MAKE CAPABILITIES KNOWN / FOLLOW-UP
IT’S ALL ABOUT RELATIONSHIPS!!!
YOU HEARD IT BEFORE……………………
MARKETING TECHNIQUE
MARKETING MUST BE A DAILY ROUTINE
 KNOW THE QUALIFICATIONS OF THE PERSON
MARKETING YOUR BUSINESS (REPS OR EMPLOYEE)
 MARKET 2-3 HOURS DAILY
MARKETING IS THE BACKBONE OF BUSINESS
 SET A MARKETING BUDGET
 SET AN ADVERTISING BUDGET
 UTILIZE A COMPUTER MARKETING PROGRAM
E.G. Act…….
 LIST ON COMPUTER FOR TRACKING
 TARGET FIRMS
 FOLLOW-UP FOLLOW-UP FOLLOW-UP
MARKETING TECHNIQUE SAMPLE2
PROCESS:
MAKE CALL – “TWO MINUTE COMMERCIAL”
DOCUMENT CONVERSATION & ANY MATERIALS/INFORMATION
SENT TO THE PROSPECT
COLOR CODE LAST DISCUSSION RED FOR FOLLOW-UP
CHANGE THE COLOR BY FOLLOWING-UP MONTHLY
SETTING GOAL TO HAVE ALL PROSPECTS CHANGED TO THAT
MONTHS COLOR
LARGE PRIME CONTRACTORS
 ASK TO SPEAK WITH SBLO
WHEN NOT KNOWN ASK TO SPEAK WITH PERSON IN
PURCHASING HANDLING GOVERNMENT CONTRACTS &/OR
SUB-CONTRACTING PLANS
MARKETING TECHNIQUE3
DEVELOP AN OUTREACH PROGRAM – CONTACT/ATTEND
PTAC ‘S
TRADE SHOW
TRADE ASSOCIATIONS
CHAMBERS
“SUCCESS IN NETWORKING COMES FROM CLIMBING THE STAIRS.”
“THERE IS NO ELEVATOR.”
STATISTICS PROVE OUT WHEN YOU REACH OUT
DEVELOP A REPETITIVE TECHNIQUE FOR MARKETING
AND NETWORKING YOUR FIRM