Marketing to the government is a radically different experience than marketing to the commercial marketplace. Unlike your civilian customers, the person you’re attempting to sell to lives by a different code: First, they have taken an oath to serve the Constitution and that means “mission first.” No contracting officer gives a hoot what block someone checked in the small business form or if you’re a service-disabled veteran small business owner. There’s a time and a place to let them know your business status, but it shouldn’t be the only thing that makes your business unique. 

The following set of seven guiding principles will help you get your foot in the government’s door:

• 1. Do your homework
•      Find out what their mission is about, what types of products and services they buy and how they go about buying them. Start at the agencies’ websites for an understanding of their missions, what they’re all about and current events for what’s happening in their world.
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• 2. Adopt a no-entitlement attitude.
•     Most of us are guilty of thinking that we deserve things once in awhile. It’s a conditioned response that has been built into our thinking because there are so many messages around us reinforcing the idea that we are entitled to things. When you believe that you need to create value first in order to receive any reward, you will automatically be more focused on your customer.
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• 3. Take a longer term approach to marketing
•      Don’t expect to walk in with a marketing pitch and walk out with a contract in hand. The rules of the government must be followed to get a contract.
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• 4. Entertain their model of the world
•      One of the fastest ways of entering someone’s mind is to find out what’s important to them and address those concerns and issues. Uncover their concerns, obstacles, and problems. Show them that you’ve been there, that you understand what they are going through, then how your product or service just might be the solution.
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• 5. Create a great proposal
•      In the government marketplace, your ultimate marketing tool is your proposal. It must stand alone and be your voice to the customer. Focus on your capabilities and past performance. Your voice of credibility in the selections process is your proposal.
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• 6. Highlight your differential
•      Most incumbent contractors who have been around a while have developed relationships in the agency; so you coming in new and saying, ‘I’m better than them’ won’t cut it. The incumbent is a known entity and the new guy is a risk!
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• 7. Get a seat at the table.
•      Lee Rosenberg, director of the Office of Small Business Programs for the Missile Defense Agency (MDA), often counsels businesses trying to break into the government service market to get on an existing contract as a subcontractor to an incumbent. In the MDA’s quarterly newsletter Rosenberg points out that since most service is performed on-site, a seat at the table gives you the opportunity to interact directly with your customer, show them what you can do, all the while gaining valuable market intelligence for the next project.

Larry Chambers, a Vietnam veteran, has been solving unique marketing and sales problems for 25 years. He’s authored and ghosted 50 books including Credibility Marketing, Building a World-Class Financial Service Business, and many more. He can be reached at Larry@Lchambers.com or by calling (805) 640-0888 or visit www.AttractionBuilder.com.

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