In any industry or vertical market, the sales process is about "the relationship". Some sectors place more importance on this component than others. Government buyers tend to be risk-adverse and are slow to make changes or try a new product/service - or even company. They tend to be comfortable with the incumbent as long as the requirements are being met and no major problems have occurred. This way of thinking makes it more difficult and more competitive for new companies to enter the market. Price wars break out along with a tremendous influx of 8a and GSA Schedule applications, with companies trying to differentiate themselves and find an advantage somewhere in the long sales process.
Companies tend to forget that government buyers are people too. Of course their procurement decisions are dictated by many regulations including the FAR and internal policies, but the main point is that relationships are important and matter. They matter with your buyer, your end-users, your teaming partners, your subcontractors and everyone else involved. Having a good relationship in place with the agency/customer will take time and will eventually alleviate some of the risk-adverse thinking. The more the client trusts you, the more they will trust in your company and product/service.
How do you embark on beginning a B2G relationship and gaining the necessary trust of the client? There is no silver bullet and sometimes a combination of strategies is the best route. Cold calls, emails and other direct marketing tactics are used and can be beneficial. There is something to be said for the face-to-face meeting, shaking a hand, listening attentively to your clients needs and getting to know the client on a personal level. The speed at getting to know someone is highly accelerated in an in-person meeting versus over the phone, email or video-conferencing.
Attending government events is absolutely critical to success in this market. Making the time investment to attend networking events, seminars, conferences, trade shows and industry forums is key. At these "gov events", you have the opportunity to get to know the client, meet potential partners, competitors, B2G consultants and other direct and indirect players. All of these professionals can play a role in propelling your business forward and it is smart to get to know them. Prioritize the events you attend and use them to your advantage. Plant some seeds, shake some hands, show off your company and make some friends along the way; you never know where they may be working, how they may be able to eventually help you or vice versa.
If your company matters....... attending gov events should matter, too.
Jennifer Schaus & Associates provides GSA Schedule assistance along with B2G sales and marketing services. The firm hosts a free 3rd Thursdays Government Contractors Networking event at The Kennedy Center in Washington, DC every month.
