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.
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