Strategies for Understanding and Succeeding in the Military Marketplace James Fagan Spring 2009 Meeting

Administrative Notes: 1. R&DA provides detailed information to all members on a confidential basis 2. Please call after the meeting is something is not clear 3. We are always available to guide anyone to the first steps in all processes

SQUENCE OF SESSION Understanding Government Food Program Details Natick Decision Makers Tuesday: Follow Up

Session Overview What do I need to know to understand the government environment? It is different than commercial market

FAGAN’S AXIOMS 1. DOING BUSINESS WITH THE GOVERNMENT IS ALWAYS A MARATHON AND NEVER A SPRINT

AXIOM #4 REMEMBER THE “GOLDEN RULE”. The government controls the gold, so they are always right, EXCEPT, when they are very, very wrong.

AXIOM #7 UNDERSTAND “THE RULES OF ENGAGEMENT”. Good news is always shared in public; but bad news should be shared in ONLY in private

AXIOM #5 The military leader is there for three years or less, the civilian leader is there for years! Get to know and work with the GS employees in all governmental agencies.

AXIOM #11 –ALL ORGANIZATIONS HAVE STRUCTURAL AND DEFACTO DECISION MAKERS. –DO NOT WASTE YOUR TIME ON PSUEDO DECISION MAKERS.

AXIOM #2 NO GOVERNMENT EMPLOYEE WANTS TO MAKE A MISTAKE. OFTENTIMES DELAY OR NO ACTION ARE BEST. SOME MISTAKES ARE PUNISHED IN GOVERNMENT CIRCLES

AXIOM #10 THE GOVERNMENT DISAGREES INTERNALLY BUT THERE ARE MANY “TURF” BATTLES. HOWEVER YOU SELDOM SEE THESE IN PUBLIC. GOVERNMENTAL ACTION SELDOM TAKES PLACE IF THERE IS SERIOUS DISAGREEMENT

AXIOM #13 COMMERCIAL SALES PRACTICES DO NOT WORK WITH THE GOVERNMENT. YOU MUST ADAPT TO DIFFERENT TACTICS

AXIOM #15 THERE ARE NUMEROUS AREAS OF DISAGREEMENT IN MOST ACTIONS. ALWAYS BE POLITE! NEVER TAKE ANYTHING PERSONALLY

AXIOM ALL ACTIONS ARE SUBJECT TO SOME TYPE OF AUDIT. THAT AUDIT MAY BE BY AN ACCOUNTANT, GOVERNMENT OFFICIAL, SUPERIORS, OR YOURSELF. THE GOVERNMENT HAS A VERY, VERY, LONG MEMORY

AXIOM REGARDING ETHICS: WHEN IN DOUBT, ASK! ETHICAL STANDARDS ARE A PART OF THE CULTURE OF THE GOVERNMENT.

THE GOLDEN AXIOM YOUR CUSTOMER IS ALWAYS THE GOVERNMENT. YOU MUST BE PREPARED TO: EXCEED THEIR EXPECTATIONS ADAPT TO CHANGES COMMUNICATE EFFECTIVELY

THE KEYS TO BEING SUCCESSFUL THE RIGHT PRODUCT OR SERVICE –EXACTLY WHAT THE GOVERNMENT WANTS –DEVELOP A NEED FOR THE ITEM –PROVIDE OVERWHELMING DATA –EMPHASIZE YOUR ADVANTAGES

KEYS »YOU WILL NEED TO FIND A “CHAMPION” TO SUPPORT YOUR ITEM OR SERVICE »THE CHAMPION MUST HAVE SYSTEM INFLUENCE

KEYS YOU MUST HAVE DETAILED KNOWLEDGE OF: –YOUR PRODUCTS OR SERVICES –THE GOVERNMENTAL PROGRAM –NEEDS OF PROGRAM LEADERS –WHO ACTUALLY PURCHASES YOUR ITEMS

THE LAST KEY YOU NEED TO NETWORK WITH A LARGE AMOUNT OF GOVERNMENT CENTERS AND PERSONNEL

PERSONNEL PROBLEMS I NEVER GET A CALL BACK! THE KO SAYS HE CAN’T HELP ME I WAS LIED TO AND IT COST MY FIRM X AMOUNT OF DOLLARS

WHERE DO I GO FROM HERE? LET R&DA BE YOUR “NAPOLEON’S CORPORAL” MOST GOVERNMENT FOLKS ARE KIND AND WILL EXPLAIN THINGS TO YOU.