Victory in Procurement: Marketing to the Government May 16, 2012

A Special Thank you!

Two More Great Resources

Insider’s Tip!

Join the American Express OPEN Victory in Procurement group on LinkedIn to continue the conversation online.

Marketing to the Government May 16, 2012

Introductions

Chuck Schadl Program Director, Georgia Tech Procurement Technical Assistance Center

Alex Ytuarte American Express OPEN

Denise Rodriguez-Lopez American Express OPEN Advisor on Teaming

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

YOU WANT TO SELL TO THE FEDERAL GOVERNMENT But what exactly does this mean?

What is the federal government? –32 major agencies –476 sub-divisions, smaller agencies & commissions So who do you market to? The World’s Largest Customer

This is what the Federal Marketplace looks like to many Small Businesses

You need the Keys to unlock the Door to Federal Procurement

Question – Who buys what you sell? –Do your research –Not always intuitive KEY: Market Yourself to the Right Agencies

1.Which agency buys the most milk? The Veterans Administration 2.Which agency buys the most civil engineering services? NASA 3.Which agency buys the most security guard services? The State Department Pop Quiz:

Federal Procurement Data System – Next Generation First Steps: –Define your core capabilities –Cover your bases –Check your NAICS Codes Finding the Answer

Federal Procurement Data System

KEY: Market to the Right People at your Target Agencies

Where to find the decision makers and/or influencers –Agency websites OSDBU Office –Procurement Forecasts Resources

Lets take a closer look at 2 federal agencies: U.S. Department of Transportation U.S. Department of Homeland Security Exercise - A Closer Look

11 Operating Administrations OSDBU – 11 Small Business Specialists Prime Award Spend - $5.2 billion* 2011 Small Business Awards – $1.6 billion (31%)* * Federal Procurement Data System (www/fpds.gov) U.S. Department of Transportation

7 sub-agencies OSDBU Small Business Specialists shtm shtm 2011 Prime Award Spend – $14.2 billion* 2011 Small Business Awards - $4.1 billion (29%)* *Federal Procurement Data System (www/fpds.gov) U.S. Department of Homeland Security

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

Be thorough Be concise Be creative Be memorable You want the reaction to be WOW and not a yawn KEY: Marketing Collateral Matters

Critical Elements: –Contact information –Capability statement –Past Performance –Certifications Do use COLOR DON’T waste space with unnecessary photos DO keep your CCR profile current at all times DO keep your website updated Marketing Collateral

Which one works best?

KEY: Make an Impression with a Great Pitch

VIDEO

Meeting Pointers Be prepared –Know the agency –Mention a specific opportunity Distinguish yourself from the pack Unique skills, products, services, key personnel Tailor your pitch to your audience It’s not what can I do for you, it’s this is what I can do for you.. Leave behind your card and your collateral

After Your Meeting Follow-up, follow-up, follow-up Send a thank you Remind official of your meeting in subsequent encounters If given advice – do it if you can Keep in touch via Its all about building relationships Be persistent

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

Tina Baker, Cadence Group Lesa Adeboye, The Alliance Group, Inc. JoAnn Braxton, The Small Business Administration Gwen Miles, The Department of Health and Human Services (CDC) Panelist Insights

BREAK

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

IT’S YOUR TURN! Let’s Practice

What are your core capabilities? What is your industry reputation? Can you demonstrate past performance? What is your geographic reach? What certifications do you have? What access to resources / contacts do you have? Tailor Your Pitch

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

Marketing to the Government Overview –How to find who to market to –How to tailor your marketing Expert Panel Discussion Interactive Group Session Final Presentations Homework! Agenda

Homework –Crash Course Learn from peers –American Express OPEN VIP group on LinkedIn Learn from the pros –PTAC site – Practice makes perfect Next steps

THANK YOU