Better-Faster-Cheaper Contractor Marketing … Contractor Marketing Strategies and Tactics to Reach Government Decision Makers Presented By: Gloria Larkin President, TargetGov © TargetGov

© TargetGov 2014

Better-Faster-Cheaper Contractor Marketing Strategies and Tactics to Reach Government Decision Makers

Presented By:

Gloria Larkin

President, TargetGov

© TargetGov 2014

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Gloria Larkin President

• Nationally recognized federal contracting business development expert

• Educational Foundation Board Vice-Chair for WIPP

• Author of The Basic Guide to Government Contracting

• Quoted in Wall Street Journal, Washington Post, INC Magazine, Bloomberg

• Consultant & Trainer

• Clients have won billions in federal contracts

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Learning Objectives-Three P’s

Plan: Market Research • Identifying targets Position: How to get noticed – positively! • Relationship-based market Pursue: • Layers of decision-makers • Mitigating Risk • Tools required to get noticed • Mistakes to avoid Win!

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Insider’s View: What Works 4

Air Force Recommendations

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The Impact of Customer- Based Research

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Source: “Inside the Buyers Brain” (email me for entire book as PDF)

Published by Hinge Research Institute

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Market Research

• Past: FPDS.gov at fpds.gov • Present: FedBizOpps fbo.gov • Future: Agency Forecasts

acquisition.gov/comp/procurement_forecasts • Competition: USASpending.gov

– Primes: USASpending.gov – Teaming: Small Business Dynamic Search

dsbs.sba.gov

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Research Resources to Identify Targets

• Agency Forecasts

• NAICS Code Searches (Identify Top Agency Targets)

Federal Procurement Data System (https://www.fpds.gov)

• Identify Appropriate Programs

Agency Strategic Plan

Exhibit 300’s

OMB Watch list

• Research Tools

• Subscription based GovWin, Bgov, Onvia, Set-Aside Alert, etc.

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Good Research Yields

Substantive Conversation!

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Marketing Hot Buttons

Does contractor have Agency Past Performance?

Does contractor have the proven Capacity?

Does contractor have Teaming Partners (with Agency Past Performance)?

Does contractor have Simplified Acquisition access?

Does contractor have Set-Asides that assist the Agency?

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Identify Opportunities

Under $25K (not publically advertised):

• Market to each agency

• Market to each base

• Market to each office, decision makers!

Over $25K (publically advertised):

• FedBizOpps.gov – Sources Sought Notices (1,100+ in last 30 days!)

• FedConnect.net

• Army Single Face to Industry and other agency- specific sites

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Key to Great Relationships

• Consider the specific audience with every communication

• Government contacts have different roles, concerns, areas of responsibility

• Market to the audience’s agenda –not your own

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How to Get Noticed

• Be professional

– Ex: email, web site, dress the part

• Know specific niche!

• Do not try to be all things

• Lead with expertise

• Prove it!

• Address capacity

• Mitigate risk

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Key Marketing Terms

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Where to Get Noticed

• Person to person – Conferences

– Vendor outreach sessions

– Agency and base events

– Matchmaking

– Associations, social events

• Referral – From decision-makers

• Virtual – Email, blog, Facebook, Twitter, LinkedIn, Google+

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Identifying The Real Decision Makers

• Government Contracting: Strict Process as per the Federal Acquisition Regulations

• NOT Top-Down

• Three layers of decision makers

• Size of purchase determines decision makers

• Each layer has different purpose and responsibility

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Three Layers of Decision Makers

• Small Business Representatives (OSDBU, SBR, OSBP) – Purpose: Help agency meet SB Goals: 23% – Agency web site: search for OSDBU or OSBP

• Contracting Officers (CO or KO) – Purpose: Make legal purchase, provide government with

appropriate services and products; total responsibility – www.FedBizOpps.gov or other opportunity posting site

• Program managers (PM), technical representatives – Purpose: Technical expertise, end-users, can make tech or

vendor recommendations – The most difficult to locate, use OSDBU & CO to refer you, a

relationship is required!

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Size Matters to Decision Makers

• Under $3,000 per transaction

– Immediate credit card sale (anyone)

• Under $25,000 per transaction

– 3 bids, same day decision (CO)

• Between $25,000 and $150,000

– Advertised, best value (CO &PM)

• Over $150,000

– Competitive bid, 3-6+ months (CO & PM, entire team)

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Targeted Marketing to Specific People

Give each contact what they need to help!

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Targeted-Message-Tool 19

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Position

• You as the Prime Contractor

• You as the Subcontractor

• You as the Teaming Partner

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Marketing that Mitigates Risk

• Create a strong niche statement • Practice a 20 second matchmaking

pitch • Use a powerful Capability

Statement • Past performance is king! • Financial stability • Capacity • Partners • Craft strong RFP responses • Debriefing-- win or lose

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Positioning Tools Required

• Opportunity identifier: Past, present, future • 1 page Capability Statement to identify:

– Core Competencies – Past Performance – Differentiators – Company Data

• Bid-no-bid process • Quickly identify the decision-maker, her/his

responsibility & level of interest in the business • Contract vehicle • CRM system

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Marketing Tools to Reach Decision Makers

• Government registrations – SAM, SBDS, Agencies

• Business card • Matchmaking pitch • Editable Capability Statement • Government-focused web site • Contract vehicle • White papers • Case studies • Public relations • CRM system • Advertising*

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Business Card

• Use both sides

• Not coated paper

• Company Name, Name, Title

• All contact information: phones, address

• What Does Contractor do? Is it clear?

• DUNs

• NAICS

• Certifications

• Contract vehicles

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Matchmaking Pitch

• Develop a focused “Matchmaking Pitch” to communicate specific offerings matching their current needs

• No company does “Everything”

• An example of “Reverse Pyramid” Matchmaking Pitch:

We provide __________________

Our core competencies are ____________

We are the absolute best at ___________

We are different because _______________

We can help your agency/office by _________

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Entry Email

• Get to the point! Start in Subject line, use the company name!

• Compelling Reason

Safety Financial Savings Regulatory Compliance . . . Etc.

• Clear Request (every communication – ask something)

• Open door for future contact (See Tip)

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TargetGov Email Tips

• Never say “introduce”

• Add this line to every email:

“In the event you don’t have an opportunity to respond sooner, I will contact you to follow-up on Thursday, (Date), at 9:30 a.m. (Time)”

• Always include personal contact info and credentials in every communication, especially replies.

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Web Site 28

Is it clear that the company supports the government market?

Action Step: review and

update

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Website Do’s and Don’ts DO: • Have a “Government” tab or button • Use government verbiage, terminology • Include case studies • Be as specific as possible regarding customer

benefits • Include metrics • Include differentiators Don’t: • Use music or videos • Use industry jargon • Hide personal contact info!

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Government and Social Media 30

Health and Human Services:

Army:

GSA:

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Social Media Marketing

• Tailor it to target agencies, primes, teaming partners

• Commit to keeping it active

• Blogs

• LinkedIn – professional, groups, never sell!

• Twitter – keep the conversation going

• Facebook – highlight employees, community involvement, special projects

• Pinterest – graphics

• News Feeds – hot off the presses!

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Case Studies

• Situation

• Problem

• Solution

• Benefits to customer

• Testimonials

• Metrics

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Key Elements of a Case Study 33

http://www.trewmarketing.com/smartmarketingblog/

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White Papers

• To state an organization’s policy, position, or philosophy about a subject;

• To present a not-too-detailed technical explanation of an architecture, framework, or product technology; or

• To pose a technology-oriented problem or question and then answer that question with information or a proposed solution

• The terms policy paper or position paper, technology paper or product paper, and issue paper are often used in place of white paper

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News Releases

• Not a typical press release sent to the papers

• It IS targeted to government contacts

• It IS real news

• It is sent via email to specific people and posted online where it can go viral

• Topics: contract wins, completions, new hires, awards, new services or products, certifications, branded services or products

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Marketing Should Clearly Indicate: How the Government Buys

Purchase Vehicles

Make it easy to do business with the contractor!

• Credit Card: P-card, purchase card

• GSA Schedule

• GWACs

• BPA

• IDIQ

• HUBZone, 8(a), SDVOB Certifications

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Critical Tool: CRM Systems

• File cabinet; shoebox and 3 x 5 cards

• Outlook, email

• Excel spreadsheet

• ACT!, Goldmine and other PC-based systems

• Salesforce.com and other web-based systems

• Don’t drown in data!

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Best Tool: Capability Statements

1. Door-opener, used to begin relationship-building process

– Obtain decision-maker meeting

– Tool to use during meetings

2. Requested as part of a Sources Sought or RFI response

3. Required in a RFP response

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Position: Five Key Elements Needed to Get Noticed

1. Call it a Capability Statement

2. Core Competencies

3. Past Performance

4. Differentiators

5. Company Data

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Audiences: Capability Statement

Targets:

• Agency

• Prime Contractor

• Teaming Partner

• Joint Venture

• To obtain decision-maker meetings!

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Best Uses of the Capability Statement

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• Door opener

• Relationship building

• Email introduction

• Procurement conferences

• Leave behind (Paper)

• Follow-up (PDF)

• Industry days

• Services update

• In-person briefings

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PowerPoint Presentations

• Printed

• Who We Are/Contact info

• What We Do

• Where We’ve Done It

• Key Specialized Services

• How We Can Help

• Why Us? Discussion

• Rule of Thumb: 1 slide/5min – 6 slides = 30 min briefing!

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2015

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What is the Score?

How do government decision makers

see the contractor?

Email a Capability Statement PDF to: [email protected] for

your client’s complimentary Capability Statement score

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Contact

Gloria Larkin

President, TargetGov

443-543-5067

[email protected]

www.TargetGov.com

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