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U.S. General Services Administration
U.S. General Services Administration. Federal Acquisition Service.
6 Steps to Marketing for the New Government Contractor
May 2011
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Purpose
Provide 6 Steps to Marketing Identify the Customer Analyze the current and future needs Listen to the Customer Talk about what matters Be the Solution Be Better than their last experience
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Identify the Customer
What are your questions? Who is buying what you sell? How much are they spending? Where did they buy if from? What is the current trend? Where is the Procurement Data? Who are the top spenders?
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Identify the Customer
The Federal Procurement Data System provides: Geographical Analysis Market Analysis Congressional and Presidential Initiative Impact Socio and Economic Analysis And more…
https://www.fpds.gov
FPDS Data Example – Top 10 Contractors Global Vendor Name Total Actions Total Dollars
Lockheed Martin Corporation 21,174 $38,512,401,433.23
The Boeing Company 11,468 $21,956,065,368.89
Northrop Grumman Corporation 22,009 $19,654,882,647.82
General Dynamics Corporation 17,988 $16,432,366,120.40
Raytheon Company 10,480 $16,106,903,431.28
United Technologies Corporation 10,241 $7,538,417,441.35
L-3 Communications Holdings Inc. 15,778 $7,469,492,207.53
Bae Systems PLC 12,188 $7,030,720,447.92
SAIC Inc. 25,695 $6,566,776,579.50
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Benefits of Data? Seeking Partnerships?
Seeking Partnerships Contractor Teaming Arrangements (gsa.gov/cta)
GSA Schedule Vendors ONLY Total Solution Paid Separate Team Plans Process
Subcontracting (gsa.gov/subdirectory) Any size prime GSA Schedule Projects Piece of the Pie
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Seeking Partnerships
Mentor Protégé (gsa.gov/mentorprotégé) GSA Schedule Vendors Prime Directed Projects GSA Approved Subcontracting Agreement
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Find New Customers
www.fbo.gov – Advanced Search Pre-solicitation, Sources
Sought, Solicitation/Synopsis Classification Code NAICS Code Recovery and Reinvestment
Act Collect Contact Info Always
www.gsa.gov/smbusforecast - Forecast NAICS Code Title State
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Find New Customers Cold Calling
Authority to Purchase Contact Information Quarterly/Biannual
Updates Emails as follow-up only
Conference Attendance Set Goals Anticipate potential
partners – not just buyers Determine Needs Network, Network,
Network9
Analyze and Anticipate
Current and future trends are the source of success Current
– Sustainability– Telework– Mobile Office– Cleaner and Greener
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Analyze and Anticipate
Current and future trends are the source of success Future
– What makes sense? How is the demand changing?
Mandatory Home Office? Eliminate Toxic Sources Better Tools for a Mobile Environment
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How to Analyze and Anticipate
Listen Watch What is the need now? How has it changed? Where is it going?
Successful companies are intuitive and move with the direction of the current.
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How will your Customers Decide?
• Past Performance• Price• Options• Warranty• Availability• Location• Buyer Discretion• 508 Compliance• Green Options
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Listen to your customer
What are their needs and challenges? What is their pain/heartburn? How can you be the solution?
Be the solution to the problem!
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Solutions? Determining what matters?
Customers Concerns Customers Budget Customers Support System Customers Resources Customers Vision Customers Last Contractor Experience
What else matters? NOTHING!!! Take care of the customer!
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Business/Marketing Plans help! How?
Blueprints of a Business–How do we make a difference?–Who will buy our products/services?–How will we get new opportunities?–Short and Long term goals–How much it will cost?–What are we missing?
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More Support11 Regional GSA OSBU
and SBTA’swww.gsa.gov/smallbizsupport
OSDBU for all agencieswww.osdbu.gov
Procurement Technical Assistance Centerswww.aptac-us.org
Customer Service Directorswww.gsa.gov/CSD
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SMALL BUSINESS SOLUTIONS
Pamela Smith-Cressel
General Services Administration
Office of Small Business Utilization
1-855-OSBUGSA
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