Tip #540: Marketing to the Federal Government

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. ” Peter Drucker

Once my company, Laurel and Associates, Ltd., was finally on the GSA MOBIS Schedule, the next step was marketing.

First, we needed a mailing list. The marketing company I hired gave me a list of 100’s of government contracts to sift through to identify: (1) the contracts relevant to my services, (2) the government agencies that purchased those services; and (3) the names and phone numbers of the purchasing agents for those agencies.

My next task was to create a marketing letter that introduced my company. It was addressed to Buyers and Contracting Officials. The first paragraph described my company as a small woman-owned business that “is interested in doing business with your agency.”

It briefly described our services in general terms and then requested the recipient to please add our business name to their agency’s mailing list to receive bid and non-bid opportunities under Federal Supply Categories. These were listed by schedule and sin number in MOBIS as well as by NAICS codes.

It went on to say: We are registered with CCR/ORCA/SAM/ and Pro-Net. We are interested in both small and large purchase opportunities. Please send your agency’s Fiscal Year 2014 forecast or Long Range Acquisition Plan. We understand that this information may be viewed online; however, we would prefer to keep a hard copy for our reference.

In addition, please send any hard copy publications you may have about doing business with your agency. Also, please forward the telephone number, address and email address for any buyers or contracting officials who may have the need for our services.”

The letter concluded with the statement that I would follow up with the recipient within two weeks, provided contact information if there were any questions, and thanked the recipient for “your time and assistance in this matter.”

Anyone who opened the letter and did not respond by asking to be removed from the mailing list was considered fair game. There were 90 in that list, and not one of them replied with any of the information I had requested.

I was tasked with calling each of them. Which I did. Yes, the person who had shied away from even doing warm calling for the past twenty-five years actually made all of these cold calls. Most people were very gracious. Each one explained that the best way to get work with their agency was to watch federal postings and respond to the Requests for Proposals.

So that is what I have done. I have spent hours responding to requests for proposals with absolutely no success. This has included estimating total travel costs without knowing when the training would occur and how that would affect transportation and lodging.

I have had absolutely no success. Why? The answer is very simple. I’ll tell you in the next Tip.

May your learning be sweet.


Related Posts

Manage Your Holiday Stress Before It Manages You!

Saturday, December 10th from 11 AM to 2:30 PM CST

Over the river to grandmother’s house- we have an idea in our mind about how the holiday should be. But planning, shopping, baking, wrapping gifts, and preparing the house all take a toll. It’s easy to become anxious, worried about creating a perfect, memorable holiday. It doesn’t matter if it’s Christmas, Hanukkah, Kwanzaa, or some other winter holiday. There are traditions to keep, favorite foods to prepare, and decorations to put up. It’s exhausting.

Then there’s the actual day. You will want everyone to feel happy and get along, but you know that the stress of the day can easily result in overexcited and grumpy grandchildren and irritable adult children. You imagine that all the time and effort you put into creating a lovely day could end up being wasted and unappreciated.

Holidays are supposed to be a joyful time. Let us help you get clear about what is not worth worrying about- and give you practical coping strategies that will help you stay calm when things don’t go the way you want them to go.

Join us for this highly interactive half-day virtual workshop on how to Manage Your Holiday Stress Before It Manages You on Saturday, December 10th from 11 AM to 2:30 PM CST. Your investment is $120. We guarantee that you will have a much less stressful holiday.

It doesn’t have to be difficult to Deal with Difficult People.

In this course you will define the behavioral characteristics and underlying needs of difficult people, assess situations in which you effectively handled a difficult person, review five steps for handling difficult people Laurel & Associates now offers courses through Teachable. Learn at your own pace.
Popular Post

Share This Post