Selling To The Government: The Art Of The Approach


Growing your federal customer base enough to support a business can easily take at least two years of full-time prospecting. A disciplined strategy will define a focus, segment the market, identify stakeholders, and ensure agencies understand your value and are moving forward toward the procurement process. Performance metrics for each of these activities will indicate whether continued investment will pay off.

A target account profile (TAP) can help segment the federal government for people receptive to your message. The TAP answers three basic questions: • Where are the places your product or service will be a possible fit? • What relevant prior experience or knowledge do you have of the agency's mission? • Which personnel layer cares most about what you are offering?

You're looking for matters of basic compatibility. If you sell data analytics software that's not compatible with Oracle, don't waste your time marketing to an agency that's an Oracle shop. If a prospect demands security clearances at a level higher than your personnel possesses, move on.

A TAP can narrow down your marketing options to a small group of likely customers within a particular market segment. Develop targeted white papers, case studies and webinars. Participate on social media sites dedicated to particular groups. Conserve your event participation and sponsorship fees by going to events where you're surest to interact with your targets.

NEXT: Navigating "POET"