1. Contracting Officer Podcast Slides
Knowledge & Insights From Contracting Officers

2. Targeting 201 – Why Targeting Matters
Episode 068
Targeting 201 – Why Targeting Matters
Original Air Date: 28 February 2016
Hosts: Kevin Jans & Paul Schauer

3. Formatting notes
Hyperlinks: Blue font indicates hyperlinks – presentation must be in ‘Slide Show’ mode to activate the link
Red bold font indicates a point of emphasis
Green bold font indicates CO’s personal comment or perspective

4. Introduction
If you’re not winning contracts, my money is on your lack of proper targeting as the cause
We all know we are supposed to target, but in such a huge market like the government, how do you know that you’re targeting enough?
This episode continues our conversation from Podcast The Importance of Targeting.

5. When does Targeting happen?
Acquisition Time Zones (from Podcast Episode 003)
Requirements Zone
Market Research Zone
RFP Zone
Source Selection Zone (or sole source)
Execution Zones: Kick Off, Transition (Ramp Up), Performance, Re-compete

6. What do we mean by ‘Targeting?’
Recap from Episode 16:
Reachable market – Everything in your NAICS code…
Target Market – What you can win..
Weight class – Work you can realistically perform without derailing your company…
For example, Skyway targets companies that:
Are already in the government market
Earn at least $500k in revenue per year
Have at least 5 employees
Are looking for help – most important!

7. What do we mean by ‘Targeting?’
What does next level of targeting look like?
These are the customers who inherently seek what you do
Not because you TELL them, but because they seek it
Ex: for Skyway it’s the value of the Contracting Officer’s viewpoint

8. What do we mean by ‘Targeting?’
OPEN from Ray Edwards (on the Smart Passive Income Podcast with Pat Flynn):
The four stages of customer needs (for example, your dishwasher at home):
O – Those who are Oblivious of whether they need what you have: Everything is fine, no problems
P – Those who are Pondering getting what you have: Considering possible breakdowns due to age, condition
E – Those who are Engaged in looking for a solution: Observing signs of failure (noises, leaks, etc.)
N – Those who have a Need! I need it! (And will be seeking to repair/replace it)
Target the customers who are SEEKING your help. Those who have a NEED!
You are the PRIZE – be exactly who or what they are looking for because they have a need.

9. Why is Targeting important?
It’s easy to chase everything
“Activity” is seductive: It feels like you’re moving forward
BUT… bidding is not winning….
Many people go out of their way to ignore the benefits of targeting
The news is full of stories of people who have won all kinds of stuff (10%-ers)
What you don’t hear is how many of them did not make it
You see the press release by the winner, but not by those who lose!

10. Why is Targeting important?
The government market is SOOOOO big that it’s easy to target
There are data everywhere to help you pinpoint your high-value targets
The more you target, the less you have to compete on price alone.
Without targeting, you are allowing yourself to be a commodity.
Government should help companies to effectively target by making the requirement painfully clear to everyone
This reduces proposals that can't win, saving time and money for everyone

11. Why Should Government Care?
You may get better companies
Companies with a higher likelihood of solving your problem
However, they may still be problem companies .... targeting doesn't fix that
You should get better proposals
Proposals with a higher likelihood of meeting your needs
However, proposals may still be weak... targeting doesn't fix that, either
You’re likely to find the Prize!
Better chance of getting the companies who can meet your requirements if you help them self-eliminate (target) through open communication of your clearly written requirements

12. Why Should Industry Care?
You’re more likely to win
The more you target, the less you spend on marketing (B&P)
And the less you spend on B&P, the more you can target, and so on…
The government market is MADE for this hyper-targeting because this ‘customer’ buys everything
Ask yourself: how annoying is it when people who sell to you don’t target?
That’s how the CO sees it too.
Bulk mailers: Compare this to what you can get in USASpending.gov for free
TV Commercials - visual spam

13. Summary Government: Give them the specificity to target
Don’t mash all the requirements into one homogenized contract
What if you thought of the contractor as the Prize?
You’ve know what the prize looks like right? Low maintenance, deliver on time, easy to work with, responsive, experts…
Companies have a limited capacity to deliver, if you want the best, you have to differentiate. Make it easy for them to find you and easy to do business with you.

14. Summary Industry It’s THE best way to increase your wins
It’s the hard way - most people won’t take it
It’s easy to say no
It’s either “heck yeah or heck no!”

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