1. Federal Business Intensive
A private consulting program for D.Cooperworks
© Summit Insight 2019

2. Extraordinary, Results-Driven, Learning Experiences For Federal Teams
Judy Bradt CEO
© Summit Insight 2019

3. Federal Business Intensive: Journey To Mission Accomplished
We Are HERE
Week 1: Program Introduction
Week 2: Federal Sales Game
Week 3: Competitive Analysis
Week 4: Federal Sales Action Plan
Week 5: Lower The Risk
Week 6: Become The Trusted Vendor
Week 7: Make More Conversations Happen
Week 8: Mission Accomplished! Next Step

4. Our Top Federal Sales Expert & Trainer
Eileen Kent, The Federal Sales Sherpa
Eileen has intensified results for over 70 Summit Insight clients between ! She’s known as The Federal Sales Sherpa, and has provided her unique training to over 10,000 since 2003.
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5. Federal Sales Game-How to Play to WIN!
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6. What We’ll Cover Building Winning Relationships with Key Contacts
Who Are They?
What They Care About?
Why Would They Choose You?
Contract Vehicles
What Are They?
How Do You Use Them To Close Business?
Which Contract Vehicles Do They Use to Award Contracts?
Q/A!
Your Next Wins
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7. It’s all about Relationships! Rules of Engagement
Get out there and meet a lot of contacts – you need to “woo” the customer
Proposal
Contract
Announcement
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8. It’s all about Relationships! Rules of Engagement
FAR – Federal Acquisition Regulation
Acquisition Central
central
One Good Rule for Contractors: FAR
Have Proper Business Info/Certifications
Do You Have A DUNs Number?
Are You Registered with the Federal Government?
Are You Registered with Our Agency?
Do You Understand the Language?
© Summit Insight 2019

9. What is it Like? Have You Ever Worked As a Government Employee?
Strong No Matter the Pressure
Steadfast in Their Processes
Extensive Education
Brave When Serving the Public
Helpful When Asked a Direct, Detailed Question
Risk Averse About Changing Vendors
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10. What is on their minds? “Follow the Rules” “Make it Easy”
“Make Me Look Good”
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11. What are they saying behind closed doors under their breath & to each other?
“People buy from people they know, trust and LOVE.”
-30 Year Retired Federal Exec., Now a Contractor
“I don’t plan to put that bid on FBO.gov, it’ll create too much noise.”
-One CO to Another at a Trade Show
“We gave that multi-million dollar, multi-location project to a SDVOSB because we had to….I don’t remember the name of the vendor.” VA Senior PM
“We like to take care of our own.” Military Contracting Officer
“A known DEVIL is better than an unknown ANGEL.” Federal Project Manager
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12. What is on their minds? They’re People!
They have hopes, dreams, goals, budgets, belief systems, expertise, ideas, project deadlines, SUPERPOWERS, and FEARS.
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13. Contracting CO vs. KO Contracting Specialist
SADBU/OSDBU/Small Biz Specialist
Know their goals, objectives roles, needs, hopes, dreams and, yes, FEARS.
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14. Contracting Conversation Starters
Contracting Officer:
“I just want to follow proper protocol, what are yours?”
Small Business Specialist – SADBU or OSDBU Officer:
“Who in this agency uses products/services like mine?”
“Who is performing my type of work?”
“Who is the top performer?”
© Summit Insight 2019

15. End Users COTR/COR Person who you will be helping/serving/training
Who buys what you sell commercially?
Title Examples for Your Company: ________________
Understand their Professional objectives, Daily Roles, Career Aspirations, Hopes, Dreams, an FEARS.
“USACE Project Manager Points Out River Bank Erosion.” USACE
USACE PM Dave Cook, Sacramento District PM points out riverbank erosion to News reporter. Photo by Tyler Stalker
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16. End User Conversation Starters
“I’m here to support your efforts and make you look good. I get it.”
“Tell me about the situation….”
“How do you think it should be solved?” Listen to their thoughts before providing your solutions
“How’s it going with the incumbent?”
“Engineers Review Drawings for Underground Utilities Project” NAVFAC
Ensign Mike Rovinsky, construction manager and Reggie Hall, supervisory general engineer review drawings for an underground utilities project at the Naval Research Laboratory (NRL), Washington, D.C. July 3, 2014.
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17. End User Goals Validate Educate Uncover Pain Come Up with a Solution
Make it Easy to work with You
Deliver On Time, Every Time
Give them ALL the Credit
“I received employee of the month because you wrote a letter of commendation to my boss about our project together. Thank you!”
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18. Finding End Users End User:
We will be putting a plan together with links to the agency phone books and if we can find you end users – we will get you as close to their office as possible.
Hints in the Meantime: Associations, LinkedIn, GovExec, NextGov, RouteFifty, GovLoop and other publications, newsletters and social websites where your end users hang out and share ideas.
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19. Stakeholders This is your customer’s customer Regional Director
Base Commander
Communicate in Simple, Bottom-Line Results-Oriented, Terms.
How can we support the end user – when talking to a Stakeholder? Discuss results, vision, mission accomplished.
Maj. Gen. Michael T. Harrison, the commanding officer for U.S. Army Japan I-Corps (Forward), high fives a toddler, displaced by the Great East Earthquake in Matsushima, Japan, April – Copyright US Army and this photo is called “High Five”
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20. FOIA/PRESS OFFICERS/COMMUNICATIONS DIRECTORS/COMMUNITY RELATIONS
Knows Everyone on the Staff
Manages the Content of the Website-Has a Media Section
Part of the “COOP” Team for Emergencies
Knows Your End Users
Manages the Agency Phone Book

21. Prime Contractors – Knows Your Key Contacts – Could Be Part of the Team
Primes
Working Onsite Side-By-Side with Your Key Contacts
Has Past Performance, Experience and Contract Vehicles
Trusted
Safe Bet
“The Usual Suspects”
COMPETITORS – CAN BE COMPE-TI-MATES!

22. “Contract Vehicles” FBO.gov
Raging River of Rules
Nearly Sole Source Contracts – or “Bridges”
GSA/MAC/FSS IDIQ
BPA
8a, SDVOSB, HubZone, Woman Owned, Veteran Owned, Tribal
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23. Raging River of Rules Imagine a CO Considering Your Company
If she has to go out on FBO, she’s thinking about the risks and the days of processes, paperwork and angry losers waiting to pull her under.
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24. Avoid Raging River of Rules
CO is trying to find the path of least resistance
Simplified Acquisitions – Under $250K They can get three quotes, and award to you.
Micro Purchases – Under $10,000 – They can sole-source immediately and pay you via credit card.
© Summit Insight 2019

25. Avoid Raging River of Rules
CO is trying to find the path of least resistance
Choose a Bridge – any Bridge
GSA
IDIQ
BPA
Or Set it Aside for an 8a, HubZone, SDVOSB, VOSB, WOSB, EDWOSB, Tribe?
© Summit Insight 2019

26. Never Forget to Remind Them Why You’re There:
We Will:
“Follow the Rules”
“Make it Easy”
“Make You Look Good”

27. We Covered A Lot! Building Winning Relationships with Key Contacts
Who They Are
What They Care About
Why They Would Choose You
Contract Vehicles
What They Are
How You Use Them To Close Business
Which Contract Vehicles They Use to Award Contracts
Q/A!
Your Next Wins
© Summit Insight 2019

28. Questions?
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29. Week-By-Week Session Your Next Wins Your Transformation
10/3 Orientation & Engagement
Define Your “Why”
You’ve got the mindset for success
10/10 Federal Sales Game
Confirm Your Best Values
You stand out from competitors
10/17 Competitive Analysis
Draft Capability Statement
Complete one Past Performance
You’ve focused your federal effort
10/24 Federal Sales Action Plan
Contact entry
You can leverage your relationships
11/1 Lower The Risk
Web site assessment Online profiles update
You become the lower-risk choice
11/7 Become The Trusted Vendor
Initial prospect selection
Draft talking points
You are relationship-centric
11/19 Start The Conversations
Calls to current and new prospects
You move ahead of competitors
11/29 Micro-Engagement Strategy
Create micro-engagement plan
You’ve got federal market momentum!

30. Your Week 2 Homework
Develop Your Best Values Statement: Provable, Quantifiable Facts About “Why You”
Like…Past Performance, Education, Experience, Location, Speed, Certifications, Key Staff, Name Brands, Specifications, Processes...
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31. What’s Next: Week 3 Competitive Analysis
Review Your Online Presence & Collateral Discover Easy Ways You Can Stand Out More Make Sure Buyers See You At Your Best
Uncover Which Agencies Buy Using Which Bridges Choose Your Priority Agencies, Vehicles, Partner Strategies
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32. Week 3: Competitive Analysis Homework Your Sales & Marketing Materials: Updated, Stronger, Modifiable
Online Profiles
Capabilities Statement / Line Card
Capabilities Briefing
Past Performance / Case Studies
Website / Landing Page for Government
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33. What’s Next: Week 4 Federal Sales Action Plan
Built around buyers and primes in federal agencies that need what you do
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34. When Our 3 Steps With Eileen Are Done
Sales will be making calls following the action plan asking, “I need help, I don’t know if you’re the right person, but maybe you can point me in the right direction.” You will use the plan to pull the pieces together, but your field conversations & relationships will uncover “under the radar opportunities.”
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35. When Our 3 Steps With Eileen Are Done
Proposal Teams will be watching procurement forecasts and online opportunity postings and dipping for data in FPDS while sales gives them a “heads up.”
Project Managers will talk to end users about specifications in the field through intros from sales or from already- established relationships.
© Summit Insight 2019

36. When Our 3 Steps With Eileen Are Done
Management will be watching out for the primes who may become compe-ti-mates. Your role will be to see the patterns in the intel and realize the players in your market – then build relationships with strong teaming partners.

37. Thanks To Our Trainer Eileen Kent Federal Sales Sherpa
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38. Thank you! Judy Bradt, CEO
(703)
© Summit Insight 2019