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May 3, 2012 9250 Bendix Road Suite 215 Columbia, MD 21045 (410) 772-3914 (phone) (866) 579-1346 (toll-free) www.targetgov.com Presented by: Gloria Larkin President, TargetGov glorialarkin@targetgov.com © 2012 www.TargetGov.com 866-579-1346
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President Nationally recognized federal contracting business development expert Interviewed on MSNBC, in Wall Street Journal, USAToday, TheStreet.com Author, Consultant & Trainer Clients have won billions in federal contracts 2 © 2012 www.TargetGov.com 866-579-1346
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$500 Billion Market; $100 Billion to SB Critical differences in government vs. private sector Identifying targets Layers of decision-makers Effective marketing tactics Tools required to get noticed How to get noticed—positively! Mistakes to avoid 3 © 2012 www.TargetGov.com 866-579-1346
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Rules and regulations Funding: Congress, White House Barriers to market entry Contract vehicles Sales cycle length Contract size Set-asides Credit card usage Repeat business Specific marketing opportunities 4 © 2012 www.TargetGov.com 866-579-1346
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Your Company Possible Targets You as a Prime contractor AGENCY You as a Subcontractor PRIMES You as a Team member Other VENDORS 5 © 2012 www.TargetGov.com 866-579-1346
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Small business representatives OSDBU, SADBU, SBLO Contracting and acquisition staff CO, KO, COTR Program and technical managers PM, end-user 6 © 2012 www.TargetGov.com 866-579-1346
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Consistently reach out to decision-makers Focus on their needs, not yours Be innovative in your approach Use relationships Social media is your friend Networking is critical Events focus White papers Press releases and public relations Advertising 7 © 2012 www.TargetGov.com 866-579-1346
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Update Your CCR Record at www.ccr.govwww.ccr.gov ◦ NAICS ◦ Points of Contact (all three!) Update Your ORCA Record every year! Update Your SBA Profile ◦ Capability Narrative ◦ Ownership ◦ Special Equipment ◦ Bonding ◦ Keywords ◦ Past Performance What is YOUR score? Email me for your company’s score—what you look like to the decision-makers 8 © 2012 www.TargetGov.com 866-579-1346
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1 page Capability Statement to identify your: Core Competencies Past Performance Differentiators Company Data Government targeted web page An effective 30 second matchmaking pitch Calendar of events Teaming plan 9 © 2012 www.TargetGov.com 866-579-1346
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Quickly identify the decision-maker, her/his responsibility & level of interest in your business Know how you appear to the decision-makers! Contract vehicle CRM system 10 © 2012 www.TargetGov.com 866-579-1346
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Your Targets: Agency Prime Contractor Teaming Partner Joint Venture Why? To obtain decision-maker meetings! 11 © 2012 www.TargetGov.com 866-579-1346
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Create a strong niche statement Practice a 20 second matchmaking pitch tailored to the specific person Use a powerful Capability Statement Past performance is king! Financial stability Capacity Partners 12 © 2012 www.TargetGov.com 866-579-1346
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File cabinet; shoebox and 3 x 5 cards Outlook, email Excel spreadsheet ACT!, Goldmine and other PC-based systems Salesforce.com, Basecamp and other web-based systems Don’t drown in data! 13 © 2012 www.TargetGov.com 866-579-1346
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Be professional ◦ Ex: email, web site, dress the part Know your niche! Do not try to be all things Lead with your expertise Prove it! Mitigate risk Use a combined strategy ◦ Email, phone, in-person, virtual 14 © 2012 www.TargetGov.com 866-579-1346
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Person to person ◦ Agency Annual Conferences ◦ Vendor outreach sessions ◦ Agency and base events ◦ Matchmaking ◦ Associations, social events Referral ◦ From decision-makers Virtual ◦ Email, public relations, blog, LinkedIn, Facebook, Twitter 15 © 2012 www.TargetGov.com 866-579-1346
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Old data in CCR, ORCA and SBDS Web site issues Don’t use a generic Capability Statement Do not try to be all things to all people ◦ Maximum 10-12 NAICS Don’t ignore social media Conferences: booth vs. attendee? Don’t reject vendor outreach sessions No “get to know you meetings” Plan for a realistic level of effort: 1 FTE for every ___ agencies? 16 © 2012 www.TargetGov.com 866-579-1346
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Critical differences in government vs. private sector Identifying targets Layers of decision-makers Effective marketing tactics Tools required to get noticed How to get noticed—positively! Mistakes to avoid 17 © 2012 www.TargetGov.com 866-579-1346
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18 Email me for complimentary documents! Gloria Larkin President, TargetGov 1-866-579-1346 glorialarkin@targetgov.com www.TargetGov.com © 2012 www.TargetGov.com 866-579-1346
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