1. U.S. General Services Administration May 2011 U.S. General Services Administration. Federal Acquisition Service. 6 Steps to Marketing for the New Government Contractor May 2011

2. 2 Purpose  Provide 6 Steps to Marketing  Identify the Customer  Analyze the current and future needs  Listen to the Customer  Talk about what matters  Be the Solution  Be Better than their last experience

3. 3 Identify the Customer What are your questions?  Who is buying what you sell?  How much are they spending?  Where did they buy if from?  What is the current trend?  Where is the Procurement Data?  Who are the top spenders?

4. 4 Identify the Customer  The Federal Procurement Data System provides:  Geographical Analysis  Market Analysis  Congressional and Presidential Initiative Impact  Socio and Economic Analysis  And more… https://www.fpds.gov

5. FPDS Data Example – Top 10 Contractors Global Vendor NameTotal ActionsTotal Dollars Lockheed Martin Corporation21,174$38,512,401,433.23 The Boeing Company11,468$21,956,065,368.89 Northrop Grumman Corporation22,009$19,654,882,647.82 General Dynamics Corporation17,988$16,432,366,120.40 Raytheon Company10,480$16,106,903,431.28 United Technologies Corporation10,241$7,538,417,441.35 L-3 Communications Holdings Inc.15,778$7,469,492,207.53 Bae Systems PLC12,188$7,030,720,447.92 SAIC Inc.25,695$6,566,776,579.50 5 Benefits of Data? Seeking Partnerships?

6. Seeking PartnershipsSeeking Partnerships  Contractor Teaming Arrangements (gsa.gov/cta)  GSA Schedule Vendors ONLY  Total Solution  Paid Separate  Team Plans Process  Subcontracting (gsa.gov/subdirectory)  Any size prime  GSA Schedule Projects  Piece of the Pie 6

7. Seeking PartnershipsSeeking Partnerships  Mentor Protégé (gsa.gov/mentorprotégé)  GSA Schedule Vendors  Prime Directed Projects  GSA Approved  Subcontracting Agreement 7

8. Find New CustomersFind New Customers  www.fbo.gov – Advanced Search  Pre-solicitation, Sources Sought, Solicitation/Synopsis  Classification Code  NAICS Code  Recovery and Reinvestment Act  Collect Contact Info Always  www.gsa.gov/smbusforecast - Forecast  NAICS Code  Title  State 8

9. Find New CustomersFind New Customers  Cold Calling  Authority to Purchase  Contact Information  Quarterly/Biannual Updates  Emails as follow-up only  Conference Attendance  Set Goals  Anticipate potential partners – not just buyers  Determine Needs  Network, Network, Network 9

10. Analyze and Anticipate  Current and future trends are the source of success  Current –Sustainability –Telework –Mobile Office –Cleaner and Greener 10

11. Analyze and Anticipate  Current and future trends are the source of success  Future –What makes sense? How is the demand changing?  Mandatory Home Office?  Eliminate Toxic Sources  Better Tools for a Mobile Environment 11

12. How to Analyze and Anticipate  Listen  Watch  What is the need now?  How has it changed?  Where is it going? Successful companies are intuitive and move with the direction of the current. 12

13. How will your Customers Decide? Past Performance Price Options Warranty Availability Location Buyer Discretion 508 Compliance Green Options 13

14. Listen to your customer  What are their needs and challenges?  What is their pain/heartburn?  How can you be the solution? Be the solution to the problem! 14

15. Solutions?  Determining what matters?  Customers Concerns  Customers Budget  Customers Support System  Customers Resources  Customers Vision  Customers Last Contractor Experience What else matters? NOTHING!!! Take care of the customer! 15

16. Business/Marketing Plans help!Business/Marketing Plans help!  How?  Blueprints of a Business –How do we make a difference? –Who will buy our products/services? –How will we get new opportunities? –Short and Long term goals –How much it will cost? –What are we missing? 16

17. More SupportMore Support 11 Regional GSA OSBU and SBTA’s www.gsa.gov/smallbizsupport OSDBU for all agencies www.osdbu.gov Procurement Technical Assistance Centers www.aptac-us.org Customer Service Directors www.gsa.gov/CSD 17

18. SMALL BUSINESS SOLUTIONS Pamela Smith-Cressel General Services Administration Office of Small Business Utilization 1-855-OSBUGSA 18