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U.S. General Services Administration Office of Small Business Utilization Small Business Solutions 6 Steps to Marketing for the New Government Contractor Christy L. Jackiewicz Outreach Program Manager
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2 Purpose Provide 6 Steps to Marketing 1.Identify the Customer 2.Analyze the current and future needs 3.Listen to the Customer 4.Talk about what matters 5.Be the Solution 6.Be Better than their last experience
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#1 Identify the Customer 3
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Identify the Customer What are your questions? Who is buying what you sell? How much are they spending? Where did they buy it from? What is the current trend? Where is the Procurement Data? Who are the top spenders? 4
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Identify the Customer The Federal Procurement Data System provides: Geographical Analysis Market Analysis Congressional and Presidential Initiative Impact Socio and Economic Analysis And more… 5 https://www.fpds.gov
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FPDS Data Example – Top 10 Contractors 6 Benefits of Data? Seeking Partnerships?
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7 Find 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
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8 Find 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
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#2 Analyze the current and future needs 9
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Analyze and Anticipate Current and future trends are the source of success Current –Sustainability –Telework –Mobile Office –Cleaner and Greener 10
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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
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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
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#3 Listen to the Customer 13
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14 How will your Customers Decide? Past Performance Price Options Warranty Availability Location Buyer Discretion 508 Compliance Green Options
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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! 15
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#4 and 5 Talk about what matters and Be the Solution 16
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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! 17
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18 Seeking Partnerships/Resources 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 Mentor Protégé (gsa.gov/mentorprotégé) GSA Schedule Vendors Prime Directed Projects GSA Approved Subcontracting Agreement
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#6 Be Better than their last experience 19
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20 Business/Marketing Plans help! How? Blueprints of a Business –How do we make a difference? –Who does it better than we do? –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?
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21 More 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
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SMALL BUSINESS SOLUTIONS Christy L. Jackiewicz General Services Administration Office of Small Business Utilization 1-855-OSBUGSA www.gsa.gov/osbu 22
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