3. BACKGROUND
Jennifer Schaus – Personal / Professional
* 15 + years DC resident
* Sold products & services
* Federal, State / Local Govt sales
* Consulting – B2B, B2G
Marketing to Business
Marketing to Government
4. BACKGROUND
Jennifer Schaus - Consulting Services
B2B & B2G Clients
* Market Assessment
* Business Plan
* ID Bid Opportunities
* ID Teaming Partners
* Proposal Writing
* Sales & Marketing
* Social Media Marketing - Press Release, Newsletter, Blogs, Linkedin, etc.
* Contract Vehicles – GSA Schedules
* Government Certifications – 8a, VOSB, etc.
6. Marketing – for Government Contractors
Marketing – What is it?
WIKI: Marketing is the process of
communicating the value
of a product or service
to customers.
It is a critical business function for attracting customers.
7. Marketing – for Government Contractors
What is my Value-Add?
(Why Buy From Me?)
* Solve a Problem
* Do It Better
* Cut Costs
* More Efficient / Effective / Easy
8. Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
9. Marketing – for Government Contractors
√ identify core company capabilities
* What do you do? be specific
* What Industry
* Differentiator/s & Value-Add
* Size & Designation
* Past Performance – govt if you have
10. Marketing – for Government Contractors
√ identify core company capabilities
Capability Statement
1 page document
Primarily Text, Logo, one image
Industry Codes w description
Registrations & Designations – DUNS, TIN, etc.
Business Size
Relative Past Performance
Contact Info
11. Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
12. Marketing – for Government Contractors
√ determine company capacity
How Much Work Can You Handle?
* Teaming, Partnering, JV, Sub-Contracting
* Financial Considerations – payroll, govt pymt
* Ramp Up Hiring, Staffing or Production
13. Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
14. Marketing – for Government Contractors
√ develop a marketing plan
WHAT is your solution
WHO buys it
HOW much $ purchased – Agency Budget
WHEN is it purchased – sales cycle & fiscal year
HOW is it purchased – contract vehicles – bid requirements
15. Marketing – for Government Contractors
√ develop a marketing plan
* Competition - SWOT Analysis
* Incumbent intelligence – Contract Specific
* ROI – Company Budget & Time Frame
16. Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
17. Marketing – for Government Contractors
√ identify targets of opportunity
* Specific Agencies
* Specific Partners
* Specific Opportunities / Contracts
18. Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan,
√ identify targets of opportunity
√ make sales calls
20. Marketing – for Government Contractors
√ make sales calls
Contact: Buyers, End-Users, Contracting
Officers, Prgm Managers, Partners
Email: Be Brief – Add Value – Get Meeting
Meeting: Have a Goal – Demo – Incumbent - Next Steps?
Events: Networking, Chambers, Conferences, etc.
21. Marketing – for Government Contractors
Tips from Jennifer …
Start With Basics – DUNS, Vendor Registration, RFP notice
Industry Codes / Certifications / Designations
Biz Cards, Email Signature, Brochures, Cap Statement
Diversification – B2B, B2G (Fed v State)
Competitors Can Be Partners – Choose Wisely
22. Marketing – for Government Contractors
Conclusions………….
Marketing = Necessary Component
Marketing Plan = Ever Changing Guide
Be Specific
Make it easy for buyers to find YOU!
Make it easy for buyers to purchase from YOU! – ADD Value
23. Marketing – for Government Contractors
What Questions Do YOU Have?
24. Marketing – for Government Contractors
Jennifer Schaus & Associates
JSchaus@JenniferSchaus.com
http://JenniferSchaus.com
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