We frequently talk with business professionals
who want to pursue government markets but are not sure where to begin. Whether you are new to this segment, or a seasoned veteran, here are three basic secrets that
should be kept in mind when selling to the government.
First, solve the
problem. You might think this is obvious, but many
times sales people propose canned “features and
functions” instead of real solutions. In order
to solve real problems, you must get prospects to reveal
their true pain points. This means being there before the RFP is issued
whenever possible, and it means establishing good rapport and strong
credibility.
Once the problem is well understood, the
solution offered must clearly provide a legitimate fix. “Smoke and mirrors”
may win you the occasional deal, but real solutions create a long-term
business. If you can’t solve the problem, move on.
Second, follow the
rules. Policies and procedures are fundamental elements of government procurement. Successful contractors will be adept at following them. That doesn’t mean a
contractor can’t have some degree of influence over the process. It does mean any
influence must come in the early stages of the procurement cycle.
Third, make it
easy. “Ease” builds value in the government market
(in all markets really). So even if your product solves the problem, and you’ve followed all the rules, your solution still may
not make the cut if another vendor illustrates they require less
hand-holding.
The opportunity for winning government
contracts has never been better. Keeping
these three fundamental secrets in mind will help move the odds of success in your favor.
All the best,
Lorin
Rick and Lorin help companies increase government sales and
marketing effectiveness through their firm, Galain Solutions, LLC. For a FREE report entitled “Five Sales Rules
to Break when Selling to the Government” email [email protected] or visit
www.galainsolutions.com.
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