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Installment
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Now's the Time To Sell To the Government, Now's The Time to "Get Real"
By
Eileen Kent
Some people sell with enthusiasm, others are more laid back. The best sales technique is to be yourself - a human being looking to help government employees by making their job easier and following the rules.
So, you're in the field and the boss just told you that "you're fired" if you don't make numbers this month and your kid is about to get braces. How can you get out there and build relationships in that frame of mind? Be yourself.
Government executives are challenged with the same things you are. They have kids with braces too and they are getting leaned on by their superiors to get the job done in half the time. So why not be honest with them when you meet with them?
Has it ever become so tough in the field that you just told a customer that you are in a do or die situation at your business and all you need is one opportunity? Sometimes, that works. The government employee knows what it's like to be the underdog and they want to help you get in - that is, if they know you, trust you and like you. Even when they can't give you the business, they'll probably refer you to someone who can give you the business now.
I'm not saying to beg for the business, but ask them what's happening in their life and share what's happening in your life. By showing you are a vulnerable human being, they'll connect with you. It's amazing how "getting real" really works!
When I was first selling to the government, I partnered with other sales executives who were not competitors, but networking partners who were calling on the same end users. I brought them along with me on some of my client calls to see if there was business for them and to also observe.
Success #1 - Share Something Personal I was in the field with a very laid back, yet experienced government sales executive and we met with an Administrative Officer for an agency on the West Coast. During the meeting, the AO had to take a telephone call. As the AO was hanging up from his call, the sales rep turned to me and said, "Boy, am I in the mood for a Margarita." My eyebrows rose realizing the client was listening and I started to get a little uneasy.
The comment caught the AO's attention and he went right into several great recipes for Margaritas and where to get great Margaritas in town. From there, we started talking about all kinds of connections and "recipe" to do business with their agency. The client was determined to assist us in any way. In fact, he gave us a list of AO's at the agency across the country!
Success #2 - Ask Them to Tell You about Their Public Service I was with a sales executive who asked an agency end user who served in the military a great opening question. "Tell me about your service," he said. The client lit up and told us about his heroics throughout his lifetime. Again, the client opened right up and connections were made.
Success #3 - Ask For The Opportunity-Even If It's Too Late I took sales executive to a high-profile agency where there was a rather publicized opportunity in Washington, DC. When I introduced him to the end user, she told him it was too late and the contract was already awarded. He responded very simply with, "That's okay, if you ever need me for something small - even if you only need one item, I can help you in a pinch." She pulled out a picture and asked him if he had anything similar. He said yes and she asked him to give her an immediate quote for 500.
The Government Doesn't Buy from You - PEOPLE Buy from You.
As long as they trust you'll perform, government executives will take a chance on you. You are up against the name brands: Boeing, Lockheed, S.A.I.C., and Dell. How can you compete? By getting in front of the client and celebrate that you are the little guy - the Small, 8A, Woman-Owned, Disabled Veteran .....etc. But the most important factor is that you are Local and you are the Best!
Remember, the advice of the Chief of Procurement in Warren, MI: "Be the best product, the best service and the best price." It's difficult to find all three, but the only way you can make your business fit the agency need is to uncover inside intelligence.
How are you going to do that? You need to make the calls, walk the halls, perform and ask for referrals.
Most importantly, be yourself.
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