Sales Firing Line
Remember Two Simple Concepts and You'll Win Federal Business
By Eileen Kent
May 29, 2006, 10:26

1. Follow the Rules

The Federal Acquisition Regulation (FAR) is the purchasing bible for federal contracting officers and all buying agencies. The rules are very specific about purchasing thresholds and the procedures to be followed. Typically, agencies have even tighter rules than the FAR itself. When you're speaking with a contracting officer, it is entirely appropriate to ask,"I would like to make sure I'm doing what I can to follow the rules. What are your agency's protocols. I want to follow them exactly." This question is guaranteed to uncover the unwritten rules which are specific to the agency, the region, the building, the boss and the contracting officer. You need to modify the way you manage a proposal based on the customer's rules and procedures. For example, if the agency tells you all proposals go into "the bin" and you are shown exactly where the bin is located, always hand deliver your proposals to the bin (i.e., to that contracting officer in that agency).

2. Make It Easy

Federal employees are overloaded with responsibilities -- especially during times of national crisis. Therefore, they need someone to make their jobs easier so they can serve their client (their department director or the taxpayer). Show your willingness and ability to assist by helping the federal employee determine his or her needs. Furthermore, make it easy for the contracting officer to purchase from you directly. How is this accomplished? If your company has a GSA Schedule contract and the contracting officer wants to buy from you, he or she need only procur three bids. In having a Schedule contract, you have helped the contracting officer avoid putting the opportunity out for public bid. If you have an Indefinite Delivery, Indefinite Quantity contract with the agency (which is the equivalent of a preferred vendor designation), the contracting officer only needs three bids on the task. If you have a Blanket Purchasing Agreement with the agency, the agency can purchase up to a specified dollar amount without competition (because they've already competed it and they can now order directly from you.) Understand, federal buyers have the time to spend with you to help you through their processes when business is slow or if they are not working on a procurement that involves a product or service you offer. You will not get their attention during a crisis or during a public procurement. During such times, they're too busy and they're too exposed. By establishing a rapport during slower periods, the federal employees will open up to you and coach you through their red tape thereby enabling you to help in a pinch.

Keys to Success with Federal Contracting Officers:

• Make the first cold call and introduce yourself. They won't know they need you until they know your special capabilities.
• Ask for help. Consider asking "I'm not sure if you're the right person but maybe you could point me in the right direction."
• Ask for and make an appointment with your target.
• Ask for another introduction within the building or on base.
• Ask for a referral. "If you were in my position, who would you call within your agency?"
• Ask for directions - - they'll walk you right into the decision maker's office.
• Follow up by e-mail, a phone call, a personal visit.
• Ask for a small order so you can demonstrate your worth. You will find that their idea of a small order is much larger than yours.
• Ask your agency contact "What are your proper protocols?" When it is time to move forward on the procurement, the contact will tell you if they have their own Multiple Award Schedule (MAS) program, if they use GSA schedules to select their vendors, if they use IDIQ's or BPA's. If you've established yourself as a trusted vendor, they'll help you help them.
• Deliver perfectly and on time, every time.
• Bill perfectly.
• Ask if there is anything else coming down the pipeline and how can you help them.
• Thank them with a personal hand written letter and send a copy to their boss on your company letter head. This will go in their personnel file and they'll never forget you for your kind words.

It is impossible to perform all of these relationship-building steps without staying focused. So only choose 3-10 agencies with which you intend to build your business.

Fedmarket.com Offers Three New Webinars with Speaker Eileen Kent:

National Disasters: You Can Help in a Pinch!

Date: Friday June 2, 2006
Time: 12:00 pm - 1:30 pm EST

If you missed the contracting opportunities which resulted from the Katrina and Rita disasters, Fedmarket has prepared a 90-minute program to help you (i) focus on your message, and (ii) target possible agency sources of business for 2006. "You don't want to be on the back side of these opportunities," says Eileen Kent. "You want the federal government to know in advance how your company does business and how you can help in a pinch."

>> REGISTER HERE
>> DETAILS

GSA Schedules: How to Close Business and Stay Out of Trouble

Date: Friday, June 9, 2006
Time: 12:00 pm - 1:30 pm EST

"The Five W's for GSA Schedules"

Who should have one?
What are they?
Where do I start?
Why do I need a GSA Schedule?
When do I apply and when do I start my sales program?

Fedmarket presents this popular class as an outreach for small-to-medium sized businesses that want to learn more about GSA Schedules, but don't want to listen to another government-sponsored "take" on GSA Schedules. One of the largest myths of GSA Schedule pricing is that you must offer "Most Favored Customer Pricing." In this webinar, we'll explain why you won't have to offer those rock bottom prices.

>> REGISTER HERE
>> DETAILS

The Time Is Now - Selling to the Government From Your Own Backyard

Date:Friday, July 7, 2006
Time: 12:00 pm - 1:30 pm EST

The time is now: No matter where you live in the world, and no matter how small your company, you can learn how to sell to the federal government from the comfort of your own office.

The Federal Sales Academy offers classes in Washington, D.C., Chicago, Los Angeles, Denver, Atlanta, San Diego, and San Francisco. But for businesses in remote parts of the country, or those too small to afford the cost of travel, this course has been tailored to meet your specific needs.

Attend Fedmarket's Webinar and invite all of your sales team and partners to attend along with you right in the comfort of your own office.

>> REGISTER HERE
>> DETAILS

Good Luck! It's a lot of fun out there "On the Sales Firing Line!"

Sincerely,

Eileen Kent,
Federal Sales Academy Director