The Key to Selling to the Government

Navigating the complexities of selling to the government can feel overwhelming. Many companies believe that by following a few basic steps, they'll start landing contracts. The usual advice includes the following "best practices" for selling to the government:

1. Determine your business size.
2. Register as a government contractor in the System for Award Management (SAM.gov).
3. Collaborate with your local Procurement Technical Assistance Centers (PTACs) to better understand opportunities in your area.
4. Develop a comprehensive capabilities statement and presentation.
5. Explore subcontracting opportunities with Prime contractors.
6. Identify and target federal agencies (a significant task in itself).
7. Participate in government networking and matchmaking events.
8. Search for bid opportunities on SAM.gov.
9. Learn to read and understand solicitations.
10. Prepare detailed and responsive proposals.

And then... just wait for the contracts to roll in, right?

The Reality of Selling to the Government

How well has that approach worked for you? Many companies diligently follow some or even all of these "best practices" only to end up frustrated. Some give up too soon—success in selling to the government often takes 12 to 20 months to materialize.

The issue is that most firms focus on the latter steps—responding to RFPs and RFQs—without considering the broader federal sales strategy. Waiting until an RFP is released to start selling to the government is a reactive approach that often yields poor results. To truly succeed, businesses need to engage far earlier in the process.

The Knowledge You Need for a Successful Federal Sales Strategy

Many businesses fail to invest the time required to understand the federal procurement process, the roles of various agency personnel, and how requirements are developed. This knowledge is essential for crafting an effective federal sales strategy. By engaging early, you can influence the requirements and position your company as the solution provider that agencies need.

Selling to the Government Through GSA Contracts

For companies looking to enhance their federal sales strategy, understanding the rules of the game is crucial—especially for GSA vendors. While obtaining a GSA contract provides access to exclusive opportunities on eBuy, the real value of the GSA Schedules program lies in the ability to proactively create deals. By focusing on deal creation, you can build a strong pipeline of opportunities, thereby significantly improving your chances of winning contracts.

Understanding the Federal Buyer’s Journey: A Core Component of Your Federal Sales Strategy

Experience in B2B sales is valuable, but selling to the government requires a different approach. Guesswork and trial and error are not strategies—they are pathways to frustration. A well-informed federal sales strategy involves understanding who the key players are and how to address their needs effectively.

To take your federal sales strategy to the next level, consider our FedBiz Navigator program. This coaching program is designed to guide you through the intricacies of selling to the government, from market analysis to strategic outreach and beyond. Our expert coaches will work with you to develop a tailored approach that aligns with your business goals, helping you create and capitalize on opportunities in the federal market.

Visit our FedBiz Navigator page to learn more about how our Sales and Federal Business Development coaching can empower your business to achieve sustained success in the government sector. Don’t leave your success to chance—partner with us to navigate the complexities of federal sales and drive your business forward.