Take some patience, commitment and perseverance. Add the appropriate amount of effective marketing and sales. And viola! You'll win government business. But what is the exact recipe needed for each government opportunity? At FBC's Fed Channels (held on July 16, 2003), federal marketing experts offered their advice.

GSA Schedules:
A Key Ingredient Heading the Fed Channels 2003 list of distinguished speakers was Patricia Mead, Assistant Commissioner for the Office of Acquisition Management at GSA. She explained how GSA can be your passport to government agencies, if you understand the contracts, market your business and form effective partnerships. GSA provides help at their Vendor Support Center at http://vsc.fss.gsa.gov.

"Successful GSA Schedule holders make sure they keep their contract pricing current and communicate their best value proposition to their customers", said Richard Mackey, president of CapitalReps, a firm that helps companies get and negotiate schedules. Mackey also stressed the importance of seeking Blanket Purchase Agreements (BPAs), teaming agreements for products/services you don't offer and knowing your competition.

Landmine or Goldmine?
As a government procurement/public contracts attorney, Robert Malyszek helps companies avoid and if necessary, solve problems in government contracting. He told the audience to be aware of verbal changes, show cause letters, waivers or deviations, the Prompt Payment Act and contract awards on a Friday afternoon.

When it comes to selling security products, John Morris, president of Corsec Security, Inc., discussed the importance validation programs and how important they are to overcoming barriers to entry. Corsec explained how to hurdle barriers to selling IT Security products, and detailed government validation requirements including FIPS 140-2 and Common Criteria. His advice: determine your requirements, examine the ROI, involve your organization and make use of expert advice.

Be Proactive and Committed
"Positive mindshare managed proactively leads to growth in market share. And there is no single path," exclaimed Mark Amtower, a leading authority and consultant on Federal marketing." One of the many paths is through the stomach, because everyone likes special treatment. So, Amtower advises, "For the press, hold a special private event for each and feed them."  

Does commitment count? On this topic, federal market business development consultant Mark Zellinger was very blunt. "If you think government is a 30-day business, you are doomed to fail." Realistic goals and timelines, a coordinated program, selling to your strengths and a dedicated government sales team are keys to success, Zellinger added.

Photo: Courtesy AAIA