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Module 7 Marketing to Government Agencies

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hey there welcome back are you having

fun yet

uh if not I'm sorry

um this is a good module though and so

you can take this module and you can

actually apply it to the private sector

the government sector obviously with

modifications and tweaks here and there

but today's module or this module is all about

about

marketing to government agencies and

Prime contractors so without further Ado

let's get started once again my name is

Cheryl Brown I am the director of the

north San Diego sbdc I'm also the

program advisor for our procurement

program so today so this topic or this

module is all about marketing so let's

so if you recall back on module three

what to expect we talked about the

different sales cycles and the sales

cycle is the point from which you make

that initial introduction

to when you get a contract and so or get

it get a sale if you will

so with your b2c business to consumer

it's a really quick sales cycle anywhere

from like one to Thirty Days your B2B

business to business that's more of a 30

to 90 Day sales cycle give or take and

then the B to G is more like a uh 90

plus Day sales cycle business to

government now the rule of thumb is

whether it's B2B business to business or

B to G business to government the longer

the set well I'll back up the larger the customer

customer

the longer the sales cycle

the suite of the reward so

this is not a Sprint this is a marathon

whatever you do is not going to happen

today or tomorrow it's just going to

take some time so be patient

understand that the relationships do

take time especially with the B2B and

the b2g environment

if you are struggling like right now and

you need sales right now

you need to stick with a b2c customer

for now

but for this purpose we're going to be

talking or focusing solely on that b2g

customer the business to government now

this is either direct to the agency or

as a subcontractor to a prime the process

process

Remains the Same

and so

what is marketing

this is a really really broad term

and it can include anything from

making phone calls to having a website

to having a Facebook page to doing

Google AdWords LinkedIn Flyers postcards

all of it emails literally

literally

marketing is everything you do

good or bad

Kim Kardashian

that gets your product or service in

front of the customer it's everything

so I want you to take into consideration

this concept of marketing is everything

so imagine this you're in the grocery store

store

and you have your company's Jersey on or

your company's hat on

and it's just been a long day you just

want to get home and the person in front

of you is just taking forever and here

you are running late because as business

owners that's what we do we run late we

burn the candles up read different ends

and that's pretty impressive since

there's only two ends of a candle and

you're sitting there in line you're like

you're looking at your watch and the

body language and you're coming and

flying and rolling your eyes

guess what

you're Mark Kitty yep

yep

because your company name is on your

jersey or your hat and you are that is a

direct reflection on your company

my favorite one my favorite example is actually

actually the

the um

the people who have or the companies

that have their company logos on their

vehicles or their wraps and stuff like

that now

that's great and it can be great

marketing if

you don't have road rage

and if

you follow the rules the laws of the road

road

so if you and only you know this about

you if you struggle with road rage

own it I do recommend trying to work on

it obviously but

if you do

stop putting your your company name on

your vehicle

stop it

because that's marketing

and if you're driving around with your

company vehicle with your name all over

the vehicle

and you're weaving in and out of traffic

you're not obeying the speed limit

you're running red lights you're using

those hand gestures

let me tell you something

that's a direct reflection of your

company and if I'm sitting there in traffic

traffic

and I see that company vehicle doing

these things

I'm not going to be calling them

so this actually happened with a client

of mine

and I happen to be on one of the roads

and I was driving along and all of a

sudden I see this vehicle this company's

vehicle go from like the number one lane

all the way to the number three Lane

no directional no nothing

cutting people off and I'm like huh

huh

I saw the name of the company I was like

oh my goodness that's one of my clients

so I had to give him a call later on

that day like yeah so I saw you were on

such a such a street about such and such

a time um

doing such and such a thing and

he was just like yeah I was running late

to an appointment and yada yada blah

blah blah I'm like listen

all of those cars that you cut off they

saw your company Nate and I guarantee you

you

I guarantee you that that person that

you just cut off is probably the one

going to be the customer that you're

just going to see and now you kind of I

don't want to say ruined it but you've

left a really bad example so remember

First Impressions do last a lifetime and

so you want to make sure that whatever

you're doing

you are always marketing

when you're in a class or you're an

event and you've got your company name

on your shirt or whatnot

and you're being let's say um I don't know

know

hostile or impatient or would I like to

say a pita a pain in the asset

remember that all those people that are

around you are seeing your company name so

I want you to keep that in mind

marketing is literally everything you do

good or bad

now that we got that out of the way

there is

only one way to generate Revenue there

is no other way

in Government Contracting is no

different the only way

to generate Revenue

is through marketing

there's that there's no other way you

want to know how to make more money then

you need to Market more that's

bottom line

now the big difference between Marketing

in the private sector and the public

sector is that you also have to follow

the rules so that's pretty much the only difference

difference

Government Contracting is no different I

want you to remember when we reached

when we went to my during module three

how we talked about these people being

people first

this is part of the game there is

marketing and when it comes to

Government Contracting so

suppose a couple you know

a couple things here

number one

your buyer

can't buy it from you right now

and think about that

why can't they

well a lot of times when I ask that

question I get responses where I'm

wearing a live training event is well

because I'm not registered nope

nope

uh because I'm not certified no

they can't buy from you right now

because they don't even know you exist

and that's the first step in marketing

your customer needs to know that you exist

exist

because they can't buy from you if they

don't know that you exist now the second

piece of it is they won't buy from you

and the reason they won't buy a few is

because they don't trust you they don't

believe in you they don't believe that

you're going to be responsive so

first obstacle we have to overcome

is that we need to let them know that

you exist

the other obstacle we have to overcome

is that we got to show them that we're

going to respond and that they can trust us

but how do we do that well there's very

specific stages within marketing

obviously the ultimate result of

marketing is sales

revenue is being generated

okay but before we can get to that we

have to complete the first two steps and

the first step is name recognition

and we do this by simply introducing

ourselves to the various buyers

we also need to then create trust and

the way we do this is be by prompting

and creating an open dialogue like

asking questions like

what are you currently doing in the

areas of procuring your services what

are your minimum requirements what can

we do as a small business to be eligible

for opportunities what certifications if

any by doing these open-ended questions

you're creating an open dialogue and

every time you're engaging you're also

creating name recognition so

there is a difference between marketing

marketing is everything you do the

marketing process is controlled by you

and it includes engaging

inspiring being a resource name a

condition building trust I always say as

so ever

ever

ever ever ever ever

for those of you East Coast Fans ever

they never ever ever so

what they do

is they educate their customer to make

the best possible choice for those

customers for themselves even if it

means going to a competitor

well I know

that hurts I know it does

well choice for themselves because that

is going to show Integrity that is going

to show your customer that you care

about them all right even if you really don't

don't

but there is situations where you're

just not the right fit for the customer

so business owners educate

we also inspire

our customers to want to do business

with us or at the very least refer us to

those that want to do business with us

we Inspire them

and then finally we're a resource for

them helping them make their job or

their decision easier giving them

options having your buyers back

the marketing process is controlled by you

you

the sales process is really transactional

transactional

it's the point from which your customer

has decided that you are the right fit

for their needs

they control this your customer controls

the sales transaction because it's

really sales is the transaction

trading money for service or products

they control this process your buyer

controls this process how did you know

when you're going from the marketing

to the sales typically

typically

the the hint here when you know you're

starting to transition that way and

marketing never stops by the way even

when you're transitioning to sales

is they start asking you questions

when they start asking you questions

when your buyer starts asking you

questions that's when you know

you're starting to enter the sales cycle so

question and I want you to ask yourself

something this maybe you want to pause

it for a moment

can you have sales without marketing hmm

simple answer no

it is impossible for you to have a sale

if marketing is everything you do name

recognition building Rapport you cannot

have a sale without marketing now some

of my clients are like but Cheryl what

about referrals

oops that's the best kind of marketing

that is your customers

telling others how great you are it's

still marketing so remember marketing is

everything you do directly or indirectly

that gets your product or service in

front of your customer so it is

impossible for you to have a sale

without marketing okay

okay

but can you have marketing without sales oh

yes

the short answer to that question is yes

you can we call that bad marketing

now it doesn't necessarily mean that

your marketing strategy is bad in

general it just means that it's missing something

something

and the one thing you know there's four

reasons why your marketing is not

working only for

and I know marketing advisors they are

much more skilled but I like to keep

this very simple because I'm not a

marketing expert

so we're going to keep this really simple

if you are marketing

and you're not at least getting some

sort of Engagement

then you're missing something

so why isn't your marketing working well

number one you're inconsistent when we

see this all the time

typically what happens is

it's January right and it's a slow month

because everybody's paying off their

credit cards from Christmas and kind of

just getting back into the new year and

they're off at the gym doing their new

year's resolution all that good stuff

so when you're not busy working performing

performing

selling whatever

you panic and you start marketing like a

crazy person you're marketing Market Market

your marketing like every single day

sending out emails phone calls all that

good stuff well

in general just generally speaking if

the sales cycle is 90 days just as an example

example

what happens from all your activities in

January when we get to

February March April

well in April now you start reaping the

benefits of all the marketing you did in

January so now things are good they're

making money you're performing on

contracts everything's going well you're

but in April what are you not doing

because you're so busy working on the projects

projects

that's right

you're not marketing

so then

what ends up happening is in April

because you're not marketing May June July

July

July now you're back to oh my gosh I

gotta market so is this is like a roller coaster

coaster

inconsistency is one of the keys

to why your marketing is not working

so I want you to make a commitment to

yourself and to your business right now

this moment

that you're going to dedicate at least

30 minutes every day every day

to marketing

just 30 minutes

now of course you can always do more but

to get you started when those days are

busy you're you're putting out for fires

and the kids are screaming and you've

got to go to basketball practice and

baseball practice if everything's going

on the dogs Embark and the kitties are

screaming all that good stuff

for about 30 minutes to do some marketing

marketing

now the second reason why your marketing

may not be working is that you're using

the wrong platform or the wrong medium

so I like to keep things super simple um

supposing you are targeting and

marketing to senior citizens

but all of your marketing is being done

on Instagram or SnapChat

now your marketing might be wonderful

but most seniors are not utilizing those platforms

platforms

so even your the greatest marketing

message is going to be lost if you're

not using the right platform so I want

you to think about that if you're

marketing and you're being consistent

and you're not at least getting some

um open dialogue

check to see if you're using the right

platforms to get in front of your

customer based on

that Target Market

the third reason is you're sending the

wrong message or you're speaking the

wrong language

now if we go back to that senior citizen

example could have been easy one and

you're targeting senior citizens but you

hire Kanye West to be your spokesperson

are most senior citizens engaging with

things like you know the Kanye West of

the world

probably not

so don't no matter what platforms you're

using if you're not speaking their

language or you're not sending the right message

message

you missing it

and then the fourth reason is a little

bit of everything of the above

so I want you to take a moment like

every month

I want you to kind of review your

marketing activities and I want you to

ask yourself okay

am I missing one of these key components

as to why my marketing may not be

working and this is something that you

have to assess and address and analyze

you know every every couple of months at

a minimum

twice a year I recommend at least

quarterly maybe even monthly

just to kind of see what kind of

adjustments you can make

now with the marketing we're going to

keep being super simple when it comes to

Government Contracting number one

I'm going to tell you what platforms

you're going to use

and there's only three

phone calls emails events

that's it

phone calls emails events events emails

phone calls

those are the only mediums you're going

to utilize for Government Contracting

and pursuing opportunities with the

government and Prime contractors I'm

gonna tell you right now

the government buyers are not on

LinkedIn and if they are it's because

they're looking for a new job

they're not necessarily on social media

not at least in this capacity

so don't waste your time

only three mediums you're going to be

utilizing for Government Contracting

if you recall back into the introduction

module one I was like this can be the

easiest thing you do

this is one of the reasons why it's easy

because you're not having to worry about

all of that other stuff

phone calls emails events

phone calls in those events

phone calls emails events

one more time

phone calls emails events

so it starts out

with the first step is okay so you found

your buyers right from module four

you check to make sure that those buyers

were viable from module five

and now

in short this is called an elevator

pitch and the reason why it's called an

elevator pitch is because it's something

that you can do

within the time it takes you to ride an

elevator now I'm not talking about

riding the elevator to the Empire State

Building I'm talking about a quick

elevator pitch

typically at the very most time you're

going to have is 30 seconds ideally

though people start generating their

Impressions within the first seven to

ten seconds so you want to keep it

simple you want to keep it quick fast

and give them something to kind of chew on

the purpose of this meeting the purpose

of the elevator pitch is not if we look

at dating is not to get married

it's simply to get either the phone number

number

or the first date

that's it

so I use the the example of dating

frequently on this in this module

because I think it's all something we

can relate to at some point in our life

so imagine this

you're at the produce section of the

grocery store because apparently that's

where you meet your forever love right

but you're at the grocery store you're

in the produce section and you see the

Cutie across the way

in front of the lettuce and the salads

and you're like wow I'd like to I'd like

to know who that is

you don't go up to that person and start going

going

and telling them all of your deep

darkest secrets oh

because the purpose is simply to get the

phone number or maybe set up a coffee

date or happy hour or whatever

that's what this is

it's an opportunity to just get the

first date

we need to prepare for this because it's

going to happen

and how do we prepare well there's

verbal and non-verbal and even when

we're in in a virtual environment

because a lot of events are virtual

um there is the non-verbal and the

verbal the verbal's the easy part your

name your company name your general

service of products maybe a reference to

uh a past project and then an open-ended question

the non-verbal is

everything your body language is saying

so whether that be

um your dress attire your tone of voice

your eye contact your your engagement

even your inflictions of your voices

whether you're kind of laid back and

sitting down or maybe you're in the

around the camera oh I see you out there

some things uh

remember early is is late and uh early

is on time on time it's late so

try to always give yourself at least 10

extra minutes so that you can

you know freshen your breath check your

hair whatever

also if you're in a virtual environment

make sure you test your audio in your video

video

and just to impress even if it's the top up

and then especially when you are in a

virtual environment decide to eliminate

the distractions I know that's that's

tough I mean I I get it my office is on

the patio because it's easier to kick

everybody inside than it is to kick

everybody outside and I can never control

control

the neighbor's landscaper usually they

come on Thursdays but sometimes I switch

it up or the neighbor's dog barking but

do your very best to eliminate any kind

is you're going to practice practice

makes perfect first thing I want you to

do you're going to write down your

elevator pitch and you're going to tweak

it although I want to say don't over

complicate because this is very a very

simple intro

then I want you to memorize that

elevator pitch

memorize it till you know it in your sleep

sleep

now here's the fun part

take your phone or your camera

set it up to record

leave the room

come into the room and approach the

camera as if the camera is your customer

that you're going to be speaking to

and I want you to record your pitch now

after you record

I want you to review it I want you to

watch it

and when and you're gonna have to

re-record it re-record it practice

practice now when you can re-watch that pitch

pitch

without cringing

you've nailed it so

to help you prepare

let's get started with that this is

going to be one of your homework

assignments should you decide you want

to move forward

now what I've also done is I've actually

created step-by-step marketing actions

that are going to help you

with this

so let's take a look here I'm going to

stop our share here

and I'm going to bring up that document

and you're going to have access to this

so you're going to have this and I want

you to make sure that you truly just

just copy and paste

that's all you got to do

so here's an example of an introduction

now this particular particular one

is an email

and one of the things I want you to do

when you are sending an email always

put the name of your company the first

thing in the subject line

ABC company introduction ABC company

follow-up ABC company question ABC ABC ABC

ABC

because one of the first steps of

marketing is

then in your body of your email very

short sweet to the point and do not send

a whole seven paragraph dissertation

please don't nobody's reading it nobody cares

cares

it's going to be very simple

dear person's name

my name is Cheryl Brown of the sbvc the

sbdc is a no-cost service for the small

business Community specializing in

procurement Government Contracting human

resources and business planning most

recently we were awarded a contract with

the city of San Diego to provide

technical assistance to the small

business Community located within the

city of San Diego

what is agency Department currently

doing in the areas of procuring or Outsourcing

Outsourcing

small business Consulting Services

I look forward to your response

sincerely you got it

that's it

your name

your company name

what you do

a little reference on what you've done

and then an open-ended question

so many times I see emails that are so

well written and they've got great

information and then they close out with

let us know how we can be of assistance okay

okay

you know prompting me to respond to anything

anything

I'll let you know

when you can be of assistance so now you

kind of close down the interaction or

when you send this email when you make

this phone call

this introduction

is only going to be a couple things

that's going to happen number one they

ignore you

that's okay

the other thing they're going to do is

they're going to respond to you without

actually answering a question with a

very generic copy and copy and paste

typically this is going to say something

along the lines of you know register in

our portal or maybe you know check on

Portal or everything was posted

they've never answered your question

they also they can respond with they

don't procure well

well

maybe they do maybe they don't rarely

rarely

they might respond what they do procure

so what does this look like what do we do

send out the initial introduction

and they ignored you

that's okay

in one weeks and another introduction I

would recommend changing the content

slightly so for example from module uh

four finding your buyer if your buyer

posted or has a procurement for

logo branded safety equipment this is

probably a super common one so a lot of

the clients that I work with that are in

the promotional materials or promotional products

products environment

environment

the government that they don't connect

the two so the government doesn't

necessarily procure promotional products

like pens and stuff like that at least

in their mind

what they could procure is logo branded

safety equipment so maybe in your first

email you introduced yourself as a

Promotional Products Company

well they ignored you it's okay this

time you may be utilizing the same

wording that they used

in that award notification that we saw

in module four with finding your buyer

so instead of saying promotional

products we use the same wording as the

buyer did aha

now this is what this is a way for the

buyer to connect like oh okay yes I buy

those yes they Supply it okay

ask the same question

it is super important that they confirm

that they procure your offering before

you jump through any Hoops in

registering or certifying

if you're not quite sure what I mean by

that refer back to module 5 when we test

the next thing they do is the blah blah

blah they copy and paste

and they're going to say something like

you know get registered WE Post

everything whatever this is a very

generic copy and page you can see it a

mile away

the thing is they've never answered your question

question

so before you start jumping through

hoops you want to make sure that you do

get the answer to your question so when

they tell you to register before

answering the question just simply let

them know great thank you so much we'll

get working on that right away even if

you already have done this

don't tell them that at this time

then we do while we're working on these

hit with the same question what are you

currently doing in the areas of

procuring these products or Services now

in the marketing

handout that you're going to get here

outcome one

they ignore you

and here's some examples of what you can

how come two they copy and paste same thing

thing

exactly what you can respond with so

outcome three

they do not procure they let you know

now that's not something we procure so

either a they're lying

because they're giving you a blow-off

remember the dating I'm washing my hair

I'm watching my nails dry whatever

and we know that they're lying because

we saw their name associated with

something that we sell

if that's the case

thank them for their response

provide them with your capability

statement and then add them to your list

of follow-up on monthly just you know if

they're going to lie to you let's just

move on

maybe you found this buyer's contact

information and you really don't know

whether or not they procure your product

or service at this point they're not

lying and so we again thank them for

their response

provide them the capability statement

and then take them off your list don't

waste your time

you're gonna notice

that this is the first time I'm even

mentioning the capability statement

hopefully you remember capability statement

statement

module six the one before this

here's a little tip

this is the only time you're gonna

you're going to provide your capability

statement unsolicited

every other time do not provide your

capability statement until you are asked

for it

and the reason behind it is so we have

an excuse to follow up remember

remember

first thing we need to do is create name recognition

recognition

second thing we need to do is create

Rapport and in the government sector the

way we create Rapport or trust is

now this never happens

rarely does it happen they're like oh

now

again before you start jumping through hoops

hoops

for registry registering or certifying

or anything like that we need to find

out if we can meet their minimum requirements

requirements

and this is when I like to create the

open dialogue again you wonderful

what are your minimum requirements to be

eligible for opportunities with such as

insurance bonding Etc

and again if we go back to these marketing

handout

you're going to have the same exact

it's not until you confirm and that they buy

buy

and that you can meet the minimum

requirements it's not until then should

you invest a moment of your time getting

registered or certifying or doing

anything else that they're asking you to do

you've got to confirm those two things

first and foremost so you don't waste

another thing that they'll say and this

is kind of like the copy and paste

component is everything is posted on

their website well

that's not entirely true they're Liars

not always

but in their mind it is

and so you know depending on the agency

some agencies actually do Post 90 of

what they procure but most agencies

they're only posting about 10 percent

there's only a handful that actually do

Post everything

once again when they give you that copy

and paste what do we say that's

fantastic we will monitor the portal in

the meantime

what are the various ways the city of

San Diego procures goods and services

again name recognition open dialogue

follow-up follow-up follow-up follow-up

this is a very simple way to just

keep in front of them

so step by step

the first step is your introduction the

elevator pitch

what we're trying to do in this first

introduction is just find out whether or

not the point of contact that we're

introducing ourselves does actually

procure our product or service

and then we have a follow-up follow-up

the follow-up follow-up follow-up follow-up

follow-up

follow-up follow-up follow-up follow-up

follow up follow up follow up follow up

once we confirm that they do procure our services

services

then we want to find out what their

minimum requirements are then we want to

find out what we need to do to be

eligible for

then we want to find out what does our

profile look like on their end all this

time what we're doing is we're creating

name recognition because remember we're

putting our name first thing in that

email subject line and then every time

we're following up we're demonstrating

to the buyer that we're going to be responsive

responsive

being responsive is probably the biggest obstacle

number one remember this

they are people first

they are people first and they have a

lot of rules they have to follow

they don't make up these rules these

aren't rules that they have made up

these are rules that are above and

beyond them because they have a

fiduciary responsibility to follow the rules

rules

your job is hard they wouldn't like they

would it was like nothing better than

just being able to go buy whatever they

need and not have to go through any of

these hoops because they have to go

they have no obligation or requirement

to award you now I've actually heard

small businesses tell a buyer that

that

something along lines of I pay your

salary so you are required to buy from me

what would you ever say that to another

customer like outside of the government sector

sector

they have no requirement they have two

there's a lot of requirements they have

but the two things that they are

definitely required to do is number one

they must award to the firm that can

demonstrate they can perform

and they must award to the firm that has

the best pricing

other than that

they don't have a requirements World War II

the buyer is the one who determines who

gets the contract

the end user is the one who needs your

product or service two very different

people with two very different objectives

treat the government buyers like you

would treat any other customer

with courtesy with respect with graciousness

graciousness

and respect their role in the

procurement process you're no one from

nowhere right now

and we're going to show them at this

point that you know you're going to be responsive

and tell you one of the biggest things

one of the biggest complaints that

buyers have both Prime and agency buyers

is that the small business Community

does not respond

yep I'll tell you right now just last week

week

I got a request from an agency

and they said hey Cheryl

we need we're gonna have a need for

trucking services it's going to be a

three-year contract we estimate the

total three years to be about a million

dollars maybe a million five

and we're identifying three Trucking

firms that could be on this project for

got it

so what I do is I go out to 10 of my

Trucking firms that I've worked with in

the past 12 months

I know they're qualified

I know they're certified

so I reach out to them and I say hey

hey

John Susan Kathy Mike

hey such and such an agency has a

requirement or a request for trucking

services I think this would be a perfect

opportunity for you here's the information

information

first thing I need you to do is I need

if you need assistance please please

please let me know because they're

looking at us you know issuing this

announcement in the next couple weeks

and they want to make sure that you know

you're in your in the system and get

out of the 10 guess how many actually responded

zero

here's the thing

I this happens all the time

and it's unfortunate it happens all the time

time

so when it comes to government agencies

being responsive following up being

engaging is probably the hardest

art and the hardest obstacle to overcome

you know sometimes if you want to dance

all you got to do is show up at the

Disco that's it

so please please please please please

respond

even if it's gosh we'd love this

opportunity it's out of our scope of

work but we look forward to other

opportunities because num because you're

getting your name in front of them

here are some things do not ever

ever ever ever

East Coast peeps ever

do not ever

mass email

your buyers

do not do the to and from yourself in

BCC the buyers

certainly do not do from you and and

then all the buyers

no no no no no no no no first of all

and you get flagged for spam

that can evolved depending on how many

emails you send out like that you're

gonna get flagged for I server or

something or other

send individual emails

here hello them for the buyer

imagine this we'll go back to the dating scenario

scenario

it's Wednesday you're looking for a date

on Saturday so you get your cell phone

out and you text the 20 people that are

in your the 20 perspective dates

from your cell phone

to all of them at once

how do you think that's going to come

out is this going to get any results

I mean you might but probably not the

results you want

do not mass email do not bulk email do

not use things like Constant Contact

do not use generic emails like info at

sales at a lot of those emails get

flagged for spam

always use an email such as you know

Mark at Cheryl at or something that's

more tailored you can still have those

other emails

make sure that you're not sending a

hundred emails at a time

start out with maybe 10 a day maybe 20 a

day again now when talking about the

government sector

but number one please please don't ever

ever ever ever send last bulk mass

and

some frequently asked questions that I

get oftentimes

um I'm a certified fill in the blank

woman-owned minority owned small

business is a veteran own whatever isn't

the agency required to award me nope

no they're not

now you may see opportunities that say

you know a certain percentage required

however there's also the fine print

which says something along the lines of

or have the ability to demonstrate

you've done what is considered reasonable

reasonable

to a ward two

and this is actually pretty easy to do

because so many small businesses don't

respond so what a buyer does is they'll

reach out to their small businesses that

are in their system with an opportunity

and as I mentioned a couple slides ago

nobody responded so all the buyer has to

do at that point is put in

a waiver that says we reached out to 200

small businesses in our system with no response

response

I just yeah here's another one I don't

want to waste my time with marketing I

just I just can't I just bid and be successful

successful yeah

yeah

you can

I think the term successful is probably

very Loosely written here

remember that bidding is only about 10

of what's being purchased and usually

these bids are the larger projects in

which you're going to be competing with

larger firms that have the resources

that have the staff that have the

financials that have the past performance

performance

it is you've got better odds in Vegas

so is there going to be a point where

you are going to bid yes should that be

all of what you're investing your time

in no

oh this is good yeah I go to all these

Outreach events and nobody ever calls me why

why well

well

because they don't trust you they don't

think you're going to respond

Outreach events are important because it

gives you Face Time

now just because you went out on an

Outreach event yesterday

and there's another Outreach event next

month and the same people are going to

be there that you shouldn't go

no you've got to go remember the name

little hint

if someone remembers you in your first

meeting with them in that introductory

meeting it's only for one of two reasons

either your uppercase VIP very important person

person

or more likely a lowercase VIP very

irritating person

don't be a lowercase VIP

the one meeting the two meetings the

three meetings

that's part of the introduction

don't wait for them to call you

follow up with them and follow continue

why should I even go through all this well

well

you don't have to

but here's

what I recommend

and here's why you should consider this

doing business with the government can

provide your company with the level of

stability no other Target segment Market

segment can provide you

because these opportunities are often multi-year

multi-year

they're oftentimes minimum dollar

amounts and so I have clients right now

that if they sell if they don't sell

another hour of Labor or sell one more widget

widget

they at least know that they're going to

be able to pay their mortgage and put

food on the table for the next one three

five years

that's why you should go through this

so that you can have that stability

when not if

when we Face economic uncertainty in the

private sector

the government sector is still buying

so yeah you're going to feel a bit of a

hit when there's an economic situation

going on

but you'll at least be able to keep your

head above water because the

I have all these certifications and

nobody's calling me why well

well

I'm going to say then you need to go

refer back to

module three

what to expect

the certifications

can open up opportunities that may not

have otherwise been open up to you

they can also help you be competitive

when competing against someone who's not certified

certified

but they're not

legal mandates

there are goals there are initiatives

there are programs but just being

certified doesn't mean they're going to

call you

being on their list

doesn't mean they're going to call you

being registered doesn't mean they're

going to call you it's part of the process

marketing

favorite favorite module I highly

recommend that you re-watch it and

re-watch it and re-watch it as many

times as you need

so for homework

create your elevator pitch

record it re-report it until your

satisfied and if you want go ahead and

email us the recording and we'll give

we'll take a look at it and give you

some feedback before you finish the modules

modules

it's up to you

so our next steps okay

okay

you made it through module seven

marketing to government agencies again probably

probably

one of the and I just don't say that

because it's my module but when we're in

one of the most insightful modules in

the handouts

not only are you at the presentation but

the step by step

copy and paste start making those

introductions now you don't have to wait

you could start that now

next I want you to go to the next module

so you're going to go to our website

kind of the way you got to all these

other modules click on the plus sign

this is a tough one

make sure you're caffeinated

it is literally like a 45 to 60 Minutes

of acronyms

we're going to discuss all the various

certifications and kind of give you an

idea of what it's going to take to get certified

certified

so it's a tough one

I'll do my best to keep you awake

but again

be prepared and be careful and don't

don't don't if it's late at night right

now and you're just trying to bust

through these modules

call it a night for now

don't start this module module eight

late at night

because it'll probably put you to sleep

either that'll frustrate you and stress

you out

so without further Ado remember

if you need help now

we're here to help you

please please if you have something

that's time sensitive or as a deadline

just shoot us an email we'll do

everything we need we can to help you bye

bye

until next time

looking forward to seeing you in the

next module

module 8 and certifications

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Module 7 Marketing to Government Agencies