Now a day, the term marketing is very common to the world of businesses and commerce. But Federal sales marketing is somewhat a slight different concept. Federal sales marketing can also be called as Government Marketing, where the government get to deal with the businesses, which generally means selling. The government do not take as much as pressures like the commercial firms in the ways of marketing development. In the commercial world, a buyer is well aware of the product they are buying and the processes involved in it. But the Government Buyers buy the product but not the processes.
Three Types of Government Customers:
Procurers: Procurers are the end users who are considered to be the gate keepers of the program managers. They include contracting officers or specialists. Contracting specialists are there to help the Program managers to get the required services at the time of need and to give the best advices on how to avail those services. They are the key customers as they have their influence over the project manager and the duty of selecting the method of contracting.
Influencers: They are program managers and high level decision makers. They are individuals who can help generate the contracting requirement and are well - responsible to facilitate the execution. Influencers are to exercise influence over the contracting individual. They are to develop organizing-wide contracting policy but are not to conduct the contracting process.
End Users: End Users are staffs who use your product or services. Most of the end users are far removed from the contracting process and turn to their contracting specialists asking for help. Actually they do not care of how to get the contractor and only want the fastest mechanism to get avail of the contracting services. They are often to select their contractors and are always professionally in key contact with the contractors.
Few Questions Regarding the Problems of Federal Sales Marketing:
Are you are facing a problem of adhesion at the new stage of your federal marketing?
Are you competing in the federal market without achieving much success?
Do you have a sales plan of federal marketing that is yet to work or has failed to work totally?
Are you facing trouble in generating qualified leads?
Do you engage with the agencies those who are quite late in the buying process?
Federal Market Strategy Solution:
The market for federal government is a massive market with annually $90B above in IT spends and contractual relationships that are very large and sticky providing great opportunities for expansion in revenue over time. If you want a jump then you should be by no means considered as a small endeavour. The federal government is a complex, refined with regulations, and agitated with lengthy cycles of sales that require a massive investment before having to get any returns. Federal sales marketing is a unique set of ways and strategies that all scale ups should practice.
The federal government is not like other corporation that is motivated to generate revenue and maximize profits. Rather it is a government entity whose objective is to serve the public good. This distinction is very critical to understand as it should let you know about the on-going market strategy. Federal Sales Marketing is in demand for a custom approach which cannot be fitted to one size. The federal Organizations must prove their initiatives to understand the priorities and as such should frame some policies or strategies which are as follows:
Each of the agencies has its own language of aligning the company’s vernacular. Many sales and marketing team take a one-size-fits-all approach, which you can quickly differentiate by translating your messages into the language that resonates with the specific agency you are targeting.
To put new policies into place the federal government initiatives are constantly changing the policies to put execution orders in place. It is the federal marketing team that must remain up to date on relevant news that impacts its target agencies. It is important to adapt your messaging to what is currently at the top of your mind for the prospects of yours and your customers and how your solution can help facilitate their current priorities.
A successful federal market strategy should have focused on a bundle of important strategy and tactical building blocks. Core components hence include creating a capability statement of the government. The capability statement of the government is a very simple, easily accessible and a one-page document that can clearly communicate core competencies, past performance and case studies for social proof, competitive differentiators, and any pricing or contact information.
Federal sales marketing requires an up-front investment of time, money, and resources. It also requires a higher degree of customer-centricity and a set of foundations, strategies, and tactics which is very unique in true sense. It usually pays huge dividends and massive returns.
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