Technology companies selling into the US government know that the public sector is like a foreign country with its own language, rules, buying cycles and political influences. It is not a single entity but a sprawling segmented market with many audiences. Most federal buyers are outside the Beltway although all purchasing roads eventually travel through Washington DC. A committee sales cycle is the norm. Instead of shareholder satisfaction, US government agencies strive for green scorecards on the President’s Management Agenda and compliance with FISMA [Federal Information Security Management Act of 2002], and all agencies and departments are subject to Congressional oversight.
Successful Selling to the US Government
Here are three keys to successful marketing and selling into the federal US government:
- Retool sales and strategic marketing material for the US government; you must demonstrate an understanding of the federal market. What works in the commercial business to business market will not succeed with the public sector.
- Remember that US government employees cannot accept gifts over $15; it is a violation of the Federal Procurement Integrity Act.
- Be patient. A sustained, integrated marketing effort is required to make headway with the US government. Relevant messaging appropriate for your target audience’s mission is essential.
The messages that make federal buyers take notice, via a relatively small group of outstanding online and print publications, are:
- You have experience with several agencies (see the CustomerYieldSMprogram);
- Your solution is compatible with other systems; and
- Customer service is integral to your offering.
Give us a shout now if these are your markets.
