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Government Contracting : Marketing:
Tips for Building a High-Quality List of Buyers
By Robert Saker
Perhaps the single greatest challenge in sales is identifying and making contact with the actual buyer. This is an even greater challenge in government sales, as access to buyers is often restricted due to security concerns.
How do you develop and maintain relationships with buyers in light of these challenges? In the first of a two-part series, we'll cover methods on developing prospect lists in government agencies.
A major priority in your sales efforts should be growing your prospect list. However, quality is equally as important as quantity. By high-quality, we mean prospects that either make or influence the buying decision and not people whose primary role is as a gatekeeper.
There are several methods you can use for developing a list of prospects, and the type of list also will vary based on the intended form of contact. Be sure to identify what forms of communication you will be using (direct mail, phone, e-mail, etc.) and tailor your efforts. For this article, we're looking at developing high-quality relationships with Government Purchase Card holders.
Develop the List
Most agencies provide a list of contracting officers (the PTAC has a list of all Federal contracting officers for District 7), but these are not the end customers. Contracting officers serve an important role in the purchasing process. They primarily perform the following tasks:
- Assure that the contractor performs the technical requirements of the contract in accordance with the contract terms, funding, conditions, and specifications.
- Perform, or cause to be performed, inspections and require the contractor to correct all deficiencies.
- Maintain liaison and direct communications with both the contractor and the using activity.
As a businessperson, you want to develop relationships with these contracting officers. They can be valuable advocates if you experience difficulties, and they can help you ensure compliance with any specific regulations.
You will want to move past these contracting officers to identify individual card holders. Do not contact the contracting officers for a list of GPC holders, they will not provide them!
Incremental List Development
I recommend asking for limited contact information in the beginning. Ask yourself, "If someone requested my information, what would I be willing to give immediately?" This reduces the barriers to obtaining information. Focus on collecting basic contact information from the prospect, including name, title, contact information (phone and/or e-mail), and permission to contact them.
Over time, add information in increments as you develop the relationship. A benefit of this method is that it encourages you to maintain contact with the customer and focus on learning more about them. Each time you speak with the customer, gather additional information and make a note of your conversation. This method requires some level of sophistication in customer management, which can be as basic as an Excel spreadsheet or more advanced with a Customer Relationship Management/Sales Force Automation tool (find CRM/SFA tools).
Chances are your organization may already be doing traditional collection of information. Here are some ideas for collecting information:
- Gather cards at tradeshows or events. My number one recommendation is to attend government specific conferences such as matchmaking events and provide incentives for providing contact information. Nowhere else will you meet a roomful of actual buyers, besides in the base cafeteria! Make a note on the business card or sign-up form if the person is a purchase card holder.
- Ask existing customers for leads. If you are already doing business with an agency, ask your contact for other people in the agency that might be interested in your product.
- Contact partners for leads. Do you partner with companies that do business with the government? Ask these companies to provide you with contacts and be willing to do the same for them.
- Allow for "GPC" field in incoming calls. When cold calls enter your company, qualify the person by asking if they are GPC holder and enter that in your system as a separate field.
- Volunteer to speak or participate in events. Many people develop commercial networks on the golf course, but your efforts don't have to be limited to the greens. For a small sum, your business can often sponsor athletic leagues, workshops, or community events in which your customers will likely participate. Attend the events and pass out information. The Bellevue Chamber of Commerce often hosts events for Offutt AFB.
- Ask the contracting officer to distribute your information. Do your research and don't ask to send information to everyone at the facility. Think about what areas would use your product, and ask the contracting officer to distribute your information in that focused area.
- Provide a form on your company web site. Encourage visitors to make an initial contact with your organization, and make sure you provide a notice that the customer is agreeing to be notified!
- Advertise in agency specific publications. Military bases often publish their own newspaper or news web site and are well read by personnel, such as the Offutt Air Pulse at Offutt AFB. Contact the contracting officer or agency web site for information on publications and how to advertise.
- Advertise in function specific publications. There are publications for many other groups such as Veterans magazine.
- Advertise in geographic specific publications. Newspapers and cable television stations often offer geographically targeted advertising, and at less cost the publishing to their entire audience. Another option is to pick specific newspapers in just that location, such as the Bellevue Leader
- Gather information when subcontracting. If you provide a service to an agency, get the contact information on customer service, sales and support calls.
- Provide methods for providing contact information on all customer materials. This includes invoices, statements, brochures, customer surveys and feedback forms.
- Provide "pass-it-on" materials. Encourage people to pass your materials to other people they think would be interested.
Be sure to read next month's article, as we discuss methods for maintaining relationship and improving visibility.
Questions or comments, contact alalexander@.unomaha.edu
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