Government Marketing: Creating the Perfect In-Person Pitch


According to the Department of Defense there are a few ways for contractors to create the perfect in-person marketing pitch. Once a business has registered in the SAM registration and started a government marketing program it is time to attend events and/or set up meetings to introduce yourself to government buyers. Before you meet with these procurement officers and contracting officials you should be prepared with the following documents and strategies:

  • Elevator Pitch – An elevator pitch is a short presentation that explains your business in less then a minute. This type of pitch is designed as a quick introduction to your business explaining who you are, what you do and how your business stands out among other contractors.
  • Capability Statement – A capability statement is considered to be a business’s government resume. This document will display all of the important information about your business as a government contractor.  This document should include: your company name, government-formatted website, contact information, locations, small business categories or federal set-asides, DUNS Number, CAGE Code, and any other certifications.  This document should also contain North American Industry Classification System (NAICS) codes and capabilities. Businesses are also encouraged to provide any Past Performance such as any awarded federal/state/local contracts with Point-of-Contact information. As well as any significant subcontracting solicitations awarded.
  • Be Focused and Brief –  Make sure that you keep every interaction brief and do not talk for a while. Some business owners have a tendency to talk for a longtime about their business. After a few minutes of discussing your business the procurement officer is other going to be interested in your services or looking for the fastest way to get away from you. Be brief and to the point. If your pitch is good the procurement officer will start asking questions and want to know more about your business.
  • Know your Audience – Depending on the type of event you are attending you will get a better idea of what you should push in your presentation. That is why it is important to make sure you mention your federal set-asides and at least three key products/services your business sells.
  • Problems/Challenges your Business Solves – Prior to the event prepare a few possible questions that could be asked by procurement officers and make sure your answers provide solutions to daily issues.  It is important that your goods/services appear to fix common issues that would require your services frequently and not just once or twice. It is important to explain your worth and how your business is needed often.
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