Marketing Your Business

Marketing your business to the federal government is similar to marketing your business to the private sector. One of your first steps should be to define your target market. Try not to be too broad by merely stating you are looking to sell to the "federal government" or "anyone interested." You should have a clear objective to focus your efforts and make the most out of your budget.

Who Are Your Current Customers?

Take a look at your current customers, even if they work in the private sector. Identify who they are and why they are purchasing from you. This idea can help you find the same types of customers within the public sector.

Review What the Government Buys

Using the FPDS and USAspending, look at past contract awards within your industry. Take note of which agencies purchase your product or services the most and which vendor they are buying these from.

You should also look at the recent contracting opportunities on SAM.gov to see what is currently in demand.

Check Out Future Spending

Once you have identified the agencies that have a clear history of buying from your industry, check out their websites to see their future procurement goals and plans. Many agency websites have forecasts listed on items they know they will be purchasing.

If it looks like the agency will continue to purchase from your industry or that they have a large project listed that may need a contractor from someone in your realm of business, then they are someone you should look to target.

Analyze Your Product/Service

Look at your company's primary products and services and write down all the features and benefits that you have to offer. Consider your current customers in this and what they like about what you sell. Use this to think about how this would benefit the federal government.

You should write down what sets your company apart from your competition and what you could modify to make your company look more attractive to potential buyers.

Build Relationships

After you have defined your target market, the work has just begun. Use this information effectively by building relationships with these agencies.

Contact and meet with contracting officers or other vendors at industry days or site visits. Follow up on bids that you may have lost to receive feedback on how to improve.

You want to make your brand more appealing and well-known to the public sector.

During your marketing efforts your focus should never be on what these buyers can do for your business; you should always focus on how your capabilities and experience can help their agency meet its goals.