Let’s assume you have mapped out the products you are going to sell to the government. And let’s assume you have defined how you are going sell to the government (e.g., the type of contracts, or through open market sales). How do you market to the largest buyer in the world? Where do you start?
Government-Friendly Website
The first thing to do is to make certain your company website is “government-friendly.” A specific click-through section of your site clearly labeled “Government” is a good starting place.
Inside this area you begin by clearly stating your value proposition(s) in ways that address the public sector. Remember, some of what motivates the public sector is different than what motivates a typical business client. There is no profit motive in the public sector – it is mission fulfillment or service to the citizen. Other factors, especially for selling products, may be the same: how fast can you deliver it; what is your customer service policy, etc?
The Open Market B2G Website
If you sell on the open market (no contracts) you will be targeting the SmartPay (government credit card) business, and focusing on orders under $3,000. Downloading the SmartPay logo from the GSA website to put in your “government” section is always a good idea. Go to www.GSA.gov/smartpay .
As a product vendor it is good to emphasize that you are competitively priced, you’re your product quality is good, and that you can deliver quickly.
Author: Mark Amtower
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