Selling to the Government

Learn the crucial ins and outs of the world’s largest market

The U.S government market represents the largest single market—anywhere. Government contract tracking firm Onvia estimates that government business—federal, state, local, and education—represents better than 40 percent of the nation’s GDP. While anyone can play in this market, only those with the right preparation can win.

Selling to the Government offers real-world advice for successful entry into the biggest market anywhere. Get proven approaches, strategies, tactics, and tools to make your business stand out, build relationships, understand procedures, and win high-stakes contracts.

• Every year thousands of companies enter the massive U.S. Government (BtoG) marketplace, and by the end of the first year, most are gone and less than 10 percent make it to year two
• Author has advised hundreds of companies, including Apple, Dell, CDW, Northrop Grumman, General Dynamics, IT, GTSI, and many small firms, on all aspects of marketing and selling to the government

From the go/no-go decision, through company infrastructure requirements, marketing, sales, business development, and more, this book offers the best advice from the most recognized authority in the market.

Foreword Phil Bond xi

Preface xiii

Acknowledgments xix

Chapter 1 What It Takes to Play: Tips and Caveats for Chief Executive Officers, Boards, and Others Looking for Shortcuts 1

Chapter 2 How the Government Buys 19

Chapter 3 Determining Where You Fit: Prime Contractor, Subcontractor, GSA Schedule, Open Market, or All of the Above 35

Chapter 4 Infrastructure Issues: What Your Company Needs to Succeed 53

Chapter 5 Aligning Marketing, Sales, and Business Development 71

Chapter 6 The Power of Relationships 91

Chapter 7 The Myth of the Level Playing Field: How Small Businesses Can Play 107

Chapter 8 Differentiation is the Key 123

Chapter 9 Execution 137

Chapter 10 Building Momentum 143

Chapter 11 The Missing Link: Web 2.0 Tools 153

Chapter 12 Final Thoughts on Staying on Top of the Game and Becoming a Government Market Master 165

Appendix 1 Glossary of Common Government Terms 169

Appendix 2 Resources 207

Appendix 3 Advice from Industry Experts 211

About the Author 226

Index 227

United States government business—from federal and state to local institutions—is the largest market in the world. Regardless of economic trend or national and international conditions, it’s a market everyone wants to get into. But in the convoluted and complex U.S. government market, it can be tough to get an “in”—and there are few shortcuts a business can take.

Over the past twenty-seven years, Mark Amtower has advised hundreds of companies, from Apple, Dell, and Northrop Grumman to smaller firms of every genre, on all aspects of marketing and selling to the government. Now Selling to the Government presents a big-picture view that outlines the many avenues businesses can take to reach out and sell to this elusive market.

Amtower shows you how to find information on the niches in U.S. government business that are ready for your product or service, while helping you analyze and use the marketing, advertising, and public relations tools you already have. Then he connects you with the right resources to further develop your knowledge in this market, including:

• Free and low-cost research venues that help you determine the right path for your company
• Trade publications that give you the latest developments for your niche
• Government associations and Web sites that give you further information, connections, and insight into at-the-minute developments
• Online tools to determine the right schedule to follow in submitting your company for a bid

Selling to the Government offers the lowdown on the basics every company must master to tap into government markets. With fascinating stories of companies who have successfully developed their marketing strategies, incisive statistics, and helpful advice, this is the essential primer you need to break into and maintain your customer base in this profitable area.

MARK AMTOWER is the founder and owner of Amtower & Company, one of the most established advisory firms in the B2G space. He is a frequent contributor to national business publications, having written over one hundred articles for BtoB, Catalog Age, Catalog Success, DMA Bottom Line, Direct Marketing News, Entrepreneur, Federal Computer Week, and numerous others, as well as having a monthly column at WashingtonTechnology.com, the online component of the most influential magazine for federal contractors. He has also been profiled in Federal Computer Week and Entrepreneur magazines. He was named to the Top 100 BtoB Marketers list by BtoB magazine in 2008.