FedBiz’5 Podcast | Episode 40: Engaging Government Buyers

Engaging Government Buyers

Who in the federal government should a small business reach out to so that they can build a relationship? It takes targeted market research to identify the federal agencies whose needs most closely align with your core competencies. Then, it takes grit and patience to build win-win relationships.

In this episode of FedBiz’5 we host Senior Contracting Specialist and former Federal Government Contracting Official, Frank Krebs, to discuss the importance of building relationships with government buyers and contracting officers.

Once targeted agencies are identified, it’s important to reach out directly to these buyers and contracting officials within the federal agencies that you want to work with. It is also important to connect with the agency’s Office of Small and Disadvantaged Businesses Utilization (“OSDBU”).

The role of the OSDBU is to assist and advise small businesses and ensure equal treatment and the opportunity to compete and win a fair amount of the agency’s contract dollars.

Target market research can help you identify who buys what you sell, how they buy, and how much they paid for it. There are detailed databases in the market such as Market Intel and FedBiz Find that can help you quickly identify your market opportunity. This can save you valuable time and resources.

It’s important to remember, no matter what type of business you are in, not every agency is a good fit for you. Every small business must determine on their own where they best fit and focus on those few agencies. This may only be one or two agencies to start. Therefore, your outreach must be targeted to those specific few agencies. Otherwise you’re spreading yourself too thin, which will not result in success, only frustration.

Once a business determines the agencies they want to focus on, how should they best prepare for the initial call with the buyer or contracting official?

1. Identify the reason for the call.

It can be about a specific open procurement opportunity. It can be about a prior procurement. It can be about future acquisition planning. It really doesn’t matter, as long as you have a reasonable purpose for making the call and opening the conversation.

2. Have a compelling opening statement.

A good opening statement should last about 25-30 seconds, as any longer you run the risk of losing the attention of the buyer. You also must rehearse this statement prior to calling. You should first introduce yourself and the name of the business, the reason for the call, the fact that you are reaching out, why you want to do business with his or her agency, and you want to let them know why they should want to do business with you and your company.

Here’s an example of a good opening statement. “Hi, my name is Frank Krebs, and I’m with XYZ Inc. I’m calling regarding a contract you recently awarded. I’ve identified your agency as an agency that aligns very closely with my company’s core competencies. We’re a certified veteran-owned small business that specializes in landscaping services, tree trimming, and removal services. And I’d like to understand how my firm can help you meet your agency’s mission and assist the people that you are tasked with serving.“

3. Don’t just call to ask if they have any open contracts.

That’s exactly what most people would expect, and what the vast majority actually do. But remember, you’re reaching out to a buyer who works for an agency that you’ve targeted as a good fit for your firm. As such, you want much more than a single award. You’re wanting to build a relationship with this buyer.

You want to become a trusted resource that the buyer can turn to if they have a question within your line of work. As with most contract awards in the government, they do stem from existing relationships, same as with the commercial world.

What’s the best way to establish and build a relationship with a buyer or contracting official?

1. Ask Intelligent Questions.

Do your research and ask intelligent questions. Ask how they prefer to buy the services or the products that you offer, and how you can better serve them. Let them know that you are very interested in doing business and point out the value that your company brings to the table. Offer to help them map out project requirements and other value-added advice. This will help you create a relationship and tell you very important data that you will need before obtaining your first contract award with the targeted agency.

2. Show them how the relationship can be a win-win.

For a good relationship to thrive, it must be a win-win for both parties. The buyer wins because of the value you bring to their agency. It may be the value of your business experience, your attention to customer service, your use of innovative technology, or specialized equipment. No matter what your value proposition is, make sure this gets across to the buyer.

3. Thank the buyer or contracting official for their time.

Make sure to thank the buyer or contracting official for their time and any information that they have shared. This goes a long way to ensuring a long-standing, good relationship. Thank them both on the phone and then follow up with the thank you email. This email should also be a reminder of any tasks that you discussed, any action items, and it is the opportunity to provide the buyer with a copy of your Capability Statement.

A high-quality Capability Statement is your corporate resume and is an item that government buyers like to retain for future reference.

Your Government Registration Level (“GRL”) is your roadmap from registration to award.

FedBiz Access (“FedBiz”) has an experienced fulfillment team that takes the time to understand your business and ask questions to ensure you have a solid government contracting foundation. FedBiz is a leading government contracting business development and marketing firm that offers research and engagement strategy coaching, SAM & DSBS registrations, set-aside certifications, and GSA Schedules.

FedBiz has over 22 years of experience working with thousands of companies worldwide to help them win over $35.7 billion in awards. From registration to award, FedBiz helps businesses succeed in the government marketplace.