Many companies looking to win federal contracts spend large portions of their annual budgets on marketing, business development, and capture planning. Often, these businesses are the very same companies that have not invested in one dedicated federal salesperson. The absence of experienced salespeople is the reason that so many businesses fail in their quest to win government business.

Designations, such as those associated with small disadvantaged businesses or veteran-owned businesses, are not guaranteed to bring in contracts. Federal programs, which set aside millions of dollars for businesses with certain economic and social classifications, are extremely important and needed in the federal marketplace. But federal end users and contracting officers do not seek out these types of businesses. It's up to a company's representatives to directly sell the fact that they have a certain status, like an 8(a) disadvantaged business designation.

Direct sales calls and maintaining established relationships also ensure that the end user knows that your product exists. This sounds like Business 101, but you'd be amazed at how often this simple step is overlooked. I hear from dozens of business executives on a weekly basis who ask me, "I have my approved price lists. Where are my government orders?"

End users and contracting officers don't make selections by throwing a dart at a list of approved vendors and buying from the company that the dart lands on. Holding a multi-vendor contract is not an equal opportunity set-up; buying decisions are made based on past track records and information gained from personal interactions. Business goes to the vendors the end user trusts and this means putting in the effort to establish and maintain working relationships with targeted agencies.