Everyone thinks their competitors are worthless and that they alone have the best product or service known to man. Federal end users have heard "we are the best" so many times that it makes them scream when they hear it. End users want to hear simple facts backed with evidence. Because they have hundreds or thousands of vendors barraging them with messages, you have to have a sales pitch which distinguishes you from the rest. Offer "green" products. Consider having a past federal customer contact the end user to provide a reference.

Distinguish yourself through your initial message to the customer. Federal buyers are like any other buyers in that they want to talk with only those companies that sell what they need. You need a distinguishing message to get through the glass wall encountered by all sales people, commercial or federal. Your message should not be delivered via a link to a web site or a glossy brochure. Such tactics don't work in today's market. Both give the immediate impression that you don't want to take the time to determine what the federal purchaser needs. The message delivered must cut to the heart of the customer's problem. The sales pitch must be individually tailored to the federal buyer's specific needs. Otherwise, it will be quickly cast aside or dismissed.

The following examples show how a message may be crafted to meet the needs of the customer. Let's assume you are an office supply vendor and your headquarters is located near a military base. How do you distinguish your company from the numerous other players in your market? Your message to the base's procurement officer should stress the service you provide in conjunction with the sale of your products. Consider the following sales pitches:

1. We have a GSA Schedule contract and we will do all of the paperwork for you. We stock everything you need and can have it at your delivery points within an hour.
2. If you have problems with a particular product, it will be replaced within three hours.
3. If you need anything beyond what we sell, we will find it and include it in your order.
4. Our sales staff and management will be available 24/7 and we will give you our personal cell phone numbers to contact us.

Professional services are inherently difficult for buyers to evaluate because their value is intangible. Your message for professional services might be:

1. We are experts in the subject matter required for your solution and we have compiled a list of references for your perusal.
2. We understand your needs and the solicitation's requirements because we have solved similar problems. Brief descriptions of our previous solutions are attached.
3. Attached is the resume for our proposed project manager.
4. Here's my cell phone number and I am available 24/7.
5. I will call you to set up a meeting to discuss our proposed solution.

Consider using any or all of the above suggestions as part of your sales pitch. Deliver it by e-mail and follow up with a personal sales call. Better yet, deliver your message in person and take someone along with you who knows the customer.