The person who sells products and services in the federal market depends on the type of product or service being sold, the size of the company, and the dollar value of the procurement. Deals involving millions or billions of dollars frequently involve the CEO of a company, along with a supporting cast of many full-and part-time salespeople. The sales investment in large projects can be in the millions.

Vice presidents or partners usually take the lead in selling large, professional service projects because the end user wants to know the person or persons who will be responsible for contract performance. Many companies employ sales and marketing people, commonly called business development specialists, to identify opportunities and schedule meetings. Low-cost commodities can be sold over the phone by members of your sales staff.

How the sales function is performed varies by what is being sold. Although the frequency and manner of customer contact can range from one or two telephone calls to many face-to-face meetings, the goal is always the same. Your focus should be on raising the end user's awareness of, and comfort level with, your company and the product or service you are selling.

Sell problem solving and risk aversion to end users and don't try to sell them more than they want on the first sale. What they really need may or may not be different from what they want. If it is, sell it through contract modifications.

Sell responsiveness to contracting officers. They are perennially understaffed and overworked and vendors who help them do their job are appreciated.