One of the keys to success in the government is to develop a strong relationship at an agency. My contention is to take it another step: you need to become not just an insider, but embedded.

Let's look at whether or not you are, in fact, "embedded" at any of your client agencies.

Ask yourself these questions...

#1. Who am I working with at the government and what happened when they first needed me?

After answering this question, you need to dig a little deeper and be honest with yourself when you answer these follow up questions. Was there an incident where they looked for my solution or did they have a problem that they needed fixed and invited several players including me? What was the real deciding factor when they chose me? Were there any problems along the way? Did I resolve them? Why are they still working with me? Am I doing an exceptional job? If I don't know the answers to these questions, I'm not embedded. Get in there and start asking around. It's amazing if you ask for a government employee's opinion on how you're doing -- they'll give you some great information and it might, in fact, result in more business!

#2. If I'm doing a good job, it's time for me to ask my customer "who else do you know?" or ask "If you were me and had to introduce my services to another agency in the government, where would you go first?"

Government employees are happy to introduce you around -- if you have performed well. This is not the same as commercial sales. In business, it is not in a company's best interest to share you - their great vendor - with another company. In the government, a great vendor is an end user's badge of honor and is happy to introduce you around if you've earned that badge for them.

#3. Do you ever get a call from a buyer stating, "Hey, I have X Dollars available in my budget and I'll lose it if I don't spend it by the end of the fiscal year (Sept. 30). Can you come over and figure out what I need?"

Yes, this happens. They'll lose their $ if they don't use it. If you're embedded, they'll use it on YOU.

If you are new to government sales, or you realize you are not embedded in an agency.......you must be persist ant and follow up with the key contacts at your target agency. It is all about pre-selling. Here is a typical breakdown of pre-selling or advanced sales before you actually get an opportunity:

1. Make the cold call.

2. Follow up with a voice mail message

3. Follow up again and they ask you to "send me information."

4. Email a one-page capabilities statement with a link to your website. Of course, get their permission and do it immediately. Then continue your conversation and follow up.

5. Follow-Up and if you're starting to see a dead end, state, "I am committed to doing business with your agency. If you are not the right person to talk to about future business at your organization, who is? Who would typically need my products/services? If you were me, who would you talk to at your agency?"

6. Follow up - Usually 6 calls on average results in an appointment.

7. Appointment! Goal: To Uncover Your Potential Agency's Pain and Offer a Solution in a Little RFP.

8. Hand-Written Thank You Note as a Follow up

9. Follow up

10. Follow up

11. "Pop In" Appointment - Call and see if they can see you for a few minutes, just to say "hi" and "touch base." Usually, this appointment is informal.

12. An opportunity is uncovered and they call you first.

13. You perform a needs analysis and write out the solution.

14. They use your verbiage for the RFP or find a way to Sole Source it to you through your GSA Schedule or Small Business Status. You're The Winner

15. Perform The Scope of Work And Overachieve Every Step of the Way

16. Follow Up

17. Ask - "Who else do you know?" for further business.

This process can take 18 weeks, 18 months or 18 years -- it is up to you to be persistent.

Example of a Success Story:

In the past year, I uncovered an opportunity, but it took a total of (9) introductions at the agency before I found it. With an average of 18 touches x 9 people = it could have been 162 touches before I landed the deal. Was it really that many? No, because the introductions from one to the next, moved me closer to the actual opportunity. It took about a year, though. I became embedded at the agency, established trust and got the business. The end users and contracting officers wanted to use me, coached me through the bid process and the RFP.

I have also experienced the opposite. I have received calls from potential buyers with exact specs in their hands asking for a price. When that happens and I don't know the end user, the buyer and or the story behind the bid, I'll lose 99% of the time.

Your Government Sales Goals for Sept. 2004 - Sept. 2005:

1. Choose 3 Target Agencies to Build Your Government Business

2. Develop a Target Database of Buyers and End Users Who Buy Your Products and Services

3. Become Embedded.

Good Luck and See You On The Road!