When you are selling to a commercial business and there's a problem, late delivery or glitch of any sort, the client understands you are not doing this to them personally. It is a business transaction and business people know the inherent risks involved. In the government sector, business is personal. If something goes wrong with the procurement, if the rules aren't followed or the delivery was late or marginal at best, the government client's personnel file will reflect that a snafu occurred. As a result, the client's chances at promotion will be adversely affected. An imperfect "personnel file" = no top retirement pay. Therefore, their decision to choose you to complete the job on their behalf IS PERSONAL.

Government employees are promoted based on years of service and the state of one's personnel file. If a rule wasn't followed and the contracting officer failed to check off the box that confirmed that "fair and open competition" took place or they have enough protests in their file to fill a room, that person is less likely to advance in the organization. If the selected contractor doesn't provide the deliverables promised or stay within the agency's budget, this may also end up in government official's file. Contractors must strive to make the procurement officers and end users look good or it will affect their chance to climb the government ladder of success.

Imagine if you had to work for one boss for 40 years and you're finally being considered for their position. Imagine that you lost the chance for promotion to a subordinate because of something in your file. For example, you made a decision 15 years ago to choose a particular contractor and they didn't deliver. Your competition, the subordinate, has a spotless record and she gets the promotion. This is the government employee's worst nightmare.

Be the dream contractor by doing the following:

• Deliver on time
• Deliver perfectly
• Give your end user all of the credit
• Write letters to the Agency Director complimenting the end users and contracting officers
• Make your end users look like super heroes

Yes, selling to the government is selling to people. As much as the government tries to make every buy look "fair," the buyers are making a decision that is emotional and personal. They choose who they know and trust and who will make them look good.