When Selling To The Government, You Have to "Dig" For Gold
"One of the largest mistakes
I've seen in the business is that companies just scratch the surface of many
agencies and never find a dime's worth of business, " said Richard White, Owner
of Wood River Technologies and Fedmarket. "They never seem to understand
that you have to dig a lot deeper to find the business, but they don't have the
patience or persistence to successfully sell to the government."
When I attended my Fedmarket class, I took that thought to heart. I realized that although a lot of agencies could potential utilize my services, I needed to focus on less than ten agencies and build deep and trusting relationships.
The government seems so C O L D...how can I create a real relationship with my potential clients?
The first thing is to find something in common. Just like we would at a dinner party, we need to put down the brochures and power point presentations and personalize our visit. Ask your potential client a couple of simple questions which are open ended. In sales, that means it leaves the customer to answer with more than one word like Yes or No.
For example, if I asked a potential client, "Have you ever heard of my business before?" and they say, "No" -- that's closed. (Ever watch David Letterman or Jay Leno cringe when the person they interview clams up? They're asking too many "closed" questions.)
Talking about food is something we all have in common and everyone has a favorite restaurant in the area. Why not ask, "It's been awhile since I've been in this neighborhood. What's the hot place for lunch around here these days?"
Their answer will get you both talking. Maybe they tell you about the hot and new restaurant, but they like a little "dive" around the corner because their deli sandwiches are so good. This conversation about food will tell you a lot about their personality -- whether or not they are formal or casual; whether they hang out at a place after-hours with the rest of the department; or if they stiffen up and say, "I never eat lunch" you realize they are all business.
Once you find something in common, you can start to share with them your likes and dislikes. You may find out in less than five minutes that you have at least five things in common.
In my classes, I have the attendees speak to the person next to them and see how many things they have in common in a matter of five minutes. It is amazing that almost every pair come up with at least 10-20 things. Remember, selling to the government is "people getting to know people and solving their problems." It is that simple.
Now, we need to "Dig." You cannot expect to learn everything about the agency and your lead's life in one visit. You need to follow-up on a regular basis to simply 'check-in' and just through time, you'll get to know this person even better. For example, it can be discouraging when you leave several messages and they don't return your call for a week. But, you find out they've gone on vacation to one of your favorite vacation spots. When they come home, see if you can stop in and swap vacation stories and favorite places. Maybe they'll have photos of their family on vacation with them. This will be more opportunity to "bond."
As you become comfortable with one another, the potential client will start to give you some "embedded" information about their current incumbent or vendor. Eventually, they'll share a mistake or two the vendor has made. Offer the opportunity to fix the mistake.
This tiny opportunity could be the "test" opportunity...overachieve and serve the client at 150%. Show them how great you are at what you do.
Next time, the opportunity will be twice or three times the size...and... all of a sudden, it's a multi-million dollar opportunity and you know -- because they've told you -- that you are the vendor of choice.
You'll write the specifications and they'll include them in the RFP. Since you are the only one to fit the specifications, you win!!!
That's how it works: people working with people.
Now, all you have to do is dig in and find the gold. Don't forget to bring your patience and perseverance!
When I attended my Fedmarket class, I took that thought to heart. I realized that although a lot of agencies could potential utilize my services, I needed to focus on less than ten agencies and build deep and trusting relationships.
The government seems so C O L D...how can I create a real relationship with my potential clients?
The first thing is to find something in common. Just like we would at a dinner party, we need to put down the brochures and power point presentations and personalize our visit. Ask your potential client a couple of simple questions which are open ended. In sales, that means it leaves the customer to answer with more than one word like Yes or No.
For example, if I asked a potential client, "Have you ever heard of my business before?" and they say, "No" -- that's closed. (Ever watch David Letterman or Jay Leno cringe when the person they interview clams up? They're asking too many "closed" questions.)
Talking about food is something we all have in common and everyone has a favorite restaurant in the area. Why not ask, "It's been awhile since I've been in this neighborhood. What's the hot place for lunch around here these days?"
Their answer will get you both talking. Maybe they tell you about the hot and new restaurant, but they like a little "dive" around the corner because their deli sandwiches are so good. This conversation about food will tell you a lot about their personality -- whether or not they are formal or casual; whether they hang out at a place after-hours with the rest of the department; or if they stiffen up and say, "I never eat lunch" you realize they are all business.
Once you find something in common, you can start to share with them your likes and dislikes. You may find out in less than five minutes that you have at least five things in common.
In my classes, I have the attendees speak to the person next to them and see how many things they have in common in a matter of five minutes. It is amazing that almost every pair come up with at least 10-20 things. Remember, selling to the government is "people getting to know people and solving their problems." It is that simple.
Now, we need to "Dig." You cannot expect to learn everything about the agency and your lead's life in one visit. You need to follow-up on a regular basis to simply 'check-in' and just through time, you'll get to know this person even better. For example, it can be discouraging when you leave several messages and they don't return your call for a week. But, you find out they've gone on vacation to one of your favorite vacation spots. When they come home, see if you can stop in and swap vacation stories and favorite places. Maybe they'll have photos of their family on vacation with them. This will be more opportunity to "bond."
As you become comfortable with one another, the potential client will start to give you some "embedded" information about their current incumbent or vendor. Eventually, they'll share a mistake or two the vendor has made. Offer the opportunity to fix the mistake.
This tiny opportunity could be the "test" opportunity...overachieve and serve the client at 150%. Show them how great you are at what you do.
Next time, the opportunity will be twice or three times the size...and... all of a sudden, it's a multi-million dollar opportunity and you know -- because they've told you -- that you are the vendor of choice.
You'll write the specifications and they'll include them in the RFP. Since you are the only one to fit the specifications, you win!!!
That's how it works: people working with people.
Now, all you have to do is dig in and find the gold. Don't forget to bring your patience and perseverance!
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