Part Three: Consistency
This is the final of three keys to Federal Sales Success. See part one, FOCUS, here, and part two, CONNECTION, here.
In the highly competitive realm of Federal contracting, where every opportunity is sought-after and every pitch counts, consistency in your sales efforts can be the key differentiator that propels your business to success. Federal contractors aiming to win more contracts from U.S. Federal buyers must recognize the profound impact that consistency can have on building relationships, fostering trust, and ultimately landing high-value wins. This article shows you the positive value of three kinds of consistency in the sales effort: frequency, personnel, and messaging. You’ll also find examples and practical ideas you can put to work right away.
“I realized that over 90% of our wins came from relationships…so at the beginning of 2020, I invested to focus our team on growing through relationships,”
~ Heather Lacroix, President of Chenega Technical Innovations
Consistent Frequency: Regular Engagement
One of the cornerstones of successful sales efforts in the Federal contracting space is consistent frequency in engaging with potential buyers. Federal buyers often deal with myriad proposals and solicitations at the same time – not just the one that’s your top priority. How can you stay top of mind until they get to you? Regular, well-timed follow-ups and communication demonstrate your commitment to serve your buyer and showcase your dedication to meeting the unique needs and challenges of their Federal agency.
The Practice And The Payoff: JCTM Defense Contracting
Audie Cooper, veteran CEO of JCTM, shared his story with me. His team met their commitments to regular conversations with their Department of Defense client counterparts. Some put regular meetings on the calendar, while others were already working alongside the client team daily. They talked about everyday issues and ordinary life as well as ongoing projects.
That cadence of regular conversations created opportunity (and made it easy and comfortable) for the company’s seasoned subject matter experts to mention additional capabilities and success stories that resonated with the client team. Over the next six months, this approach reinforced the customer’s sense of the JCTM as a reliable partner. That increased trust and more readily opened opportunities to bid a new project, secure new task orders, and exercise contract options — all great (and profitable) ways to grow business.
Consistent Personnel: Build Relationships Through Familiarity
In the world of Federal contracting, where relationships play a pivotal role, having a consistent person making calls can make a substantial difference. Familiarity breeds trust, and when the same representative consistently engages with Federal buyers, it establishes a connection that goes beyond mere transactions.
That concept doesn’t mean you need to hire more people! In many lean, technically-savvy, govcons, your best asset for building those relationships is almost certainly one of the subject matter experts (SME’s) who are working in the account right now.
Connect With the Right People
Our proprietary Players and Layers Methodology® (PALM) helps you connect with the right people more efficiently, and build strong relationships with the right people, easily.
Get all the details, including mini-lessons, on our PALM hub, and download our complimentary GovCon Personas Guide.
The Practice And The Payoff: IT Services Contracting
One of my clients is an established, veteran-owned, government contractor. The CEO recently asked the company’s most senior subject matter experts (SME’s) to take on a bigger role and work more closely with business development lead in the program office where they were working. One SME described the series of conversations he had with people on the client team, over several weeks, to better understand their unique needs and nuances but also get insight into an upcoming project.
He shared what he did: “Sometimes we didn’t even talk about the project; they just wanted help with some other problem in their day,” he told the team. He was amazed by how quickly his conversations deepened rapport, and how willing people were to share appropriate information about the new emerging requirement he was researching. Those caring conversations paved the way for the team to build new solutions that fit their client, and extend and generate contract wins that are important to growing the company.
Our friends at Market Connections, a GovExec company, regularly survey Federal buyers and share a snapshot of the information people in different roles want, and from what channels, from vendors of products and services at different points in the acquisition cycle. Download a past report example here.
Consistent Message: Tailoring to the Unique Needs Of Federal Buyers
Tailoring your message to center on the specific priorities and concerns your Federal buyer has is paramount. That consistency in messaging – focused on what matters most to the respective agencies, and using their language – does two things. First, it shows you’re really listening to them, and, second, the ideas you bring showcase a deep understanding of their challenges and positions your business as a valuable solution provider.
The Practice And The Payoff: American Fashion Network (AFN)
American Fashion Network CEO Jackie Ferrari knows all about tailoring!
AFN had grown to the $5 million mark before she set out to win her first Federal contracts. She aimed high: the Marine Corps wanted a new supplier to design and manufacture workout clothing for the troops. This was going to be a very large, multi-year contract. She and her team learned that there were going to be many people, in many roles, who were going to weigh in on choosing the buyer. Jackie had to find them, and find out what was most important to each.
Each person was laser-focused on different concerns: compliance with Buy American laws; supplier capacity and reliability; price; “anti-stink” antimicrobial features; comfort; durability…and opportunities for certified woman-owned companies, too. American Fashion Network had it all.
Jackie and her team consistently customized their many presentations and proposal revisions to each person based on the priorities outlined by players at every layer. This targeted approach not only demonstrated a commitment to understanding the client but was also key to American Fashion network’s $52 million five-year contract win in 2021.
What’s Your Takeaway?
In the competitive arena of Federal contracting, where trust and relationships are paramount, consistency in sales efforts makes all the difference. Regular, authentic, conversations in the account with consistent team members, and a consistent messaging strategy, establish you as a reliable partner, significantly enhancing your chances of winning contracts from Federal buyers. Even as the Federal contracting landscape evolves, embracing and mastering that consistency becomes your strategic advantage as you seek sustainable growth and success.
Free On-Demand Webinar: Get Your Federal Sales Team Revved Up For Results
For New and Experienced Government ContractorsIn Closing…
Implement true consistency easily and effectively by giving your leading SME’s the tools, skills, and confidence along with the enhanced responsibility for ferreting out organic growth opportunities. If that sounds challenging, you are not alone.
“I think it’s fairly common for companies to have that disconnect between indirect BD staff and the direct contract staff,” said Heather Lacroix.
“Your Federal Business Intensive program really helped get our direct contract managers and staff better understand their role in developing business and learning the tools that could help them. We experienced real results by growing our internal BD workforce with the staff who have the most customer facetime. The Federal Business Intensive Program fixed that for us, and got us on track for the wins we wanted.”
My clients discover that a modest investment over a few weeks delivers results that endure over many years.
If you like the ideas you see here, and would love to put them to work with your team, it’s time we talked! We do all these things and more with our clients in our Federal Business Intensive program. Find out more HERE.