Government Contracts Marketing

By: Theodore P. Watson, Esq.

Government contracting is by far the most lucrative source of revenue for small businesses across the United States. However, many contractors dive into this ‘deep sea’ of strong currents’ hoping to make millions of dollars without any guidance, or at a minimum, using traditional marketing techniques for government contracts; This is tantamount to ‘suicide’ in the government contracting world.

Marketing to the government is not the same a in the commercial sector

You never can market to the government using commercial techniques.

It simply doesn’t work. As a government contract consultant and attorney, I frequently advise clients that they must have a marketing plan for government contracts and another for commercial contracts. Web pages should have clear links for the two distinct areas. 

How do I decide what agencies to market my services to?

As government consultants, we provide our clients with solid data by agency as to who has bought your service or product. This eliminates the guesswork and channels energy and dollars in geographical areas where agencies are actually spending moneys.

Why should I hire a government contract consultant?

Large Corporation and large federal contractors are successful because they do just that – have competent advisors on their team. Unfortunately a bachelor’s degree or masters degree in marketing does not automatically make a you a genius in government contracts marketing.

For one to be efficient and successful in this unique area, he or she must also know the federal procurement rules and the boundaries for which government-contracting officials have latitude.

The old days of ‘getting in good with the user’ are gone. Given the tough economy, the federal government is seeking more competitive bids and RFPs. In fact, more and more contractors are getting into hot water for ethics violations with government personnel.

Tell the government how you can solve problems or save taxpayers dollars

As a former government small business executive, I listened to hundreds of government contractors tell me how great their product or service is and then simultaneously asked me how they can get federal contracts.

Marketing materials with awards and best contractor sometimes wins the government over. However, never just rely on this in marketing materials or presentations.

What has proven to be a good approach is to research industry problems in other agencies, or commercial sectors and bring them up in presentations or marketing materials. This shows you not just a potential contractor but as a potential contractor that can solve problems.

Know the agency mission

My experience with federal government contracting programs gave me the unfortunate experience of speaking with corporate CEO’s who had no clue as to the agency mission but still wanted to know what contracts were available to his or her company.

This blunder can cause loss of credibility to your organization (although the government official will never tell you this to your face).

As contractors always seek counsel to protect your reputation avoid litigation

Federal contractors go after contracts (sometimes win) and are excited about awards. However, I have spoken to numerous small and medium contractors to see whether they said legal counsel on board.

To my surprise, many of the contractors responded: “we have been fortunate to never have to call upon an attorney for help.” Not only was this amazing to me but it really peaked my curiosity as to the owner’s entrepreneurial skills.

Image the risks associated with performing $25 million in government contracts that are wallowed in FAR clauses and C.F.Rs that you have no clue what they mean. What happens when something goes wrong and you are now terminated for convenience?

This unfortunately becomes very expensive and time consuming. Once your reputation is harmed in government contracting, the scars are deep.

Taking short cuts to avoid having attorneys guide you though the maize of government contract laws not only shows poor business judgment but also it shows a high-risk contractor. 

This was once discussed, during a source selection of a $10M contract, when the contracting officer reviewed the RFP and response/ with a focus on the offeror’ staffing plan. Call us tat (720) 941 7200 if you need experienced consultants to assist in your government contracting ventures.

Government Contract RFP: Winning Ideas

Submitting government RFP can be a taunting task. Especially, if you are new to the game and are guessing? Depending on the dollar value of the prospective contract, hiring a government RFP consultant can increase the probablity of a bid award.

What Part of the RFP Should  Focus On?

The answer is EVERY PART; The federal government has guidelines in the federal acquisition regulation (FAR) that must be followed. Contractors submitting responses to solicitations must have a least a few things in order to be competative. First, a list of all past performance, projects with dollar amounts, points of contacts and telephone numbers.  The response RFP should also have a brief synopsis of what relevant parts of those contracts apply to this solicitation. Remember, seeking the professional help of a government contract consultants saves the day.

Your RFP response should also have an organization chart and key personnel list. This shows the federal government your management structure. Is this important? Of course it is. Would you award a multimillion dollar contract without considering this information? Of course not. The government contracting officer doesn't either.

What if you don't have past perfromance with the government?

When responding to government contract RFPs, many businesses fear this question. The answer is that, the government must not give you a negative rating for not having past performance. Well what they must do and what they actually do may be different.

You should list any commercial experience you have when responding to the RFP. Remember , the federal government puchases commercial poducts and services. Put it another way, the first company to ever be awarded a government contract probably never had shred of experience with government contracts.

Our office consults with contractors across the country with a wide array of government contracts and RFP concerns. It is hard to write all of the possible scenarios here. However, your have to able to beat your competitor. This is the bottom line.

Tell the government what value or "bells and whistles" you can offer and this makes you at lease worth considering.

If you need help writing and RFP or responsing to a government solicitation, call us at 720 941 7200

Government Contracts Marketing

Are you frustrated by spending thousands of dollars in marketing to the federal government with no results? Join thousands of government contractors both large and small thay experience the same feelings.

The question becomes how do you change? The answer is quite simple. Most succesful government contractors use information that they can rely on such as past buying trends for several agencies. Our government contract marketing team applies the same approach but with more precision.

Other federal government contractors struggle to be competative in their bid proposals. One has to understand that the government awards contracts based on best value and no longer price. For some products, price may be a highly weighted factor.

What the Contracing Officer Look at for Best Value?

The general rule of thumb in the FAR is that past performance and price serves as a default for best value. However, don't make the mistake of stopping their. Remember the government is in business of making sound commercial decisions and business judgment when awarding federal contracts.

Never wait until you submit a bid to makrket you "best value" to the government. Do it early in the marketing phase.

Help with marketing to the Federal Government

If you need further advice on how to market consistantly and effectively to the federal government, call our our office at (720) 941 7200. We help government contractors across the United States, including Watson's Government consultants and contract lawyers serve contractors in Aurora, Colorado Springs, Wyoming, Kansas, New Mexico, Florida, San Francisco, Sacrimento, California, Los Angeles, North Carolina, New York, Arkansas, Michigan, Virginia, Illinois, Oklahoma, Texas, Nebraska, West Virginia, Washington DC, Arkansas, Hawaii, North Carolina, South Carolina, Alaska, Nevada, Missouri, Tennessee, Georgia, Mississippi, Pennsylvania

(720) 941 7200

Service Disabled Veteran Small Business

The federal government has now heightened the level of set asides for service disabled veteran owned small businesses ( SDVOSB). As a result, many veterans are taking advantage of the setasides. However, several contractors make a few mistakes worthwhile discussing. For example, some veterans can not really afford to finance or manage a government contract and seek teaming arrangement with other contractors.

Even though teaming is ecouraged, it comes at price. Service disabled veteran owned small businesses must still comply with affiliation rules and SBA guidelines with regards to teaming on subcontracting.

What should I do to ensure minimum mistakes?

First, contact an experienced government contract consultant or attorney to guide you. The cost of a mistake will clearly by outweighed by getting competent advice.

How do Veterans Certify for Government Contracts?

Service disabled veterans can self certify or be be SBA certified. Government contracting officers tend to prefer if you are SBA certified.

Fifty-one percent of the company must be owend by the service disabled veteran. If you are a new business, then you must be registered in CCR. This is the general requirement for doing business with the federal government.

Understanding the Need & Tribal 8(a)
Contracting

An Effective Tool for Government Program Managers

This document is designed to familiarize the government contracts program manager with how the 8(a) program is administered by the Small Business Administration (SBA), how to use the method, and the benefits of using the 8(a) contracting method.

The 8(a) contracting method, designed to assist small disadvantaged businesses, is the most powerful and flexible contracting tool available to the government program manager. The method also saves time, work, and cost during the procurement cycle.

By adding this contracting method to other available means of procurement, and using it when appropriate, the program manager will be able to better achieve the goals and objectives of his program.

The 8(a) program is the only procurement technique that allows the program manager sole discretion to choose the specific contractor team for his tasks.

What Makes a Tribally-Owned 8(a) Different than Other
8(a)'s?

A tribally owned 8(a) may receive sole-source contracts regardless of the dollar amount. Other 8(a)s have a $3 million limit, including options, on contracts for services; $5 million, including options, for manufacturing (products) contracts. A sole source contract awarded to any 8(a) cannot be protected for lack of competition, but no ceiling on awards to a tribally owned
8(a) means that protests cannot be lodged no matter what the contract's size. Some sole-source awards to tribally owned companies have been as high as $500 million. Other 8(a)s have this protection only up to their $3 million and $5 million ceilings.

Using the 8(a) Contracting Method

The process of using the 8(a) contracting method is simple. The program manager must have a valid requirement, expressed as a statement of work, and funds must be available. From this point, there are six short steps to contract award.

• Selection of the contract team


• Preparation of the procurement request


• Receipt of "authorization to negotiate" from the SBA


• Issuance of Request for Proposal


• Proposal evaluation


• Contract award

Watson & Associates, LLC, has a suite of professional services to address the business intelligence, development, and management needs of organizations. Watson brings the experience, skills, and understanding needed to support your current and future needs.

Our team of government contracts attorneys and consultants use our alliances with experienced and dedicated professionals to help enhance the economy and make better use of the tools available to be successful in government contracts.

We serve government contractors interested in forming teaming arrangements in Colorado, Wyoming, Nebraska, New Mexico, Oklahoma, Kansas, Utah and across the United States. Contact us at 720.941.7200 to discuss how we can help you.

Many small businesses complain that there is no real help or training from the government to help them effectively market to to the federal government. As a former contracting official for the federal government, this can arguably be a true statement. We have to realize that the government is not responsible to show you how to make millions of dollars in government contracts. Instead, they focus on certain outreach programs that let tyou know possible future procurements.

As a new contractor to goverment contracts, you must plan just like you would for any commerical business. Marketing is key to the success of any business. There is no getting around it!!

The problem not only affects small government contracors. Large businesses also simply blunder and waste millions fo dollars on marketing strategies that simply don't work. They may have more of a marketing budget that small contractors. However, the analysis is that they just make more expensive mistakes.

When you market to the government, you should have someone to study the trends of a particular agency. Gather meaningful data that can help you formulate a strong marketing plan. Our office performs this task for our clients. You simply cannot afford to jsut gamble and hope that you land a government contract. Instead you must have a more targeted approach. For example, you must first learn what agecny is actually using your product or service. Without this information, you are simply guessing.  Successful businesses don' t guess.

Know your market. This is simple marketing advice. Without knowing your government market you will end up spending thousands, or millions, in mere hope.