Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Gloria Larkin. She is the President and CEO of TargetGov. Gloria is the creator of the FAST™ Process, and KickStart Program™ and is a subject matter expert on government procurement and marketing. For more info: www.TargetGov.com.
SmallBizlady: WHY SHOULD ANYONE EVEN THINK OF THE GOVERNMENT AS A CUSTOMER?
Gloria Larkin: The federal government is the world’s biggest buyer. They spend S450+ billion annually and buy from large and small businesses. The government buys every imaginable product and service from companies nationwide and even worldwide.
SMALLBIZLADY: When people talk about Government Contracting, they use confusing words, why is that?
Gloria Larkin: The rules and regulations dictate the government-speak. All of the special terms and the related acronyms are mandated in the Federal Acquisition Regulations which has its own acronym: FAR! You can find it at https://www.acquisition.gov.
SMALLBIZLADY: What is the first step in getting accepted as a guest expert on podcasts?
Gloria Larkin: When you send a pitch to a podcaster they will check you out. Make sure your foundation is in order. This means you need to have your website and social sites set up. Your branding should be consistent. You need quality images and content on all your platforms. If possible you need to have testimonials and authority proof. Make sure you look like a pro when the host does their research on you.
SMALLBIZLADY: Don’t large businesses win most of the contracts?
Gloria Larkin: Large businesses win about 77% of the contracts, and small businesses win about 23%. This amounts to over $100 billion in contracts being awarded to small businesses just this last year! These contracts can range from a few hundred dollars to hundreds of millions of dollars. And yes, small businesses often grow into large businesses when they are successful in government contracting.
SMALLBIZLADY: Do I have to have some sort of official certification to do business with the government?
Gloria Larkin: No, one does not require a certification to be a government contractor. But a person or company MUST be registered in the System for Award Management (SAM.gov) web site. This is a totally free government registration. A company’s SAM profile (at SAM.gov) has legal statements regarding they type, size and location of the business. A separate, free and optional registration The Small Business Administration (SBA)
Dynamic Small Business Search can be extremely beneficial. An SBA profile is how a small business is marketed and found, shows the company’s abilities, differentiators, and experience.
You can register for free for a SAM profile at www.Sam.gov and a Small Business Administration Dynamic Small Business Search at dsbs.sba.gov/dsbs.
SMALLBIZLADY: How can I stand out from other business that provide the same products or services?
Gloria Larkin: This is critical, and difficult for many business people. Think about what makes you different from your competition? Is it your people? What about them? Are they trained a certain way, hold certain certifications, or have a great safety record? What else makes you expert at what you do or sell? What experience, expertise or relationships can you bring to the table? Why would anyone want to choose your company over a competitor? The answers should be clear, definitive, relate to the target’s needs and preferably measurable.
SMALLBIZLADY: What are the key marketing points for making my business attractive to the Federal Government?
Gloria Larkin: Always tell the truth, do not mislead or imply you can do more than you can actually do. Always be able to prove with references. Be clear, understand who the real decision-makers are and develop a strong business plan before you get started chasing business opportunities. Stay focused, do not be scattered in your approach. Know how to write a clear capability statement, tailored to the target’s specific needs.
SMALLBIZLADY: What positioning tools are required to effectively market my business?
Gloria Larkin: To effectively market your business, you need to have an opportunity identifier with past, present, and future opportunities. Another powerful tool is a one-page capability statement with your core competencies, past performance, differentiators, and company data. You need to be able to identify the multiple layers of decision makers, their responsibilities and level of interest in your business.
SMALLBIZLADY: What is a Capability Statement and how does it affect my ability to win a government contract?
Gloria Larkin: A capability statement is an editable, tailored one-page document that clearly states your company’s core competencies, past performance, differentiators, and company data. It should not be a generic, one-size fits all document. It is not a brochure, line card or tri-fold.
SMALLBIZLADY: How do I identify the real decision makers?
Gloria Larkin: There are 3 layers of decision makers, Small Business Representatives (OSDBU, SBR, and SADBU), Contracting Officers, and Program Managers or technical representatives.
The size of the purchase determines the decision maker, each layer has a different purpose and responsibility.
- Any purchase under $3,000/$10,000 per transaction is an immediate credit card sale and anyone can be the decision maker.
- A purchase under $25,000 per transaction, 3 bids, is a same day decision that can be made by a contracting officer.
- Purchases between $25,000 and $150,000/$250,000, advertised, best value require a decision by the Contracting Officer & Program Manager.
- Any purchase over $150,000/$250,000 is a competitive bid, requires 3-6+ months and requires a relationship with the CO & PM, entire team.
SMALLBIZLADY: Are self-certifications viable?
Gloria Larkin: Yes, one can immediately self-certify as a small business simply by registering in sam.gov. Most other federal small business certifications would be handled through the Small Business Administration at www.sba.gov.
SMALLBIZLADY: What is the KickStart ProgramTM?
Gloria Larkin: The KickStart ProgramTM is intense guidance how to successfully market your company to the federal government. This program is specially designed for small companies wanting to make an accelerated entry in the federal marketplace. It is a unique combination of training and consulting – leaving you with the knowledge you need and actual tools for implementing the marketing plan.
SMALLBIZLADY: What is the FASTTM Process and what kinds of results can I expect?
Gloria Larkin: The proprietary, proven TargetGov FASTTM Process is the most cost-effective approach to planning, positioning, pursuing and winning, profitable government contracts. You can take advantage of TargetGov’s 20+ year track record and national reputation for success to build your company’s revenues. The FASTTM Process leverages where you are now: your strengths, core competencies, past performance and relationships and propels you to higher revenues. Large, mid-size and small businesses see dramatic results and high ROI, with clients winning over $4.3 billion in just the last six years!
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