"Disadvantaged Advantages" in Government Contracting - Check The Box
Jennifer Schaus, March 2012
Basic Sales 101 tells us to understand our client and their needs. Once we have a command on this, we can then tailor our pitch, our product, our service, our marketing materials and message to them. Some sales training companies encourage the sales rep to focus on the customers "pain". This can be as simple as solving an urgent need (ie. selling a car to someone whose car just died). Sometimes you may have the same or similiar product as the incumbent and your value-add is a lower price - or perhaps you have some designation that makes the buyer "shine".
What motivates your buyer?
In US Government contracting, awards are won for a variety and combination of reasons. This can include:
*Relationship - Established Trust with the Buyer
*Competitive Price - *Not always the Lowest
*Solving a Problem / More Effective or Efficient Solution
*Competitive Advantage - Check the Box
The Competitive Advantage / Check The Box boils down to having a "DISADVANTAGED ADVANTAGE" (DA). These DA's can be the differentiator in winning a contract and limiting competition. Government Contracting Officers are motivated and incented by checking off boxes. The easier you can make their job and the more you can make them "shine", the better your chances are of winning the business.
The boxes that the Contracting Officers are checking off (Disadvantaged Advantages) can include 8a status, veteran owned, woman owned, minority owned, HUB-zone, etc. Some of these certifications may take a time and money investment (especially if you hire a consultant) but are certainly worth it. The return on investment (ROI) to obtain these disadvatnaged advantages will narrow the playing field of competitors for your products/solutions, thus increasing your chances of winning. Leverage these designations to your favor.
Backing into the sales process by understanding how the agencies fared in their small business subcontracting goals (SBA Scorecard) is a wise strategy. From this list, you can target those that need to bring their grade up - AND - those that are more likely to continue contracting with small business. Link to SBA's Scorecard: http://www.linkedin.com/e/-bx7faq-h07h12x4-35/plh/http%3A%2F%2Fwww.sba.gov%2Fabout-sba-services%2F2636/BT28/?hs=false&tok=3f2_DQaU2mW581
Additionally, a contract vehicle (such as a GSA Schedule) may also help your chances and decrease competition. The easier you can make the job of the buyer, the better. Limiting the paperwork for Contracting Officer will usually work in your favor.
This all boils down to understanding your customer on every level - their agency challenges, objectives, budget and buying motivations. Focusing on this will eventually play in your favor by limiting competition. After that, it up to you and your firm to have a solid and quality solution at a competitive price.
For more information about 8a certification or any other disadvantage certifications, please contact JSchaus@JenniferSchaus.com
Jennifer Schaus
Jennifer Schaus & Associates
Washington DC - Rome, Italy
B2G Sevices & GOVT Relations
http://www.jenniferschaus.com/
+ 1 - 2 0 2 - 3 6 5 - 0 5 9 8
Jennifer Schaus, March 2012
Basic Sales 101 tells us to understand our client and their needs. Once we have a command on this, we can then tailor our pitch, our product, our service, our marketing materials and message to them. Some sales training companies encourage the sales rep to focus on the customers "pain". This can be as simple as solving an urgent need (ie. selling a car to someone whose car just died). Sometimes you may have the same or similiar product as the incumbent and your value-add is a lower price - or perhaps you have some designation that makes the buyer "shine".
What motivates your buyer?
In US Government contracting, awards are won for a variety and combination of reasons. This can include:
*Relationship - Established Trust with the Buyer
*Competitive Price - *Not always the Lowest
*Solving a Problem / More Effective or Efficient Solution
*Competitive Advantage - Check the Box
The Competitive Advantage / Check The Box boils down to having a "DISADVANTAGED ADVANTAGE" (DA). These DA's can be the differentiator in winning a contract and limiting competition. Government Contracting Officers are motivated and incented by checking off boxes. The easier you can make their job and the more you can make them "shine", the better your chances are of winning the business.
The boxes that the Contracting Officers are checking off (Disadvantaged Advantages) can include 8a status, veteran owned, woman owned, minority owned, HUB-zone, etc. Some of these certifications may take a time and money investment (especially if you hire a consultant) but are certainly worth it. The return on investment (ROI) to obtain these disadvatnaged advantages will narrow the playing field of competitors for your products/solutions, thus increasing your chances of winning. Leverage these designations to your favor.
Backing into the sales process by understanding how the agencies fared in their small business subcontracting goals (SBA Scorecard) is a wise strategy. From this list, you can target those that need to bring their grade up - AND - those that are more likely to continue contracting with small business. Link to SBA's Scorecard: http://www.linkedin.com/e/-bx7faq-h07h12x4-35/plh/http%3A%2F%2Fwww.sba.gov%2Fabout-sba-services%2F2636/BT28/?hs=false&tok=3f2_DQaU2mW581
Additionally, a contract vehicle (such as a GSA Schedule) may also help your chances and decrease competition. The easier you can make the job of the buyer, the better. Limiting the paperwork for Contracting Officer will usually work in your favor.
This all boils down to understanding your customer on every level - their agency challenges, objectives, budget and buying motivations. Focusing on this will eventually play in your favor by limiting competition. After that, it up to you and your firm to have a solid and quality solution at a competitive price.
For more information about 8a certification or any other disadvantage certifications, please contact JSchaus@JenniferSchaus.com
Jennifer Schaus
Jennifer Schaus & Associates
Washington DC - Rome, Italy
B2G Sevices & GOVT Relations
http://www.jenniferschaus.com/
+ 1 - 2 0 2 - 3 6 5 - 0 5 9 8
No comments:
Post a Comment