How to Lose Friends and Alienate Agencies: Top Federal Marketing Fails

Marketing to the federal government presents unique challenges and requires a strategic approach different from the commercial sector. Here are some pitfalls to be aware of and avoid in federal marketing:

• Not making the most of meetings – Government representatives say time and time again – “Don’t ask me what keeps me up at night.” They want and expect you to come into the meeting prepared, which means you have to do your homework.  To make the most of meetings, you need to know their gaps and pain points and customize your messaging to ensure it’s clear how your product or solution can address their needs and help them meet mission.
• Avoid a cookie cutter approach – Commercial and federal are different, and one federal agency is different from another agency.  Engaging the federal market without thorough research on your target agencies, their missions, and procurement processes can lead to misguided strategies. Invest time in understanding your market and customizing your approach.
• Inadequate networking and relationship building – Federal contracting and business development rely heavily on relationships. Take advantage of networking opportunities to build relationships and learn about agency challenges. Opportunities include industry days, conferences, trade association meetings, and meetings with agency representatives.
• Not following up –Failing to follow up after meeting with agency officials or potential partners can close doors that might have been open. Maintain communication with agency and industry contacts and follow up on submissions.
• Overlooking the importance of past performance –Past performance is often a critical factor in federal contracting decisions. Not providing thorough and positive past performance references can hurt your chances. Focus on building and showcasing a strong track record.
• Underestimating the time and effort required – Federal contracting can be a lengthy and complex process. Underestimating the time and resources needed for the long sales cycle (capture, proposal preparation, compliance, and follow-up) can lead to frustration and subpar performance.
• Lack of a Long-Term Strategy – Treating federal marketing as a short-term effort rather than a long-term strategic initiative can limit your success. Develop a comprehensive and sustained strategy with clear objectives tied to revenue goals.
• Ignoring Feedback – Failing to request a debrief and/ordisregarding feedback from contracting officers or debriefings after losing a bid can prevent you from improving your future proposals and messaging. Always seek and learn from feedback.
• Failing to differentiate your offerings – Federal buyers look for solutions that stand out. Not clearly articulating your unique value proposition or differentiators can result in your offer being overlooked.
• Failing to Stay Informed About Policy Changes – Government policies and procurement processes can change. Not staying up to date on these changes can result in non-compliance or missed opportunities.
• Overestimating Past Relationships – Assuming that past relationships or contracts will guarantee future success without continuing to build and nurture new and existing relationships can be a critical mistake.

Avoiding these mistakes can enhance your chances of success in federal marketing and contracting. By understanding the unique aspects of the federal market and strategically addressing them, businesses can better position themselves to win and execute federal contracts.  Jefferson has a track record for helping companies create, build, and sustain business with the federal government. Jefferson professionals have particularly strong insight into and experience with the broader govcon community.  Contact us to learn how we can help!

About the author:  

MJ Sivulich is a Senior Vice President and leads Jefferson’s business consulting practice.  MJ provides federal business development, capture, proposal, government affairs, and market research support to industry clients.  To contact the author or learn more about Jefferson’s federal business development services, please email contact@jeffersonconsulting.com.