Thursday, February 09, 2012

Reach Reluctant Government Buyers

The Secret That Opens Doors
My favorite kind of research is going out to lunch. In this case, it was breakfast, hosted by Nick Wakeman, Editor in Chief of Washington Technology. He was recounting a meeting at the Pentagon, at which a General told him, "I always have 20 minutes to hear a company's  capability."
"Wait a minute," I said. "What's the secret here? I don't know any Generals who always have 20 minutes for a company meeting. Tell me that again."

"No, no," Nick corrected me. "The General said, 'I always have 20 minutes for someone who can Solve My Problem.' "
Want to get their attention, then?  The sweet spot -- and past performance -- are key.

Government buyers want to know that you've solved their problem, for someone who looks just like them, yesterday afternoon.

  • What problem do you solve -- not what product or service do you offer -- for your sweet spot clients today?
  • Why do they choose YOU  to solve it?
  •  How can you tell that someone has that problem and is motivated to spend money to fix it?

Now, which government agencies have, and must solve, that problem in order to deliver their missions and serve citizens? (Remember: everyday services and products are mission essential, too! Are custodial services mission essential? Sure. Lights have to light, toilets have to flush.)

                Those are your best prospects. They're waiting for your call..

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