Brief Description of Federal Marketing: Some Lesser Known Facts

  • Marketing is a common term in the business world, but its meaning is very different in the world of government. Marketing in government typically refers to selling.
  • In the commercial world, most businesses that deal with the government aren't very marketing-oriented.
  • A buyer in the business world has a good idea of what they are buying in federal marketing, what processes are involved, what machines are used, etc.
  • A government buyer purchases a product, not a process. 

Targeting three different types of government clients

Ø  Procurers (including contracting officers/specialists)

Procurers are the conduits between program managers and end-users. However, even though program managers know what they want, contracting specialists help them get the materials/services and advise on the best way to obtain them. Considering their influence over the project manager/end-user and responsibility for selecting the contracting method of federal marketing, contracting officers/specialists are key customers.

Ø  Influencers (including program managers/high-level decision-makers)

Those who generate or facilitate contracting requirements are program managers and high-level decision-makers. Individuals with these roles may influence an organization's or an individual's contracting policies, but they do not conduct the actual contracting process.

Ø  Customers (including those who use your service/product)

The typical end-user is far removed from the contracting process and looks to their contracting specialist for assistance. The contractor does not matter how they get him; they just want him as soon as possible. Many end-users have input in selecting the federal marketing contractor and can be an important contact in the working relationship.

The following benefits will be of great interest to contracting officers/specialists, program managers, and end-users:

Ordering information:

- Easy ordering process.

-Complies with all applicable regulations and competition requirements (including FAR & Competition In Contracting Act).

-Purchases can be made using the government-issued charge card, GSA SmartPay®.

Costs:

-GSA Schedule pricing is guaranteed to be reasonable and fair.

-Flexible pricing is one of the federal marketing advantages.

-Discounts on bulk purchases.

Management of solutions:

-The opportunity to network with industry leaders.

-A contractor teaming arrangement allows agencies to customize solutions.

- GSA schedule orders count toward the agencies' socioeconomic goals and accomplishments.

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