Federal Business: Closer Than You Think – The Secret? Working Your Sweet Spot.

By Judy Bradt

Have you noticed? Your best clients today are pointing you toward your strongest prospects in government business. Whether you’re looking for your first government contract or your next one, here’s how to transform them from customers into champions.

Want to expand into a new government agency? Or looking for your first government contract? The most common questions people ask me are, “How can I meet the decision-makers?” and “How can I get in front of people?”

It’s simple if you start with your sweet spot customers. Not the one you’d like to have; not the one you want to have; but the one you have right now.

Who are your sweet spot clients today? Here’s how to tell: they pay you on time, they come back for more services and advice and they send their friends. You’re on their speed dial — because they like to call you just to say hi. Your corporate promotional magnet is on their filing cabinet. True inner circle: you know their birthdays…but they know YOUR birthday. If you were to plot them on a normal distribution curve, you’d see them cluster at the peak of your profitability…and your core competency. (Pay attention: you’ll need that succinct core competency for the unique value proposition in your capability statement!)

By doing what you do best, the product or service you provide lets them do what they need to do best. You win because you help them win. That’s why they keep coming back and referring their friends. They want you to succeed because they want you to be around to be able to serve them.

Once you’ve got that list, sort it by:

1. Who represents past performance that reflects the service/product mix most like what you want to win more of?
2. Who’s in your top priority agencies?
3. Who’s got strong cooperative relationships in your priority agencies?

Professionals with similar needs and problems often know each other — even across the public/private sector line. And because government agencies share the common mandate of serving citizens, they’re often willing to help a colleague in another agency.

So how do you ask for the referral without feeling like you’re begging? Actually, it’s easy. If you’re already doing business in an agency, try asking:

• “We’re so grateful for your business, and we’d like to make a difference in other agencies and programs as we grow our government business. Who else in your agency should we be talking to?”
• “Who do you know in _______ department within your agency?
• “Who do you know in (another one of your target agencies) who might need similar services?”

Or, if you’re new to federal:

• “Our company is growing — thanks in part to our work together. We really appreciate your business. We’re also ready for new opportunities, and I’d like your advice.”

You’re not even asking them to make an introduction. But if they like you as much as you think they do, odds are good that they’ll not only provide contact information, but spontaneously offer to make an introduction.

The result for you is priceless: repeat or referral business with minimal marketing and business development cost.

If your relationship with them is strong, they’ll probably offer to introduce you. If not, then you can follow up with:

•  “Would you share their contact information with me?”
•  “May I say that you suggested we get in touch?”
•  “Would you be willing to make an email introduction?”

Be sure to send your champions a thank you note for opening the door. Handwritten and mailed, even better than email.

Simple. Powerful. Go for it. Tell us what happens!

Judy  Bradt is CEO of Summit Insight (www.summitinsight.com), in Alexandria, Virginia. Consultant and author of “Government Contracts Made Easier,” she is also SBA’s 2011 Women in Business Champion for Metro Washington DC.