Because we respond to government proposals (like RFPs and RFQs) I am often asked about how to acquire government business. The simple answer is: it requires a marketing strategy just like any market sector. However, it also requires some special marketing knowledge and sensitivity to the way government procurement is accomplished.
When deciding to add government as a market sector to pursue, the first decision is what type of government entity do you want to pursue? Municipalities, counties, states, universities, and the federal government all require different marketing strategies, have different rules, may require different levels of marketing investment.
City and county governments are usually more approachable and the procurement process is more straightforward. Also, many states incorporate a preference for businesses in their jurisdiction. Typically, the city, county and state government managers are often very accessible and will be open to developing a professional business relationship. Below are eight basic steps to take to begin approaching marketing to local government entities.
1. To begin, determine the two-three entities and/or agencies that you would like to pursue.
2. Before a request for proposal is issued, meet with the "end users" (i.e. the people needing your products or services) and then meet with procurement.
3. You may even want to attend some pre-proposal meetings where you are not likely to propose so you can get a sense of the way the entity does business.
4. Complete any special certifications or registrations that are required. For example, the City of Phoenix requires companies register and are issued an affirmative action certificate.
5. Using the Freedom of Information Act (FOIA) or the Public Records Laws for your state, take the time to review responses to the Request for Proposals previously issued.
6. Then, begin the process of writing a proposal for your company. Begin to develop resumes, a company description, and other key information that will be included in a request for qualifications or request for proposal.
7. Wait for the release of the RFP/RFQ and then, write a response to the RFP that is persuasive, responsive, and creative.
8. Whether you win or lose, request a debrief with the procurement officer.
It is a cumbersome process but once you get initiated you will learn that it's just another approach to business and it is very rewarding, especially when you develop relationships with the people that work for the government.