Before You Market to the Government

1. Know your market, who is your ideal customer?
2. Study the target environment, research your potential customer.  Internet searches are the easiest way to gain information.  If the Department of Defense is your target, be aware that the various branches of the military have separate extensions (US Air Force is www.address.af.mil; Navy is navy.mil; Army is army.mil). Government agencies are .gov.  Even this basic information will help your searches become more expedient.
3. Understand Joint Venture and Mentor/Protégé rules.
4. Do not try direct marketing immediately.  Practice, practice, practice with anyone before going directly to your market.  It is much harder to erase a bad impression than start with a good, professional impression from the outset.
5. Take advantage of small business resources that are readily available:  PTACs, SBA PRCs, etc.
6. Take advantage of the trade and professional organizations that are relevant to your niche.  There are many.  Also subscribe to your trade publications.  Most of these are free or have articles on the internet at the very least.
7. Don’t limit yourself to the local market if your business permits that flexibility.  This is becoming a global economy so if your target customer is not in the immediate area, use the telephone or internet.
8. Take advantage of pertinent certifications in your area of expertise if at all possible (ISO, CMMI, etc.).  These certifications are always discriminating factors when responding to a potential customer.
9. Complete your registration in the Central Contractor Registration (ccr.gov).  You will need your DUNS#, CAGE code and the applicable NAICS codes that pertain to your business.  If veteran or service disabled veteran owned, also complete the registration in www.vetbiz.gov as well.  If SDVOSB, be sure to have your VA Letter of Adjudication on file stating that you are considered disabled by the veterans administration.
10.  ALWAYS, ALWAYS KNOW WHAT YOUR CUSTOMER DOES INCLUDING THEIR PARTICULAR MISSION WITHIN THE ORGANIZATION.
11. If your company is a small IT service business, don’t list program or project management first on any marketing material, everyone can do this and it is not a discriminator.
12. If you have no previous government experience, in service contracts, it is easier to find work as a subcontractor first.

Marketing Material

1. ALWAYS list your niche first in your capabilities area.  This is your discriminator.
2. ALWAYS include any previous contract(s) or experience including the type of work you did and your customer.
3. Include your NAICS codes and any contracts or schedules that you presently hold or have available and whether you take government credit cards.