Selling to GovCon Step-By-Step

In this episode of Game Changers for Government Contractors, host Michael LeJeune breaks down the key steps for building an effective corporate strategy in the government contracting space. Learn how to define what you sell, identify your target buyers, understand how they procure, and develop a tailored marketing strategy. Michael shares practical tips on leveraging tools like SAM.gov?and USAspending.gov, choosing the right certifications, and partnering with strategic players. Whether you’re new to government contracting or looking to refine your approach, this episode provides actionable insights to help you focus your efforts, build relationships, and position your business for long-term success.

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Read Transcript Here:

Michael LeJeune (00:00)

Hey everybody, welcome to another episode of Game Changers for Government Contractors. I'm your host, Michael LeJeune. If you’re not familiar with the podcast, we interview guests twice a month who are experts in the market. They include businesses that are growing—some of them are clients—and they share tips, tactics, strategies, and more.

If you’re not familiar with RSM Federal, our focus is helping government contractors achieve their goals. Whether through sales strategies or other services, we help folks get to the next level in government contracting. If you’re struggling with that, please reach out, and someone from my team will circle back to you. We offer a free consultation to show how we can help you succeed.

Today, I want to talk about how to build a corporate strategy. One thing I’ve found, and this applies to every type of business, is that most people overthink what it takes to build a corporate strategy. So, today, I’m going to focus on a handful of questions you need to consider—especially if you’re new to this market.

If you’re a new business owner or new to government contracting, and you’re asking yourself, “How do I figure out what to do in this business?” you don’t need a 30- or 40-page business plan. You need a couple of pages and some direction. It starts with asking these key questions.

Step 1: What Do I Want to Sell?

Do you want to sell a product, a service, or both? You need to get very specific about what you want to sell. If you’re thinking, “I could sell one of 20 different things,” that’s not necessarily bad. Start by looking at government databases like SAM.gov or USAspending.gov. Use keyword searches to see what the government is buying in large quantities.

Consider your passions, but focus on areas the government is already spending on, such as cybersecurity, project management, landscaping, janitorial services, office supplies, computers, hardware, or software. Look at market size: if one category is worth $60 billion annually and another is $3 million, it’s usually better to pursue the larger market. Narrow down your focus to what you’re most passionate about and what has the greatest potential.

Step 2: Who Buys What You Sell?

Run reports in SAM.gov or USAspending.gov to find out who buys what you sell. We call this a “Who Buys What You Sell” report. Use keyword searches rather than NAICS or PSC codes to minimize irrelevant results. Keywords provide a smaller, more accurate dataset.

Once you’ve identified buyers, you can start developing your strategy. For example, if you have a medical background and see that the CDC is a major buyer, you can leverage your expertise to target them effectively.

Step 3: How Do They Buy What You Sell?

Next, figure out how your target agencies buy what you sell. Are they using specific contract vehicles like GSA schedules, Oasis, or NASA SEWP? Are they using simplified acquisitions or socioeconomic set-asides?

For example, if you’re a service-disabled veteran, you might think your SDVOSB certification is essential. However, if you’re targeting the Army and they focus on full-and-open contracts or general small business contracts, that certification might not matter as much. Similarly, you might assume you need an 8(a) certification, but the data might show that only a small percentage of contracts in your category are awarded under 8(a).

Understanding how agencies buy what you sell helps you determine whether you need specific certifications or teaming partners to succeed.

Step 4: How Will You Market Your Services?

Depending on what you sell, your marketing strategy will vary. For example:

• If your product is purchased via micro-purchases, you won’t find those opportunities on SAM.gov. You’ll need to build relationships with contracting officers.
• If you sell a multi-million-dollar solution, you’ll find those opportunities on SAM.gov.
• If you have a unique solution, you may need to build demand in the market and educate buyers before they can issue an RFP.

You need to figure out how the market buys what you sell and tailor your marketing strategy accordingly.

For some businesses, the federal market may not be the best fit. For example, if your product requires in-person delivery and your top buyers are in New York while you’re in California, the cost of travel might make you uncompetitive. In that case, the SLED (state, local, and education) market might be a better option.

Closing Thoughts

Here’s a recap of the key steps for building a corporate strategy:

1. What do you sell? Identify your product or service.
2. Who buys what you sell? Run reports to find target buyers.
3. How do they buy what you sell? Understand the procurement process, contract vehicles, and certifications.
4. How will you market your services? Develop a tailored approach based on your research.

Regardless of what you sell, here are three core marketing actions to focus on:

1. Submit quotes or proposals online. Use the appropriate portals for your opportunities.
2. Build relationships with contracting officers and program managers. Engage them through calls, emails, and capability briefings.
3. Partner with strategic players. Find teaming partners already in the market to expand your reach.

If you focus on these fundamentals, you’ll establish a foothold in the market and build a strong business case for continued growth. There are many other strategies—social media, paid ads, trade shows—but these three will get you started.

If you have questions or are struggling with any of these areas, please reach out. My team offers free consultations to help you decide if government contracting is the right fit for your business. You can find us at RSMFederal.com or FederalAccess.com. Thank you for listening, and we’ll see you in the next episode.

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