Visibility and Credibility: How Small contractors can get around “the customer doesn’t know us” issue

I have presented at the Association of Proposal Management Professionals National Capitol Chapter (APMP-NCA) over 11 times in the past 14 years and every time I heard the same lament: we’re not going to win because the customer doesn’t know us. It was like a funeral dirge. I see this same topic on LinkedIn posts, had a conversation about it with Kevin Jans on his #ContractingOfficersPodcast and in many other conversations as well.

It is especially a challenge for small contractors.

In the #GovExec Leading Brands study released this past May, this same message came through loud and clear: customers prefer brands they are familiar with and for which they hold favorable opinions.

Familiarity and favorability. The customer doesn’t know us…

There are reasons some companies win more than others, and some may be beyond your control, like the size of some companies, or the number of feet they have on the street. And other internal resources.

But large companies are not the only companies that win regularly.?I’ve seen and work with mid-tier and small contractors that win regularly because they do several things right.

That the contracting officer doesn’t know you is not the KO’s problem- it is your problem, and this problem is addressable. It is within your power to become visible to almost any government buyer or influencer.

So why don’t you/they do it?

It does take a little effort, but becoming known to a prospect agency is do-able. And if you do it right, credibility and favorability also occur.

Your to-do list contains both online and offline activities. Online includes mainly your company web site and LinkedIn.

The first thing a contractor needs to do is define an area (or areas) of expertise. For small contractors the desire to cast a wide net, claiming several areas, is always tempting, but it is the wrong approach. Narrow your focus to two or max three areas of expertise.

Now start generating content to showcase your knowledge in each of these areas. The content needs to be relevant to the agencies you seek to work with, so don’t produce content that is too broad or general. Make sure each piece of content addresses a specific issue. The content can be an article, blog post, white paper, case study, video or webinar. There are many choices.

The content needs to reside on your web site, but it needs to be shared where those you seek to influence will likely find it. For tips on producing and sharing content see my #WashingtonTechnology article, but the main place to share is LinkedIn.

Plan to produce several pieces of content to tie into SEO and drive people to your website as well as create a body of work that shows the depth and breadth of your expertise. Produce the content in different formats as different people prefer content in various ways: audio, video or written. Case studies are a great way to show that your solution is proven and in the field already. With government it can be difficult to get a named case study, but you can still anonymize it and demonstrate the use case and traction. With the government looking to reduce risk with smaller companies, content is a great way to establish your credibility.

Once you start producing good content and sharing it, it is time to reach out to KOs and PMs in the agencies you are targeting. LinkedIn has 552 company pages for federal departments, agencies operating divisions and offices. Company pages list personnel, and these are searchable by job title, location and more. Start following the personnel you need to influence, and if you have a good reason to reach out, offer to connect.

When reaching out offer a context for connecting. Don’t damage your credibility by reaching out with the LinkedIn “form letter.” A context could include a reference to work you’ve done at the agency, a shared interest in a specific technology, something that provides a reason for connecting.

If you produce good content, and reach out to the right people in the target agency, the problem of “the customer doesn’t know us” starts to go away.

Just be certain to do this well in advance of any emerging RFP.

I have advised many companies on these and other issues facing small contractors and I would welcome the opportunity to discuss this with you. Get on my calendar and let’s chat! ?

Related articles

Go Deep, Not wide: How agency-based marketing can drive results: This article shows how a small contractor focused on a single agency to grow successfully.

The Big “R”: Relationships remain key to GovCon success,

The Art & Science of Picking the Right Event https://washingtontechnology.com/2019/09/the-art-and-science-of-picking-the-right-event-for-you/326727/