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RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
1www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
To train, mentor, and assist returning military, National Guard and Reserve members, and their families in
addition to our nation’s Veterans as they start and grow small businesses.
Transitioning Military Skills Into Small Business Success
OUR MISSIONA recognized 501c(3) nonprofit organization founded and operated by Veterans in 2004
Missouri * Iowa * Kansas * Nebraska
Funded in part through a cooperative agreement with the US Small Business Administration
All Branches Welcome
The Most Valuable Training We’ve Ever Received For Government Sales
WOW – we should have done this . . . ten years ago! A better term would be “Total Solution!” We
learned more in two days with RSM Federal than years with other well-respected and well-known
experts. RSM Federal’s approach and strategies are a true paradigm-shift. Not only did we receive the
most valuable training we’ve ever received, we were given access to hundreds of business templates,
resources, and strategies which allow us to successfully execute what we’ve learned.
We won $600,000 with DOL; $1 Million with NAVSUP, and an IDIQ with the State of Maryland! Joshua
and his team at RSM Federal are the real deal!
Stephanie A. Parson, PresidentPresidentCrowned Grace International
Winning Strategies For Government Prospecting
Real-World Recommendations for SDVOSB Companies
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
6www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Joshua P. Frank MIS, MBA
RSM Federal – Managing Partner
SDVOSB
28 years supporting public sector / government
Former military intelligence officer
Professional Speaker and Bestselling Author
Small Business Advocate
− Chairman, Board of Directors, Veterans Business Resource Center (VBRC) (VBOC)
− Guest speaker and trainer, SBA
− Judge for Entrepreneurial Competition (Arch Grants)
Expertise
− Education, training, and business coach
− Specialize in techniques & strategies to accelerate revenue and market entry
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
7www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
14,300 Companies Have a GSA Schedule 1
So much for the “Low-Hanging Fruit” theory
- Not often publicized
Almost half of companies with Schedule . . . fail
It’s Not Because of What They Sell
So. . . Why do 50% of GSA Schedule holders fail?
1 Note. You don’t need a Schedule to win contracts
FY 2013
22,000 Companies
54% <$50,000 in sales 12,000 Companies
37% $0 in sales 8,000 Companies
FY 2018
14,300 Companies 7,700 cancelled / terminated
48% <$50,000 in sales 6,900 Companies
34% $0 in sales 4,800 Companies
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
8www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
2 Identical Companies
Identical Products and Services
Both Companies:
- Same education level
- Get help from mentors, coaches, and consultants
- Attend same conferences
- Watch same webinars
- Buy same business books
- Joined the same associations
- Both certified (State and/or Federal)
- Attend the same training sessions
One company wins contracts. The other does not.
Why?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
9www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Why?
Because it’s not what you learn -
It’s how you apply it
Which is critical for capture, prospecting, and sales
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
10www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Why Do Companies
Win Contracts?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
11www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Why do companies win contracts?
Past Performance
Management Team
Perceived Value
Strong Back Office
Socio-Economic Status
Pricing
Quality Product / Service Relationships
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
12www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Past Performance
Management Team
Perceived Value
Strong Back Office
Socio-Economic Status
Pricing
Quality Product / Service Relationships
2nd
2nd
2nd
2nd
2nd
2nd
2nd
Why do companies win contracts?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
13www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Let’s Get Started
Session Expectations- Basic - intermediate content, techniques, and strategies
- 1 hour webinar with Q&A
- A ton of information
Agenda- SDVOSB Certification Requirements
- Federal Budget
- Acquisition vs. Pre-Acquisition
- Differentiation
- Who Buys What You Sell?
- 20 Prospecting Methods – Which Should You Use?
- Q&A
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
14www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
SDVOSB Certification RequirementsDisabled | Ownership | Control
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
15www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Mandated by FAR* Part 19 “Small Business Programs”
Agencies follow the FAR to varying degrees- Not all meet their percentage obligations
- Some agencies utilize one set-aside more than others
Small business classification is dependent on your NAICS Codes
Federal Acquisition Goals For Small Business
Percentage Set-Asides Certification
23% Small Business (SB) Self-Certification
5% Small Disadvantaged Business (SDB) 8(a) Through SBA
5% Woman-Owned Small Business (WOSB) 4 Certifiers
0% Veteran-Owned Small Business (VOSB) Through VA / SBA
3% Historically Underutilized Business Zone (HUBZone) Through SBA
3% Service-Disabled Veteran-Owned Small Business (SDVOSB) Through VA / SBA
Source: SBA , http://www.sba.gov/ Figure 18: Fed Agency SB Procurement Goals
Federal Agency Small Business Statutory Goals
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
16www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Certification
Disabled Veteran
- DD-214 | Disability status letter from VA if requested
Ownership
- 51% annual distribution and profits
- Ownership that is not subject to conditions precedent, conditions subsequent,
executory agreements, voting trusts, restrictions on or assignments of voting
rights, or other arrangements causing or potentially causing ownership
benefits to go to another (other than after death or incapacity).
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
17www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Certification
Control
- Day-to-day management and long term decision-making authority
- Company documentation must not provide non-Veteran members with equal
or greater authority over the day-to-day management and long-term decision
making of the LLC than that of the Veteran
- Control over all decisions of the LLC and must provide demonstrable
evidence (e.g., provisions of the operating agreement) of this ability to control.
- Owners need not work full-time but must show sustained and significant time
invested in the business.
- Must demonstrate that a Veteran owner’s employment in another business
will not interfere with his/her control of the applicant or participant
- Highest compensated employee
- Highest officer position
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
18www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Federal Budget
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
19www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
The Federal Budget
Government Fiscal Year
Starts October 1st
(In billions of dollars)
Outlays 2015 2016 2017 2018 2019
Appropriations
Defense
Federal Agencies
$1,186
623
563
$1,184
684
600
$1,216
592
624
$1,218
600
618
$1,304
678
626
Mandatory Programs 2,458 2,427 2,573 2,583 2,739
Total Outlays 3,644 3,611 3,789 3,801 4,407
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
20www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Federal Spending FY2016 – FY2019
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
21www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
So What?
Billions in Federal Funding for Small Business FY2019
Your Top Priority – How To Properly Engage The Federal Market
- Don’t listen to colleagues that constantly complain about not winning
- Budget cuts and sequestration are a big deal – to uneducated / unprepared companies
- Companies that educate themselves and perform the right activities – win contracts
- It’s NOT about what you know. It’s how you apply what you’ve learned.
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
22www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Government Opportunities- Don’t Do What Everyone Else Does -
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
23www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
6 Common Challenges
How to identify who buys what you sell and how to contact them
Bidding without information or intelligence (beyond FBO / FedBizOpps)
Bidding without knowing the prospect (talking to them)
Bidding without knowing the competition
Bidding without having done the up-front work
Not tailoring your marketing collateral (capability statement, etc.)
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
24www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
80% of Businesses Focus on Unqualified Opportunities
Target opportunities which align with your strongest offerings
- Where you clearly understand or plan to understand the prospect’s needs
- Where the value of your products / services align
Target agencies which are likely buyers of your solutions
- Propensity – Who buys what you sell … how much … how often?
- Discard all others – “Shotgun Sales” are rarely successful
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
25www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Typical Business Focus
Meeting with Prospects (5%)
RFI and Sources Sought (5%)
Teaming / Partners (10%)
RFP Released (80%)
Where do most businesses focus?
Where should you focus?
Positioning with Prospects (80%)
RFI and Sources Sought (5%)
Teaming / Partnering (10%)
RFP Released (5%)
Meeting with Prospects (5%)
RFI and Sources Sought (5%)
Teaming / Partners (10%)
RFP Released (80%)
Where do most businesses focus?
Acquisition Phase
Pre-Acquisition Phase
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
26www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Government Acquisition Cycle
26
SOW Statement of Work
RFI Request for Information
RFQ Request for Quote
IFB Invitation for Bid
RFP Request for Proposal
Procurement
Yes
IFB / eBuy
RFQ
Building Concept Procurement
Yes
RFP
Identify Process,
Features, Benefits
Basic Vision
SOW Defined No
No
Government Critical Path
3 – 6 Months X =
RFI
Sources
Sought
Sourc
e ©
Federa
l A
ccess, M
arc
h 2
012
Fig
ure
8 –
Govern
ment A
cquis
itio
n P
rocess
YesBasic Vision
SAP
Government
Meetings
Pre-Acquisition Acquisition
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
27www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
FedBizOpps (FBO) Only 10% of All OpportunitiesMost opportunities already in acquisition phase (90%)Sources Sought and RFIs Have Increased to 10% of all FBO Opportunities
FBO – Single Government Point of Entry (GPE) for >$25,000
Acquisition PhaseFedBizOpps, eBuy, DIBBS, et al.
Know They Need Your SolutionsBut not a priority to acquire
Don’t Recognize They Have Problems
You have to show them. . .
Preparing For AcquisitionMay be in FedBizOpps as RFI or Sources Sought
Figure 113 – FedBizOpps is Acquisition PhaseSource: © RSM Federal, March 2012
45%
45%
9%
1%
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
28www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved. Not Authorized as a Training Resource for Other Organizations or Entities.
DifferentiationIt’s Not What You Sell
It’s The VALUE You Provide
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
29www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved. Not Authorized as a Training Resource for Other Organizations or Entities.
Categories of Differentiation
Direct
- Easily Qualifiable and Quantifiable
- Fairly easy to communicate and position
- Communicate Value
Indirect
- Difficult to position
- Trust is the most important
- Position by “Telling a Story”
Balancing
- Socio-Economic Status
- Corporate Certifications
- Recognized certification, perhaps not yet
mandated by government
Direct Differentiators
• Value versus Capability or Service
• Competencies and Past Performance
• Perceived / Actual Niche
• Key Personnel, Your Staff, SMEs
• Current Customers
• Staffing / Management Approach
• Teaming Partners
• Certifications
• CPARS / PPIRS Ratings
• Facility Clearance
Indirect Differentiators
• Trust → You Can Do What You Say
• Agility, Flexibility, Innovation
• Hyper-Responsiveness
• Reputation
Balancing Differentiators
• Socio-Economic Status
• Contract / Acquisition Vehicles
• CMMI, PMO
Source: © RSM Federal, 2018
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
30www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved. Not Authorized as a Training Resource for Other Organizations or Entities.
Capability Statement
Your Baseline
On website (generic)
Tailor for every meeting
Tailor for teaming partners
Differentiation
− Graphical use of Federal logos
− Don’t take a copy to the meeting
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
31www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved. Not Authorized as a Training Resource for Other Organizations or Entities.
Capability Statement
Unable to communicate
your real value?
Might as well do this. . .
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
32www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
“Hi! What do you do?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
33www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Hey Mike, nice to meet you.
What do you do?
Don’t Just Tell Me. . .
What products you sell.
What services you provide.
That you’re a small business.
That you’re MBE, DBE, SDVE.
Or that you’re ANC 8a, WOSB, or SDVOSB
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
34www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
It’s not what you sell.
It’s not your socio-economic status.
It’s the Value that your
products and services provide
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
35www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
What Happens When You Focus On Value?
That’s not who we are.
That’s not the value we provide.“
I think that’s one of the
best responses I’ve ever heard.“
Real World Example
- Minority and Woman Owned
- Meeting with senior contracting officer
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
36www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Who Buys What You Sell?How Much? How Often?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
37www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Measuring An Agency’s Propensity For Small Business
FY 2017
Source: Source: Small Business Administration and Federal Procurement Next Generation
Consolidated by RSM Federal, 2018
Figure 59 – Small Business Score Cards by Status
Small Business 8(a) SDB VOSB SDVOSB WOSB HUBZone
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
38www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved. Not Authorized as a Training Resource for Other Organizations or Entities.38
Measuring An Agency’s Propensity For YOUR Business
USASpending.gov
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
39www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Measuring An Agency’s Propensity For YOUR Business
Federal Procurement Data System (FPDS)
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
40www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Construction Company (SDVOSB)
Years 2014 – 2016
13 NAICS Codes
90,000 Contract Actions
Measuring An Agency’s Propensity For YOUR Business
Federal Procurement Data SystemFederal Procurement Data SystemFederal Procurement Data System
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
41www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Prospecting MethodsWhich Methods Are Right For You?
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
42www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Prospecting Methods
STRONG WEAKCORE
Source: © RSM Federal, 2019
Bid-Matching Services(Contract Management Tools)
Government Directory
RFQ | RFP | IFB
Government Job Openings
Marketing | Advertising
Social Media
Government Acquisition
Systems
FedBizOpps
eBuy DLA DIBBS NECO
FedBid DOD EMALLASFI
FOIA
Government
Customer
Agency Forecasts(Internet / Websites)
OSBP / OSDBU(Impact Acquisition?)
Professional Associations
PTAC / SBDC / VBOC(Assistance Centers)
Trade Shows
FPDS / USASpending.gov
Professional Network
Meeting With Incumbent
VBRC Federal Access(Step-by-Step Strategies)
Engaging Pre-Acquisition(Sources Sought, RFIs, Calls)
Teaming / Partners(Proactive Teaming Strategy)
Government Meeting(Program Mgr / Contract Officer)
Bid-Matching Services(Contract Management Tools)
Government Directory
RFQ | RFP | IFB
Government Job Openings
Marketing | Advertising
Social Media
Government Acquisition
Systems
FedBizOpps
eBuy DLA DIBBS NECO
FedBid DOD EMALLASFI
FOIA
Agency Forecasts(Internet / Websites)
OSBP / OSDBU(Impact Acquisition?)
Professional Associations
PTAC / SBDC / VBOC(Assistance Centers)
Trade Shows
FPDS / USASpending.gov
Professional Network
Meeting With Incumbent
Successful Businesses
Combine Multiple
Prospecting
Methods
Teaming / Partners(Proactive Teaming Strategy)
Government Meeting(Program Mgr / Contract Officer)
Engaging Pre-Acquisition(Sources Sought, RFIs, Calls)
VBRC Federal Access(Step-by-Step Strategies)
1
2
3
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
43www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
What Did We Learn?
Common Challenges
Acquisition vs. Pre-Acquisition
Communicating Differentiation and Value
Propensity - Where to research who buys what you sell
Government Prospecting:
- Which methods provide the most value
- Combine most valuable methods to accelerate success
RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
44www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
Joshua FrankManaging Partner
RSM Federal(703) 677-1700
contact@rsmfederal.com
LinkedIn Podcast Resource Resource2 53 4
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RSM FederalConnecting Business with Government
Nationally Recognized Leader In Government Sales Acceleration
45www.RSMFederal.com
© RSM Federal, 2018. All Rights Reserved.
VETERANS QUESTIONS?
Jo Eckert
Branch Manager, Veterans Business Development Officer
Iowa District, Cedar Rapids Branch Office
Jo.eckert@sba.gov
(319) 362-6535
Maggie Peterson
Administrative Director, AWE Program Manager
Veterans Business Outreach Center, Region IIV
Peterson@vetbiz.com
314-531-8387
www.vetbiz.com
45
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