“[…] if you had one shot, or one opportunity to seize everything you ever wanted, in one moment, would you capture it, or just let it slip?”~Eminem
In my experience working with business leaders within GovCon, I have often seen that being the best at what you do does not always equate to success in the federal marketplace. As you join the industry, you quickly learn that finding opportunities and earning the work requires a methodology that you probably haven’t learned anywhere else. And, if you find yourself in front of the right customer, wouldn’t it be nice to know what they expect? Here are some tips to assist with maximizing your “pitch” to the agencies or primes for whom you want to work.
Do your homework
Creating an opportunity requires an understanding of who you want to do business with, what you have to offer that they need, and conveying it all at the right time. You only have control of 2 of the 3 basic components, so being on point with those is key! In a previous blog we discussed where to look to find who is buying what you are selling. Starting with the basics and identifying your PSC Codes, and locating the buyers on FPDS.gov can narrow your focus. Next step is understanding the work that they have available and what specifically you can do better than anyone else to assist. Don’t think you can just send a capabilities statement and they will see how wonderful you are and call you. That’s not realistic with all of the competition. You will need to create the opportunity by identifying the right person to talk to and getting them the information that works to their benefit, when they need it.
WIIFT? (What’s in it for them)
I watched a pitch competition at a GovCon convention last year, and I saw some amazing business leaders vying to distinguish themselves and catch the eye of the Prime Contractors present in the judges panel and in the audience. What I learned through the feedback they were given was that although the judges want to know what your business can do, they want to know more about why what you do should matter to them. What’s in it for them by working with you rather than one of your competitors?
One of the judges on the panel, who is a Director of Small business for a large DoD Prime, advised the business owner to research the contract work being done by her company, assess where the business owner’s proficiencies or goods might apply, and then frame their “pitch” to address what they do best and why that should matter to her. And this conversation was being viewed by at least 75 people in the audience. If the business owner wasn’t sweating beforehand she sure was now. I was grateful to see the interaction because it is common for newer contractors to lose the ability to capitalize on a great opportunity by simply not knowing how the process works or what the expectations are of them.
Attending industry conferences will present many opportunities to engage with agencies and large primes that may want to work with you. If you get the chance to pitch, make it count!