Shoot the Messenger
From GOVSALESWIKI
Installment [ 12 ] Shoot the Messenger By Richard White
Our Federal Sales Academy was prominently featured in the April 15, 2006 issue of Government Executive Magazine in an article entitled, "Contracting 101" by Kimberly Palmer. (See http://govexec.com/features/0406-15/0406-15na1.htm). A major theme of the article is that you have to work your way into the hearts and minds of federal end users before you make a sale.
It is our position that many companies really do not want sales training. Or the businesses may want some form of sales training but fear that they will be told that making sales calls is a critical step in the process. Our customers tell us that they had hoped for a magic bullet or some easier solution. The reality is that the calls need to be made and there's no getting around this fact.
Learning how to register to do business with the federal government and how to administer federal contracts do not constitute sales training. You are really learning how to cut through the red tape. Although both are valuable training, it is useless unless you have a contract to administer. Our rule of thumb is "sales first and rules second."
Key Issues:
- What is sales training and can the keys to successful federal sales be taught?
- Who are the procurement decision makers in the federal government and how do they think?
- How do you meet the decision makers?
- How do you approach them and what do they want to hear?
- Are cold calls necessary and how are they made?
- How does your business get through the glass wall?
- How do you approach the gatekeepers?
- Web sites and white papers - do they work?
- What do you do once you are inside the door?
In general, a company or sales person can learn the keys to success in government sales provided the person receiving the training does not fear interacting with people. The government sales process is all about interacting with others and establishing the critical relationships required to sell in the federal market. Send the extroverts to the sales training and the introverts to the red tape training.