Marketing to the Government
There has never been a better time to sell to government customers. While the government market is still sufficiently different from the commercial sector to scare off some vendors from entering the government arena, the procurement laws and regulations have been reformed and relaxed to make it easier than ever for agencies to buy commercial goods and services.
In years past, the acquisition regulations were designed to award contracts in as fair and equitable fashion as possible. Contract opportunities were first advertised and then competed. The process was regulated, even if the outcome was not, to ensure that as many contractors as possible had a fair shot at getting the award. The problem was that this regulated procurement process was slow and open to attack in the form of bid protests by vendors who lost the award to another.
To remedy these problems, Congress enacted procurement reform legislation to streamline the purchase of commercial goods and services. The driving idea was to make it as easy for an agency to contract for stuff as it is for its large corporate counterparts in the commercial sector. Today, the emphasis has changed from fairness to making it easy for an agency to contract for its needs and wants.
The articles in this chapter provide an overview of marketing to the government. "Know the Rules!" was the first article I wrote for Government Video, and stresses the need to learn about the rules, regulations, and practices of government contracting. The next columns serve as a primer. "Congratulations! ItŐs an e-Buy!" summarizes GSAŐs most recent online marketing tool, while "Why Companies Need a Core Government Sales Group" helps you put government sales in perspective for your organization.