Question

Topic: Strategy

Finding Clients?

Posted by Anonymous on 11/7/2006 at 3:43 PM ET 125 Points
I am a marketing coordinator for a small business selling configuration management software. Our clients? The military. My problem is getting to the right people. Before I came on board, the company found most of their clients through word-of-mouth. But it has been a slow process I would like to kick it up a notch and find new clients. Here's what I have done so far: I registered our business through small business offices in every military branch and also registered our business with big companies for possible teaming with future contracts, changed the contents of our website, and emailed possible clients that I found through the internet (follow up calls as well). But it has been slow so far.

I would like to know HOW do I find the right people doing CM work (being that the clients are buried) in the military? How can I advertise our product when I don't have a list or people compiled? In the past, I signed up with "sales list companies", but after querying their database did not find exact matches or even close to it so I abandoned that idea. I would like to see how our competitions are doing their marketing, but I have yet to find an info about that online as well. And of course being a small business, I don't really have a lot of marketing budget, so I am limited to what I can do. I would appreciate if you can give me any ideas.

Thank you
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RESPONSES

  • Posted by telemoxie on 11/7/2006 at 4:00 PM Accepted
    I perform outsourced marketing services for a number of technical companies, some of whom sell to the Government, and I'm located in the Washington DC area... if I knew of a fast way to push technology to the Federal Government, I'd be a rich fellow.

    The US Federal Government is, I believe, the largest purchaser of computer hardware, software, and services in the world. There are a great many firms who specialize just in "helping you" set up GSA schedules and so forth. There are hundreds of systems integrators, some owned by "disadvantaged" folk, who get preferential treatment. For example, if your company were owned by a female Native American service disabled veteran, we could have lots of fun selling lots of interesting stuff...

    ... Generally speaking, the goverment chooses to buy what it feels it needs... they initiate the procurement, not us, and it is a long and tedious process to build top of mind association and get them to think of needing your solution.

    In addition to goverment sales consultants, there are a great many list brokers (e.g. Leadership Directories, Carroll Publishing, others) who may attempt to sell you their directory... and there are a great many shows, meetings, and conferences which can consume your time, energy, and budget.

    The experts say that it can take 6 months, 9 months, a year or more for an outbound program to the Feds to succeed. The good news is that it is possible. If you want to discuss this further, please click on my profile to the right, and give me a ring.
  • Posted by michael on 11/7/2006 at 6:10 PM Member
    Jeannie,

    Not sure if you're a WBE but that's the easiest way to get into the government purchasing cycle.

    On the other hand, you'll find the "diversity" contact at most government procurement offices will also know who to contact.

    Bottom line....if it was my company selling to the government with limited budget.....hit the phones.

    Michael
  • Posted by michael on 11/7/2006 at 6:11 PM Member
    Jeannie,

    Not sure if you're a WBE but that's the easiest way to get into the government purchasing cycle.

    On the other hand, you'll find the "diversity" contact at most government procurement offices will also know who to contact.

    Bottom line....if it was my company selling to the government with limited budget.....hit the phones.

    Michael
  • Posted on 11/7/2006 at 7:40 PM Member
    I think you need to make some appointments with folks at a typical installation in your target audience, and see if there is someone "inside" who would act as your coach. You're not asking them to do anything unethical. In fact, you're ultimately going to use what they tell you to benefit them.

    My guess is that when you find the right person, he or she will tell you not only how to sell to them, but also how to find their counterparts at dozens, or even hundreds, of other installations.

    Will it take some digging and hard work on your part? Of course. But that's what will make the payoff so much sweeter when it comes.

    Good luck.
  • Posted on 11/8/2006 at 11:11 AM Accepted
    Consider going back to your company's contacts at current and past clients and asking them for the names of their counterparts in other areas. Many, especially military, know many people and they tend to know a good number of their counterparts--even in other branches of the service. You might also inquire as to their contact person with companies--both competitors and complementary product providers--that you would like to investigate.

    You are in a unique business where a personal contact for referrals is crucial. Take the time to develop relationships with those who already know your company and let them direct you to others. Spending time on the phone with people inclined to help and who probably know the folks you're really looking for will speed your search considerably.

    Once you have some contact information from your current and past clients, ask them if you can use their name as an entrée, or better yet, if they would make a phone call for you.

    Once you make new contacts in other areas, repeat the above process. Just keep gathering contact information and within a short period, you'll have a very large network of potential purchase prospects and potential joint venture prospects.
  • Posted on 11/8/2006 at 11:21 AM Author
    Thank you all for your help. I will keep the suggestions in mind.
  • Posted on 11/10/2006 at 4:29 PM Member
    I would go to companies already contracted by the government...Raytheon, Halliburton. Start working with them on their cm. That way your still getting the gov.s money and you will get exposer through the back door so to speak.
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