Five tips to help you earn government contracts

Marketing to the public sector is increasingly challenging, but often with more than profit as the end goal, it can be very satisfying. People in the public sector are often driven by a service ethos and can be passionate and knowledgeable. Many are also driven by a desire to create a better society, particularly in sectors such as education and the environment. From a commercial point of view, the sheer scale of the contracts on offer, and the certainty that the bills will be paid, makes supplying to the public sector very attractive. But how do you make yourself known?

1. Understand government processes and constraints. This is a priority. Is there a gap for you? When will the next tender come up? Is what you supply even procured through a tendering process? The type of work and value of work is key. There are numerous websites on which contracts are published, including OGC (the Office of Government Commerce), Supply to Gov and Tenders Electronic Daily. You need to be prepared to make a case as to why you should be chosen as a supplier. 

2. Who makes the decisions and who influences choice of supplier? Identify and build relationships and awareness amongst those people who influence and make the decisions. In most cases this will include senior managers and specialists, and the procurement team. This is critical, irrespective of whether you are contracting directly or trying to win work via a tender. If you are unknown to the client, your chances of winning any tender decrease dramatically. If you are unknown, consider partnering with someone who is known.

3.  Be "commercial", which means be rigorous, efficient, and make an impact. If you are well known for your commercial approach this will help, if not, build case studies based on the value you have brought to your clients. Use these and referees in your marketing. Think about what else you can do to support and add value in the way you deliver your contract. Remember that you are spending taxpayer's money.

4.  Be persistent, tenacious and creative. The red tape will feel frustrating but the investment can be worth it. Make sure that you have the relevant "badges" for the industry you work in, including accreditations and professional memberships and promote these on all your marketing material. 

5. Networking is critical, but it might not only be about attending events. Build your reputation. People in the public sector are concerned with development and training—can you offer any training that will help add to their professional development? Are there events you can speak at? Target events that decision makers, such as senior managers and procurement professionals, will attend. All in all, consider the time you will spend both networking and skirting red tape: understand all the costs and decide whether targeting the public sector is a cost effective way of doing business.

Rosena Robson is a director of Verdant Marketing

Posted 19 November 2009 : Director.co.uk