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5 Keys to Federal Buyer Trust

At The Pulse, we know that human relationships are a determining factor for success when it comes to getting results in government contracting

The principle in this dynamic is H2H – Human to Human – instead of only focusing on the business side. Everyone involved in the federal contracting market is a human being with their own needs and emotions. The people who are making the decisions at every step of the transaction process, from congressional members making appropriations, to COs who are working with contractors, are people. 

Anyone with experience in this field can tell you that metrics only take you so far in the federal marketplace. Rapport and trust are what matter most. Here are some guidelines to incorporate this mindset into your process.

1. Understand who you’re talking to

Not everyone you meet in the federal workforce is responsible for buying what you’re selling, so it’s important to determine who you should be getting to know. Knowing the roles of different personnel will allow you to work more efficiently and effectively.

  • Procurers/Buyers (including CO/COR/PO/CS, etc.): Procurers are the ‘gate-keepers’ to the program managers and end users. Although program managers might know what they want, contracting specialists help them get the needed materials/services and give advice on the best way to get those services. The contracting officer’s/specialists are key customers because of their influence over the project manager/end user and their responsibility for selecting the contracting method.
  • Influencers (including Program Managers/ High-Level Decision Makers): Program managers and high-level decision makers are individuals who generate the contracting requirement or are responsible for facilitating its execution. These individuals may exercise influence over an individual contracting or organization-wide contracting policy, but do not actually conduct the contracting process itself.
  • End Users (including the staff who uses your service/product): Most end users are confused about the contracting process and turn to their contracting specialist for help. They do not care how they get the contractor; they want the quickest mechanism to get the contractor. End users often have input in selecting the contractor and can be a key contact in the working relationship with the contractor.

Starting out with a list of target agencies that you want to work with isn’t enough. From there, you need to specify which departments and offices are in the market for your products and services, and who is responsible for managing and awarding contracts.

2. Humanize efforts

Even though your end goal is selling, don’t only act in self-interest – engage in building real relationships. It’s easy to automate social media and digital messaging, but know when to use personal touches in calls, social media messages, emails, and face to face time. Trust and establishing a real relationship as people, not just vendors, will take you far.

3. OPC conversation methods

The client should be the one talking the most and you should be listening, not planning what you’re going to say next. Work to understand what the client truly needs and what you can do to truly help them. We recommend using the OPC conversation method:

  • Open ended questions 
  • Probing questions 
  • Confirming questions 

These types of questions make space for honest discussions with potential buyers about their needs and how you can meet them.

4. Manage rejections

Adjust your mindset to see rejection as a necessary part of the GovCon process. Always take advantage of a rejection – use it as an opportunity to ask how your team can do better in the future by requesting debriefs. Getting rejected usually means there was just another contractor that met the federal buyer’s needs, not necessarily that you are missing something. It could also be that the Contracting Officer is having an off day (remember we’re all human – H2H).

5. Follow through (x3!)

It’s best to follow up on cold calls and emails within the first 1-2 days of first contact to ensure consistent communication. Let the person know you’ll be following up at a certain time and then do it. And once the job is done, or you’ve won the opportunity, get in touch again. This will help enforce strong relationships after the solutions have been delivered.

In the federal contracting market, you’ve got to make yourself stand out – not just as a business, but by relating with your fellow humans. Using these tactics, you can build connections with potential buyers and set you and your company up for success.