The Psychology of the Federal Sale
Every single thing you do is advancing (or not advancing) a sale. Maybe it is selling the meeting, a follow-up or your actual product or service. The important thing to know is where you are relative to your buyer’s buying motives.
Think about the federal buyer for a moment… What are some of the stereotypes that come to mind? Write them down and you have a great foundation of the make-up of a federal buyer and what they need from you…
If you are a typical business person frustrated with government bureaucracy and inefficiency, did you know that you probably are projecting those negative thoughts in your phone conversations and maybe even in person?
How? We as humans “can’t not” project these things subconsciously because we believe them. That is why we need to be careful about our belief structures and what we are projecting. In fact, if we understand what makes the federal buyers buy, then we can project the solutions to that and they will receive these positive reinforcements to their buying motives- and it all happens subconsciously.
Hard to believe right? Well think about this for a moment… How is it that you and your best friend can finish each other’s sentences, move the same way, act the same way without any scripting? It all revolves around rapport and rapport starts, or doesn’t start within milliseconds of meeting or talking with someone. You know it happens because sometimes you just “click” and other times you can’t seem to generate a connection.
Now, when it comes to federal buyers, there are two important components to understand. First, where are you right now, and second where are they and what are their buying motives. Federal buyers are not complicated, they are just like you – they want things to be easy. That doesn’t mean they don’t work, they just don’t want to have to do extra work to buy from you. So, if you can help them trim the work load, you are golden!
3 Golden Nuggets
Provide them with sample scopes of work that they can use in their next procurement. Provide them with Sample Standard form 1445 filled out with the appropriate boxes filled, ready to go with item descriptions and all.
Provide them with your certifications- especially the ones that help them like small business, 8(a) and SDVOSB.
If you get into their world and understand what they do, you can positively change your belief structure and become more aligned with them – generating real rapport.