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Your Certification Is a License to Hunt

Posted By Nancy Aber Goshow, Founding WIPP Member, Monday, May 18, 2020


As someone who has been in business for more than 40 years, I tell all business owners who become certified, especially as a WOSB, EDWOSB, and/or DBE to develop a sound marketing strategy to leverage their certification.

Nancy Aber Goshow

 

One of the best strategies is summarized with a five-letter acronym: DFRPC

  • D - Differentiate: Identify strengths that differentiate your firm from all other women-owned businesses;
  • F - Focus your efforts on promoting those strengths;
  • R - Relationships: Build relationships with your target agencies that seek your strengths;
  • P - Past Performance: Build a robust portfolio of exceptional past performance and references; and 
  • C - Know your Customer: Research each target agency.
  • Research each target agency by answering these questions: Who, What, How, When, Where, and Why?
    • Who buys the services you perform?
    • How do they procure those services?
    • When do they procure those services?
    • Where are those services delivered?
    • How are you prepared to deliver those services?
    • Why would they buy those services from you?

Finally, adhere to the “Rule of Three” to build relationships with your target agencies:

  • Develop a three-year hunting marketing strategy;
  • Select three federal agencies to target;
  • Go to each target agency’s industry day and events where those three agencies present their opportunities;
  • Get their cards, don’t push your cards;
  • Find out the best way to follow-up with each contact;
  • Follow up every three weeks for three years as long as it takes to be known by those agencies; and
  • Show up, show up, show up over three years and on into the future.
Keep in mind during this process that federal government procurement is a long-term effort, it took me five years to get my first opportunity to compete and seven years before I won a federal contract.


About the Author:
Nancy Aber Goshow leads Goshow Architects and is a Founding WIPP Member. Read more about Nancy’s business and her commitment to WIPP in the May 2020 Member Spotlight
 
Each Monday, WIPP aims to feature a guest blog post from a member on tips and tools for business success. To submit a blog post, email the WIPP ACE HelpDesk at membership@wipp.org

 

 

Tags:  guest post  membership 

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