Antix Consulting Strategic Insights
Introduction
Customer call plans in government contracting serve as a strategic tool for gathering insights, building relationships, and tailoring solutions to meet the specific needs of government customers. They contribute to the development of high-quality proposals and a competitive advantage in the procurement process. Successful government contractors understand the importance of thorough planning and engagement with their customers.
In this post, we'll share eight steps to creating an effective traditional call plan, including ideas for troubleshooting and other ways to connect with Federal decision-makers if things are not working according to plan.
If you've downloaded our Capture Plan Template, you'll recognize this slide:
Have this handy as a reference as we go through the important steps in developing your government customer call plan.
Developing Your Government Customer Call Plan
Step 1: Know Your Customer
Before you pick up the phone or schedule a meeting, research your potential customer thoroughly, (i.e., complete the slides for ‘Customer Organization’ and ‘Customer Pain Points’). Understand their mission, goals, and pain points. Get to know their key decision-makers and influencers. Decide who you are going to reach out to and create row(s) on your Call Plan slide for each contact you want to ask for a meeting.
A well-informed approach is the first step to success.
Step 2: Define Objectives
In Call Plan column 2, clearly define your objectives for the customer call. What do you want to achieve? It could be to gather more information about the project, establish rapport, or identify the customer's specific requirements. Having a clear goal will guide your conversation.
Hint: You need to consider WHY the customer would want to meet with you. Do you have something you can offer in the meeting to help them? For example, if they have an upcoming cloud migration, can you offer a call with one of your government customers for whom you have already done a similar project?
Think about how meeting with you will not only achieve your goals, but how it will be valuable for the person or organization you are meeting with.
Step 3: Plan Your Artifacts
What will you need for the meeting if your government contact agrees to meet? Will you take an informal conversational approach, or will you need a slide deck?
Artifact Tips: A general capabilities deck about your corporation is usually not the way to go. If you have a deck, craft a compelling value proposition tailored to the customer's needs. Show them how your services or products can address their challenges and help them achieve their goals.
This is where you differentiate yourself from competitors – many companies don't do the homework before a meeting which is one reason why government customers can become reluctant to meet with industry!
Step 4: Plan Your Team
Who from your company needs to be at the meeting? This will depend on what artifacts you have planned and what your customer’s business and/or technical needs are. Make sure to have some representation from your company’s operations team including a Program Manager for a relevant program and/or a Technical Solution Lead who has done work similar to what your client requires.
Government customers respond well to people who deliver the work rather than only meeting sales and/or business development personnel.
Step 5: Plan Your Questions
Prepare a list of insightful and open-ended questions. These should encourage the customer to share their needs and challenges. Avoid simply presenting your offerings; focus on understanding their unique situation.
These questions may also tie to your objectives for the call – there may be technical information you need from the customer to craft a good solution. Make sure to ask program and/or technical personnel to provide their questions. For example, you may need to know how many calls come into the help desk annually, or how many emergency software releases the customer typically has in a release cycle.
Think about questions that will help you differentiate your offer and help with correctly pricing for the scope.
Step 6: Request a Call
When requesting a meeting with a government customer, it's important to craft a well-structured and professional email. Here are the key elements to include in your email:
Clear Subject Line: Use a subject line that clearly conveys the purpose of your email. For example, "Meeting Request to Discuss [Opportunity/Your Service]."
Polite Greeting: Start with a polite and professional greeting, addressing the recipient by their appropriate title and name.
Introduction: Briefly introduce yourself and your company. Mention your credentials, experience, and any relevant certifications or achievements that establish your credibility. Keep this very short – 2 sentences.
Purpose of the Meeting: Clearly state the reason for the meeting. Be specific about what you would like to discuss, such as a specific upcoming opportunity, your product or service offerings, a potential collaboration, or addressing their specific needs.
Value Proposition: Explain how your product or service can benefit the government agency. Emphasize the value you can bring, how you can help them achieve their goals, and any past successes or case studies that demonstrate your capabilities.
Relevance: Show that you've done your research by mentioning any recent government initiatives, projects, or challenges that your product or service can address. This demonstrates your genuine interest and relevance.
Requested Date and Time: Offer a range of dates and times for the meeting. Be flexible to accommodate their schedule, and suggest a few options for their convenience.
Meeting Format: Specify whether you're proposing an in-person meeting, a video conference, or a phone call.
Duration: Mention how long you expect the meeting to last. Typically, government meetings are concise, so aim for a 30-minute slot unless they suggest otherwise.
Contact Information: Provide your contact information, including your phone number and email address. This makes it easy for them to respond or reach out to you.
Confirmation and Follow-Up: Mention that you'll follow up with a confirmation email to solidify the meeting details. This shows your commitment and professionalism.
Thank You: Express your appreciation for their time and consideration. A courteous tone goes a long way in building a positive impression.
Signature: Include a professional email signature with your name, title, company name, phone number, and website.
Remember that if a Draft Request for Proposal (DRFP) has already been released, you are unlikely to get a meeting due to an opportunity being an active procurement. Your government contracting call plan should account for DRFP/RFP release timing.
Step 7: Execute and Adapt
During the call, listen attentively and adapt your approach based on the customer's responses. Be flexible and open to addressing their concerns or questions.
Outline what should happen after the call. Will you send additional information, schedule a follow-up meeting, or submit a proposal?
Be clear about the next actions to keep the momentum going.
Step 8: Document Your Insights
After the call, document all the valuable insights gained. This includes the customer's feedback, needs, concerns, and any commitments they've made. This information will inform your proposal and future interactions.
Troubleshooting
You’ve done everything right, requested a meeting and you’re not getting the meetings you want. Here are some ideas for how to troubleshoot:
Consider Events: What events might this customer be attending? Would it be possible to meet them in person and give a pitch for a longer meeting?
Leverage Social Media: According to this article, there are approximately 2.7 million Federal employees on the LinkedIn platform as of 2023. Follow the pages for decision-makers for your opportunities, see what events they are attending, and consider requesting a meeting using LinkedIn Messenger.
Check Your POCs: Make sure you have the correct government POCs for the opportunity you want to pursue and/or services you are selling.
Provide Relevant Free Content & Ask Again: When you follow-up on a request for which you did not receive a response, consider attaching a valuable piece of information such as a relevant White Paper, and ask again for a meeting.
Leverage Your Connections: If your current customers know the POCs you want to meet with, get their advice about what information would be valuable for their colleagues. If you are working with teaming partners, ask them about relationships – perhaps a joint meeting could work.
Get Outside Help: This may include hiring a consultant who used to work within the agency and still has relationships
Seek Other Assistance: Seek Assistance: Consider consulting with experts in government contracting, such as Small Business Development Centers (SBDCs) or Procurement Technical Assistance Centers (PTACs), for guidance on your outreach strategy.
Consider Freedom of Information Act (FOIA) Requests: If you are unable to meet with the customer, try submitting a FOIA request to gather useful information. Use a third party for your request.
Conclusion
In conclusion, crafting an effective government customer call plan is a critical component of success in government contracting. It's a strategic process that involves understanding your customer, defining objectives, planning artifacts, assembling the right team, preparing insightful questions, and requesting meetings professionally. These steps are essential for building relationships, tailoring solutions, and positioning your company as a trusted partner in the eyes of government agencies.
Successful government contractors recognize that thorough planning and engagement with customers are essential. They differentiate themselves by offering value and relevance, which is especially important in a competitive landscape.
However, even with the best call plan in place, challenges may arise. When meetings are elusive, consider troubleshooting steps like verifying points of contact, offering valuable content, leveraging connections, and exploring opportunities at events. Seeking outside assistance or considering FOIA requests can also provide valuable insights.
In the ever-evolving world of government contracting, a well-executed call plan can make all the difference. It not only opens doors to valuable opportunities but also fosters relationships built on trust, understanding, and a shared commitment to achieving success. So, whether you're a seasoned government contractor or just starting your journey, remember that a thoughtful call plan is your key to unlocking the doors to success in this dynamic sector.
Haven't downloaded our free Capture Plan Template? Check out this valuable free resource.
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